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2012 A mAgAzi ne from sca on trends, mArkets And busi ness
Trash is treasure
2 SCA SHAPE 4 2012
commercials and videos from SCA’s
press conferences, presentations
and interviews with executives and
intended to attract talent,
engage users and provide information
in a way that complements sca.com.
provides a good summary of
every thing happening at sca.com and
in SCA’s social media. The aim is to
provide various users, journalists and
bloggers with relevant information.
is for investors and analysts, who
can download presentations from
quarterly reports and annual general
makes some 50 publications available,
including SCA’s sustainability report,
its Hygiene Matters report and Shape
supports the launch of the global
report Hygiene Matters with images.
Shape is a magazine from SCA,
primarily geared toward customers,
shareholders and analysts, but also
for journalists, opinion leaders and
others interested in SCA’s business
and development. Shape is
published four times a year. The next
issue is due in March 2013.
Ylva Carlsson, Inger Finell
Markus Ljungblom, Kristin Päeva
Sörmlands Graﬁska AB,
SCA, Corporate Communications,
Box 200, 101 23 Stockholm,
Telephone +46 8 7885100
Fax +46 8 6788130
SCA Shape is published in Swedish, English,
Spanish, German, French, Dutch and Italian.
The contents are printed on GraphoCote
90 grams from SCA. Reproduction only by
permission of SCA Corporate Communica-
tions. The opinions expressed herein are
those of the authors or persons interviewed
and do not necessarily reﬂect the views of
the editors or SCA. You can subscribe to SCA
Shape or read it as a pdf at www.sca.com.
Address changes can done at
www.sca.com/subscribe or by e-mailing
SCA’S SOCIAL MEDIA SITES
CURIOSITY MADE her leave the
job at one of Sweden’s leading
newspapers and move to Ireland.
She brought her experience as
a daily news reporter to Dublin,
but did soon nd herself involved
in completely new elds as well,
like working for the and trav-
elling the world with a voluntary
organisation. What was planned
to be a short excursion to discov-
er the green island nearly became
a permanent move, but nine
years and three children later she
moved to Amsterdam where she
continued to cure her curiosity by
exploring the Dutch life.
News coverage has over the
years become feature arti-
cles and the working eld has
gradually got more technical.
The focus has always remained
the person behind the dis-
covery, the research or the
Since moving back to Sweden
she runs her own freelance
business. When not travelling
she nds that walking the dog
on the sea shore is the best way
to clear the thoughts, along with
renovating the old summer-
house and restoring ee market
4.2012 A MAGAZI NE FROM SCA ON TRENDS, MARKETS AND BUSI NESS
Trash is treasure
12APB4_innehall_6877.indd 2 2012-12-03 15:39:34
SCA SHAPE 3 2012 3
SCA’S SOCIAL MEDIA SITES
06. Valuable rubbish
The secondhand market for trash is expanding
with rising awareness of our planet’s limits.
16. Sense for business
Professor Diana Derval takes a close look at sensory perceptions
and turns her consumer research into hot marketing.
20. A cost-eective approach
Print advertising, delivered through targeted direct mail,
challenges the digital channels.
22. Risk of leakage
Incontinence affects people of all ages. One-tenth of all teenagers
and young women suffer from bladder problems.
25. Slim and better
Thinner saw blades mean more wood and less waste.
A sawmill in Sweden reports big gains.
32. Importance of branding
Strong brands often do better than others when times get tough.
36. Great expectations
Wind power production in the European Union is expected
to triple by 2020. SCA will soon become a major producer of
Find the answer on page 36.
How do you transport a wind power tower?
SCA SHAPE 4 2012 3
SCA SUPPORTS forest protection – page 4
12 HOURS with Angela Martinez – pages 30-31
A SKIPPER WHO knows what it takes – page 34
HIGH RATINGS in sustainability – page 35
12APB4_innehall_6877.indd 3 2012-12-03 15:14:43
THE FOREST STEWARDSHIP COUNCIL
will soon get the company of Hans
Djurberg, sustainability director at
SCA. Djurberg has been elected to
the FSC International board of direc-
tors. FSC is the most important and
recognized platform available for
dialogue on forestry, both globally
“Iam very proud to have been
elected, and it is of great impor-
tance that the forest management
and industry structure we represent
has a voice in FSC’s senior manage-
ment” Djurberg says. “It is critical for
the viability of the system that forest
owners and forest-based industry
participate actively in shaping it for
the future, not least to secure that
demands are possible to implement
and that they make a difference on
4 SCA SHAPE 4 2012
Business news from SCA
SCA ofﬁ cial to
help guard forests
CARBON DISCLOSURE RECOGNIZED
12APB4_updated_6878.indd 4 2012-12-03 15:15:06
SCA SHAPE 4 2012 5
STATKRAFT SCA VIND AB is investing 6 bil-
lion Swedish kronor (900 million US dollars)
in two wind parks in northern Sweden. The
company, owned by Statkraft (60 percent)
and SCA Forest Products (40 percent),
is planning to build seven wind parks in
Sweden with 360 wind turbines. Two of the
wind parks are already under construction.
In total, the seven wind parks will provide
production of 3,000 GWh a year, more than
2 percent of all electricity used in Sweden.
Read more on page 36
SCA has divested its 50
percent shareholding in
the UK-based newsprint
facility Aylesford News-
print to private equity com-
pany Martland Holdings.
Strong wind power
SCA has once again been
included in the Dow Jones
Index, one of the world’s
most prestigious sustain-
For more information:
Read more on page 35.
IN LIME KILN
A new lime kiln at the
kraftliner mill in Munksund,
Sweden, will substitute
biofuel for oil, saving about
50 million Swedish kronor
(5.7 million euros) a year
and reducing fossil carbon
dioxide emissions by 75
percent. The lime kiln is
expected to be put in op-
eration in fall 2014.
The investment is worth
about 490 million kronor
(56 million euros).
SCA HAS QUALIFIED for the Carbon Disclo-
sure Leadership Index for the third time.
The index highlights the constitu-
ent companies of the Nordic 260 Index
that have displayed the most profes-
sional approach to corporate governance
in regard to climate change disclosure
The index, published by the Carbon
Disclosure Project, provides an evaluation
tool for institutional investors and recogniz-
es companies with the best reporting prac-
tices and performance to tackle carbon
dioxide emissions and climate change.
CARBON DISCLOSURE RECOGNIZED
“ A new e ciency program has been initiated within
the hygiene operations. It will provide annual cost
savings of some 300 million euros.”
CEO Jan Johansson on the Capital Market Day, November 5
12APB4_updated_6878.indd 5 2012-12-04 13:47:40
EN YEARS AGO, a farmer might
have left an old tractor in the
eld to rust rather than bother
recycling it. No longer. Prices for
used metal have risen so high that
people see money in trash, and they take
their cast-os to the scrapyard.
“On the metals side, there is very little
that does not get recycled,” says Björn
Grufman, president of the Bureau of
International Recycling (), an associa-
tion based in Brussels that represents
some 850 businesses and 40 federations
across the globe. “For metal, the material
is coming out of the woodwork.”
Overall, public awareness of recycling
has risen signicantly in recent years, he
says, and a wider variety of materials are
being recycled. While metals command
the highest prices, established global
markets exist for such commodities as
wastepaper, shredded tires, scrap carpet,
glass, vinyl, polyurethane foam, plastic
bags and used footwear.
“There is a huge international trading
6 SCA SHAPE 4 2012
12APB4_tema_recycling_6907.indd 6 2012-12-03 15:16:57
program turns old
athletic shoes into
In waste lies opportunity. The secondhand market for
trash – paper, plastic and metal – is big business,
generating money for recycling processors and
investors around the globe.
text NANCY PICK
SCA SHAPE 4 2012 7
12APB4_tema_recycling_6907.indd 7 2012-12-03 15:18:33
8 sca Shape 4 2012
market in recycled raw materials,”
Grufman says. “These are major com-
modities, just like virgin raw materials.
Many traders today buy and sell both vir-
gin and recycled.”
Recycling has dramatically increased
over the past decade, due in part to height-
ened environmental awareness and con-
cern about the future of our planet.
While recycling remains voluntary in
most nations, the EU has passed legisla-
tion making it mandatory for its member
countries. By 2020, EU countries will be
required to recycle, compost or reuse 50
percent of all household rubbish. Coun-
tries that fall short will face penalties.
In general, raw recyclables fow in one
direction: from countries with high GDPs
to countries with lower ones. “China is the
big magnet,” Grufman says. “With their
fve-year plans, their need for raw materi-
als is enormous.” China drives the entire
market in recovered paper, importing
some 24 million metric tons a year, mainly
from the US and Europe.
lthough spot prices have been
volatile, Grufman generally
sees progress in the markets for
traditional raw recyclables like
plastics and paper. In recent
years, the paper market has been chang-
ing, as newspaper readership declines in
much of the developed world. “It’s difcult
to obtain the amount of newsprint you had
10 or 20 years ago,” Grufman says. “But
on the other hand, there’s more packaging
available.” With the rise of online shop-
ping, the average household is now receiv-
ing many more cardboard shipping boxes
than in the past.
Meanwhile, paper recycling rates have
been rising. In 2011, the US recycled about
67 percent of its paper and paperboard.
The EU topped that slightly by recycling
70 percent of its paper and paperboard in
2011, despite lagging rates in some east-
ern European countries. China, in addi-
tion to importing huge amounts of waste
paper from other countries, has begun
collecting more of its own used paper.
What does paper recycling involve?
Typically, paper companies take “old
corrugated containers” – better known as
cardboard boxes – and other wastepaper,
and use them to make such products as
brown paper towels, cardboard tubes, ani-
mal bedding, cofee flters and cellulose
12APB4_tema_recycling_6907.indd 8 2012-12-03 15:18:51
Recycling has come a long way since
1970, when graphic designer Gary
Anderson drew a Möbius strip with
three arrows, circling forever. While
that logo is now recognized around the
world, individual countries’ recycling
efforts vary widely.
A quick glimpse of some recycling
efforts across the globe:
Switzerland recycles 52 percent
of its municipal waste (mainly paper,
plastic, and metal), the highest in
Europe. Austria ranks a close
The UK recycles only about 18
percent of its municipal trash (mainly
paper, plastic and metal).
Japan recycles more of its plastic
than any other country: 77 percent.
In the US, only about 7 percent
of plastic waste gets recycled. Most
of that is shipped to China, where it
gets turned into products like fabric,
carpets and plastic toys.
Singapore’s total recycling rate
increased by 117 percent between
2000 and 2011. The country recycles
nearly all of its construction debris
and more than half of its paper and
In Dubai, recycling efforts are
just beginning. Currently, some 90
percent of the country’s trash ends
up in landflls.
Gary Anderson and his original design of
the recycling logo
“ There is a huge international
trading market in recycled
equipment of all kinds
can be recycled through
US electronics retailer
12APB4_tema_recycling_6907.indd 9 2012-12-03 15:19:02
10 SCA SHAPE 4 2012
insuÌation. Rcscarchcrs arc cvcn cxpcrimcnting
with using comprcsscd papcr mixcd with concrctc
to form “papcrcrctc” bÌocks, uscd to buiÌd aßord-
As for pÌastics, not many wcrc bcing rccycÌcd
in Europc cvcn J¡ ycars ago, bcyond Gcrmany’s
Grünc Punkt (“Grccn Dot”) program for packag-
ing matcriaÌs. Now, says Grufman, thc rccycÌcd
pÌastic industry has takcn oß, with “ncw and cÌcvcr
tcchniqucs bcing dcvcÌopcd aÌÌ thc timc.”
In thc past, uscd cÌcctronics wcrc vaÌucd
mainÌy for thc smaÌÌ amounts of vaÌuabÌc mctaÌs
thcy containcd, incÌuding nickcÌ and goÌd. Now
thcir pÌastic is aÌso bcing rcproccsscd. In thc zu,
thc Wastc EÌcctricaÌ and EÌcctronic Equipmcnt
Dircctivc cncouragcs manufacturcrs to mark thc
typcs of pÌastics uscd in thcir cÌcctronic dcviccs,
to makc rccycÌing casicr.
NOTHER GLOBAL INITIATIVE invoÌvcs pro-
duccr rcsponsibiÌity – pcrsuading manu-
facturcrs to dcsign thcir products with
rccycÌing in mind. “If produccrs must
pay thc cost of rccycÌing thcir products
in an cnvironmcntaÌÌy sound way, thcn thcy wiÌÌ
start making products that arc morc rcsponsibÌc,”
SÌowÌy but surcÌy, companics arc moving toward
taking back thcir own products for rccycÌing.
Nikc Ìaunchcd its gÌobaÌ Rcusc-A·Shoc pro-
gram in Jppo, and to datc it has coÌÌcctcd somc
z8 miÌÌion shocs, turning thcm into rubbcry pcÌÌcts
uscd for sports surfaccs. In zoo¡, thc us outdoor
cÌothing company Patagonia startcd its Common
Thrcads program, taking back its own tcxtiÌcs
to bc rcpurposcd.
ERHAPS MORE surprising is thc ambi-
tious rccycÌing program at Bcst Buy, thc us
cÌcctronics rctaiÌ giant. Thc storcs bcgan
coÌÌccting uscd dcviccs from consumcrs
in zoop – not |ust brokcn iPods, but ncarÌy
anything cÌcctricaÌ, from rcfrigcrators to ricc
cookcrs. Thc rccycÌing scrvicc is frcc to consum-
crs, and Bcst Buy makcs a smaÌÌ proht on thc
Dcspitc rcccnt advanccs in rccycÌing, thc ÞiÞ
bcÌicvcs tradc barricrs rcmain a probÌcm. Cop-
pcr, for onc, is criticaÌ for cÌcctric motors, and thc
carth’s crust docs not contain vast amounts of it.
“Wc know thcrc is a Ìimitcd amount of coppcr,
and wc shouÌd bc vcry carcfuÌ to kccp whatcvcr wc
havc in usc,” Grufman says. CurrcntÌy, Ìcss than
haÌf of thc worÌd’s coppcr gcts rccycÌcd.
“If wc arc to bc succcssfuÌ in rccycÌing morc cop-
pcr – to kccp it bcing uscd again and again – thcn
wc must havc frcc and fair tradc,” hc says. “Coppcr
shouÌd bc cxportcd to thc bcst rccycÌcr gÌobaÌÌy.”
Prices for used metal
have risen so high that
people are seeing cash
“ If producers
the cost of
Used outdoor clothing
takes on new life with
12APB4_tema_recycling_6907.indd 10 2012-12-03 15:19:33
SCA SHAPE 4 2012 11
Park benches from incontinence briefs.
Forest roads from sludge. Here are
a few examples of how SCA promotes
new uses for old materials.
SWEDEN’S paper recycling program
ranks among the world’s most success-
ful. Back in 1994, the country passed
tough laws requiring paper producers to
pay for collecting and recycling of paper
products. The result: Sweden now recov-
ers an incredible 95 percent of its news-
papers, magazines and other printed
“For most Swedes, it comes very
naturally to sort paper and packaging,”
said Göran Nilsson, managing director
of Pressretur, the company that oversees
mandatory paper recycling across the
country. Pressretur is jointly owned by
three large Swedish paper manufactur-
ers, including .
“When paper companies were hit with
this legislation, we decided it was better
go in together,” he said. “From the begin-
ning, we have been free to organize the
system the way we want.”
text NANCY PICK
Soon to be another sheet of paper?
12APB4_tema_recycling_6907.indd 11 2012-12-03 15:20:20
MANY COLLEGES in the Northeast
want to go green, and now in North
America can oer them something
attractive: closed-loop recycling. Under
this system, waste from a college gets col-
lected, processed and then remade into
products that the college can use again.
calls its initiative “The Power
of Three,” because it relies on three
companies joining forces—, Casella
Waste Systems and Foley Distributing.
First, Casella collects and sorts all of a
college’s recyclable materials. Next, it
sends the recovered paper to plant
in South Glens Falls, New York, where
turns the used paper into hand tow-
els and tissue products. Finally, Foley
Distributing closes the loop, by deliver-
ing these recycled paper products back to
Not only does the Power of Three
reduce carbon emissions by keeping the
loop within a limited geographic area, but
it also helps colleges – or the clever stu-
dents who attend them – to calculate their
Pressretur is not a prot-making
venture, but rather costs the par-
ticipating companies money. While
expensive, the system does bring
certain advantages. “We get a very
stable supply of recovered paper
for our mills, and we get very good
quality control,” said Nilsson. “The
paper we collect has a very low level
The quality of recovered paper
can be a major problem in countries
like the , where recyclables are
not always separated. As a result,
paper often gets contaminated by
pizza grease or other impurities.
To collect and sort paper, Press-
retur contracts with large and small
waste management companies
throughout Sweden, operating
more than 5,000 recycling stations.
Although the Pressretur system
has been working smoothly for
years, the government has recently
been studying a plan to shift paper
recycling away from Pressretur
and into the hands of individual
communities. “We would no longer
be in control of the collection, cost
and quality,” said Nilsson. “For the
paper industry this would be bad
news, so we plan to ght it.”
Leg holes from incontinence briefs become benches.
TO MAKE ADULT
you need to punch out a
lot of leg holes. At ’s
tory in Quebec, Can-
ada, those -shaped
plastic pieces do not go
to waste. The rem-
nants, packaged into
300- kilogram bales,
are sent down the road
to another company.
Melted down, the
cut-outs become plastic
lumber and high-end
12 SCA SHAPE 4 2012
For a free sample pack of the full lights by TENA range visit lightsbytena.co.uk
Oooops! Time to switch
to lights by TENA?
lights by TENA are specifically designed to absorb faster than ordinary liners.
So, if you’re like the 1 in 2 women who experience little leaks, you can still
get on with your day, while feeling fresher, drier and more confident.
Download ‘my pff’ – our new pelvic floor fitness app
designed to help stop those oooops moments.
Available for iPhone and Android.
12APB4_tema_recycling_6907.indd 12 2012-12-03 15:20:42
For a free sample pack of the full lights by TENA range visit lightsbytena.co.uk
Oooops! Time to switch
to lights by TENA?
lights by TENA are specifically designed to absorb faster than ordinary liners.
So, if you’re like the 1 in 2 women who experience little leaks, you can still
get on with your day, while feeling fresher, drier and more confident.
Download ‘my pff’ – our new pelvic floor fitness app
designed to help stop those oooops moments.
Available for iPhone and Android.
12APB4_tema_recycling_6907.indd 13 2012-12-03 15:20:50
14 sca Shape 4 2012 14 sca Shape 4 2012
From towels to toilet tissue, the paper
products made by SCA in North America
are 100 percent recycled. But securing a
steady supply of the used paper needed
to make them—nearly 1 million tons per
year— isn’t easy.
“It’s cheaper to ship a ton of recycled
fber from Los Angeles to Shanghai
(10,000 kilometers) than to ship it from
Los Angeles to our mill in Arizona (750
kilometers),” says Michael Jansen, vice
president for product planning and
logistics . “Containers that return to
China after delivering goods to the US are
empty so shipping costs from the US to
China are practically free. That’s a major
issue we’ve had to deal with.”
At the same time, the rise of electronic
communications means that the sup-
ply of high-quality recovered paper is
dwindling as demand is growing. “That
was the trend we saw 10 years ago,” Jans-
en says. “We knew that both availability
and fber quality were going to worsen
over time, so we invested in our de-inking
facilities to give us greater fexibility.”
In addition to upgrading its US mills,
SCA signed long-term agreements with
waste collection companies close to its
facilities, guaranteeing a supply of mate-
rial. SCA has also secured relationships
with printers who sell their high-grade
In the end, these eforts make a real
diference to SCA’s customers. “We have
secured supply sources to protect our
business over the next decade,” says
Jansen. “Many of our end users will only
buy recycled products, and we will be
there for them, for years to come.”
there is money in paper recycling.
“We produce tissue here in
Lilla Edet using recycled paper
that contains diferent impurities,”
said Gunnar Johansson, quality
and environmental manager at the
SCA mill in western Sweden. “We
screen out worn fbers, paper fll-
ers, ink, metal staples, plastic, sand
and even tennis balls.” From time
to time, employees fnd another
item that does not dissolve in water:
Once that has been pocketed,
sludge made from the less exciting
impurities gets burned in the mill’s
boiler—producing steam for drying
paper, heat for the plant and a mod-
est amount of electricity.
The sludge-burning process
creates another by-product: more
than 25,000 tons of ash every year.
SCA has been thinking creatively
about turning that ash into valuable
products. So far, the company is
using it as:
W Construction material for forest
W Binder in asphalt
W Deep soil stabilizer for roads
W Replacement for lime, used to
raise the pH of farm soil
As for the actual money, any
employee who fnds a bill during
the screening process gets to
keep it. “He or she does not tell,”
100% recycled Tissue
All SCA tissue made
in North America is
made from recycled
“ He or
on employees who
fnd money while
12APB4_tema_recycling_6907.indd 14 2012-12-03 15:21:04
12APB4_annons_6908.indd 15 2012-12-03 15:21:18
16 SCA SHAPE 3 2012
text ANNA MCQUEEN photo MALOU VAN BREEVOORT
Have you ever thought of why you prefer
blue to red, or the scent of orange to
that of lavender? Professor Diana Derval
has. Before you’re born, she says, the
hormones you’re exposed to in the womb
determine your future preferences in
smells, shapes, textures and sounds.
And she knows how to turn her research
into hot marketing.
hat made you want to
I was born in Paris
and grew up between
Paris and Munich. My
mother was a chess champion, so I think
that’s where I got my ability to think sev-
eral moves ahead. My father was a painter
who did a lot of business in Germany, so
I think my observation skills are probably
down to him. I didn’t come from a wealthy
family so I went to work at 18, but I put
myself through school. I’m a great believer
in continuing education.
And what inspired your interest in
When I set up DervalResearch, our
rst client was Sara Lee’s Douwe Egberts
coee division, which wanted to better
understand coee drinkers’ preferences.
12APB4_10_questions_diane_6909.indd 16 2012-12-03 15:21:36
SCA SHAPE 3 2012 17
12APB4_10_questions_diane_6909.indd 17 2012-12-03 15:22:05
18 sca Shape 4 2012
I began to wonder what makes some people love
cofee or tea, why some can only drink it with
sugar and others with milk. To me, these weren’t
simple preferences – they went further than that.
I’m like that annoying kid who just keeps asking
“Why?” and I never stop until I’m happy with the
What did you conclude?
I didn’t buy into the socio-demographics of
marketing. I felt there must be something else
determining our brand preferences, and I started
looking at variations in sensory perception. For
example, some people hear sounds four times
louder than others, some are six times more sensi-
tive to textures, and nearsighted people prefer
short-waved colors like blue. Indeed, people with
myopia focus light in front of the retina, making it
efortless to view blue colors, whereas viewing red
requires more muscle efort. As a result, they see
blue as a more relaxing color, whereas farsighted
people are just the opposite. It became clear to
me that product preferences are directly linked
to the millions of sensors monitoring our bodies
How can this be used to help marketers?
Studies have shown that the number and dis-
tribution of these sensors is governed to a great
extent by the prenatal hormones to which we are
exposed in the womb. So we carried out our own
research with 3,500 people in 25 diferent coun-
tries, and we identifed eight gender polymor-
phisms in humans that are defned from birth
– the Hormonal Quotient, or HQ. We established
that the people in these categories share similar
preferences in terms of colors, tastes, shapes,
textures, scents and sounds. This provides a valu-
able segmentation tool to help marketers predict
consumer preferences based on sensory percep-
tion that is far more efective than basing their
segmentations on income, sex or age.
Besides hormone research and marketing Diana Derval is into martial arts.
Lives: In Amsterdam,
the Netherlands and
Family: Married to Johan
Bremer, co-author of Hormones,
Talent, and Career: Unlock
your Hormonal Quotient, and
co-inventor of the Hormonal
Job: President, Research
Director at DervalResearch.
Education: BS in engineering,
BA in literature, MS in market-
ing, MBA, working on a PhD
(“The Infuence of Hormones on
Hobbies: Playing bass guitar,
practicing martial arts, reality
TV shows, observing people.
Secret talent: “My plan B was
Want to know your HQ? See
“ Female shoppers with a
are more likely to prefer
fruity to foral scents.”
12APB4_10_questions_diane_6909.indd 18 2012-12-03 15:22:16
SCA SHAPE 4 2012 19
So what does the HQ test involve?
The test is available online and takes into
account a range of information including gender,
ethnicity, age and biological markers. It provides
information about your personality, sensory traits
and leadership style.
Can you give us some examples?
We recently collaborated with the motorcycle
maker Harley-Davidson and found that all their
female clients were highly inuenced by prenatal
testosterone. Other tests have shown that female
shoppers with a testosterone-driven are more
likely to prefer fruity to oral scents. Information
like this is invaluable for fragrance retailers – or
men who are looking for that perfect gift.
What were some of your most fascinating
Finding that many of the dierences in our
behavior stem from something beyond our control
was very important. Realizing that someone’s
inability to cope with their crying baby could be
due to their increased sensitivity to that audio
frequency can really help people not feel guilty
for their “failings” and focus on their strengths.
Another major discovery was when we established
why nearsighted people prefer blue and farsighted
prefer red. Prior to that, all color-based market-
ing had been based on a foolish idea of colors
being perceived as “warm” or “cold,” whereas in
fact the preferences we have as consumers are
What has brought you the most satisfaction?
My research led me to establish the Better
Immune System Foundation in 2009, for research
into chronic diseases. Many chronic symptoms
such as eczema, asthma and sinusitis seem
related to our immune system. The foundation’s
mission is to conduct research, information and
prevention programs for a better immune system,
and I’m very proud of the work we do for the
You are not only a scientist but also a
Well, yes, in 2008 we were named by
L’Entreprise magazine as Smart Business Idea of
the Year, which was a wonderful accolade. Also,
one of my books, The Right Sensory Mix, was
nominated as a nalist for the best market-
ing book of 2011 by the American Marketing
Association. It was the rst scientic book
to gain such a distinction, so that was a very
What is your ultimate goal?
My personal goal is to make a major contribu-
tion to the eld of health and well-being. We have
succeeded in helping businesses and consum-
ers through our groundbreaking ndings, but it
would be a waste not to use our research skills
for the greater good. A Nobel Prize would be the
ultimate achievement, but why not? We’ve already
made so many advances with little funding that
I see no point in not aiming for the very top.
When SCA decided to apply the
DervalReseach approach to con-
sumer tissue, it carried out a proof
of concept test in a Scandinavian
supermarket. The highly competi-
tive Nordic market is a tough one for
tissue products, and DervalResearch
wanted to demonstrate how products
could be adapted to physiological
preferences. The research group cre-
ated a new tissue product to target
a particular Hormonal Quotient (HQ)
category and presented it for sale on
the shelf. Once people had bought
the product, they were invited to test
their HQ and provide feedback about
The results were clear. “With three
or four products, SCA can address
the whole Nordic tissue market and
meet the different expectations of
each HQ segment,” Derval says.
“In this instance we targeted one
category, and in-store sales tripled.
Along with the positive feedback we
got from in-home testing, we proved
that we can design a consistent pack-
aging and product to appeal to a spe-
ciﬁc category and people will choose
that product and stick to it.”
Price, culture and
emotion are never the
real reasons behind a
You cannot create
needs, but you
can spot them and
analyze them on a
Observing is better
People are unique,
but those with the
same HQ share
Never do anything
that doesn’t have a di-
rect impact on sales.
12APB4_10_questions_diane_6909.indd 19 2012-12-04 12:46:25
20 SCA SHAPE 4 2012
text ANNA MCQUEEN
We’ve all heard how the Internet
was supposed to make print
advertising obsolete. But while
marketers chase the latest digital
channel or social network, they
shouldn’t forget the time-tested
approach of direct mail. It’s often
the best way to reach customers
in a cost-effective, targeted and
IRECT MAIL MARKETING, when carefully
managed, outperforms many alterna-
tives, industry experts say. “A catalog
or a direct mail piece in their mailbox
is an intrusive tap on the shoulder that
online-only activities don’t allow,” says
Lois Brayeld, president of J. Schmid & Associ-
ates, a catalog consultancy based in suburban
Kansas City. Moreover, the tactile nature of direct
mail is very appealing to consumers. “You can feel
a mail piece in your hands,” she says. “You can
hear an envelope or tab tear open. You can see the
images and key messages on the printed page. You
might even be able to smell it.”
A 2010 study in Sweden showed that young
people there trusted printed media more than the
Internet. The survey of more than 1,000 Swedes
by United Minds found that 70 percent said they
received interesting oers through direct mail
that helped them shop better, and 53 percent
agreed that direct mail is relevant and supplies
12APB4_direct_marketing__market__6916.indd 20 2012-12-03 15:22:45
sca Shape 4 2012 21
With a careful strategy
and a targeted message,
direct mail can be one
of the most effective ways
to reach consumers.
“There are a lot of myths surrounding the direct
mail market, and a common one is that direct mail
‘door drops’ go unread,” says Lars Lindgren, SCA
vice president for business development, publica-
tion papers. “Surveys like this show this not to be
the case. Direct mail also makes it easier to target
a specifc audience and tailor your message. All
this can be done on as small a scale as you like, so
it is of particular interest to smaller businesses or
those just starting out.”
Moreover, it is much easier to measure return on
investment (ROI) through a direct mail campaign.
The Annual Media Usage Forecast from Tar-
get Marketing Magazine in 2011 concluded that
direct mail delivers the strongest ROI for customer
acquisition for business-to-consumer marketers,
and that it also ranked highest for customer reten-
tion and contact.
The potential for personalization – incorporat-
ing each person’s name into the advertising mate-
rial they receive – also makes direct mail efective.
“There is something magical about seeing your
name in print,” Brayfeld says. “There was a time
when personalization was so expensive that it
could cripple your ROI. But today’s technology
has made print personalization easier and more
With a carefully honed approach and a targeted,
relevant, appealing message, direct mail is
clearly still a great way to reach consumers and
SCA has just started producing a new
paper grade called GraphoInvent at Ortviken,
SCA’s largest paper mill in Sundsvall, some
250 miles (400 kilometers) north of Stockholm.
GraphoInvent has qualities that make it
highly suitable for direct mail. Its combination
of high thickness and low grammage make it
cost-effective in terms of both material and
distribution costs. GraphoInvent also has a
low carbon footprint compared with other
papers produced in Europe.
SCA has invested 350 million Swedish
kronor (EUR 40 million) in the Ortviken mill to
Read more: www.graphoinvent.com
thick and light
“ There is some-
about seeing your
name in print.”
12APB4_direct_marketing__market__6916.indd 21 2012-12-03 15:22:52
22 sca Shape 4 2012
Nearly 10 percent of all teenagers and young women suffer from bladder problems.
even if the risk of leakage rises with increasing age, incontinence is a hidden problem
that affects women – and men – at any time of life.
text susanna lindgren
ost of us know that the risk
of sufering from incontinence
increases with age. We know
for example that as many as
70 percent of residents of
nursing homes in Britain, Germany and
Sweden are incontinent. What seems to
be less known is that leakage is a condi-
tion that afects people at any age of life
“People of all ages may sufer – children,
teenagers, young women,” says Ian
Milsom, a professor in the department
of obstetrics and gynecology at the
Sahlgrenska Academy, the faculty of
health sciences at Sweden’s Gothenburg
University. “In the developed world,
about 10 percent of all women aged 30 to
40 have problems with urinary leakage.
In the age group of 50 to 60 years, that
fgure rises to 20 percent.”
For children and teenagers, inconti-
nence can become a stigma that afects
The problem can be caused by bad
habits in early years, such as when a
– not just an old person’s problem
12APB4_young_inco__market__6912.indd 22 2012-12-03 15:25:40
SCA SHAPE 4 2012 23
“ If you don’t learn
to void your
this can lead
to problems in
school child holds herself rather than
visits the school toilet.
“If you don’t learn to void your blad-
der properly in childhood, this can lead
to problems in adulthood,” says Daniela
Marschall-Kehrel, a medical doctor and
head of a urological o ce in Frankfurt.
She says the two most common coping
strategies for bladder problems, used by
children and adults alike, actually can
have a reverse eect.
“Holding maneuvers are no solution
for an overactive bladder, as that makes
the bladder less exible and less able to
store more urine,” she says. “Less uid
intake isn’t a solution either, as it makes
the urine more concentrated and trig-
gers the bladder’s nerve system to empty
“Many who have problems in adult-
hood often suered as children. The
problem is that this isn’t a pleasant topic
to discuss. We can talk about heart dis-
ease or asthma, but discussing the uri-
nary system is still very taboo, especially
in our part of the world.”
Incontinence can generally be divided
of all teenagers and
young women suffer
from bladder problems.
Light bladder weakness is much more
common than people are aware of.
Still, 70 percent of women having
occasional little leaks are using prod-
ucts that weren’t speciﬁcally designed
to deal with the problem. Instead they
use regular sanitary protection – femi-
nine towels and pantyliners. This is
simply because they do not see what
they have as incontinence, but rather
as “little leaks” now and then.
For these women SCA has created
the lights by TENA range, which is just
like the normal feminine protection
these women know, only better for the
purpose. Lights by TENA is a small
range of discreet pantyliners that
absorb quicker, for a drier and fresher
feeling. The lights by TENA range was
introduced in the UK in 2011.
“We’re already seeing very positive
results of the launch, which shows
that we have found a way to express
TENA that also attracts this target
group,” says Meta Ågren, global brand
director, SCA. “We want our consum-
ers to feel that little leaks are not an
age thing, and it is not such a big deal
either. With lights by TENA we hope
our consumers will feel liberated to
carry on with life, with products that ﬁt
their self image.”
Lights for light
into three dierent types: stress inconti-
nence, urge incontinence and a mix-
ture of the two. If the urinary leakage is
caused by sneezing, coughing, laughing
or physical activity that puts pressure on
the bladder, then it is generally diag-
nosed as stress incontinence. This can be
caused by physical changes to the body,
such as childbirth or a weakening of the
squeezing muscles. Urge incontinence
is caused by inappropriate bladder con-
tractions, and the most common sign is
leakage after suddenly feeling the urge to
urinate. One reason can be damage to the
nerves of the bladder.
“Stress incontinence can be treated
by strengthening the pelvic oor muscle
through squeezing exercises,” Milsom
says. “There has also been a revolution
in surgical treatment, and leakage can
today be prevented through a simple
operation, which can be done under local
anaesthetic, by tting a synthetic tape
around the urethra.”
Medication is also an option, for
stress incontinence as well as for urge
Þ noTo: r or t o
12APB4_young_inco__market__6912.indd 23 2012-12-03 15:25:47
12APB4_annons_6910.indd 24 2012-12-03 15:26:01
SCA SHAPE 3 2012 25
text SUSANNA LINDGREN photo PER-ANDERS SJÖQUIST
The thinner the saw blade, the better the yield.
Every reduction in the width of a blade that cuts
through Nordic pine at Bollsta Sawmill translates
to big gains, both in revenue and for the forests.
It’s not only size that
matters. The number
of saw teeth in relation
to rotation speed
decide the efﬁciency
of the saw.
12APB4_teknik_6913.indd 25 2012-12-03 15:26:21
26 SCA SHAPE 4 2012
“ Saw doctor” Daniel
Medelberg has developed
techniques that increased
the yield at Bollsta.
OR KATARINA LEVIN, the manager of Bollsta
Sawmill in Bollstabruk, Sweden, the equa-
tion is simple. It’s essential to get the most
out of a pine tree that might have taken more
than 100 years to get to its present size. If us-
ing thinner saw blades yields more timber and less
sawdust, this is denitely the way to go.
“The aim is to maximize value from the raw
material, as the value of sawn timber is four to ve
times the value of by-products,” Levin says.
Bollsta Sawmill, one of seven sawmills
in Sweden, is located in the county of Västernor-
rland, some 500 kilometers north of Stockholm.
As with any other sawmill, the highest cost for the
mill is the purchase of raw material. What started
as brainstorming at an improvement meeting a
few years ago has now resulted in a carefully cal-
culated sawing process in which the diameter and
condition of the timber decides the size of the saw
blade to achieve the most e cient results.
“Using thinner saw blades has been important
in achieving better yield,” says Daniel Medelberg.
As a saw doctor at Bollsta with responsibility for
the cutting tools, Medelberg has been deeply
involved in developing new techniques. “We have
increased the yield from about 43 percent to nearly
50 percent, which means that an additional 7 per-
cent of the log becomes solid wood products.”
O RAW MATERIAL BROUGHTto the saw-
mill is wasted. What is removed to create
square boards becomes cellulose chips
used for pulp, or sawdust for fuel pellets.
Nearly half of an average log still ends up
as chips and sawdust, but the increase in the yield
of sawn timber from a log reduces the amount of
sawdust signicantly. When it comes to getting as
much as possible out of every log, even increases
of tenths of a percent make a dierence that can
amount to hundreds of thousands of euros, since
about 5.2 million logs pass through the milling pro-
cess each year.
Just six years ago, all timber at Bollsta was cut
with standard 4.8-millimeter-thick saw blades.
Today 99.7 percent of the timber is cut with thin-
ner blades – 3.8 millimeters on average. The small-
est logs, with diameters of 13 to 18 centimeters, are
cut with blades as thin as 3.2 millimeters. Only the
largest and hardest logs, such as a 43-centimeter-
wide rootstock, require the thickest blades.
12APB4_teknik_6913.indd 26 2012-12-03 15:26:36
SCA SHAPE 4 2012 27
“ We have increased the yield from about
43 percent to nearly 50 percent, which
means that an additional 7 percent of the
log becomes solid wood products.”
SLIMMING THE BLADES
99.7 percent of the timber is cut with thinner blades – 3.8 millimeters on average.
The smallest logs, with diameters
of 13 to 18 centimeters, are cut with
blades as thin as 3.2 millimeters.
Six years ago all timber
was cut with 4.8-milli-
meter-thick saw blades.
Today an additional
7 percent of the log
becomes solid wood
“To guarantcc a high-quaÌity cnd
product, you havc to know how to
optimizc thc choicc of saw bÌadcs in
rcÌation to typc of timbcr, fccd ratc
and scason,” says Pctcr HögÌund, a tcam
Ìcadcr at thc sawmiÌÌ.
HE WEAR ON SAW BLADES has bccn carc-
fuÌÌy cxamincd undcr a microscopc. By
tcsting dißcrcnt variabÌcs, such as thc
numbcr of saw tccth in rcÌation to rotation
spccd, thc tcam has bccn abÌc to sccurc a
high production voÌumc. According to Lars TrcÌÌ,
assistant product managcr at BoÌÌsta, tcamwork
has aÌso bccn csscntiaÌ for a succcssfuÌ rcsuÌt.
“Evcryonc must bc invoÌvcd and know whcn
and why to changc thc saw bÌadcs,” TrcÌÌ says. “It’s
important that thc opcrators fccÌ conhdcnt using
thc thinncr bÌadcs in tough production circum-
stanccs without Ìosing productivity. Thc tcamwork
aÌso incÌudcs thc cßort and skiÌÌs at our tooÌ-
sharpcning contractor, SoÌÌcftcá SÌipscrvicc AÞ.”
BoÌÌsta uscs two typcs of saws, a Linck csmx
and a Linck mxv, which can bc httcd with thrcc
to scvcn bÌadcs dcpcnding on thc diamctcr of
thc Ìog. To gct a smooth opcration and to makc it
casicr to changc bÌadcs bctwccn dißcrcntÌy sizcd
batchcs of Ìogs, somc spcciaÌ soÌutions havc bccn
crcatcd on sitc.
“In onc saw wc havc introduccd a whoÌc ncw
way of mounting thc saw bÌadcs,” McdcÌbcrg says.
“Thc rcsuÌt is a custom-madc saw bÌadc tubc.”
Lcvin points out that this is an invcntion of
thc sawmiÌÌ’s own pcrsonncÌ. “Our skiÌÌcd and
cngagcd co-workcrs arc thc most important factor
whcn improving thc proccss,” shc says.
Thc bÌadc produccrs Axz and Kancfusa havc
aÌso bccn invoÌvcd in thc proccss.
“As thcy arc cxpcrts in mctaÌÌurgy and wc arc
cxpcrts in sawing, wc havc mct in thc actuaÌ man-
ufacturing proccss to achicvc thc bcst rcsuÌts,”
Work to dccrcasc saw bÌadc thickncss is aÌso
going on at scA’s othcr sawmiÌÌs. Rcprcscntativcs
from thc dißcrcnt sawmiÌÌs within scA Timbcr
mcct rcguÌarÌy in a forum to cxchangc cxpcricnccs
and sharc ncw idcas. At BoÌÌsta, a spcciaÌ pro|cct
group works continuousÌy to furthcr incrcasc thc
yicÌds, as cvcry pcrccntagc point has a big impact.
“Both hnanciaÌÌy and for thc cnvironmcnt, it is
csscntiaÌ that wc usc thc raw matcriaÌ our forcsts
providc in thc bcst possibÌc way,” Lcvin says.
12APB4_teknik_6913.indd 27 2012-12-03 15:26:59
28 SCA SHAPE 4 2012
Photos GETTYIMAGES, SHUTTERSTOCK
PERCENT of Japanese are 60 or older.
That makes Japan the country with the
oldest population in the world.
Mommy box for Finnish newborns
MOTHERS OF ALL newborns in
Finland have a chance to receive a
“motherhood package” containing
baby clothes and other necessities.
The box contains a mattress and can
function as a bed during the ﬁrst few
weeks of the baby’s life, and some of
the garments, such as mittens, are
made of recycled ﬁber.
Beginning this fall, these mommy
boxes have a new design. Johanna
Öst Häggblom, who studies industrial
design at Aalto University in Finland,
won the design competition, part of
the celebrations for World Design
Capital Helsinki 2012.
Pregnant women can choose
between the motherhood package
and ﬁnancial aid of 140 euros. The
majority of ﬁrst-time mothers choose
the package, which is valued at about
three times the amount of ﬁnancial
aid. Some 60,000 motherhood pack-
ages are distributed each year.
THE CLASSICAL pagoda temple is the in-
spiration for NL Architects of Amsterdam
in designing the China Bicycle Club pavil-
ion in China’s southern province of Hainan.
The base of the roof and ceiling are made
of plywood. For the track surface, the
architects are looking at alternative wood
materials that can withstand the tropical
weather conditions of Hainan. Completion
of the stadium is planned for late 2014.
Pavilion for cycling enthusiasts
The box is ﬁlled with baby
clothes and necessities worth
about 300 euros.
12APB4_shape_up_6914.indd 28 2012-12-04 12:51:30
SCA SHAPE 4 2012 29
THIS CASE is recommended
for anyone who wants extra
protection for an iPad. The
protective case, looking like a
feminine towel, is called iMaxi
and can be bought for USD
30 at etsy.com. We think it is
especially good at absorbing
Too late to
save the earth?
spider has been found by
American researchers in
Southeast Asia. The spider
was caught in resin the very
moment it had caught a wasp.
The discovery was made in
amber in Myanmar.
SLUDGE MADE INTO CARDBOARD
THE SLUDGE produced in the manufacture of spe-
cial cellulose contains what are called nanoﬁbers.
Scientists at Luleå University of Technology have
found that recycling this sludge can make it easier
to produce cheaper and more environmentally
sound paper and packaging products. The pro-
duction consumes less energy and the ﬁbers do
not need to be chemically pre-treated before the
production of cellulose nanoﬁbers.
HOW SICK IS THE EARTH? Is it too late to try to do
something about global environmental problems? If
not, what can we do? Environmental scientist Johan
Rockström, together with the nature photographer
Mattias Klum, has published the book The Human
Quest, which compiles the latest research results.
Read the interview with Johan Rockström in the next
issue of Shape, to be published in March.
SPORES FROM ROT FUNGUS, such as bracket
fungus on spruce trees, are disseminated by
bark beetles that live in the wood. That was the
ﬁnding of a new doctoral dissertation from the
Swedish University of Agricultural Sciences.
The spread is facilitated by the spores
riding along with bark beetles and other
insects that burrow under the bark of
spruce and pine trees.
Don’t worry. The actual
size of the bark beetle is
12APB4_shape_up_6914.indd 29 2012-12-04 12:51:34
30 SCA SHAPE 4 2012
Angela Martinez is a product developer for SCA in
Ecatepec, Mexico. Angela and her team are experts
at converting SCA’s designs for sanitary napkins
into sassy products that will catch the eyes of women
in Mexico and Central America.
text ELIZABETH LOVE photo KEITH DANNEMILLER
IF THERE’S ONE THING SCA product developer
Angela Martinez knows about women in Mexico
and Central America, it’s that they dislike plain-
looking sanitary napkins, eective as they may be.
Tweaking the designs of sanitary pads to include
fun and feminine motifs is one of SCA’s weapons
in the battle for market share in the region. The
challenge for Martinez is to continue the constant
innovations to the successful Saba brand.
“Women here and in Central America are
with Angela Martinez
Follow an SCA employee during a day at work
She kisses her husband
goodbye and takes the
subway, a collective taxi
and a cab to the SCA plant in
Ecatepec, Mexico. Picture 1.
She checks her emails and
talks to colleagues on the
A meeting with an SCA team
from Sweden to discuss
products aimed at markets in
Mexico and Central America.
She visits the plant to check
on pending repairs to a
machine, then rejoins the
morning meeting. Picture 3.
Lunch in the cafeteria.
She translates the menu
for visiting colleagues and
eats charro bean soup, rice
and salad with coworkers.
12:30 pm 9:15 am 8:20 am 7:30 am 10:45 am
12APB4_12_hours_6915.indd 30 2012-12-03 15:27:51
sca Shape 4 2012 31
always looking for something new,” Martinez says.
“They’re more exuberant than women in Europe.
They like their sanitary napkins with fowers or
petal designs and eye-catching packaging.” Prod-
ucts aimed at adolescents come in bright green
packaging with stars, smiley faces and the words
“love” and “peace.” They also include free gift
bags, pencil cases and overnight kits featuring the
iconic cartoon characters of “Hello Kitty.”
Martinez has been working with SCA’s Saba
team in Mexico for three years, initially as a lab
engineer. In 2011 she was promoted to product
developer, the only one for Saba products at SCA’s
plant in Ecatepec, on the outskirts of Mexico City.
Title: Product devel-
Lives: Mexico City
Family: Husband, Luis
Estrada, and a gray cat
ming, science fction,
Baroque and Gothic
Favorite food: Pasta
Favorite book: Con-
tact, by Carl Sagan
Meeting reconvenes with the
visiting SCA team.
She visits the lab, where she
compares materials for use in
feminine products. Picture 5.
Manager Martha Gomez
presents her with a plaque
marking her three-year
anniversary with SCA.
She returns to the offce,
answers emails and prepares
technical fles and product
specifcations. Picture 6.
She heads home for a little
more paperwork to prepare
for the next day.
1 pm 7:30 pm 5 pm 4:45 pm 4 pm
The job involves constant vigilance and creativity.
It can take from two to six months for an innova-
tion to get fnal approval and enter production.
On any given day, Martinez can be found feld-
ing phone calls, visiting the factory, attending
meetings and using the lab. Because materials in
Mexico are diferent from those in other markets,
the process of identifying the best ingredients and
suppliers for a given line goes on constantly. Some
lines exist only in Mexico and Central America,
such as “natural” sanitary napkins that include
extracts of chamomile and aloe.
“You have to constantly be on the lookout for
ways to gain market share,” Martinez says. “If you
remain static, you die.”
12APB4_12_hours_6915.indd 31 2012-12-03 15:28:03
32 sca Shape 4 2012
text TheTa Pavis
photo geTTy images
ecessions make us hold on
tighter to our wallets – that’s
not a secret. But an economic
downturn can be an opportunity
for strong brands to leave their
competitors in the dust.
Kelley Skoloda, director of the Global
Brand Marketing Practice for interna-
tional PR frm Ketchum, says that in a
recession, brands – like consumers – want
to spend less, including on marketing.
“But it’s a perfect opportunity to spend
maybe more than their competitors,”
she says, noting that this could be a
way to gain the advantage. “Fad brands
start to fade in a downturn,” she says.
Skoloda points to Nike, which pressed
forward on its spending in the past and
then, when the economy bounced back,
was able to rise above the competition.
During the run-up to the Iraq war
in 2003, the advertising frm J. Walter
Thompson (JWT) began what it calls
the AnxietyIndex, a measurement of
“consumer anxiety.” The companies that
do the best, it found, are the ones that
can acknowledge the crisis but stay true
to their brand at the same time. Some
brands even position themselves as part
of the solution.
Hyundai, for example, ofered custom-
ers the Assurance Plan. Buy a car and
lose your job within fve years? You can
return it. Others borrowed the concept,
such as Telefonica in Spain, which ofered
to cut phone bills in half for people who
lost their jobs. When the economy started
to slide in Australia, the Woolworths
supermarket chain announced new store
openings and expansions at existing sites
that would result in 7,000 new jobs. JWT
says the company’s ads, which included
showing a mom going to a job interview
with her small son, “showed pragmatic
optimism.” In 2010, Miller High Life gave
four free television spots to small busi-
nesses during the Super Bowl football
“These days, the reputation of a com-
pany needs to be even stronger than the
brand,” says Karen Post, a branding
expert and author of the new book Brand
an american brand that has done this
well, according to Post, is the Ford Motor
Company. “They were on the edge of
that stay strong
in weak times
tough economic times make consumers
cautious. But while savvy shoppers may be
looking for bargains, they’re also looking
for brands they can trust.
Fad brands start
to fade in an economic
downturn, but strong
brands may fnd
12APB4_brands_6911.indd 32 2012-12-03 15:28:14
sca Shape 4 2012 33
death,” she says. “Two of the Big Three
[automakers] took bailouts and they did
not. They brought in a CEO from outside
the industry, who drove a Lexus! His
appreciation of the value of the brand
was a big part of their turnaround. They
got rid of some deadweight [models] that
Post says business leaders need to
embrace the fact that consumers are
looking at the whole picture of what
companies stand for. “In the past couple
of decades the meaning of brands for cus-
tomers has really changed. There’s their
name, their logo – but now it is the totality
of what an organization does.”
Amy Marks-McGee, a trend and mar-
keting expert who leads “trend excur-
sions” in New York City, agrees. She says
customers are more aware now of what
companies are doing, where they manu-
facture and what charitable activities
they may support.
The brands that are succeeding aren’t
necessarily recession-proof, Marks-
McGee says. They just don’t lose sight of
who they are. “They don’t skimp and they
don’t change. They don’t pull back, they
work smarter. The most successful stay
true to their brand. They may use Face-
book, but the message is the same.”
One Of SCA’s goals through
2017 is to double brand aware-
ness in selected key markets.
An important part of this work
consists of SCA’s participa-
tion in the Volvo Ocean Race in
2014-2015, with the company
running an all-female crew.
“We want more people to
see how we make a differ-
ence for people and nature
around the world and that SCA
is behind successful product
brands such as TenA, Tork,
Libresse and Libero,” says
frida Ohlander, communi-
cations director, Corporate
“We will demonstrate our
breadth as a global hygiene
and forest product company
through a variety of activities,”
she says. “no one will be able
to escape the fact that innova-
tion and sustainability are SCA
Another key activity is SCA’s
global brand ambassador
program, which is aimed at
“Through our ambassa-
dor program, we are raising
knowledge about SCA among
our employees so that we can
convey an integrated picture
externally,” Ohlander says.
“The target is 37,000 proud,
active brand ambassadors.”
Read more about the Volvo
Ocean Race on the next page.
of a company needs
to be even stronger
than the brand.”
12APB4_brands_6911.indd 33 2012-12-03 15:28:24
34 sca Shape 4 2012
SCA IN THE volvo oCEAN rACE
Recruitment of the all-female crew for
Team SCA in the Volvo Ocean Race is
in full swing. Christine Salén-Guillou,
skipper in the 1997 contest, knows that
while many may feel they are called,
only a few can meet the challenge.
text AnnA Gullers
T iS bOTh fRiGhTeninG and fascinating to
hear Christine Salén-Guillou talk about her
experience as a skipper in the Volvo Ocean
Race, the world’s most demanding ofshore
sailing competition. It quickly becomes clear that
knowing how to cross the Atlantic or bring home an
Olympic medal in sailing is by no means enough.
“The project is an enormous commitment that
takes several years of your life,” she says. “Forget
your family and your friends – the crew becomes the
foundation of your life. You train to become a sail-
In 1997 –98 she was the skipper of the boat EF Edu-
cation, with an all-female crew. In two years there
will be another “female boat” crossing the starting
line for a round-the-world voyage, this time without
Christine: Team SCA.
The Volvo Ocean Race is an enormously chal-
lenging sailing contest that places extreme
demands on the personal qualities of its par-
ticipants. A large part of the adventure consists of
testing one’s limits and in that way learning about
oneself and one’s surroundings. Confned on board,
12 people with diferent personalities and from dif-
ferent cultures live alongside one another during
the various legs of the race, all in a setting that ofers
only bunk beds to sleep in.
Is it like Big Brother at sea?
“Big Brother is a cozy program by comparison.
On board you’re always tired, always wet and cold.
You’re in a very limited space 24/7 and it’s never
quiet. And after 25 or 30 days at sea without a shower
and clean clothes, the smell is horrible.”
The crew must keep its luggage to a minimum
to save on weight. Books, music players and other
amusements are left on shore.
“When you tack (change direction), all the lug-
gage must quickly be moved so that the weight is
on the windward side. So the luggage consists of
clothes and a toothbrush. Some crews even share a
toothbrush. Every gram counts.”
Can a female crew take home the VOR prize?
“Realistically, I have to say no. Sailing is too much
a pure strength sport. The conditions in the South-
ern Ocean are exceptional. It’s hard to push the
boat at the high speeds of the waves and the wind
there. Nor are there as many experienced women
as men to choose from to put together a crew. At the
same time, it’s a victory just to take part with an all-
Family: Married with
one son, age 9
Mainly offshore sailing in
solo (Figaro Race), double
(AG2R, Twostar) and full
crew (Round Europe Races,
In the pipeline: Sailing
around the world with her
family, starting in the middle
SCA AlreAdy A winner
When Volvo Ocean Race is launched in
2014, sca enters with a team – an
all-female crew for the frst time in the
competition for 15 years. That provides
sca with an especially great opportunity
to attract attention and send out its
messages, says christine salén-Guillou.
“In some sense, sca’s boat is
already a winner,” she says. “an all-
female crew attracts a large audience,
gets amazing support in the harbors
they call at, and brings more people
to the event.”
12APB4_vor_6921.indd 34 2012-12-03 15:28:37
Sustainable investment is
Sustainable investment continues to increase in Europe.
Best-in-class strategy is one trend that is growing
rapidly. This makes it vital to achieve high ratings in key
sustainability indexes, as SCA has done.
he growth of sustainable and
responsible investment (SRI)
in Europe continues to outpace
the overall market, according
to a study by Eurosif, the European
Sustainable Investment Forum. The
fastest-growing strategy is norms-based
screening, which involves evaluating
investments based on international
norms such as the UN Global Compact
and the OECD Guidelines for
Multinational Enterprises. This strategy
has risen from 1 billion euros in managed
assets in Europe in 2009 to more than
2.3 billion euros in 2011, a 137 percent
Institutional investors in particular
are attaching increased importance to
sustainability and responsibility issues.
Retail investors are not switching to SRI to
the same extent, according to the Eurosif
study. In Sweden, where a large share of
SCA’s shareholders are located, norms-
based screening is a long-established
strategy, as in the other Nordic countries.
“Over the past 10 years we’ve seen
a shift from excluding companies and
enterprises to being a more active investor
making increased use of strategies such
as best-in-class (investing in companies
that are the most sustainable) and norms-
based screening,” says Henrik Malmsten,
chairman of Swesif, the Swedish equiva-
lent of Eurosif.
He attributes the increased interest in
SRI to the greater importance of these
issues in general in society, and to asset
managers, such as banks’ investment
funds, seeing SRI as an important com-
“We also have a much broader perspec-
tive today,” Malmsten says. “Previously the
focus was almost entirely on the environ-
ment and energy. Today it’s about every-
thing from ethics and corruption to how
banks run their operations.” Malmsten says
he expects SRI to be more integrated in all
investment decisions in the future.
Integrated SRI is already the second
most common investment strategy,
after exclusion of certain companies and
sectors. Investments based on a best-in-
class strategy increased 46 percent from
2009 to 2011.
text Göran Lind photo shutterstock
In 2012, SCA wAS InCluded once
again in the Dow Jones Sustainability
Europe Index, one of the world’s most
prestigious sustainability indexes. SCA
has been included in this index fve times
in the past eight years. SCA has also
achieved high ratings in a number of
other sustainability rankings and indexes.
These include MSCI World ESG Index, a
global equity index comprising companies
with high sustainability ratings relative to
companies in their sector. Also in 2012,
SCA was designated one of the World’s
Most Ethical Companies by the American
organization Ethisphere. SCA is included in
the global sustainability index FTSE4Good
where SCA is rated as a Supersector
SCA in prESTigiouS SuSTAinABiliTy indExES
SCA Shape 4 2012 35
12APB4_econ_6918.indd 35 2012-12-03 15:28:45
36 SCA SHAPE 4 2012
SCA is well on its way to becoming a major producer
of renewable electricity. A number of wind turbines
have already been installed, and another 350 or
so will be erected by 2017.
text MATS WIGARDT photo TORBJÖRN BERGKVIST
SCA land in the rolling
forest landscape of northern
Sweden – an ideal setup for
wind power ventures.
12APB4_outlook_windpower_6919.indd 36 2012-12-03 15:29:06
SCA SHAPE 3 2012 37
SCA’s and Statkraft’s plans include seven
wind parks with a total of 360 turbines. The
effort represents the largest wind power pro-
ject in Sweden to date, with a total electricity
production of 3.0 TWh a year.
As part of the SCA/Statkraft initiative, an
investment decision was recently made
by Statkraft for the Ögonfägnaden and
Björkhöjden wind parks, with a total of 123
wind turbines, which will be completed in
2015. The investment: 6 billion Swedish
kronor (about 900 million dollars). Annual
production from the two wind parks could
heat up to 220,000 single-family houses.
SCA and the Norwegian company Fred.
Olsen Renewables have submitted an
application to build 180 wind turbines in
the municipality of Sollefteå, under the joint
venture FORSCA AB.
SCA has also started an initiative to develop
two wind farms on its own, with a potential
1.2 TWh generating capacity. SCA may invite
partners at a later stage or carry through the
projects on its own.
One of SCA’s sustainability targets includes
increasing the production of wind power on
SCA land to 5 TWh per year by 2020.
12APB4_outlook_windpower_6919.indd 37 2012-12-03 15:29:34
38 sca Shape 4 2012
n an elevated plateau in northern
Sweden, white towers 377 feet (115
meters) high with rotors spanning a
circle 370 feet (113 meters) in diameter
rise above the forested horizon of the
Stamåsen ridge northwest of Ramsele. Five wind
turbines are in place so far, with another 21 still to
Once all 26 turbines are completed in fall 2012, it
is estimated that total electricity production at the
Stamåsen wind park will meet the needs of close
to 10,000 single-family houses. And that’s just the
At the Mörttjärnberget wind park, work is under
way to build 37 wind turbines. Other wind parks,
with names like Ögonfägnaden, Björkhöjden,
Björkvattnet, Raftsjöhöjden and Bodhögarna,
await completion on SCA land in the rolling forest
landscape of northern Sweden.
The adventure started fve years ago. Before
that, SCA had leased suitable sites for the
installation of about 100 wind turbines for other
“But we realized there was value investing in
wind power that we could capitalize on ourselves,”
says Åke Westberg, head of SCA Energy, which
since January 2011 has brought together SCA’s
renewable energy operations under one roof.
Together with the Norwegian energy company
Statkraft, SCA formed Statkraft SCA Vind AB.
Statkraft provides fnancing while SCA grants
land for the wind power farms. SCA will submit an
application later this year to build a further 200 or
so wind turbines on its own. Investments of this
magnitude naturally are of great signifcance for
the sparsely populated areas of Sweden where
the turbines are being built. Along with the
construction of new roads and reinforcement of
old ones to withstand heavy, bulky shipments of
turbines and blades, the installations will provide
many local jobs, both during the construction
phase and when the wind power stations are up
He also notes that the investment in wind power
provides considerable value to the SCA brand,
refecting growing interest in renewable energy.
Developing new business opportunities for long-
term sustainable energy sources, such as biofuels
and wind power, is also clearly in line with SCA’s
business strategy and sustainability targets.
Wind power is quite simply right for the times,
from a global perspective as well. Wind power has
no emissions and is the renewable energy source
with the greatest growth rate in the world.
Wind power production is expected to triple
by 2020 in the European Union, and it is also
increasing sharply in the rest of the world. In
China, wind power has doubled every year in the
latest fve-year period. And in Canada, the US and
India, output is growing at a record rate.
A blade for a wind power tower is transported through the village of Sidensjö in Ångermanland, Sweden.
Workers prepare the
blades for lifting on
tower number 5.
12APB4_outlook_windpower_6919.indd 38 2012-12-03 15:29:48
SCA SHAPE 4 2012 39
1 A modern wind turbine
makes it possible to
reduce carbon dioxide
emissions by 5,000
metric tons per year.
2 In the ﬁrst seven
months, a wind turbine
produces as much
energy as was needed
for its manufacture.
3 In the early 1990s,
wind power was
found in a just a few
some 80 countries
invest in developing
4 A Harvard University
study has found that
wind power has the
potential to supply
the world’s electricity
needs more than
40 times over.
5 In 2009, the wind
power industry had
revenue of about 64
billion dollars and
people. By 2020
employment in the
industry is expected to
reach 1 million jobs.
6 Up to the end of the
19th century, wind
was one of the world’s
most important energy
sources. The ﬁrst wind
turbine, or windmill,
to produce electricity
was constructed in
1888, and it remained
in use for 20 years.
“ We realized there
was value investing
in wind power that
we could capitalize
12APB4_outlook_windpower_6919.indd 39 2012-12-03 15:29:59
40 SCA SHAPE 4 2012
News from SCA
THIS WINTER Red Cross
volunteers conducted a pilot
operation involving the dis-
tribution of 40,000 SCA hy-
giene kits to people living on
the streets in France. This
marked the start of an initia-
tive set to expand across
the whole of France in 2013
with the distribution of some
100,000 hygiene kits. Hy-
giene remains a key factor
for health, self-respect and
Right to hygiene is our
core concern in SCA. This
implies that no one, what-
ever their gender, age or liv-
ing conditions, should suffer
because of insufﬁcient
hygiene. Our commitment
to this area contributes to
strengthening the role that a
company such as SCA can
play on a global scale, says
Marc Sanchez, president
SCA Hygiene Products
The SCA/Red Cross
partnership in France will be
launching other initiatives in
2013: education for teenag-
ers and autonomy and well-
being for senior citizens.
Internal news from SCA
Three web awards to S
SCA HAS RECEIVED a number of prizes for its
corporate website www.sca.com this fall.
In communications consultant KWD’s we-
branking, SCA was no 3 in the European top
500 ranking (an improvement of two places)
and won for the second consecutive year the
Swedish ranking. KWD reviews more than 900
websites globally based on the requirements
and demands from the capital market.
SCA ended up in second place of the Nor-
dic companies in the CSR Online Awards
organized by communications consultancy
Lundquist. The study is based on what 400
sustainability experts deem most important in
company’s sustainability communication.
SCA PARTICIPATED in the
‘Innovative Sweden’ exhibi-
tion at Tongji University in
Shanghai throughout the
month of November. Novem-
ber 21 was a dedicated
“SCA day” where the com-
pany presented its way of
working with innovations to
students, policymakers, cus-
tomers and employees. SCA
has six innovation centers
across the globe, including
one in Shanghai, which en-
ables international collabora-
tion in teams driving SCA’s
innovation agenda forward
and creating best prac-
tice sharing and synergies.
One outtake from this
approach is the successful
incontinence care product
TENA Belt which was
launched in China in 2011
and is now being launched in
other markets. The innovation
builds on local knowledge
of usage patterns gath-
ered in the Chinese market.
The product comes with a
washable belt that can be
used several times and its
carbon footprint is 25 per-
cent lower compared with
We walk the global
12APB4_inside_6922.indd 40 2012-12-03 15:30:09
Photos SCA, IStoCkphoto
homeless French On this year’s National Women’s Day (Au-
gust 9) in South Africa, the TENA team took
the opportunity to raise awareness around
Dianna Bailey, TENA’s training specialist,
was invited to give a talk on incontinence at
the Methodist Church in Pimville, Soweto,
which hosted a women’s empowerment event
on the day.
Awareness of both bladder weakness and
incontinence products is clearly spreading
as a result. The wholesaler in Soweto has
reported a growth in interest in both bladder
weakness and TENA’s products.
it all started as an ironic post
on the Facebook page of SCA’s
Bodyform brand. Briton Richard Neill
wrote that he had seen commer-
cials as a child showing how women
seemed especially happy and played
extreme sports at certain times of
the month, all to the accompaniment
of cool soundtracks. The com-
mercials ended with a shot of blue
water – a time-honored substitute for
blood in feminine hygiene commer-
cials – pouring over white wings. As
an adult, Neill realized to his great
surprise that reality didn’t exactly
conform to the commercial.
Neill’s post got 90,000 “likes” in
just a few days. About a week later,
SCA presented a viral response for
social media apologizing to Neill in
tongue-in-cheek fashion for causing
his disappointment and surprise.
It was a complete PR hit for Body-
form. Leading British dailies includ-
ing the Daily Mirror and The Guard-
ian covered the story as well as US
New York Times. SCA has also been
trending on Twitter and got space in
other English-language media. To-
day more than 3 million people have
seen SCA’s “apology” on YouTube,
and it continues to snowball.
See the post here:
www.youtube.com search bodyform
viral PR success
Celeste Filter is a new kraft pulp product
recently launched by SCA Forest Products’
Östrand pulp mill in Sweden.
“Celeste Filter is more porous than our
other Celeste products and is therefore well
suited for production of products such as oil
and air flters,” says Johan Malker, product
manager for Celeste.
The new craft pulp was developed after
SCA spotted a market and a demand for this
type of product. The production of Celeste
Filter has not involved any major investments.
New pulp product
Scenes from the SCA’s “apology” on YouTube.
sca Shape 4 2012 41
SCA Östrand tailors the whole process from choice of
raw material to the fnished product in order to produce
pulp for specifc purposes.
12APB4_inside_6922.indd 41 2012-12-03 15:30:18
Brazil forest project
scores four awards
The SCA And AmATA partnership
project hit the headlines in the UK
earlier this year with the launch of a
documentary flm about its work to
plant trees in previously deforested
areas of Brazil.
SCA has through its tissue brand
Velvet planted more than four million
native trees in areas of the rainforest
that have previously been defor-
Its success has now been
heralded by the Communicate
national awards in the UK, which are
designed to recognize the benefts
of corporate partnerships, sponsor-
ship and philanthropy and provide
a benchmark for excellence in
Velvet and Amata collected four
awards in all. Other major compa-
nies competing for awards included
Coca-Cola, FedEx Express, BT,
Barclays and British Gas.
SCA’S Two personal care sites in Kuala
Lumpur, Malaysia have been certifed in ac-
cordance with the environmental manage-
ment system ISO 14001. The Group’s ambi-
tion is to have all production sites certifed in
accordance with ISO 14001.
“It is important that we keep up the mo-
mentum to sustain these positive results and
maintain these ‘green’ ways of working,” says
Koay Yim Moi, ISO14001 project leader in
In AmerICA, about one in fve children – more
than 16 million – struggle with hunger. The
problem is not due to a lack of food, it’s get-
ting the food to where the hungry mouths are,
such as schools, struggling neighborhoods,
parks and community centers.
The campaign “No Kid Hungry” focuses on
raising money to get food where it is needed
most. Tork in America supports the campaign
run by the Share Our Strength organization.
To date SCA has donated 150,000 US dollars
and now launches a fundraising program,
Dine Out for No Kid Hungry, involving thou-
sands of restaurants, donating 1 dollar for
each Tork Xpressnap Signature Tabletop
Campaign ad for
“No kid hungry”.
More than four million trees were planted in previously deforested areas.
42 sca Shape 4 2012
12APB4_inside_6922.indd 42 2012-12-03 15:30:28
Hygiene products account
for 80 percent of the
sca Shape 4 2012 43
HE INtErEst IN partIcIpatINg in SCA’s
Capital Market Day in Stockholm at the
beginning of November was huge and the
approximately 120 investors, analysts and
journalists who had registered flled the room in
photographic museum to the limit.
This was the frst Capital Market Day for the
“new” SCA. After the divestment of its packaging
operations and the acquisition of Georgia-Pacif-
ic’s European tissue business, hygiene products
account for 80 percent of the company’s sales and
forest products for the remainder.
“In recent years we have worked hard to change
the culture within the SCA to make it more per-
formance oriented and to move quicker”, said
Jan Johansson, president and CEO. “It is perhaps
the most difcult of all, but also what can give the
The target for return on capital employed
(ROCE) has been increased for Tissue from 13 to 15
“ I feel very
we will deliver
on the targets
we have com-
CEO Jan Johansson
The sca share price rose
after the capital
a new effciency program and new tar-
gets for the tissue and forest products
operations were news conveyed when
sca held its capital Market Day. the
sca share price rose by 1.5 precent,
and several analysts raised their target
price after the day.
sca’s market share in
incontinence care globally.
percent over a business cycle, and for Forest
Products it was changed from 11 percent to
being in the top quartile of the sector. The
ROCE target for the group, however, remains
at 13 percent.
“I feel very confdent that we will deliver on
the targets we have communicated”, said Jan
Johansson. “One way to improve proftability
is by reducing costs and we have initiated a
new efciency program within the hygiene
operations that will provide annual cost sav-
ings of some EUR 300 million.”
aN JoHaNssoN emphasized, however,
the importance of having the courage to
invest for growth, not least by focusing on
innovation. Growth will also derive from
new markets and India is a market where SCA
would like to see an establishment.
SCA is the world’s largest provider of incon-
tinence products with a market share of 25
percent, but there is nonetheless a huge growth
potential in the area. Penetration in Europe is as
low as 37 percent and SCA is working to increase
this, not least by breaking the taboos surround-
ing incontinence. Emerging markets have a lot
of potential, not least China with its aging popu-
lation that the government wants to be able to
live in their homes as long as possible.
text marita sander photo sCa
12APB4_inside_6922.indd 43 2012-12-03 15:30:38
A GENUINE MAKE-UP REMOVER SKIN CARE IN A WIPE
NO MORE EXCUSES FOR THE LAZY ONES
Wipes impregnated with a make-up remover milk with cotton seed extracts
ROUSSE_SP_203x265_UK.indd 1 23/11/12 16:19
12APB4_annons_6879.indd 44 2012-12-03 15:30:50
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