Plow & Hearth sent an e-mail communicating their efforts to plant trees. You can view the e-mail here.
Their e-mail suggests that they plant two seedlings for every tree they cut down to produce catalogs. And at http://plowandhearth.com/trees, you can monitor their efforts to reach a million seedlings in one year --- customers who order at Plow & Hearth automatically get a seedling donated with their purchase.
Sure this represents an expense for Plow & Hearth --- a wise expense, a good use of public relations marketing.
One way to quell those who believe we represent a wasteful industry is to replenish the resources we consume.