Christine Mau, Associate Director of Packaging Graphics, for Kimberly-Clark, has a unique job: she designs Kleenex® boxes. But that's not all; Christine is responsible for the packaging for a wide range of products most people use every day, like toilet tissue, paper towels and paper napkins, including Kleenex, Scott®, Viva®, Huggies® and Kotex®. Recently Kimberly-Clark launched a new line of paper products - Scott Naturals - made with 40% to 100% post-consumer recycled fiber (depending on the product), wrapped on cardboard cores made from 100% post-consumer recycled fiber, and sealed in plastic wrap made of 20% post consumer waste plastic. To find out more about Kimberly-Clark's "green" products and sustainable packaging efforts, WhatTheyThink posed a few questions to Ms. Mau. WTT: Growing environmental awareness has clearly been reflected in marketing, and it seems that every company has developed advertising or public relations to highlight its initiatives. While advertising is one response to and influence on consumer behavior, packaging also influences consumer choice. And at the same time packaging is often cited as a source of waste. Have you changed your package designs in response to the new awareness? What kind of changes? CM: In terms of packaging graphics, we try to clearly and quickly communicate product benefits at the retail shelf, to make the shopping experience easier. Packaging for our Scott Naturals bath tissue, towels and napkins prominently features a graphic reading "Green Done Right," which refers to the sensible blend of recycled and virgin fibers used in this product. On the reverse side of the package, we spell out the message of Green Done Right - that consumers don't have to sacrifice product performance to feel good about helping the environment. In addition to describing the recycled content in Scott Naturals products, the package also includes common sense tips for consumers who want to live green, for example, recycle dehumidified water to water your plants. In terms of more sustainable packaging, we are using more post consumer recycled plastic in our packaging - a minimum 20% in the packaging for Scott Naturals bath tissue and towels, for example. WTT: In Green Graphic Design, Brian Dougherty says, "Design is about effecting change ... the power of graphic designers has undoubtedly increased." Do you envision that your graphic and packaging design can change consumers' behavior around the use of paper-based products? Why/how? CM: Consumer interest in household products that contain sustainable resources is growing. Market studies have shown 86% of consumers say they are interested in using 'green' products, however, the current market size for recycled bath tissue, towel, and napkin products is relatively small - representing less than 1% of the entire tissue products category. The real hurdle to growing the use of these products is the consumer perception that they have to give something up when purchasing these products: efficacy, money (these products typically cost more) or the ability to find the products in their usual retail store, as opposed to specialty outlets. The Scott Naturals product line, for example, is designed to bridge the gap between consumers' desire to protect quality and feel good about helping the environment, by using a sensible blend of recycled and virgin fibers to create a product that doesn't compromise performance. The packaging is designed to convey this message and distinguish the Scott Naturals line from other recycled products. WTT: Many of Kimberly-Clark's products are "use once" products that simply cannot be recycled; and your company is doing a lot to source and use wood fiber responsibly. How do envision ways that you can reduce the amount packaging required to protect and transport your products? CM: For some time, we've been compressing the packaging of diapers, adult protective underwear and feminine pads, which results in smaller packages that are more efficient to transport and display on retail shelves. In the case of Scott Naturals bath tissue and towels, for example, we offer the product in longer-lasting rolls that minimize packaging materials and shipping impacts. WTT: KMB stock price seems to be rebounding in the second quarter, and although Q1 sales are decreasing, cash on hand looks good, and your market cap is terrific. There have been a number of reports and analyses that say a focus on sustainability also has a positive financial effect. Do you think that is happening in your company? CM: We are committed to weaving sustainability through every aspect of our business and we believe it can make a positive contribution to the bottom line. For example, over the past several years, K-C has been working to reduce the energy consumption and carbon footprint of its manufacturing operations. Between 2007 and 2008, K-C increased energy efficiency by 4.5% and reduced greenhouse gas emissions from its manufacturing operations by 7%, while producing more products. K-C is currently saving $80 million annually compared to 2005 efficiency levels. WTT: All of your brands are tissue- or fiber-based, from toilet tissue to disposable diapers. Could you expand on your use of both recycled content and virgin fiber and pulp from certified suppliers? CM: As a major global producer of wood fiber-based consumer products, we pay particular attention to our fiber procurement. We are committed to using wood fiber responsibly, by purchasing from certified suppliers, using recycled fiber where it is consistent with product performance, and by reducing the amount of fiber we use in our products and the amount of product our customers need to use. We believe that sustainable virgin and recycled fiber can both be used responsibly and provide the performance that customers and consumers expect. This belief is based on a scientific lifecycle assessment that compares the environmental impacts of Kimberly-Clark tissue products with varying levels of virgin and recycled fiber. WTT: More than 20 years ago, I was at your Neenah WI headquarters where I was shown employee garden plots built on the lawn around your building. Do you still have programs like that in place? CM: Gardens? I work in a leased building that was built according to, but not certified, LEEDS compliant, that is off the main campus. Our Innovation & Design Studio is situated on several naturalized acres - where we are lucky enough to watch the deer and native bird species from our windows. WTT: Hmmm... sounds like my memory is a little fuzzy! Thanks so much for taking the time to fill us in on Kimberly-Clark's latest green initiatives. The facial tissue made of recycled content has come a long way! CM: Thank you for your interest in Kimberly-Clark, and more importantly - in our sustainability practices.