Recycling paper is a great way to reduce our environmental footprint – but how we put paper fibre to use is not a simple one-size-fits-all solution. For decades, recycled content was the “go-to” attribute for making environmentally preferable materials — in both paper and other industries. It seems intuitive that if recycling is good for the environment, then using recycled fibre must also be good. And if a little bit of something is good, then more must be better. However, as the science of sustainability has matured, we have come to view issues more holistically — to approach complex concepts with systems thinking.