Together with WWF, WEPA is developing goals and activities to align its value chain with planetary boundaries, including a commitment to achieving deforestation- and conversion-free supply chains by the end of 2025. Another key focus of the partnership is to promote material circularity and set a precedent for recycled-fibre based hygiene paper in the market. Therefore, a joint campaign to inform consumers about the advantages of recycled products and to motivate them to make more conscious purchasing decisions will be launched.