Our Impact

EACH BOX CAPTURES 11% OF YOUR ANNUAL CARBON FOOTPRINT

At Serious Tissues, we’ve always been committed to making a real difference. Over the past year, we’ve evolved our impact model to tackle the climate crisis more effectively while keeping our eco-friendly toilet rolls affordable.

Why the Change?

When we first launched, we planted one tree for every roll of toilet paper sold. It was a simple, tangible way to contribute to reforestation. However, the world has changed. The cost of tree planting surged by an incredible 500%, which forced us to rethink how we could deliver the greatest impact without compromising affordability.

We’ve doubled down on one of our founding principles: eco-friendly choices shouldn’t cost the earth, or your wallet. With this in mind, we’ve adopted a broader and more strategic approach to environmental impact.

(And if you’re wondering what “impact additionalities” are, they’re all about creating meaningful, wide-ranging environmental benefits, like habitat restoration, community support, and boosting biodiversity.)

What’s New?

Still Planting Trees

Tree planting remains a cornerstone of our impact model. It’s one of the most effective ways to absorb carbon dioxide from the atmosphere. For every box of Serious Tissues you buy, we’re still planting:

  • Mangroves in Kenya: Known for their exceptional carbon storage capabilities.
  • Native trees in Britain: In partnership with The Tree Council, fostering local biodiversity.
  • Agroforestry projects in Africa: Supporting sustainable farming and reforestation.

Investing in Renewable Energy

We’ve expanded our efforts to include renewable energy infrastructure right here in the UK. By reducing reliance on fossil fuels, these projects create long-term carbon savings and are critical to meeting the UK’s 2035 and 2050 Net Zero goals.

Exploring Innovative Solutions

We’re supporting forward-thinking projects like kelp farms, which capture carbon while enhancing ocean health and biodiversity. (We’d make a pun about “kelping” save the planet, but we’ll leave that to you.)

 

The Carbon Impact of Your Toilet Roll

The average person in the UK produces between 10 and 11.7 tonnes of CO₂ per year. By choosing Serious Tissues, you’re helping to fight climate change:

  • Each box of 36 rolls sequesters over 1.2 tonnes of CO₂, offsetting over 11% of your annual carbon footprint.
  • Most of our customers receive a box every 2.5 months, meaning our subscribers offset over 50% of their yearly carbon footprint just by switching toilet rolls.

 

A Holistic Approach to Impact

Our new approach goes beyond tree planting. By diversifying our investments, we’re making a bigger, more measurable impact. Going forward, we’ll focus on total carbon offset as a proportion of your carbon footprint. You can check our tree planting dashboard here. 

We’re excited to share more about our progress soon, including updates on projects like kelp farming, renewable energy, and ocean plastic recovery.

Thank you for being part of this journey. Together, we’re creating a brighter, greener future, one roll at a time.