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NEW YORK Ads in the paper products category used to be strictly about performance and price as giants in the industry like Procter & Gamble and Kimberly-Clark traded claims about absorbency, softness and value.
But over the past year or so, eco-consciousness has entered the picture as more consumers are asking, “How green is my toilet paper?”
While smaller brands like Seventh Generation have been touting their greenness for a while, this month a major player, Marcal, is linking the use of its products with deforestation.
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