|
 |
|
Cole McDonald is the son of James McDonald III, an
International Paper employee who works in the
environment, health and safety group. | More organizations and individuals than ever before profess a desire to be "green." And more are attempting to define for themselves and for others what that means. These definitions of "green" are varied, changing, even conflicting.
Little wonder that a recent opinion poll by the organizations Consumers International and Accountability revealed that some 90 percent of respondents are skeptical about green claims by companies; fewer than half trusted green claims even by environmental groups. Assertions about environmental performance are increasingly being challenged with the essential question: "Compared to what?"
A desire to be more environmentally responsible can lead to beneficial changes in material choices, manufacturing efficiency, product design and performance, and end-of-life management. But such considerations, when done holistically and transparently, often reveal layers of complexity that present tradeoffs more often than perfectly pat answers.
International Paper has, for more than a dozen years, embraced this complexity. Our pursuit of the details reflects our pursuit of understanding. We believe that global environmental stewardship recognizes the inherent truth of John Muir’s observation, "When we try to pick out anything by itself, we find it hitched to everything else."
That is why we have made it a tradition to routinely share information about our performance. Our reports are recognized for offering the highest levels of transparency. We are also striving to make them more timely and accessible by posting updated information here. Please take a minute and let me know what you think at david.struhs@ipaper.com.
So what does it mean to be green? We think it goes beyond just reporting ongoing improvements in operational efficiency, keeping our employees safe and healthy, reducing emissions, and investing in environmental capital.
At IP, we think the essence of being "green" is revealed by Innovation and People -- people bringing to life innovations that make global stewardship possible. We hope you enjoy the following vignettes that illustrate this idea.
Sincerely,
David Struhs, VP | 
