So maybe Dion is right

Interesting news yesterday. Williams-Sonoma, Dell Computers and Victoria's Secret all announced that they will use more paper in their catalogues that is either recycled or from sustainably managed forests. Dell has already hit its 2009 target of 50% recycled content in its marketing materials.

Victoria's Secret promises that by the end of 2007 its more than 350,000,000 catalogues will contain at least 10% recycled paper or paper from forest operations certified by the Forest Stewardship Council (FSC). The company also promises not to buy any more paper from West Fraser Timber, currently logging in the Rocky Mountains. West Fraser is considered environmentally unfriendly and has refused to change its operations. VS had a $100 million contract with them which recently expired.

Tembec and Domtar are two Ontario companies which operate under FSC guidelines and VS said it would welcome compliant Ontario companies bidding on supply contracts.

Canada, Russia and Brazil are the only countries on earth that still have large tracts of undisturbed forest.

Dion said during the long Liberal leadership campaign that the environment and sustainability is the third pillar in his approach to economic security and he referred to "mega" wealth he believes will accrue to countries that lead the way on sustainability. Dion's push for environmentalism will resonate particularly with the younger generation, the kids in elementary and secondary school who shame their parents and grandparents on the waste and destruction created by our consuming society. Young people are the drivers and Dion's message resonates with them big time.

Yesterday's announcement involves only three companies but it is a significant signal for those paying attention. Environmental concerns will lead and shape the next three decades I believe, and the Liberals were smart enough to pick a guy who's way ahead of the pack on this seminal issue. The question is: will we be smart enough to go with the man of the future or will we look in the rear view mirror and pick a party and a leader who have their heads buried in the 1950s.