According to a report from the environmental groups the Natural Resources Defense Council (NRDC) and Stand.earth, Americans opting for luxury-brand toilet paper are negatively impacting the environment.

Toilet paper, particularly the kind that promises a pillowy-soft texture, is made up primarily of virgin pulp from Canada’s boreal forests. Covering nearly 60% of Canada, the forests absorb enough carbon dioxide from the atmosphere each year to equal the annual emissions of 24 million cars, according to the report. Yet, each year 28 million acres of the forests are cut down for the purpose of creating luxury brand toilet papers popular among Americans thanks to decades' worth of marketing schemes surrounding the softness of toilet paper, making Americans some of luxury toilet paper’s biggest customers. Consequently, some brand name manufacturers that produce the soft-textured papers refuse to switch to sustainable materials.

Although they make up just over 4% of the global population, Americans are responsible for over 20% of the world’s toilet paper consumption. For instance, an average four-person U.S. household uses 100 pounds of toilet paper each year, according to the report.

In addition to the forests' carbon dioxide absorbing features, The boreal forests are also home to 600 indigenous communities.

"As Indigenous Peoples in the boreal forest, we live on the food from our land. The forest is our supermarket, with aisles of berries and meats and fish. My hope is that, once people know that their choice of tissue will determine whether food will be there for us tomorrow, they will help protect our homelands by switching to recycled and responsibly sourced products," said Deputy Grand Chief Mandy Gull, Cree Nation.

Sustainable options are becoming more prevalent with a number of toilet paper brands such as Seventh Generation and Natural Value receiving high sustainability scores from the NRDC and Stand.earth report for their use of sustainable materials, whereas brands like Charmin Ultra Soft and Angel Soft received failing grades.

To contact the author of this article, email mdonlon@globalspec.com