I agree, but to me it is still like holding a cup over your head while it is raining outside and functionally does almost nothing except spread the fake idea that we are actually turning society green. Paper in general is probably one of the least things we should be worried about because it is one of the easiest things to farm and uses minimal input compared to the bulk of material it produces.

What should we be concerned with even more, in your opinion?

And how would someone who spends money reduce their complicity?

> Every little bit helps and this seems like an easy win, ecologically speaking.

It is likely not helpful if IKEA gets to enjoy the image of an environmentally-friendly eneterprise based on a token gesture. Many companies engage in such gestures to get themselves off the hook for their involvement in problematic practices.

I'm not saying that it's IKEA's fault that people buy throw-away furniture, or that the population is growing etc, but still.

Yep. Same for Apple: "We're leaving out the charger for your $1000 phone. It's for the environment, we promise."

But, I'll take any environment win I can get at this point.