HP Innovation Journal Issue 13: Winter 2019 | Page 65

Every package of HP paper is sustainably sourced and carries an FSC-certified label.
The ultimate goal is to make printing with HP a catalyst for
industry-wide support for FSC-certified and recycled fiber
sourcing, while contributing to the restoration, protection,
and improved management of the world’s forests.
“HP wants to lead the way to help reduce negative impacts
of printing with HP, and help educate consumers around
sustainable paper choices that keep forests healthy," says
Ellen Jackowski, global head of sustainability strategy and
innovation at HP.
Every package of HP paper is sustainably sourced, carrying
an FSC label, as have a number of products from compa-
nies that Brinkema says have followed HP’s lead. He says
these commitments have been critical in creating demand
for sustainably sourced paper, and that momentum has
helped the network of certified forests grow.
FSC-certified forests must meet a strict set of stan-
dards, protecting biodiversity, wildlife, and the rights of
indigenous and local communities through management
methods that also consider soil, waterways, and vegetation.
Ultimately, businesses will be rewarded for supporting
these efforts as consumers “use their purchasing power
to reward companies showing leadership for forests and
nature,” says WWF’s Walker. Looking for an FSC label
“is the one simple action that people can take to know that
they are helping forests with their purchasing decisions.”
For WWF, the new collaboration with HP is an opportunity
to accelerate forest conservation in ways that can enhance
existing efforts and influence other companies to step
up, says Walker. In Brazil, for example, HP’s investment
is adding to commitments by other companies, including
supply-chain partner International Paper. International
Paper manufactures HP-branded paper and produces
seven million tons of responsibly sourced fiber for paper
products each year.
“As human beings, even if we do everything we can to reduce
our consumption, we are still impacting the Earth’s natural
environment,” says Jackowski. “We will always need to
consume, but we must innovate to consume responsibly
in harmony with our planet.”
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