Building demand for sustainable fibre in China
China is the world’s biggest paper and paperboard market, but until recently there’s been little demand for sustainable paper. We’ve been working together to change that.
In 2015, WWF helped launch the China Sustainable Paper Alliance (CSPA), bringing together some of the biggest Chinese and international players in the sector. So far, 14 leading companies have joined the alliance. Members have committed to purchase and produce more recycled and FSC certified paper and packaging, and to work with companies in their supply chains to improve their environmental performance.
In addition, the CSPA has been supporting efforts to raise awareness and demand for sustainable paper among consumers – including WWF-China’s “Green Me” campaign, which highlights the importance of forests in daily life and how FSC-certified products can help protect them. Actor Huang Bo, who has over 30 million fans on social media, is a campaign ambassador: a video he fronted received over 11 million hits.