The word "less" appears constantly in sustainability communication. Less waste, less carbon, less resources used. While it has become a familiar language in most brands' environmental messaging, it isn’t always backed by verification.
Cascades PRO® launched its We Love Less campaign from a different starting point: what if "less" stopped being positioning and became a number?
A commitment made at the design stage
Eco-design is at the heart of Cascades' approach to innovation. This approach is grounded in a clear conviction: reducing the environmental footprint of its products through science-based decisions, and ensuring transparent disclosure.
To measure the real environmental impact of its products, Cascades relies on life cycle assessments (LCA). It is a standardized scientific methodology, governed by ISO 14040 and ISO 14044 standards, that evaluates a product's environmental impact across its entire life span: from raw material extraction through manufacturing, transportation, use, and end of life.
For tissue products, that means accounting for where fibers come from, how paper is made, how it travels, and what happens after it is used. Nothing gets excluded.
For a closer look at LCA methodology and how it guides Cascades' approach to eco-design: Life-cycle assessment: A pillar of eco-design.
What if your hygiene products were made with fewer resources?
Applied to Cascades PRO® tissue products, the results are consistent: choosing products made from 100% recycled fibers over an equivalent made from virgin fibers can significantly reduce environmental impact at every stage of the product lifecycle.¹
Paper hand towels
- 32 % less impact on climate change
- 61 % less impact on ecosystem quality
- 56 % less water consumption
Bath tissue
- 26 % less impact on climate change
- 62 % less impact on ecosystem quality
- 53 % less water consumption
These results go beyond a simple “made with recycled content” claim. They provide measurable proof of environmental performance across the full product life cycle.
Your business can do more with less
Choosing products made from recycled fibers does not mean choosing between a clean space, a comfortable experience, and your sustainability goals.
Operational efficiency
Choosing recycled fibers does not come at the cost of product performance. Cascades PRO paper hand towels and bath tissues are absorbent, durable and consistent in use, designed for commercial spaces. High-capacity formats reduce restocking frequency, so teams can maintain hygiene standards without interruption, even during peak periods.
User comfort
Recycled fibers deliver on user experience too. The products are soft, effective, and suited to the demands of high-traffic spaces. What shapes how people feel about a space is the quality of the products, and the certainty that they will be there when needed. According to a new Cascades survey of 2,000 Americans and Canadians conducted in April 2026, 64% of respondents consider the lack of toilet paper, hand towels or soap among the top irritants when using a public restroom².
That frustration carries well beyond the restroom: more than 3 in 4 people say a poor experience leads to at least one negative action toward the venue or event, whether that means leaving early, spending less, or not coming back.
Sustainability goals
LCA data turns sustainability commitments into something concrete: a direct link between each purchasing decision and a measurable, independently verified reduction in environmental impact. That means solid figures for ESG reporting, reliable answers for procurement criteria, and a credible response to clients and partners who ask for proof alongside the promise.
Choosing Cascades PRO® products made from recycled fibers is also a signal about an organization's values, and a contribution toward those commitments that can be reported, shared, and defended.
Less is a number
It is the result of a process, a methodology, and a commitment that shows up in every product. At Cascades PRO, we do more with less™.
1 Potential savings based on the life cycle assessment (LCA) approach for each Cascades product category, compared to equivalent industry products made from 100% virgin fibers. LCA study on Cascades tissue paper products (2023) conducted by Groupe AGÉCO, an independent third party, in accordance with ISO 14040 and ISO 14044 standards. Basis of comparison (functional unit): 1 square metre (m²).
2 Cascades, Reputation and Consumption in Public Spaces: The Impact of the Restroom Experience, 2,000 respondents (1,500 U.S. / 500 Canada), April 2026.
Source of environmental results
LCA study of Cascades tissue paper products, Groupe AGÉCO, 2023. Analysis conducted in accordance with ISO 14040 and ISO 14044 standards.
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