ForestEthics has helped pioneer a new approach to environmental activism by focusing its efforts on the marketplace. For every tree cut in an endangered forest there is a purchaser somewhere that funds this activity ? often unwittingly. ForestEthics works to educate individual consumers, large corporate purchasers and distributors so they are aware of the environmental impacts and ethical dimensions of their purchasing decisions. Our goal is to harness this market power to stop destructive activities of certain logging companies while encouraging a shift toward environmentally preferable products.