I like to wrap presents with sackcloth dishtowels that will get used and not discarded.  I also have a zillion and a half maps (I'm obsessed) that I buy at thrift stores and yard sales.  Many are very outdated but will make an unusual and recyclable wrapping paper when I have to use it.  For my crafty friends I use fabric as wrapping since I know they'll use it. 

If you really have to have the fancy gift wrapping, consider using gift bags over plain old wrapping paper.  Only crazy old ladies actually save the wrapping paper, but everyone saves the gift bags and reuses them.   If you dont want to look to cheap or too "arty", gift bags are the way to go if you want to at least encourage reuse.