In the 1960s, Procter & Gamble’s (P&G) first “Please don’t squeeze the Charmin” ad campaign helped propel the toilet paper brand to the top of the tissue market, creating and feeding an unprecedented and uniquely American fixation on softness in toilet paper… Natural Resource Defence Council’s new The Issue with Tissuereport and scorecard show a marketplace in continued transition, with P&G’s closest tissue competitors, Kimberly-Clark and Georgia-Pacific, making strides toward enhanced sustainability that leave P&G behind the pack. The scorecard reviews a total of 145 products, including toilet paper, paper towels, and facial tissues, and awards brands an A+ through F grade based on their sustainability for forests and the climate.