It worked against Home Depot, "the world’s largest buyer of construction material" [1]. As a result of consumer pressure [2], they turned over a new "green" leaf, and are now lobbying to keep forests sustainable[3].

[1] http://en.wikipedia.org/wiki/Home_depot [2] http://salt.claretianpubs.org/shake/1999/09/ss9909.html [3] http://www.mongabay.com/external/wsj-home_depot.htm