The Victoria's Secret catalogs are known for stirring up many thoughts, but forest preservation usually isn't the first one that comes to mind.
Which is why, according to advocacy group ForestEthics, the firm and its parent company Limited Brands should get a shout-out for pressing ahead with a program to increase the use of green-certified paper products for the catalogs -- even when the paper content issue has long faded from news headlines.
The company's use of paper certified by the Forest Stewardship Council has grown to almost 88 percent compared to 2007 when the figure was about 23 percent, according to a review by PowerwaterhouseCoopers.
The organization called the percentage of FSC-certified paper use "exceptional for a large direct mailer" and had this prepared statement from Executive Director Todd Paglia:
"When ForestEthics strikes an agreement with a company, whether or not it's at the end of a confrontational campaign, we always hope that we'll still be doing great work together five years later. It doesn't always happen, but then again, not every company is as sincerely committed to reducing its impact on forests as Limited Brands."