This story about efforts by environmentalists to convince Americans to buy toilet paper made from recycled fibers is pretty hilarious. Americans want the toilet paper that they buy for use at their homes to be super-soft. Toilet paper makers oblige by producing products made largely from the pulp of old trees, which have the longer fibers that produce softer tissue. Environmentalists object to felling “old-growth” trees for this unseemly purpose, because such trees help to convert carbon dioxide and old-growth forests provide the habitat for bears and migratory birds.
The subject matter of the story, of course, lends itself to humor. But note that the chief executive of a leading manufacturer of recycled toilet paper seems to contend that Americans like softness only because they have been mesmerized by marketing campaigns! I can assure him that, to the contrary, for most Americans the keen desire for bathroom tissue softness is the product of harsh experience.
And consider this the next time you are in a position to personally assess the softness of toilet paper — those in the industry apply three softness criteria: surface smoothness, bulky feel, and “drapability.”