Charmin Campaign Targets P&G Over Boreal Forest Clearcutting

The campaign, spearheaded by Charmin Kills Forests and supported by organizations including Stand.earth and the Rainforest Action Network, directly challenges P&G’s sustainability claims. Activists argue that the company sources virgin pulp from ecosystems that are subsequently burned and replanted with monoculture plantations, a process they claim threatens wildlife such as caribou and bears. While P&G maintains its sourcing is sustainable, critics point to a history of rejected petitions and ongoing class-action lawsuits regarding greenwashing.

Pressure on the company is mounting as trade tensions escalate. Last month, the U.S. imposed a 50% tariff on Canadian forest pulp, prompting retaliatory measures from Canada. Jim Epstein, a descendant of P&G co-founder James Gamble, labeled the current sourcing model as broken and urged the company to modernize its supply chain. The campaign also highlights that industry peers are shifting away from virgin fiber; notably, Kimberly-Clark committed to removing it from its product line in 2024. Brian Rodgers of Friends of the Choco warned that P&G risks losing significant market share by failing to align its manufacturing practices with evolving consumer and environmental standards.