In the 1970s, environmental movements promoted eco-friendly recycled paper products, including toilet paper, amid growing awareness of resource conservation. Campaigns encouraged consumer shifts toward sustainability. This push influenced manufacturing practices and waste reduction efforts.

The push for eco-friendly recycled paper in the 1970s aligned with the emergence of ecopoetry and environmental literary movements. Poets like Mary Oliver began to incorporate themes of sustainability and nature into their works, reflecting a growing consciousness about environmental issues.