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SCA magazine SHAPE 2 / 2012 Focusing on Aging Population

SCA magazine SHAPE 2 / 2012 Focusing on Aging Population

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The latest issue of SHAPE, SCA's magazine on trends, markets and business, is focusing on the aging population and what consequences it brings. In this issue, you will also read about a hotel for honeybees, latin sprice in marketing, smart products in electronics and how odd magazines rules the market.

Learn more about SCA on http://www.sca.com, http://www.twitter.com/SCAeveryday and http://www.facebook.com/SCA.
The latest issue of SHAPE, SCA's magazine on trends, markets and business, is focusing on the aging population and what consequences it brings. In this issue, you will also read about a hotel for honeybees, latin sprice in marketing, smart products in electronics and how odd magazines rules the market.

Learn more about SCA on http://www.sca.com, http://www.twitter.com/SCAeveryday and http://www.facebook.com/SCA.

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Published by: SCA - Hygiene and Forest Products Company on Jul 04, 2012
Copyright:Attribution Non-commercial

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12/17/2013

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SHAPE
2.2012
 A MAGAZINE FROM
SCA
ON TRENDS, MARKETS AND BUSINESS
EXISTED
YOU DIDN’T KNOWTHE MAGAZINES
 A HOTELWITH BUZZ
Beehives and fair-trade jeans in Berlin
Latin flavorin US mareting
The global force  you can’t deny
neaged
The
 
2
SCA
SHAPE
2
2012
 Youtube.com/SCAeveryday
showscommercials and videos from SCA’spress conferences, presentationsand interviews with executives andemployees.
Facebook.com/SCA
isintended to attract talent,engage users and provide informationin a way that complements sca.com.
Twitter.com/SCAeveryday
provides a good summary ofeverything happening at sca.com andin SCA’s social media. The aim is toprovide various users, journalists andbloggers with relevant information.
Slideshare.com/SCAeveryday
 is for investors and analysts, whocan download presentations fromquarterly reports and annual generalmeetings.
Scribd.com/SCAeveryday
makes some 50 publications available,including SCA’s sustainability report,its
Hygiene Matters
report and
Shape
 magazine.
Flickr.com/HygieneMatters
supports the launch of the globalreport
Hygiene Matters
with images.
Contrbutor
Shape 
 
is a magazine from SCA,primarily geared toward customers,shareholders and analysts, but alsofor journalists, opinion leaders andothers interested in SCA's businessand development.
Shape 
ispublished four times a year. Thenext issue is due in October 2012.
Publisher
Kersti Strandqvist
Managing Editor
Marita Sander
Editorial
 Anna Gullers, Göran Lind,Ylva Carlsson, Inger Finell Appelberg
Design
 Markus Ljungblom, Kristin Päeva Appelberg
Printer
Sörmlands Grafiska AB.Katrineholm
 Address
 SCA, Corporate Communications,Box 200, 101 23 Stockholm,Sweden.Telephone +46 8 7885100Fax +46 8 6788130
SCA
Shape 
is published in Swedish, English,Spanish, German, French, Dutch and Italian.The contents are printed on GraphoCote 90grams from SCA. Reproduction only by per-mission of SCA Corporate Communications.The opinions expressed herein are those ofthe authors or persons interviewed and donot necessarily reflect the views of the editorsor SCA. You can subscribe to SCA
Shape 
orread it as a pdf at www.sca.com. Address changes can done atwww.sca.com/subscribe or by e-mailingsophie.brauner@sca.com
Cover photo:Getty Images
SCA’S SOCIAL MEDIA SITES
ESTHER SELSDON
gets very excit-ed when she tells people that shewrites or
Shape
. She has writtena novel, a radio play and a dozennonfction books, but nothingstirs up dinner conversation quitelike personal care products. Forthis issue, she has chased downBritain’s frst emale proessoro incontinence, and i more areappointed she’ll be the frst tofnd them.Esther started her career asa barrister. Five years deend-ing the youth o Britain led toan impulse to make up her ownstories instead o other people’s.Several decades later, she isnow the proud winner o ‘DutchWomen’s Book o the Month’ aswell as ‘Central American TravelWriter o the Year’ and ‘Honor-ary Citizen o Syria or Servicesto Tourism’ (she’s not really sureshe should mention that). She isalso the Royal Literary Fellow atthe University o Westminster.Esther lives in a at in centralLondon with her husband and twoteenagers , all o whom have longsince given up being embarrassedabout being mentioned in print.
 Esther Selsdon
“SHAPE FAVORSDINNER TOPICS”
 
SCA
SHAPE
2
2012
3
 
IT’S OK to giggle whenGrace Dorey talksabout incontinence.
20
...how Dutch politicians got to try what it feels like to be old? See page 15.
DID YOU KNOW...
 6.

A grey tsunam...
The aging population is a global challenge with enormous consequences.
 2.

... wth busness potental
SCA’s ambition is to play an important role as thepopulation grows older.
24.Odd magaznes rule
Despite the rise of digital media, nishe magazines blossom.
26.

A hotel for honeybees
Beehives on the roof suggest a different type of hotel in Berlin.
 3.Latn spce n marketng
The US Latino population makes marketers rethink strategies.
  34.

Inanmate objects talk
Printed electronics make products smart.
36.

Happy shareholders at AGM
Louise Julian and Bert Nordberg are new board members.
CHINESE TISSUE
in the SCA portfolio – page 4
SHAPE UP
– page 18
12 HOURS
with Silvia Schirinzi – page 38
SHORT NEWS FROM SCA
 
pages 4–5, 16, 40–43
 ALSO...
CONTENTS

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