The NRDC and Greenpeace advocate switching from standard toilet paper to recycled paper. According to the article:
...the NRDC estimates that if every household in the U.S. replaced just one 500-sheet roll of virgin-fiber TP a year with a roll made from 100% recycled paper, nearly 425,000 trees would be saved annually.
That's a lot of trees. Upon reflection, it does seem a little silly that American's choose to use only the best paper on which to wipe their poo. After all, it is just ending up in the sewer. Besides, I dislike all the lint that all of those fancy brands seem to give off.
Why not try a bidet as many European countries do?