As with most religious affections, environmentalism is now setting standards for itself that it cannot match, reinforcing the logical conclusion that businesses should stay out of religion in whatever form.
Rolling Stone will be printed on what it calls “carbon neutral paper,” because it is made through a process that the magazine claims adds no carbon dioxide to the atmosphere.Its funny. Before businesses only had to do something. Now they have to do something, it has to be the right something, and they have to do enough of it, or they get excommunicated from the Church of the Climate Faithful.
What neither an editor’s note in Rolling Stone nor a press release sent by the magazine mentions, however, is that the new paper has no recycled content...(gasp!)
“Are the steps that Rolling Stone is taking good and important ones?” Mr. Locantore [director of some recycling project] asked. “Yes. But what I’m afraid they are doing in the process is diverting attention away from the need to use recycled paper.” He added, “All the evidence shows that the greatest ecological and social benefits come from using recycled paper.”
But, [Rolling Stone] added, “we’re publishing some of the world’s greatest photographers and artists,” and the print quality on recycled paper does not do them justice. “What we’re trying to do is what we can do. We can’t put out the magazine we put out on recycled paper.”
“It did really used to be true that you would lose quality by switching to recycled, but I don’t think that’s the case anymore,” John Koten, chief executive and editor in chief of [some magazine company], wrote in an e-mail message.