It's that time of year again. Just when it seems the fine weather has arrived and summer can finally begin, the flyers and commercials remind us Labour Day is right around the corner and with it the start of a new school year.

Choosing certified non-toxic pencils and crayons is one way to make an eco-friendly return to school. (iStock)

Cue the mad dash to the mall.

Back-to-school shopping is serious business, and not just for kids looking to return to class with the hottest gear. For retailers across North America it's one of the busiest times of the year, and while economists eagerly watch to see how the recession affects sales, shoppers will be busy scouring the stores for sales of another kind.

Despite the pinch, an Angus Reid poll conducted, sponsored by Staples Canada and conducted last year, found that 80 per cent of consumers considered buying eco-friendly school supplies.

Staples says it carries 2,000 products "with environmental attributes." Eco-friendly school supplies are popping up on store shelves across the country. Not only are the products green, they're a hit with the kids and for parents the prices are right.

But while it's hip to be green this back-to-school season, environmental educators are reminding parents that when it comes to filling shopping carts with new school supplies, less is still more.

Reusing, reducing just as important as recycling

"The main issue is reducing the amount of stuff that you buy," said Coral Mason, program co-ordinator and teacher at the Canadian Ecology Centre in Mattawa, Ont. "It's the best thing you can do to be more ecologically conscious and more environmentally friendly.

"We all know the three Rs, and if you ask kids how many of them recycle all of them do it. But, if you ask them how many of them reuse or reduce they're completely confused. They don't know how to answer the question because none of them do it and nobody really focuses on it," Mason said.

For parents who are looking to green their children's back-to-school routine, Mason advises they take stock of what their children already have and what can be reused before hitting the stores for new supplies.

"By reusing you will reduce the amount of stuff you're going to purchase," Mason said. Cutting back on purchases isn't just good for the planet, she says, it's good for your wallet, too.

It's not just hip, it's here to stay

Reusing and reducing aside, new school supplies are inevitable. So when the time comes to stock up, green products are the new way to go.

Environmentally friendly school supplies aren't a new idea — recycled paper and refillable pens and pencils have been around for years — but increased eco-consciousness in the marketplace has made them more prominent. This is a trend that's here to say, according to Jennifer Lynes, a professor with the centre for environment and business at the University of Waterloo in Ontario.

Consumers are demanding environmentally friendly products when they go shopping, Lynes says, and companies that see it as an opportunity to expand their markets are listening.

"It's not just trendy anymore," she said. "It's a permanent shift, both from the business perspective and the consumer's perspective."

Rick Smith agrees, and says the fact the public's interest in environmentally friendly products hasn't waned with the economic downturn proves the change is enduring.

"During the last recession in the early '90s, top-of-mind concern for the environment really collapsed because, at that point, the environment for most people meant endangered species and saving far-away forests," Smith said. "Now the whole environmental discussion has changed. People recognize that a well-protected environment is better for their health. They see it as an investment in their future — in the future health of their children."

And businesses see it as an investment in market growth.

"There's money to be made in green," Smith said. "That didn't used to be so obvious — it's a brand new realization for a lot of manufacturers and retailers."

Going green has never been easier

Being green wasn't always so accessible. Environmentally friendly alternatives were few and far between — variety was at a minimum, availability was limited and cost was often high.

But times have changed and so has the marketplace.

"If you're an interested consumer and you want to make sure that you're spending your dollar in a way that doesn't harm the planet, it's easier than ever before to choose products that are labelled as being green," says Rick Smith, executive director of Environmental Defence and co-author of Slow Death by Rubber Duck.

Smith credits the internet — and the ease with which it allows consumers to find and share product information online — with helping to change the face of the marketplace.

"Consumers are aware — they have certain expectations," Smith said. "With the web especially, the change in consumer preference can come very quickly and if you're a company caught offside to that kind of change you're going to lose out big-time."

For shoppers looking to stock up on environmentally friendly supplies for the new school year, not only are there more green products from which to choose, they're easier to find and they're affordable, too.

"There's a perception that some products are more expensive, but I don't know if that's actually the case," said Lynes, who added that even if some eco-friendly products do cost more consumers will often pay the higher price if they understand the importance of the added costs.

Remember to include the kids

But sometimes the willingness of consumers to pay extra can be exploited, according to Mason from the Canadian Ecology Centre.

"Just because it says 'green' on it doesn't mean that it is environmentally friendly," she said.

So, how do consumers ensure the products they're buying are good for the planet?

Education is the key, for parents and children alike, and Mason suggests the annual trip for school supplies is a perfect opportunity for both groups to educate themselves.

"Make it an activity with your kids to figure out what's good and what isn't. Research it," she said, adding that involving children in the final purchasing decision is a good way to keep them invested, not only as environmentally conscious citizens but as responsible consumers as well.

That's a lesson we all should learn.

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Green guide

Before you hit the stores to stock up on your back-to-school supplies, here are some of the things you can look for to ensure the products that make it into your shopping cart won't cost the environment when class is out.

Binders

Look for binders made from post-consumer recycled materials, such as corrugated cardboard, chipboard and rubber.

Try: Avery 100% recycled chipboard binders. Available at various retailers, from about $4.

Pencils and crayons

Opt for pencils and crayons that are certified non-toxic. As with inks, the pigments used in pencils and crayons can contain chemicals that are bad for both the environment and our own health. Be on the lookout for soy-based crayons that are tinted with natural pigments. Not only are these crayons completely biodegradable, their colours are more vivid than traditional crayons. Try for FSC-certified and unpainted pencils or, better yet, buy a pack that's been made from used blue jeans or old money.

Try: Prang soybean crayons. Available at Grand & Toy, from $1.03 for an 8 pack.

Backpacks, lunch kits and pencil cases

Choose natural fibres, such as unbleached organic cotton or hemp. Or, for something different, look for bags made from recycled tires, pop cans or juice packets.

Try: TerraCycle drink pouch backpack. Available online from TerraCycle.net, from $12.99 US.