Source: Reanne Li

Prairie Pulp and Paper Inc.’s straw wheat paper innovation is an example of how CSR’s growing popularity is bringing about positive environmental change. Step Forward Paper is made of 80% waste straw wheat, and 20% Forest Stewardship Council certified wood fibre, in order to maintain strength and quality that consumers expect in their paper products (par. 8, 12). Prairie Pulp and Paper has changed waste straw wheat from being a waste material to a valuable resource.

I disagree with Kat’s argument in her blog that this product may not necessarily be sustainable. Not only is Prairie Pulp and Paper making use of a material that would otherwise go to waste, but with fewer trees needed for paper consumption, the deforestation of virgin forests in Canada will decrease. The use of trees allocated for new purposes will prevent other virgin forests which are currently protected from being exploited because of increasing demand for wood products.

While this may be an example of yet another company jumping onto the CSR bandwagon, is that really such a bad thing? Although companies are adopting CSR in order to gain access to the large environmentally conscious market and the high prices those consumers are willing to pay for eco-friendly products, they are still the ones with the most capital and power to lead the change towards a more sustainable future.

Works Cited

“Together wheat can make a difference!” Step-Forward Paper – Eco-Friendly Paper. Prairie Pulp & Paper Inc., n.d. Web. 17 November 2012.<http://www.stepforwardpaper.com/product.shtml>

Celia’s blog post on ‘dirty companies’ leading sustainable change through business innovation reminded me of an article I read about a number of new technologies in the oil industry which have led to significant improvements to oil extraction practices.

For instance, Suncor Energy was the first company to successfully reclaim a tailings pond in September 2010, through its tailings reduction operations technology. It now takes only a few years to transform tailings ponds into natural habitat, instead of the previous standard of over 40 years for an environment half as successfully reclaimed (McCullough par. 2, 3).

Another revolutionary innovation is the toe-to-heel air injection (THAI) system, which does not require water to liquefy the bitumen before extracting it. All carbon dioxide emissions remain underground, and 17% more oil can be extracted from reservoirs using this system (McCullough par. 13, 14).

I feel that while these developments in the oil industry have greatly improved its environmental sustainability,  there are a number of issues with this model of corporate sustainability. It does not change the fact that we are still expecting oil to be our main energy source for the future, instead of beginning to transition towards relying on renewable energy sources. Also, the technologies and efforts of these companies can still lead to negative impacts on the environment, such as carbon emissions still being emitted, albeit not into the atmosphere.

Extra: Check out a video of Suncor Energy’s reclaimed tailings pond, now called Wapisiw Lookout (0:47-3:00).

Works Cited

Beketa, Celia. “The Unforeseen “Leaders” in Corporate Sustainability?” Celia Beketa’s Blog. 13 November 2012. Web. 14 November 2012.

McCullough, Michael. “Oilsands: Environmental disaster?” Canadian Business. Rogers Communications. 25 October 2010. Web. 14 November 2012.