The paper napkin industry is fighting for survival, as young consumers “abandon” the product.

The paper napkin industry is fighting for survival, as young consumers “abandon” the product. Two decades ago, 60% of households were buying paper napkins, but that number has dropped to 41%, and even is lower among 25-34-year-olds. As young consumers continue to favor sustainable products, they’ve left the paper napkin behind—but it’s not just environmental concerns at play. They also face competition from “their sworn enemy,” the paper towel industry, which many are using in place of napkins rather than buying both. The industry is scrambling to find ways to win over young people—like recruiting celebrities—but “the deck is stacked against [them].” (Vox)