Dunkin' Brands Inc. and Cascades Tissue Group have made the change from white napkins to brown in an attempt to seduce green customers, reports the Wall Street Journal. Recent tests show that the brown napkins make customers "feel like they [are] doing something good for the environment."
Scott Murphy, vice president of strategic manufacturing and supply for Dunkin'
says that Dunkin' Donuts decided to use recycled brown napkins because of what the colour "symbolizes". Brown is a colour traditionally associated with health; it's now also linked with recycled and eco-friendly materials, and when used for napkins also brings the high-quality associations of linen to mind.