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A magazine from sca on trends, markets and business Nº 4 2008

re
the fo st • C
n

am
era: Giants i

era: Giants
m
n

i
a
the C
forest •
Florida’s
retired
think young
Eco -friendlier
US businesses focus on
caught the environment
between
child and
parent Swedish cuisine

Usa
Chef Marcus Samuelsson
creates world-class food
in Manhattan

FIGHTS
BACK
FO US
CU A
S

Hygiene business defies crisis ★ Simpler eating habits favor SCA


Contents Nº 4 2008

The US economy may be


under severe pressure but
the fighting spirit is still alive.
Following the recent elec-

6
tion, the world eagerly awaits
what the second half
will bring with a new coach in
the White House.

I don’t know what


we’ll call it, but it will be

different.
04 Shape up
Customers drive the development of sustainable
18 packaging and the world’s most expensive toilet is
made of pure gold. More short news on the Shape
Up pages.

06 Shape cover
The US is undergoing an economic upheaval of his-
toric proportions. In the wake of the financial cri-
sis, many are examining the consumer lifestyle.

16 trend
A glimpse of future consumer habits can already be
seen in Florida. And retirees are the key factor.

18 Trend
Ten states along the Atlantic ­seaboard in the US

21
start their own market for trading carbon credits.

21 Profile
Chef Marcus Samuelsson has created a Swedish
oasis in Manhattan with world-class cuisine.

24 Technology
At the Barton, Alabama tissue paper factory,
waste water is cleaned using active sludge.

26 SCA Inside
SCA has begun a cooperation with the “Green”
Hotels Association, which supports environmental
thinking in the hotel industry.
30 34
2,500

30 camera
2,342

2,000 Redwood trees in US national parks have been


standing for thousands of years, getting their water
2,019
2,013

1,946
1,863
1,803

s Personal from fogs off the Pacific Ocean.


1,703

1,500
Care
31%
1,438

34 Economy
1,000 SCA’s hygiene products, less sensitive to market
fluctuations, hold their ground during the financial
crisis.
500
Tissue
25%
SCA Shape is a magazine from0 SCA, primarily geared toward share­ Publisher Bodil Eriksson Managing editor Anna Selberg
holders and analysts, but also for journalists, opinion leaders and oth­ Editorial Anna Selberg, SCA, and Göran Lind, Anna Gullers,
6

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2/ 8
07
0

0
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ers interested in SCA’s business and development. Shape is published Appelberg Design Anders Örtegren, Appelberg
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four times per year. The next issue is due in March 2009. Printer Sörmlands Grafiska Quebecor AB, Katrineholm
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Address SCA, Corporate Communications, Box 7827, 103 97 Cover photo Alexander Pihl. Special thanks to
Stockholm Telephone +46 8 788 5100 Fax +46 8 678 8130 Stockholm Mean Machines for lending us equipment.
SCA Shape is published in Swedish and English. The contents are printed on GraphoCote 80 gram from SCA Forest Products. Reproduction only by
permission of SCA Corporate Communications. 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.

FOCUS USA [ 4*2008] SHAPE SCA *3


the toilet
SHAPE UP

A priceless visit to
u k nowd
yo en
Did we sp
ar s
3 ye
that n
l iv es o ng
f o ur t, maki
o oile
the
t
,5 00
2 s a year
.
trip

Hong Kong jeweler Lam Sai-wing is credit-


ed by Guinness World Records as having the
most expensive washroom in the world. Worth
£2.4 million, the toilet is constructed from sol-
id gold, and the ceiling is studded with ruby,
sapphire, emerald and amber. Even the paper
dispenser is made of gold, and there's a gold
basin, waste bin and air-conditioning cabinet.
The entire washroom required 380 kg of
pure gold and 6,200 gemstones. In 2001, it
cost 38 million Hong Kong dollars (USD 4.9
million).
Lam was inspired by a quotation from Lenin,
who dreamed of celebrating the communist
revolution by building toilets of gold.

World Toilet
Summit in China
The World Toilet Organization organizes
a summit and exposition every year with the
aim of giving more people access to toilets.
This year’s meeting took place in Macau in
China, and SCA, together with its global Tork
tissue brand, was one of the sponsors.
SCA participated with a booth at the exhi-
bition where visitors were informed of the im-
PHOTO: GETTY IMAGES

portance of good hand hygiene and how to re-


duce the amount of bacteria on their hands by
drying them with tissue products. The visitors Lam Sai-wing's toilet is
made of 24 carat gold.
were also given a chance to wash their hands
and try some SCA Tork products. SCA’s glob-
al Tork tissue brand was introduced in China in
late 2006.

4*SCA SHAPE [ 4*2008] FOCUS USA


Customers drive
sustainability
Sustainability is of grow-
ing importance in packaging.
A research study conducted
by Packaging Digest and the
Sustainable Packaging Coalition
showed that customer require-
A dicontented woman ments are the most influential
customer will let many factor in driving sustainabil-
people know what a ity issues among packagers.
company did badly. Brand owners and retailers have
increased their sustainability
demands with 53 percent, say-
ing that more than half of their
customers are seeking more
eco-friendly packaging.
More than 60 percent of the
respondents said their compa-
nies have sustainability policies
in place or that policies are in the
process of being formulated.
The survey drew 1,163 respons-
es from packaging professionals.

PHOTO: ISTOCKPHOTO
erfu l
e n pow rs
Wom con su me
s
force a
Women place higher demands on
Turks spend time with their paper
a product when they’re going to make a According to a study ex-
major purchase, like a widescreen TV ecuted by the World Asso-
or a couch. Unlike men, women take a ciation of Newspapers, Turks
spend more time reading the
number of variables into account, the
newspaper than any other na-
Swedish news website E24 reported. tionality in the world, with an
Women also talk about their purchases average of 74 minutes a day. In
with more people than men do. When second place come Belgians
a woman customer is treated badly or with 54 minutes. Third place
a company makes a mistake with her, goes to Finns and Chinese who
spend 48 minutes a day with
many people learn what the company
their newspapers. People in
did badly. Women also use the Internet China are the most frequent
to spread information. newspaper buyers along with
In the US, women account for at least Indians and Japanese.
80 percent of all purchases, and prob-
ably more, because women often use Source: INMA
their husband’s credit cards.

FOCUS USA [ 4*2008] SHAPE SCA *5


shape cover

FOR THE FIGHT


American consumers are hunkering down in the current
economic climate. But in the wake of the crisis people are
scrutinizing their lifestyles and some say a new era is dawning.
text: Theta Pavis photo: alexander pihl

The AMERICAN consumers are the est independent mortgage lender, and The US has survived recessions be-
engine that drives the US economy. At Merrill Lynch – was asked what this new fore, but some experts say this is dif-
last count, some 18 banks have failed form of the economy would be called. “I ferent. For one thing, the current crisis
in the US since late 2007. Suddenly, don’t know what we’ll call it,” he said, wasn’t caused by a downturn in a par-
the country is in the midst of the worst “but it will be different.” ticular industry, such as the bursting of
financial crisis since the Great Depres- the tech bubble in 2000. Subprime mort-
sion. Still, almost no one expected to gage lending, a slowing economy and the
see the US banking system partially housing collapse combined to create a
nationalized, especially not under a Re- There is credit collapse. “Credit is the lifeblood
publican administration.
The financial cisis has created what new inter- of Wall Street,” says Dr. Cary Leahey,
senior managing director at Decision
some economists are calling a “mind
shift” and a national debate about the
est in renewable, Economics, an economic research firm
with offices in New York, Boston and
country’s future. What sort of financial green technolo- London. The fact that those “toxic mort-
system should we have? Are we creating a gages” were bundled and then resold as
new form of capitalism? How can we fix gies and sustain- investments meant the prolems spread.
the situation, and how can we survive it?
Glance at the headlines of major maga-
able living.” But something else is happening
among all this dire news. Along with
zines and you’ll see it: “How Capitalism a new national dialogue about the fu-
Will Save Us” (Forbes), “The Future of The incredulity is everywhere, from ture of the American-style free market
Capitalism?” (BusinessWeek), “The the downsized homeowner facing fore- economy, people are examining their
Manic Depressive Economy” (New closure to former Federal Reserve Chair- lifestyles. Consumers are getting rid of
York). In an interview on the news pro- man Alan Greenspan, who said in late their huge gas-guzzling cars and looking
gram “60 Minutes,” Ken Lewis, the head October he was in “a state of shocked to accumulate less. There is new inter-
of Bank of America – which has scooped disbelief” that the free-market economy est in renewable, green technologies and
up both Countrywide, the nation’s larg- didn’t do a better job of regulating itself. sustainable living. Many analysts expect

6*SCA SHAPE [ 4*2008]


FO US
C A
U
S

The US financial system is


severely shaken but the next
period will determine whether
Americans have changed
their lifestyles for good.

FOCUS USA [ 4*2008] SHAPE SCA *7


shape cover

the auto industry, which is facing huge


problems of its own, will be forced to be-
come more efficient and innovative, of-
fering better fuel efficiency, more hybrid
vehicles and electric cars.

Deregulation, which many blame


for part of the current mess and which
started in earnest under President Ron-
ald Reagan, has fallen out of favor. There
will be more oversight, and not just of
banks, but possibly tougher rules for
other industries, such as telecoms and
health care. In the end, although it will
take time, some say the country could
wind up with a much improved financial
system and a strengthened democracy.
“One of the good things that will come
out of it is the restructuring of the finan-
cial markets, and that may help to pre-
vent things like this in the future,” says
John D. Worrall, an economics professor
at Rutgers University in New Jersey.
In the meantime, Leahey says the
USD700 billion bailout, along with pos-

From fine dining to fast food That’s important, because consumer


spending represents two-thirds of the
country’s GDP. “The retail industry
In tough times, American consumers watch their in the US employs one in five working
purchases, but they still eat out. Americans,” says Ellen Davis of the Na-
tional Retail Federation.
Consumer spending isn’t just about
shopping, however. Leahey points out
Michael Keller, chief brand of- But there are other purchases the con- that the bulk of consumer purchasing is
ficer for American Dairy Queen, says sumers watch more carefully. in services, such as health care, education
there’s an understanding in the restau- “Like durable goods purchases,” says and business services. In late October, he
rant business that in tough economic Patrick Anderson, CEO of the research says, US spending on services declined
times people don’t immediately stop firm Anderson Economic Group. “These for the first time since 1991.
eating out, they just “trade down,” are things that cost a lot and can be post-
moving from fine dining to casual, or poned, like cars and appliances.” Mintel International , a con-
from casual dining to fast food. “That Many are also putting off buying sumer market research firm, cautions:
law is holding true,” he says, noting that homes. “The fundamentals in the hous- “What has become increasingly clear
Dairy Queen is up by 3.5 to 4 percent ing sector are the worst I have ever seen,” is that ‘budget shoppers’ are not simply
so far this year. Dairy Queen has 5,500 says Dr. Cary Leahey, senior managing those with a limited income who are
outlets in North America. “To keep director at Decision Economics. “Con- driven to hunt for bargains out of neces-
traffic moving, we need to offer deals, sumer expectations are very depressed, sity. Consumers across the economic
promotional offers and low-priced and with the labor market downturn, spectrum are seeking out bargains.”
menu items,” Keller says. there’s a decline in purchasing.” Discount stores, including “dollar

8*SCA SHAPE [ 4*2008] FOCUS USA


FO US
C A
U
A cautious Christmas

S
US retailers are preparing to navi­
gate a tricky holiday season – and are
sible future stimulus packages, will put Americans. He wants a tax credit of up already thinking about the New Year.
liquidity into the system to help avert to USD500 per person, or USD1,000 – The good news, if there is any, is
further crisis. People are also going to per working family. that most retailers placed orders for
get more interested in “old-fashioned • Wants to maintain the current 45 the holiday season way before this fi­
wealth by savings,” he says. The back- percent top rate on estate taxes. Capital nancial crisis, so any sort of credit
crunch is not affecting them – they al­
drop to all this angst has been one of the gains taxes would be eliminated for small
ready have goods coming in,” says El­
most remarkable presidential campaigns business and start-ups but would be in- len Davis, vice president of the Nation­
in history. Where much of the discussion creased from 15 to 20 percent for people al Retail Federation, the world’s largest
in the presidential race earlier focused earning more than USD200,000. retail trade association.
on America’s costly wars in Iraq and • Will close loopholes in federal tax Davis says that while no one expect­
Afghanistan, those battles have taken a laws and save money by gradually with- ed this severe financial situation, retail­
ers were already bracing for a less than
back seat to the current financial crisis. drawing American troops from Iraq.
spectacular holiday season.
Overnight, people who had been de- • Is pro-regulation and wants to en- In previous years when the economy
bating foreign policy expertise or health sure more accountability in the mortgage was stronger, Davis says, retailers fo­
care reform were now talking about and banking industries. Wants a 90-day cused on things like customer service,
which presidential candidate could best moratorium on home foreclosures. Will convenience and product quality. “This
manage the crisis. require lenders getting government assis- year everything is taking a back seat to
price,” she says.
tance to give homeowners more time.
Looking beyond the holidays, retail­
The winner, Barack Obama, has • Wants to extend unemployment ers have lots of long-term strategies,
plans and tax cuts weighted more towards benefits by 13 weeks and temporarily Davis says, but everything is on hold
middle- and low-income Americans. make them tax-free. at this point. “We are not expecting re­
Among other things, Obama has said he: Now the Americans – and the rest of tail to bounce back until the second
• Wants to eliminate income taxes the world – are eagerly awaiting what half of next year,” she says. “Businesses
will still invest in technology and create
for seniors earning up to USD50,000 the second half will bring with a new
new business practices, but the focus
and extend the Bush tax cuts for most coach in the White House. is on weathering the downturn.”

SCA in the storm


The US is SCA’s largest market for
Away-From-Home tissue, and the
world’s largest incontinence market.
“Sales for essential products have his­
torically remained stable, even dur­
ing challenging economic times. Peo­
ple may stop buying luxury items like
automobiles, but they will always need
personal care products, like TENA. This
is particularly true for the healthcare
market, which is expected to continue
growing this and next year,” says Spen­
Consumers across the economic cer Deane, vice president Marketing,
spectrum are seeking out bargains SCA Personal Care North America.
and most people “trade down”
In the food service business consum­
when eating out..
ers tend to trade down to less expensive
dining options when times are tough.
stores,” club stores and giants such as won’t order as nice a bottle of wine.” “We sell fewer dinner napkins to full
Walmart, are expected to do well. Mintel International says the restau- service restaurants, but more dispens­
Still, while consumers are cutting back, rant industry is already experiencing its er napkins to the quick service restau­
rants. Being the Foodservice Shaper,
it doesn’t mean they’ll stop shopping alto- own recession.
we have to continue to develop prod­
gether. “If you’re getting married, you’re Home cooking is definitely in vogue, ucts like Xpressnap that meet the
still going to buy an engagement ring – it although experts say restaurants offer- changing needs of customers,” says
will just be a smaller one,” Anderson ing specials and so-called “value meals” David Rizley, VP Strategic Accounts,
says. “You’re still going to eat out, but you may attract and retain customers. SCA Tissue North America.

FOCUS USA [ 4*2008] SHAPE SCA *9


Green thin
shape cover

As Americans come face to face with limits on land and


energy, an environmental group helps companies rethink
their business practices.
text: Theta Pavis photo: FEDEX

Environmentalist Victoria Mills (EDF), a leading American environmen-


saw a silver lining in the tragedy of Hur- tal advocacy group based in New York.
ricane Katrina, the storm that devastat- During the past two years she has seen a
ed New Orleans in the summer of 2005. “real spike in interest” in environmental
The hurricane woke up the American issues across the entire country.
public. As EDF’s managing director of cor-
“People started saying, ‘Is this what porate partnerships, Mills helps com-
we’re going to see more of, if climate panies find ways to reduce their impact
change continues?’” on the environment. A decade ago, EDF
Mills has spent 11 years working had trouble getting companies to return
for the Environmental Defense Fund phone calls. These days, Mills says, “we
have more interest than we have capac-
ity to deal with.”
SCA first green
paper company EDF looks for environmental
Five years after FedEx started its cooperation
solutions that are financially sustain- with EDF, some 37 models of hybrid trucks
SCA Tissue was the first Ameri-
able for an individual company, so that have come onto the market. Suddenly hybrids
can paper company to earn certifi-
cation from EcoLogo, an organiza- change will spread throughout the in- are popular among a wide range of compa-
nies, from utilities to trash collectors.
tion that identifies “green” goods dustry. Typically, the
and services that can meet its strict organization pitches
standards. a company a spe-
Almost a dozen types of SCA’s cific idea for how it Granted, FedEx’s overnight deliver-
Tork toilet tissue bear the EcoLo-
go mark. This means the tissue sat-
can “green its opera- ies still burn a lot of fuel. The US remains
isfied a long list of criteria, such as tions.” the world’s second-largest emitter of car-
being produced without releasing In 2000, EDF ap- bon dioxide, after China. According to
measurable dioxins and using ei- proached FedEx, the the US Department of Energy, America’s
ther recycled fiber or fiber harvest- package delivery com- Victoria Mills. carbon dioxide emissions rose nearly 2
ed using sustainable forest prac- pany, with the idea of percent in 2007 to a record high.
tices. At the same time, the tissue
had to meet industry standards
developing the next-generation delivery In seeking greener business practices,
for strength and absorption. Tork truck. Together, they set environmen- EDF also teamed up with Starbucks,
branded paper products manufac- tal goals, then developed and reviewed the world’s largest coffeehouse chain,
tured in North America are made prototypes. In 2003, FedEx introduced to create the first disposable hot-drink
from 100 percent recycled fiber. the first commercially available hybrid cup made partly from recycled paper. In
delivery truck. 2004, the supplier won FDA’s approval,

10*SCA SHAPE [ 4*2008] FOCUS USA


nking
FO US
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Green spending
despite weak
economy
Overall, 47% of U.S. adults agreed
they would be willing to pay more
for environmentally friendly prod-
and Starbucks cups now contain 10 per- consumption. Even American demo- ucts. Specifically:
cent recycled paper. graphics are starting to shift. The old • 64% said they would be willing to
American dream of a big house in the pay more for a hybrid car.
Beyond cups, many companies suburbs is fading, as long commutes by • 63% indicated they would spend
find paper is an easy place to start go- car become more expensive and less de- more for organic, fair trade or lo-
cally sourced food.
ing green. Across the board, Europe has sirable. Despite some recent progress, • 62% said they would dig deeper
been using recycled paper much more America lags behind most of the rest into their wallets for green or
than the US, Mills says. “American of the world in environmental policy. organic cleaning supplies.
companies are just now beginning to “The US has always had an overabun- • 57% of those surveyed said they
add recycled content to books, catalogs, dance of land, energy and natural re- would pay more for products
office paper and magazines.” sources,” she says. Now, for the first made from recycled materials.
Overall, Mills sees Americans be- time, “we’re coming face-to-face with
coming conscious of their patterns of their limits.”

FOCUS USA [ 4*2008] SHAPE SCA *11


shape cover

Trees for tou


When the Philadelphia Eagles take the football
field, it’s not just their uniforms that are green.
text: Nancy Pick photo: philadelphia eagles

Think of an American football fan however, he has reversed his position.


and you picture Joe Sixpack, the aver- “I see that every little bit counts.”
age guy, guzzling beer, munching fries, And the Eagles deal with more than
bragging about his new pickup truck, little bits. Every year, fans at home games
right? You don’t think of, say, saving the use more than 1 million plastic cups. In
environment. 2006, stadium vendors switched to bio-
But the Philadelphia Eagles intend degradable cups made of PLA, a poly-
to change all that. Under the leadership mer derived from corn. Marked with a
of owners Jeffrey Lurie and Christina “Greenware” logo, the clear plastic cups
Weiss Lurie, the Eagles have launched dissolve after about three months in a
an ambitious “Go Green” campaign commercial composter.
that stops skeptics in their tracks. Since
the program began five years ago, the Cans and bottles pose another
team’s management has invested in huge concern. After a recent game, 5.5 e­ verything.” When the stadium, Lincoln
wind power, recycled mountains of sta- tons of recyclables were collected. Fans Financial Field, first opened in 2003, it
dium trash, switched to biodegradable help by tossing their empty cans into used 23 million kilowatt-hours of elec-
beer cups, planted a forest and begun special blue recycling barrels. Even be- tricity. This year, the staff is trying to
using recycled toilet paper in the bath- yond the stadium, the Eagles make an cut that figure nearly in half, down to
rooms. And that’s not all. 14 million kilowatt-hours. That’s the
In the US, football teams have a lot amount of clean wind energy that the
of star power and visibility. “We’re try-
ing to leverage our brand to promote I see team purchased to offset the entire or-
ganization’s energy consumption.

that
the issues,” says Mark Donovan, senior The staff has even turned environ-
vice president of business operations. It mentalism into a competition. Two
doesn’t hurt that the Eagles’ team jer- employees alternate shutting down the
seys are green, though that’s purely a
coincidence. every little stadium after a game, turning off lights
and televisions. They compete against

When the ”Go Green” campaign


was launched, says Leonard Bonacci,
bit counts.” each other for the lowest electrical meter
readings.

the Eagles’ director of event operations, effort. In the parking lot, staff members For overall operations, every time
“I couldn’t have been more against the hand out recycling bags to fans hold- the team hires a contractor, it asks for
movement.” He figured that being an ing “tailgate parties,” serving food and an eco-friendly or green option, even if
environmentalist had to be all or noth- drinks from the backs of their cars. that alternative costs more. Often, the
ing, and he feared he’d be accused of Beyond weighing recyclables, Bo- owners agree to pay the premium. “If
“never being green enough.” Now, nacci says, “we’ve begun measuring you take a look at every single business

12*SCA SHAPE [ 4*2008] FOCUS USA


FO US
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S
uchdowns

While the fans watch the action on the field,


the Philadelphia Eagles’ management tackles
the problem of solid waste.

FOCUS USA [ 4*2008] SHAPE SCA *13


shape cover

SCA Teams Up
with Eagles
When SCA Tissue North Ameri-
ca moved its headquarters to Phila-
Environmental consciousness affects every purchasing decision. Even the grass on the field is delphia in 2006, executives began
treated with organic fertilizer. brainstorming over potential new
high-visibility clients. They’d heard
function, you can find an area where space that we believe will be protected about the Philadelphia Eagles foot-
ball team’s “Go Green” initiative,
you can have an environmental impact,” for generations.”
and they thought SCA’s Tork recy-
Donovan says. Even in their homes, Eagles employees cled products would be a good fit.
Environmental consciousness affects are encouraged to buy wind energy for “The Eagles were number one
every purchasing decision, from office their energy use from the power company, on our target list,” says Don Lew-
carpet containing recycled fibers to something that cost more than “regular” is, president of SCA Tissue North
eco-friendly paint for the walls. Energy- electricity. When the cost to employees America.
Already, SCA’s Xpressnap nap-
saving compact fluorescent light bulbs turned out to be higher than expected, the
kins were being used in the Eagles’
are used wherever possible. The Eagles Eagles’ owners picked up the difference. stadium, Lincoln Financial Field.
print their tickets and programs on re- Employees are also prompted to bring But much more was to be gained.
cycled paper. in everything from batteries to lamps to In 2007, the stadium went “total-
The grass on the field? It gets treated be recycled. ly Tork,” using SCA’s Tork recycled
with organic fertilizer. “This isn’t just greenwashing,” Bo- paper products for everything from
hand towels to bathroom tissue.
nacci says, using a term that derides su-
“It has been a fantastic partner-
What about cars? Fans who drive perficial claims to be environmentally ship,” Lewis says. In the stadium
to the stadium are encouraged to buy a responsible. “It’s rewarding, as an em- restrooms, SCA posts signs describ-
tree for the Eagles Forest to offset their ployee, to be part of the program.” ing the company’s commitment to
emissions. Fans who drive 60 miles or As for Joe Sixpack, he hasn’t yet the environment. At stadium food
less should plant one tree, and fans who switched to vegetarian sushi and organic concession counters, Xpressnap
dispensers display the Eagles’ Go
drive 130 miles should plant two. The salads. Football fans still consume the Green logo.
trees aren’t cheap – they go for $62 each. traditional stuff – vast quantities of beer From this success story with the
So far, some 3,900 trees and shrubs have and fries. But these days, the fryer oil gets Eagles, SCA’s business has spread
been planted in the forest, located with- collected and refined into biodiesel fuel. to other sports stadiums, including
in the beautiful Neshaminy State Park Down the road, the Eagles management the Air Canada Center in Toronto
on the Delaware River. “We’re green- hopes to use that fuel in stadium vehicles. and the new Real Salt Lake Soccer
Stadium in Utah.
ing an area of Philadelphia, which is our That’s called closing the loop. And you
home,” says Bonacci. “We’re creating a can’t get any greener than that.

14*SCA SHAPE [ 4*2008] FOCUS USA


like that’s going to happen.

so make sure you’re protected with tena . ®

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trend

Forever you
For anyone on the hunt for future
trends in consumption, Florida is a good
place to start. In some areas, more than
half the population today is over 65 –
but don’t call them “old.”
Text: Mattias Andersson photo: istock

Anyone interested in seeing ranks third in population growth. Its In Charlotte County, more than half
what the future looks like should head to aging population is making its mark on the population today is over 65. Experts
“The Villages” in the US state of Florida, Florida in a number of different ways. have calculated that in 20 years, half
about an hour northwest of Orlando. With their pensions and savings, retir- the population will be about 85. While
“The Villages” is a collection of com- ees are expected to contribute more to most healthy 65-year-olds can manage
munities built for and marketed to the the state’s economy than the two other on their own, half of all 85-year-olds
55-plus age group, mainly retirees. With major industries, tourism and agricul- require some form of help. This means
neatly mowed lawns, modern shopping- ture, combined. that one out of four local residents will
mall architecture, 20 golf courses and Nowhere in the US are the road signs need help or care in the future.
an ambitious program of activities 365 larger, an adjustment made given the
days a year, it looks like a Disneyland weaker eyesight of older drivers. Local Florida’s attempt to handle the
for seniors. politicians who want to get re-elected matter is being studied with great inter-
In many ways, Florida today – with its should take an interest in elderly care est in the rest of the world. That’s be-
18 million residents the fourth-largest rather than schools. But the state’s prof- cause people can get a taste of the demo-
state in the US – is a depiction of the US itable knack of attracting retirees who graphic changes that also await them in
of the future. are energetic and well-off will create large parts of Europe and Japan.
No other state has as many old people great economic challenges over the next But for companies and market-
as Florida. At the same time, the state few decades. ing people, there are also lessons to be

16*SCA SHAPE [ 4*2008] FOCUS USA


FO US
C A
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tena grows

S
with walmart

ung
SCA is a world leader in
incontinence products, with 26
percent of the global market,
40 percent in Europe and 19
percent in the US.
“The US represents the
largest incontinence market
worldwide, worth USD 2.2 bil-
lion, and we expect that TENA
will continue to grow in the
US, despite the market slow-
down,” says Spencer Deane, VP
Marketing, SCA Personal Care
North America.
Aging discreetly
“TENA is the fastest growing
incontinence brand at Walmart,
a US retailer that is especially
Age is a sensitive topic for
positioned to benefit from the people who are nearing
economic downturn”, Deane retirement. That places
says.
In the US, it is estimated that demands on marketing,
one out of four women over 35 especially for incontinence
has experienced problems at
some time with leakage. products.
For men, the problems usually
occur later in life, often in con- “Even if you sell a product, which in
nection with prostate trouble. our case is incontinence products, it’s a
question of not linking the product to
age too strongly,” says Spencer Deane,
In 2015, those who are over 50 in the vice president marketing at SCA Per-
US will control 60 percent of the net sonal Care North America.
wealth and account for 40 percent of Incontinence products are a good ex-
consumption, according to calculations ample of products where development
from the consultancy firm McKinsey. is driven by the demographic wave.
For a number of companies and in- Sales are expected to exceed GNP
dustries, this group will constitute their growth in the coming years. In the US,
Seniors largest share of sales in the future. Shop- half the market – roughly a billion dol-
ping-crazed teenagers are now being sur- lars annually – is in retail. That has in-
are an passed by their mothers, women 45 to creased the need for marketing aimed

increasingly 54 years old who spend more in clothing


stores than any other age group.
at consumers.

dominant force “The message is clear – industries


that continue to focus on capturing
“The point is to get it right and not
pigeonhole customers in an age group
in consumer the youth market will lose big,” says
Philip Taylor, a researcher specializing
they’re not happy with,” Deane says.
“The strongest trend right now in in-
society.” in older people and the labor market at
Swinburne University of Technology in
novation is products adapted to the
different needs of men and women.
Australia. The greatest challenge is to reach men,
learned as a graying world creates new It’s a difficult task marketing prod- who are less open about this type of is-
conditions and opportunities. ucts and services that are adapted to the sue compared to women. For instance,
With the population in the Western needs of the group, without hinting at online information is a good channel
world aging, seniors are emerging as an the word “old.” for someone who’s looking for infor-
increasingly dominant force in consum- Giving the brand a gray tone can be mation discreetly. Another question is
er society. As the first cohort of what is devastating for anyone who wants to where to place the products in a store.
known as the “baby boom generation” – sell to a generation that considers age to Today they’re on the shelf for inconti-
those born between 1946 and 1964 – now be simply a number – as shown by the nence products, but maybe we should
crosses the threshold to retirement, this many sports cars and motorcycles in the place them with razor blades and other
will mean a shift of historic proportions. parking lots where they congregate. hygiene products aimed at men.”

FOCUS USA [ 4*2008] SHAPE SCA *17


trend

Emissions trading
heats up
Although no one has declared carbon emissions
trading a rousing success, the idea has been catching
be old-fashioned, he said, but at least
they avoid the secondary effect of
“windfall profits” to the power com-
on. A group of 10 eastern states in the US have started panies.
an initiative called “Reggie.”
Unlike the American initiative, the
text: Nancy Pick photo: istock
European scheme hands out allocations
for free to Europe’s major heavy-indus-
try emitters of carbon dioxide, such as
power plants and basic industry. Those
Europe launched the first carbon emissions from power plants by 10 per- with surplus credits, including SCA, can
dioxide cap-and-trade initiative back cent by 2019. trade them on the emissions market as a
in 2005, with its EU Emissions Trad- Is there a better way to cut emis- way to make money.
ing Scheme. sions? “It’s difficult to see an optimal In the first phase of the EU trading
“So far, you cannot see any huge en- solution,” Eriksson says. Taxes may scheme (2005–2007) the surplus of al-
vironmental impact from the EU sys- located allowances caused the collapse of
tem,” says Per-Erik Eriksson, SCA’s the emissions market, with market prices
vice president for energy procurement SHRINKING THE plummeting in the spring of 2006.
in Stockholm. Nonetheless, govern- FOOTPRINT AT SCA’S Then in January 2008, the EU scheme
ment leaders remain committed to entered its second phase. To avoid a
US OFFICES
continuing the program. For now, he similar collapse, allocations were cut by
says, the scheme’s main impact has SCA Americas searches diligently some 10 percent to help bolster market
for ways to cut carbon dioxide emis-
been to drive up electricity prices in prices, and consequently the environ-
sions, not just at its mills but also at
Europe. its offices. The company has: mental investments.
– Installed 115 solar panels at
In the fall of 2008, a 10-state group the SCA Tissue Service Excellence Every year, each company partici-
in the United States introduced a similar Center in Neenah, Wisconsin. pating in the system must account for
system. Although the federal govern- – Situated SCA Americas’ cor- its emissions in proportion to its allow-
porate headquarters near Phila-
ment hasn’t joined in, the eastern states ances. Those who emit more CO2 than
delphia’s main train station to en-
from Maryland to Maine have created courage commuting by public their allocations must purchase corre-
their own cap-and-trade system. Called transportation. sponding carbon credits from the mar-
“Reggie,” for the Regional Greenhouse – Upgraded offices in both Nee- ket.
Gas Initiative, the system affects only nah and Philadelphia to meet the If at the time of the accounting a com-
power plants, not other heavy indus- strict “green” design standards of pany lacks the needed carbon credits,
the Leadership in Energy and Envi-
tries. there’s a penalty of 100 euros per metric
ronmental Design program.
Regional power plants must buy al- – Built a shower room in the Phil- ton. In 2013, when the EU scheme en-
locations, either at auction or on the adelphia office to encourage em- ters its third phase, industries may also
market. The 10 participating states aim ployees to cycle to work. be required to buy their allowances at
to cut current levels of carbon dioxide auction.

18*SCA SHAPE [ 4*2008] FOCUS USA


FO US
C A
U
S
SCA trades
surplus emissions
SCA plays an active role in the EU
Emissions Trading Scheme, which
aims to cut carbon dioxide emis-
sions by using market forces. Every
year, SCA receives emissions allow-
ances for 32 of its major European
mills, located in Germany, Italy,
Sweden, Britain and elsewhere. At
least until 2012, these allowances
will be issued for free.
To date, SCA has emitted less
carbon dioxide than it was allocat-
ed, in part because the company
has switched to biofuel and natural
gas wherever possible. Under the
program, the company can trade its
surplus carbon credits on the car-
bon emissions market. From these
sales, SCA earns about 4 million eu-
ros a year at current market prices.
In the past, SCA has also invest-
ed its surplus credits in Clean De-
velopment Mechanism projects, an
EU initiative to support alternative
energy in developing countries.

FOCUS USA [ 4*2008] SHAPE SCA *19


TEM
trend

U
A
SA
Demographics are putting pressure on what’s known needs to be discussed in society.
And this group is steadily increasing
as the “sandwich generation.” A growing number are as the number of people over the age of
caught between the needs of their children, aging 80 continues to grow. It is estimated that
20 million Americans have at least one
parents and demanding jobs. parent who needs help. Taking time off
Text: mattias andersson Photo: getty images work to care for a parent is increasingly
becoming a major reason for a decline in
productivity in American workplaces.
According to an estimate from
Millions of Americans today are MetLife Mature Market, the cost to
responsible for young children, a career A baby boomer’s employers of employees caring for their
and increasingly infirm parents. They’ve to-do list: parents rose from USD 11.5 billion in
come to be called the “sandwich genera- 08:05 Drop Jacob off at daycare. 1997 to USD 29 billion this year.
tion” because they’re caught between the 09:00 Meeting with the project
two ends of the age demographic. group. Employees are losing wages, ben-
10:30 Pick up Mom, take her to
According to a study at Portland State the doctor.
efits and pensions. A small but growing
University in Oregon, between 9 and 13 01:00 Send money to Sarah at number of companies have taken out
percent of Americans between the ages college. insurance so that the parents of employ-
of 30 and 60 are taking care of both 02:00 Call Dad and see if he’s ees can get help via home care compa-
children and parents. taken his heart pills. nies. Many people are also choosing to
03:30 Teleconference.
Caring for the elderly can range from reduce the number of hours they work
04:00 Drive Elizabeth to the
helping them get to the doctor to living airport for flight to Seattle or even quit their jobs to get the pieces
with them. Many people feel pressure to visit her mother in of the puzzle of life to fit together.
from their parents themselves – who in the hospital. “A growing share of our customers for
many cases don’t want to move into fa- 04:30 Pick up Jacob, take Robin incontinence products are family mem-
to soccer practice. Don’t
cilities for the elderly – even though the forget protective gear bers taking care of their parents,” says
work can turn into a full-time job. and clothes! Spencer Deane, vice president marketing
Many women who have abandoned 05:30 E-mail report to HQ. at SCA Personal Care North America.
the role of housewife for a career of 07:00 Check Robin’s homework. “We are actively working to help caregiv-
Call Sarah.
their own are being forced to decide to ers not only manage incontinence with
08:00 C all Dad and see if he’s
take care of their parents, which makes taken his medicine – next more ease and less stress, but also provide
the situation an issue that obviously doctor’s appointment? them with products they can trust.”

20*SCA SHAPE [ 4*2008] FOCUS USA


FO US
C A
U
S
Marcus has
the world on his plate
Marcus Samuelsson is one of the top chefs today
this is marcus in the cutthroat competition of New York. It all
Name: Marcus Samuelsson
Age: 38 began back in Sweden in his grandmother
Lives: Harlem, New York .
Family: In Sweden, the US and
Helga’s kitchen.
Africa.
Professions: Restaurateur, Text: Per Öqvist photo: scanpix, press images
author,
TV chef and visiting professo
r in
international meal sciences at
Umeå University.
Restaurants: Aquavit in New Aquavit in midtown Manhattan
York ,
Stockholm and Tok yo. Japane
se
was recently named the ninth-best res-
restaurant Riingo in Manhatt taurant in New York. As early as 1999,
an. AQ
Cafe in Scandinavian House, its executive chef, Marcus Samuelsson,
New York .
Merkato, African restaurant in
York ’s Meatpacking District.
New was named Rising Star Chef of the Year.
Marc Four years later, he received the presti-
Burger in Chicago and Los Ang
eles .
Street Food in Stockholm. gious James Beard Award as Best Chef
Leisure interests: Plays socc of New York. He was the youngest New
er,
paints and spends time in his
country York chef ever to get a three-star review
house in Smögen , on the wes in The New York Times.
t coast
of Sweden .
At Aquavit, 30 percent of the chefs have
Ow n kitchen: Big gas oven, goo always been Swedish, one way of sustain-
d
knives that are sharpened eve
ry day ing the restaurant’s Swedish origins. He
and sturdy pots and pans.
is proud of being able to help Swedish
chefs in the same way that he got a chance
when he was young and unknown.
“Nothing else gives me more delight
than seeing these young people de-
velop,” he says. “I’ve had 110 Swedish
chefs in my kitchen over the years.”
Marcus Samuelsson also has restau-
rants in Tokyo, Stockholm, Los Angeles
and Chicago, as well as a bakery in mid-
town Manhattan. He has written cook-
books and done TV shows in the US and
Sweden. It is less well known that he is a
visiting professor of international meal
sciences at Umeå University in northern
Sweden.

Marcus says there’s no secret


to his success other than hard work, en-
durance and being well organized. That
plus a passion for food.
“When I say passion, I mean passion
with a big exclamation mark!” he says.

FOCUS USA [ 4*2008] SHAPE SCA *21


profile
It’s time fo
the Weste
For a food
lover like Mar-
cus Samuels-
son, New York

world to see
is ideal.
“For a few
dollars

everything
you can
enjoy a
wonderful
food experi-

that’s good
ence,” he says.

and exciting
about Africa.”
“In the same way that we decide what
we’re going to listen to from among
the thousands of songs on our iPod,
we want choice when it comes to food
and drink,” he says. “We want to know
more about ecological and local prod-
ucts. Wherever we travel, and what-
ever countries the people we meet come
from, we become curious about the
food there. The ethnic kitchen is mak-
ing more and more of an impression.
“It’s no longer enough to say Chinese
food – restaurant-goers want to know
what part of China it’s from. And soon,
“My interest in food is really genuine. In Manhattan , Marcus first we’ll want to learn more about African
Everybody has their own story, and I’ve wound up in Hell’s Kitchen on the food, because that’s the last big conti-
incorporated my personal history into west side. After living there for many nent unexplored by us Westerners.”
what I do.” years, he recently moved north to Har-
If you’re looking to find some secret, lem, a neighborhood undergoing rapid Marcus Samuelsson was born in
it might just be his family background, transformation. Ethiopia in 1970 as Kassahun Tseige,
especially the strong influence of his “What I love about New York is the in a little village north of Addis Ababa.
grandmother Helga. variety of people, which creates a variety His mother died of tuberculosis, and
“She made all her food from scratch,” of religions, views, cultures and espe- Marcus and his older sister, Fantaye,
he says. “It wasn’t just about cooking. cially food,” he says. “For a food lover, suffered from the same disease. In a bid
She grew onions, picked apples from her New York is ideal. For a few dollars you to help them survive, their father took
own trees and saw the forest as a kitchen can enjoy a wonderful food experience. them to an orphanage in the capital.
pantry full of berries and mushrooms. “And no one needs to worry about A couple from southern Sweden,
She never watched TV but put her what’s going on. New York is full of oa- Lennart and Ann Marie Samuelsson,
time into cooking instead. Everybody ses, where what’s important in the West- adopted the pair with the help of a nurse
helped out – it was like a household on ern world doesn’t dominate. In China- from the Red Cross.
an industrial scale. When I was seven, I town it was barely noticeable that there “Ever since I learned a few years ago
knew that if I didn’t want to help out, I was a presidential election going on.” that my biological father was still alive,
shouldn’t drop by and see Grandma.” Food trends are not something Mar- I’ve been to Ethiopia many times,”
Poverty still lingered in Sweden back cus Samuelsson wants to talk about. Marcus says. “I don’t remember any-
then. When his grandmother talked Unlike fashion, where he loves chang- thing from my first three years there.
about coffee, it didn’t mean an espresso ing styles, he believes it takes several On the other hand, I’ve had so many
or a latte – rather, coffee made from re- years to learn new food customs. How- things told to me that they’ve become a
used coffee grounds. ever, he does see a number of changes. kind of memory.”

22*SCA SHAPE [ 4*2008] FOCUS USA


FO US
C A
or

U
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One-third of the chefs at Aquavit
are Swedish.

ern kitchen advice:


1. Talk with your family and
relatives and put together a
family scrapbook with the
best recipes and favorite
foods from when you were
young. It makes a really nice
legacy that you can pass on
to your own children.
2. Make the food you already
know how to make, but
challenge yourself a bit with
new herbs and spices.


3. Be inspired by ethnic
cuisines.
4. Put together an exciting
kitchen pantry with different
oils, spices and condiments.
5. D  are to use unusual methods
to prepare food, such as
steam, a teppanyaki (iron
griddle), a clay tagine for
stews or a gas wok.

This fall he published a new good and exciting about Africa. It’s not the restaurants where the locals eat.
cookbook, The Soul of a New Cuisine, just misery and poverty – we’ve got a lot For a chef, Marcus Samuelsson is un-
mainly because there were so few books to learn from them. Dance and music are usually thin, even though he loves food.
about African cooking among the thou- the only areas that we’ve started to take a He runs and works out at the gym sev-
sands of cookbooks available. few African influences from.” eral times a week.
“When we hear about Africa in the Marcus often travels to different “Not just to stay thin,” he says.
news, most of it is about war, AIDS, parts of the world, especially to try food “Standing all day in a restaurant kitch-
drought and hunger,” he says. “In the from new cultures. His advice before a en is tough on your legs and back. Some-
West, we see Africa as a poor younger trip is to do a Google search for recipes times it feels like I want to drink a whole
brother that we have to help. It’s time for and articles about the food culture in bottle of olive oil to lubricate the joints,
the Western world to see everything that’s the countries you plan to visit, and find my body aches so much.”

Marcus’ Aquavit on 55th Street, between Park and Madison Avenues, salutes the classic furniture and interior designers of Scandinavia.
The restaurant has been named the ninth-best restaurant in New York.

FOCUS USA [ 4*2008] SHAPE SCA *23


technology

A US plant that sources nearly all its raw materials


from recycled paper comes up with creative ways to
get the solids out of the water.
text: Alexander Farnsworth illustration: leif Åbjörnsson

Treating
water well
One of SCA’s strategic priorities is to “We are currently discharging only cleaner water flows over weirs at the top of
protect the environment while making about 10 percent of what the state al- the clarifier to the cooling tower. Gravity
full use of resources. lows us,” Paff says. “This translates then takes it to the aeration basin.
To this end, the Barton tissue plant into an average total suspended solids The aeration basin and selectors (4
in Alabama installed a state-of-the-art removal rate of between 99.6 and 99.7 million gallons, or 15 million liters) in-
activated sludge wastewater treatment percent, which is way above state and ject air and nutrients into the water and
plant when was built in 2003. EPA requirements.” use biological organisms, commonly
The Barton plant, near the town of called “bugs,” to clean the water by con-
Cherokee on the Tennessee River, has an In 2004, the Alabama Department of suming the organic impurities.
annual capacity of 180,000 tons of pa- Environmental Management awarded
per converted into napkins, towels and the Barton plant a Pollution Prevention The last stage is secondary clarifi-
toilet tissue. SCA Tissue North Ameri- Achievement Award for the plant’s good cation. Here, as in the primary stage, sol-
ca is among the top three contenders for environmental footprint and design. ids fall to the bottom of the tank. These
the Away From Home market in the US solids are mostly biological so they are
and Canada. The plant’s raw materials recycled back to the selectors and the
come from virtually 100 percent re- Turning aeration system. Some of the solids are
cycled paper consisting of sorted office purged and sent to the screw press.
waste, post-consumer waste and corru- our waste A lot of monitoring and sampling
gated, sourced from the region.
into a beneficial goes on throughout the process, in-
cluding the final effluent, which goes
All this recycled paper has to be
washed and de-inked in order to be turned
use is our goal.” through a trap to reduce foam before
it is discharged via a diffuser along the
into new paper. This means the Barton bottom of the Tennessee River.
plant, which gets its water from the Ten- Wastewater treatment – from de-ink- Paff says the mill is looking at alterna-
nessee River, has to treat the water heavily ing, papermaking, storm water, boilers tives to landfills for the sludge it gener-
before releasing it back into the river. and maintenance wastewater – at the ates.
According to Randy Paff, technical Barton plant begins with mechanical “Using the sludge in the roofing tile
service manager at Barton, the activated screening, known as the headworks. industry or as a fuel source for steam
sludge wastewater treatment plant treats This is followed by primary clarifica- production are two options we are in-
4 million gallons (15 million liters) of tion, where solids settle to the bottom vestigating,” he says. “Turning our
water per day. The system is designed of the tank, are removed and are subse- waste into a beneficial use is our goal.
for 5.5 million gallons (20 million liters) quently fed through a screw press for dew- We continuously look to optimize our
to accommodate a recent expansion. atering before being sent to a landfill. The processes even further.”

24*SCA SHAPE [ 4*2008] FOCUS USA


FO US
C A
U
S
ER
VI AT ER
RT W
G RIV
RE UA IN E
CY LLY M TH
CL 1 0 CO M
ED 0 IN RO
PA PER F
PE CE
R
IN NT
.

L
TO L IL
S M
D IL ER
LI D F P
SO N PA
LA

18
0,
0
PA 00 T
PE O
R O NS
UT O F
.
H
E A CR

PRIMARY
S
D EE

CLARIFICATION
W N

TS
O S

EN
RK

RI
DE

UT
WA

N
AC
TER

A T
ER IVA
AT TE
ED

IO D
N SL
SO

SY UD
LID

ST G
SOLIDS

EM E
S

SC
RE
DE
W TERI
WA
PR
ES G
SF
N
OR

SECONDARY
CLARIFICATION
RAS

TR AM
P
FO
A
AIR

D
IF
FU
SE
RS
S
SOLID
(B
E
TH ND
LT
ICK SC
A

EN REW
ER )
sca inside

Expanded
freedom
The TENA Ultra Stretch Brief is a new inconti-
nence product that resembles underwear. The
briefs fit well, move with the body and come in two
sizes that can fit most users who previously had
to choose from four products.
Color-coded cleaning Input from caregivers had suggested they would
appreciate a product that was easy to apply and
that fit the wearer well. Product development from
Colors can help separate re that cleaning clothes don’t
the Americas and Gothenburg combined a contin-
cloths used for different tasks get reused in inappropriate lo- uous hook strip with an elastic panel to create the
in hygiene-sensitive areas. By cations. new product. The TENA Ultra and Super Stretch
using a cloth in one color for Tork color-coded cloths al- Briefs came onto the market in early 2008.
the bathroom and a cloth in low businesses to adhere effec-
another color for food pre- tively to Hazard Analysis and
paration areas, you can avoid Critical Control Points (HAC-
cross-contamination. CP) guidelines, and improve
Tork has launched a range hygiene, creating a better envi-
of color-coded cloths to assu- ronment for their customers.

New Tork
family member
The Tork Intuition family gets a new member in 2009 with
Nickelite. The Nickelite Intuition is a no-touch, battery- oper-
ated hand-sensing system that provides one-at-time- dispens-
ing and the ability to control the length of the towel being
dispensed. This effectively reduces usage and waste. The new
nickel-plated Intuition has the look of stainless steel but is
made of durable, lightweight ABS plastic.

26*SCA SHAPE [ 4*2008] FOCUS USA


Counting
footprints
foto: getty images

W hat’s your environmental foot-


print? The SCA Tissue Environme-
ntal Evaluator is a free online tool
that shows how using Tork recycled towel, tissue
and napkin products help lighten the environ­
mental load.
The evaluator calculates your personal foot-
print versus national and world averages, and me-
asures the impact of your business and personal
activities on the environment. Based on the infor-
mation you supply about your lifestyle, the evalu-
ator shows how many cases of Tork recycled pro-
ducts, versus virgin fiber products, it would take
to offset your personal carbon footprint.
Do you dare to check your footprints?
Go to the evaluator: www.torkrevolution.com/green
(or follow the link from www.torkusa.com)

FOCUS USA [ 4*2008] SHAPE SCA *27


Strong culture in America
“One of the best company Although SCA Americas is
personalized Napkins
cultures we’ve seen in years,” a collection of recently ac- Customers of Tork Xpressnap napkins
says Carolyn Taylor, lead con- quired companies, the survey have shown great interest in the printed
sultant for the global firm Ax- of about 1,100 people found products that SCA Tissue North America
ialent, referring to SCA Amer- none of the “us and them” has offered since August.
icas’ profile in a survey of mindset that one might ex- Xpressnap custom-printed napkins are
business cultures. pect. Employees feel a part of available in both white and kraft and allow
“The results show that SCA and are proud to be so. customers to personalize their dispenser
the SCA Americas culture is Values are integral to daily life napkins with their own messages . Print-
strong, constructive and a in the company, and employ- ing can be done in one or two colors, and
good asset to the business, ees regularly “go the extra customers can print whatever they like on
which can be a source of com- mile” to provide high-quality their napkins – a company logo, a brand
petitive advantage,” she says. service to customers. message or an environmental statement.

ith green hotels


es w
i
all
CA Tissue North
SCA Over the
past 14 years, the
S

America has teamed up organization has become


with the “Green” Hotels Asso- well known for providing member
ciation to encourage ecological con- hotels with towel-rack hangers and
sciousness in the hospitality industry. sheet-changing cards that ask guests to
“Partnering with the ‘Green’ Hotels As- consider using towels and linens more than
sociation is part of our ongoing commitment once in order to save energy and water.
to help the hospitality and lodging industry Recognition of SCA Tissue as an Ally
reduce their environmental footprint,” says Member of the association is based on its
Don Lewis, president of SCA Tissue. use of recycled raw materials, a mill-of-
The organization has identified SCA Tis- origin program that cuts transportation
sue as a vendor offering environmentally fuel use, chlorine-free bleaching fiber
friendly paper products and systems. treatment, industry-leading water
The “Green” Hotels Association conservation initiatives and innova-
allows hotel guests to make choices tive tissue and towel-dispensing
to protect the environment systems that reduce paper
while saving money for consumption and
the hotels. waste.
foto:istockphoto

28*SCA SHAPE [ 4*2008] FOCUS USA


sca inside

SCA Americas’ head-


quarters offers the
latest in environmen-
tally sound commercial
interiors.

Prize-winning office
SCA America’s headquarters in In January 2006, SCA relocated Three new business
Philadelphia is a prize-winning of- into the Cira Centre in downtown group heads
fice. When SCA decided to relo­c ate Philadephia.
from the suburbs into a new down- Over 90 percent of employees SCA’s hygiene operations are re-
shuffling their management team.
town office, the LEED require- now use mass transit to get to work,
Thomas Wulkan, currently pres-
ments sounded like the right thing instead of using the heavily con- ident of SCA Americas, will be-
for SCA. gested local traffic routes, as in the come the new president of Person-
LEED (Leadership in Energy and past. In order to provide additional al Care Europe. The new president
Environmental Design) provides a car access, the company purchased of SCA Americas will be Sune Lun-
set of performance standards for cer- a Toyota Prius pool car for use s din. He is currently part of the Strat-
egy and Business Development cor-
tifying tenant projects. The intent of needed. SCA also registered with
porate staff.
LEED is to assist in the creation of PhillyCarShare, a flexible citywide Robert Sjöström, today at Cap­
high performance, healthful, dura- car-sharing program. gemini Consulting, has been recruit-
ble, affordable and environmentally SCA was awarded LEED Gold in ed to head SCA’s new Global Hy-
sound commercial interiors. April 2006. giene Category.

Capital Market Day outlines the future


There was great interest among trends affecting these business areas done to improve profitability and
analysts, investors and the media and of the ongoing work to increase integrating recently acquired opera-
when SCA held its Capital Market capital efficiency and cash flow and tions in Europe. There was also an
Day in Stockholm on December 10. reduce costs, which are the focus of account of the Group’s work with
The event was kicked off by Jan Jo- efforts over the next few years. branded products, which was dis-
hansson, president and CEO, who For the overall hygiene operations, cussed in the last issue of Shape.
described market trends and macro­ a description was given of the agen- Finally, there was a report on the op-
economic developments. Follow- da for creating growth in important portunities in Away From Home tis-
ing this was a presentation of SCA’s markets and priority segments, both sue operations.
strategy for 2009-2011 as well as the in Europe and in the growth markets Because of press deadlines, a
Group’s financial targets. SCA is focusing on. more detailed report on Capital Mar-
For Packaging and Forest Products, For Consumer Tissue, a presen- ket Day will be included in the next
there was a description of the market tation was given of the work being issue of Shape.

FOCUS USA [ 4*2008] SHAPE SCA *29


CAMERA

The majestic redwoods, confined


mostly to a small strip on the west
coast of America near the Pacific
Ocean, are the world’s tallest trees.

t
Text: Per Öqvist photo: getty images

ilen
S ts
gian

ule next
Humans are minusc
od,
to the majestic redwo
som etim es grows to
which
over 100 metres.

30*SCA SHAPE [ 4*2008]


FO US
C A
U
S
There are places in
can
California where you
a
drive a car through
tree.
redwood or sequoia

Large expanses of red


-
woods have been pla
nted
for lumber production
in
the US and New Zea
land,
and even in parts of
Europe.
The tree is attractive
be-
cause of its durability
and
beauty, but also bec
ause
it’s lightweight, fire
-resis-
tant and low in resin.

e,
The tree’s Latin nam
ns,
Sequoia sempervire
means “the sequoia
that lives forever.”
e
That’s fitting, becaus
the oldest redwood Taller than the Statue of Liberty. ready here 5 million years ago.
today is over 2,000 Taller even than many New York sky- When logging began in earnest
years old. Looking at scrapers. Taller than Stockholm’s Globe around 1850, redwood trees were con-
a slice of an older
tree, you can pick out Arena. The world’s tallest redwood tree sidered cheap and easy to get to, so most
the year of Jesus’ is 115 metres (377 feet) high, as tall as a of these forests were devastated.
birth or the discovery 32-story building. Redwoods are now found mainly in
of America.
Millions of years ago, redwood for- national parks in California and Oregon,
ests covered much of the northern hemi- in the western United States. The trees
sphere. Fossils indicate they were al- grow mostly in mountainous areas near

[ 4*2008] SHAPE SCA *31


CAMERA

base
The diameter of the
of the tree can exceed
8 metres (26 feet).
y
Redwoods are the onl
s
conifer that reproduce
not just through its
cones. Sometimes a
d
ring of trees is forme
ere
around a hollow wh
the mother tree was
long ago transformed
into soil.

the ocean where they can absorb water World Heritage List in 1980. The park old Dyerville Giant, which reached 111
from the fog coming in off the sea. is in northern California and contains 45 meters (364 feet) into the sky before it
percent of all the redwoods on earth. was taken down by another tree blown
In the past, their wood was used for One of the largest redwood forests is over in a storm in 1991. Close by is the
ties in railroad and bridge construction. Humboldt Redwoods State Park, also in world’s oldest redwood, an amazing
Today, old redwood lumber is recycled, California, which in 1921 was the first 2,200 years old.
often for use in gardens and staircases. forest to be purchased by the government In the Santa Cruz Mountains lies Big
Redwood National Park, stretching 80 to be protected and preserved for the Basin Redwoods State Park. Redwoods
kilometers (50 miles) from north to south future. The famous “Founder’s Tree,” also grow in Silicon Valley, but they
across 446 square kilometres (172 square 104 meters (341 feet) tall, grows here. are shorter than the tall trees up in the
miles), was included on UNESCO’s Also here is the now fallen 1,600-year- mountains.

32*SCA SHAPE [ 4*2008]


FO US
C A
U
S
The crown of the tre
e is
high up to protect it
from
insect attacks and for
est
fires. Some owls and
certain
salamander species
live
their whole lives in the
crown of the tree to
elude
predators. When the
trees
are between 300 and
700
years old, however,
they are
often damaged by ligh
tning
or storms, which blo
w away
the crowns.

SCA's forests
Even if the pines growing in the
SCA forests resembles redwood
trees, they belong to different
families. It would take four or
five of the tallest pines you could
find there stacked on top of each
other to reach the heights of
the tallest redwood trees. Also,
the age of the trees differs.
A Swedish pine might live sev-
eral hundred years, still far from
the millennia shown by the rings
of the oldest redwood trees.

[ 4*2008] SHAPE SCA *33


economy

Hygiene braves financial crisis


the first nine months of the year In the hygiene operations, which play from-Home segment, where the Tork
saw higher sales but lower profits for an increasingly important role at SCA, brand is steadily gaining ground, and in
SCA. Net sales increased 5 percent com- the situation is brighter. Everyday prod- the retail consumer segment, where our
pared to the same period in 2007 to SEK ucts like toilet paper and diapers are far efforts have been concentrated on grow-
82,290 million. At the same time, oper- less sensitive to fluctuations in the econ- ing the share of branded products,” says
ating profit fell 7 percent to SEK 6,716 omy than other operations at SCA. As a SCA’s CEO, Jan Johansson.
million. result, Personal Care products and Tis- This positive development also means
The recession is affecting some divi- sue increased both sales and operating that Hygiene operations accounted for
sions of SCA more than others. Packag- profit in the first nine months of the year. 56 percent of SCA’s operating profit,
ing operations are an early part of the a sharp increase compared to the same
business cycle, and earnings fell most For Personal Care products, period in 2007, when its share of profits
sharply here, 29 percent. This was largely tearnings increased just 1 percent, due was 46 percent.
due to lower volumes, especially in the in part to costs for the technical restruc- “We believe that our hygiene opera-
third quarter, as well as to higher energy turing of production for baby diapers. tions have continued favorable pros-
and transportation costs. In Forest Prod- For Tissue, operating profit increased pects for improved sales and earnings,
ucts, solid-wood products were affected an impressive 44 percent, mainly due to while for our packaging and solid-wood
the most, given the economic downturn’s higher prices and acquisitions. operations we expect sales and earnings
impact on the construction industry. Op- “We’re working intensively on creating to remain under pressure,” Johansson
erating profit fell 22 percent. a better product mix in both the Away- says.

Tissue one third Hygiene biggest profit fell


of sales part of profit during q3
9 months, share of sales, in percent 9 months, share of operating profit, Profit before tax, MSEK
in percent 2,500

2,342
Forest 2,000
Personal

2,019
Products

2,013

1,946
Care Forest 1,863
15%
1,803

20% Products Personal

1,703
24% 1,500
Care
31%

1,438
1,000
Packaging
31% Packaging
Tissue
20% 500
34% Tissue
25%
0
6

07

8
3/ 8
07
3/ 7

2/ 8
07
0

0
0
0
0
20
0

20

20
20
20

20
/2
/2

2/
1/

1/
4
4
Q

Q
Q

Q
Q
Q

net sales up, profit down CORRECTION: The dollar/euro diagram in the last issue
of Shape may have been confusing because it illustrat­
ed the movement of the euro against the dollar. A chart
showing the movement of the dollar against the euro
9 months 2008
would have made the point more clearly.
(MSEK) Change from 2007
Net sales 82,290 +5 %
calendar
Operating profit 6,716 -7 %
January 29
Profit before tax 5,087 -14 % Year-end report
Profit for the period 4,172 -17 % April 2
General Annual Meeting
Earnings per share 5.92 SEK -17 %

34*SCA SHAPE [ 4*2008] FOCUS USA


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