Curlicue are excited to announce that we are now stocking brown kraft paper. Click here to shop.
Brown kraft paper has become an increasingly popular alternative to traditional wrapping paper, with many people touting its eco-friendly benefits. However, there is a growing concern about the greenwashing of the paper industry and how it can be misleading for consumers who are trying to make sustainable choices. In this article we'll explore the hype around brown kraft paper, why it's not always sustainable and what you can do to make better wrapping paper choices.
Brown kraft paper is often marketed as an eco-friendly alternative to traditional wrapping paper, which is often infused with plastic. This is because brown kraft paper is typically recyclable because it’s plain and it has a natural, rustic look that many people find appealing.
The reality, however, is that not all brown kraft paper is created equal. Some paper may be labelled as "recycled," but contains only a small percentage of recycled materials which is why it’s important to investigate further. The manufacturing process for brown kraft paper can also have a significant environmental impact, depending on factors such as where it’s made, carbon impact of transportation, the energy source used for powering machines and its waste production, the chemicals used in the process and how they are disposed of, as well as the water usage.
Greenwashing in the paper industry is a real concern, with companies making false or exaggerated claims about the sustainability of their products or processes. This can make it difficult for consumers to make informed choices about the products they purchase and can contribute to the overall confusion around sustainable options. For us at Curlicue, this confusion caused by greenwashing was the catalyst for creating a better solution for sourcing truly sustainable gift wrap.
Some companies may claim that their brown kraft paper is "natural" or "eco-friendly," without providing specific information about the sourcing and manufacturing processes. This can make it difficult to know whether the product is truly sustainable, or whether it's just a marketing ploy.
As consumers, it's important to ask ourselves some introspective questions about the choices we make. Are we choosing brown kraft paper because it's truly sustainable, or because it's trendy and aesthetically pleasing? Are we willing to do the research necessary to find truly sustainable options, or are we content to settle for the easiest and most convenient option?
When it comes to sustainable choices, it's important to demand more from our wrapping paper choices. This means looking beyond the surface-level claims of "natural" or "eco-friendly," and doing the research to find products that are truly sustainable. Additionally, we can support companies that are transparent about their sourcing and manufacturing processes, and that prioritize sustainability in their operations.
At Curlicue, this transparency is the most important aspect of what we do. It is why Curlicue was created, to combat the greenwashing that is rife in the gift wrap industry and to bring together products that are sustainable, by which we mean UK made, 100% recycled materials and plastic-free being the most important elements.
Using any brown kraft paper is not enough to truly make a sustainable choice. It's important to consider factors such as the percentage of recycled materials, the manufacturing process, and the end-of-life options for the product. And don’t forget, any foiling or glitter on brown kraft paper makes it unrecyclable – don’t get suckered in by retailers that tell you it’s sustainable. It’s not. Once other materials are bonded with the paper, it cannot be recycled by the majority of local authorities.
We should demand more from retailers of brown kraft paper. This means asking for transparency about the sourcing and manufacturing processes and supporting companies that prioritize sustainability in their operations. Additionally, we can encourage suppliers to invest in sustainable practices, such as renewable energy sources and reduced water usage.
It has been difficult to source sustainable brown kraft paper that is UK made from 100% recycled materials and is fully recyclable, but Curlicue is very excited to announce we succeeded. At just £2.95 for a 2m roll, £5.95 for a 5m roll, £8.95 for a 10m roll and £12.95 for a 20m roll. You can keep your natural aesthetic without compromising on your sustainability. If you’re looking for a little flair, pair the brown kraft paper with our bright, beautiful sustainable gift tags and twine.
Shop sustainable brown kraft paper here.