Sustainability Drives Innovation and Value in the North American Tissue Market

As environmental challenges intensify and North American consumers become increasingly aware of the impact of their choices, sustainability has moved from being a differentiator to becoming the core of business strategy for leading companies in the tissue market. 

In 2025, the industry demonstrates that innovation and environmental responsibility go hand in hand, with key players implementing concrete actions to reduce emissions, optimize resources, and promote cleaner production cycles. 

Essity, through its professional hygiene brand Tork, has taken a significant step forward with the launch of the Focus4 Sustainability platform in North America. The initiative is centered on four strategic areas — materials and packaging, use and waste, carbon, and hygiene for all — and has already delivered tangible results, such as reduced-plastic packaging, compact product formats that lower transportation footprints, and carbon-neutral dispensers produced with renewable electricity.  

Following a similar path, Sofidel America continues to expand its sustainable operations through its Papernet® brand, which recently achieved FSC® certification across its entire product line. This certification ensures that all fibers are sourced from responsibly managed forests, strengthening transparency and traceability in the supply chain. Additionally, during the ISSA Show North America 2025, the company showcased new sustainable restroom solutions — illustrating how technology and design can work together to reduce consumption and waste in high-traffic environments. 

Meanwhile, Kruger Products was recognized by Kantar BrandZ as Canada’s Most Sustainable Brand in 2025, with its Bonterra line standing out as a symbol of conscious consumption and environmental commitment. The recognition highlights that beyond operational practices, the tissue sector is strengthening its connection with consumers through brands that transform purpose into real action, such as reforestation programs and the use of recyclable materials. 

These developments reflect a clear trend: sustainability has become the driving force of competitiveness in the tissue industry. Companies investing in green innovation are not only reducing costs and regulatory risks but also capturing new market opportunities, building consumer trust, and positioning themselves as key players in the transition toward a circular economy. 

In a landscape where efficiency, transparency, and accountability are essential, these initiatives demonstrate that the future of the North American tissue industry is being shaped by those who understand that sustainability is not just a goal, but a new way of doing business.