SHAPE Magazine 1 / 2013 - SCA
SHAPE Magazine 1 / 2013 - SCA
SHAPE Magazine 1 / 2013 - SCA
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1.<strong>2013</strong> A MAGAZINE FROM <strong>SCA</strong> ON TRENDS, MARKETS AND BUSINESS<br />
Military tech<br />
improves forestry<br />
<strong>SHAPE</strong> TRIES<br />
A SCIENTIST’S<br />
BLUEPRINT FOR<br />
SAVING<br />
THE WORLD<br />
The suit that<br />
DOUBLES<br />
YOUR AGE<br />
Community relations<br />
SEEDS OF<br />
CHANGE<br />
Global companies take<br />
a local approach
Shape is a magazine from <strong>SCA</strong>,<br />
primarily geared toward customers,<br />
shareholders and analysts, but also<br />
for journalists, opinion leaders and<br />
others interested in <strong>SCA</strong>’s business<br />
and development. Shape is<br />
published four times a year. The next<br />
issue is due in June <strong>2013</strong>.<br />
Publisher<br />
Joséphine Edwall-Björklund<br />
Managing Editor<br />
Marita Sander<br />
Editorial<br />
Anna Gullers,<br />
Ylva Carlsson, Inger Finell<br />
Appelberg<br />
Design<br />
Markus Ljungblom, Kristin Päeva<br />
Appelberg<br />
Printer<br />
Sörmlands Grafi ska AB,<br />
Katrineholm<br />
Address<br />
<strong>SCA</strong>, Corporate Communications,<br />
Box 200, 101 23 Stockholm,<br />
Sweden.<br />
Telephone +46 8 7885100<br />
Fax +46 8 6788130<br />
<strong>SCA</strong> Shape is published in Swedish, English,<br />
Spanish, German, French, Dutch and Italian.<br />
The contents are printed on GraphoCote<br />
90 grams from <strong>SCA</strong>. Reproduction only by<br />
permission of <strong>SCA</strong> Corporate Communications.<br />
The opinions expressed herein are<br />
those of the authors or persons interviewed<br />
and do not necessarily refl ect the views of<br />
the editors or <strong>SCA</strong>. You can subscribe to <strong>SCA</strong><br />
Shape or read it as a pdf at www.sca.com.<br />
Address changes can done at<br />
www.sca.com/subscribe or by e-mailing<br />
sophie.brauner@sca.com<br />
1.<strong>2013</strong> A MAGAZINE FROM <strong>SCA</strong> ON TRENDS, MARKETS AND BUSINESS<br />
Military tech<br />
improves forestry<br />
<strong>SHAPE</strong> TRIES<br />
The suit that<br />
DOUBLES<br />
YOUR AGE<br />
A SCIENTIST’S<br />
BLUEPRINT FOR<br />
SAVING<br />
THE WORLD<br />
2 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
Community relations<br />
SEEDS OF<br />
CHANGE<br />
Global companies take<br />
a local approach<br />
Cover photo:<br />
Getty Images<br />
“ What is your best advice to<br />
improve the environment?”<br />
Ëlodie<br />
Illustrator, France<br />
“As an oyster farmer’s<br />
daughter, I always care about<br />
nature, especially the sea.<br />
I try not to drop anything in<br />
the sea or leave anything on<br />
the beaches. When I go back<br />
for holidays on Oleron island,<br />
my friends and I sometimes<br />
spend an afternoon cleaning<br />
Jonas Rehnberg<br />
Writer, Sweden<br />
“My advice is to leave the car<br />
at home (and go swimming).<br />
Also, remember never to run<br />
the dishwasher or washing<br />
machine half full. Fill it up!”<br />
the rubbish from beaches.<br />
“I sort my waste, and<br />
I wash my clothes at 40<br />
degrees instead of 60 to<br />
save energy. I also always<br />
use a textile shopping bag<br />
when I go to the supermarket<br />
to avoid plastic bags.”<br />
See pages 6-9.<br />
Contributors<br />
<strong>SCA</strong>’S SOCIAL MEDIA SITES<br />
Youtube.com/<br />
<strong>SCA</strong>everyday shows<br />
commercials and videos from <strong>SCA</strong>’s<br />
press conferences, presentations<br />
and interviews with executives and<br />
employees.<br />
Facebook.com/<strong>SCA</strong> is<br />
intended to attract talent,<br />
engage users and provide information<br />
in a way that complements sca.com.<br />
Twitter.com/<strong>SCA</strong>everyday<br />
provides a good summary of<br />
every thing happening at sca.com and<br />
in <strong>SCA</strong>’s social media. The aim is to<br />
provide various users, journalists and<br />
bloggers with relevant information.<br />
Jonas wrote the story on<br />
companies partnering<br />
with designers to enhance<br />
their brand.<br />
See page 36.<br />
Slideshare.com/<br />
<strong>SCA</strong>everyday<br />
is for investors and analysts, who<br />
can download presentations from<br />
quarterly reports and annual general<br />
meetings.<br />
Scribd.com/<br />
<strong>SCA</strong>everyday<br />
makes some 50 publications available,<br />
including <strong>SCA</strong>’s sustainability report,<br />
its Hygiene Matters report and Shape<br />
magazine.<br />
Flickr.com/<br />
HygieneMatters<br />
supports the launch of the global<br />
report Hygiene Matters with images.
CONTENTS<br />
06. The greater good<br />
Part business strategy, part philanthropy, good community<br />
relations create value for the community and company.<br />
14. So you want to save the world<br />
Sweden’s most infl uential environmentalist discusses<br />
what’s currently wrong with the planet and shares his<br />
ideas on how to fi x it.<br />
20. Unique selling points<br />
Companies are seeking to capitalize on brand awareness<br />
by adding new and unexpected products.<br />
24. Rise of the forest caterpillar<br />
Military technology is one of the secrets behind more<br />
effi cient and environmentally sound forestry.<br />
26. The wages of age<br />
Shape journalist Sara Bergqvist went from<br />
44 to 88 years old by trying on <strong>SCA</strong>’s age suit.<br />
36. Designer payoff<br />
Cooperation with famous designers is on the rise as large<br />
companies seek new ways of boosting their brands.<br />
43. Growth for e-commerce<br />
TENA, <strong>SCA</strong>’s brand for incontinence, fi nds a new<br />
market in South Africa.<br />
Behind the scenes at the Volvo Ocean Race<br />
Read more on page 34
UPDATEDBusiness news from <strong>SCA</strong><br />
Biggest overseas<br />
tender ever<br />
<strong>SCA</strong> TRANSFOREST has launched the<br />
biggest overseas container tender ever<br />
in <strong>SCA</strong>. It is a cooperation between <strong>SCA</strong><br />
Transforest, a logistics company within<br />
<strong>SCA</strong>, and all business units within <strong>SCA</strong>’s<br />
hygiene operations, coordinated by<br />
<strong>SCA</strong> Global Hygiene Supply. The joint<br />
volumes amount to some 75,000 TEUs*<br />
on an annual basis, with a total value<br />
of about 700 million Swedish kronor<br />
(80 million euros).<br />
TEU = “twenty-foot equivalent unit,”<br />
a measure of cargo capacity.<br />
<strong>SCA</strong> Transforest is a<br />
transport and logistics<br />
company and part of<br />
<strong>SCA</strong>’s Forest Products<br />
business area. (The ship<br />
in the picture does not<br />
belong to <strong>SCA</strong>.)
GETTY IMAGES<br />
Wooden house facade in Cairo.<br />
<strong>SCA</strong> IS STRENGTHENING ITS ENVIRONMENTAL<br />
profi le within publication paper products. All<br />
of <strong>SCA</strong>’s paper grades, except for newsprint,<br />
will be labeled with the EU’s Ecolabel in the<br />
copy paper and graphic paper category.<br />
The EU Ecolabel, which used to be known<br />
as the EU Flower, provides consumers with<br />
Continued demand<br />
for wood products<br />
IN 2012, <strong>SCA</strong> increased its market shares and<br />
volumes in sawn solid wood products in North<br />
Africa – for example to the Egyptian market.<br />
The year before, 2011, the Arab Spring<br />
brought about a temporary slowdown in timber<br />
deliveries to Uni4 Marketing, a company<br />
in which <strong>SCA</strong> Timber has a stake. Its business<br />
concept is to combine knowledge about the<br />
local business culture with effi cient logistics<br />
and a wide range of products, in order to<br />
sell timber in countries such as Egypt, Saudi<br />
Arabia and Algeria, in which the owner companies<br />
have no representation of their own.<br />
In 2011, this approach resulted in the sale of<br />
nearly 600,000 cubic meters of sawn timber.<br />
<strong>SCA</strong> is also the No.1 supplier of wood products<br />
in Morocco.<br />
Stronger environmental profi le<br />
a guarantee that products have an environmental<br />
impact that is lower than or similar to<br />
comparable products on the market. The EU<br />
Ecolabel is based on the environmental load<br />
of the product from the raw material to when<br />
it is disposed of – that is, over the product’s<br />
entire life cycle.<br />
Change process updates logo<br />
<strong>SCA</strong> HAS undergone<br />
major changes in recent<br />
years and today is a<br />
leading global hygiene<br />
and forest products<br />
company with a strong<br />
sustainability image.<br />
<strong>SCA</strong>’s logo is therefore<br />
being updated with<br />
stronger, brighter colors<br />
and softer lines. “Care<br />
of life” is also written<br />
in full, underlining the<br />
message.<br />
<strong>SCA</strong> has the ambition<br />
of building a strong<br />
Group brand, where<br />
<strong>SCA</strong> guarantees all the<br />
Group’s product brands,<br />
and that employees,<br />
products, processes<br />
and the whole business<br />
develop in a sustainable<br />
and responsible way.<br />
SPRING NEWS<br />
HANDLES<br />
THE PRESS<br />
<strong>SCA</strong> has a new<br />
vice president<br />
media relations<br />
in Boo<br />
Ehlin. Ehlin has<br />
longstanding<br />
journalistic<br />
experience.<br />
Among other<br />
things Ehlin<br />
has been Head<br />
of Press at the Swedish<br />
banks SEB and Nordea<br />
as well as acting head of<br />
press for the energy company<br />
Vattenfall.<br />
EXPANDED<br />
COOPERATION<br />
<strong>SCA</strong> will invest about<br />
380 million Swedish kronor<br />
(55 million euros) in an<br />
expanded cooperation<br />
between <strong>SCA</strong>’s industries<br />
in the Sundsvall region<br />
and Sundsvall Energi AB,<br />
Sweden. The agreement<br />
enables <strong>SCA</strong> to increase<br />
its deliveries of green<br />
energy to Sundsvall’s district<br />
heating grid. Among<br />
other things the investment<br />
covers converting<br />
two oil fueled boilers into<br />
boilers fueled with wood<br />
pellets. <strong>SCA</strong>’s cooperation<br />
with the community of<br />
Sundsvall in Sweden will<br />
reduce the oil usage by<br />
30,000 cubic meters.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 5
6 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong>
Good<br />
Neighbor<br />
Inc.<br />
A growing number of companies see community relations<br />
as the key to both good relations and good business.<br />
Community relations, in this view, are seen not just as<br />
philanthropy but as part of a business strategy that creates<br />
value for both the company and the community.<br />
text MATTIAS ANDERSSON illustrations ËLODIE<br />
COMMUNITY<br />
RELATIONS<br />
“<br />
BUSINESS STARTED LONG centuries before<br />
the dawn of history, but business as we<br />
now know it is new – new in its broadening<br />
scope, new in its social signifi cance. Business<br />
has not learned how to handle these<br />
changes, nor does it recognize the magnitude of<br />
its responsibilities for the future of civilization.”<br />
So said Wallace Brett Donham, the dean of the<br />
Harvard Business School, in a 1929 speech that<br />
addressed the changing role of increasingly large<br />
and powerful corporations in society.<br />
It is hardly news that good relations and a good<br />
reputation are good for business. Many powerful<br />
people have realized the importance of giving back<br />
to the world in which they operate, by providing<br />
bread and circuses to the Roman populace or, in<br />
the case of the automotive pioneer Henry Ford,<br />
dances for his workers and their wives.<br />
What is today called Corporate Social Responsibility,<br />
or CSR, began in the 1920s and has followed<br />
a fairly circuitous route. As recently as the early<br />
2000s, companies faced deep public suspicion of<br />
their professed high aims as they made well-meaning<br />
but not always long-term eff orts ranging from<br />
charity to initiatives to prevent climate change.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 7
COMMUNITY<br />
RELATIONS<br />
But following a turbocharged maturity period,<br />
eff orts have today been consolidated.<br />
Value creation, rooted in a company’s operations<br />
and business strategy, and a focus on good local<br />
relations are the sustainable formula for corporate<br />
community relations.<br />
“Today I would no longer talk about CSR for<br />
companies, but just community relations,” says<br />
Lutz Meyer, the head of a public relations company<br />
responsible for German Chancellor Angela<br />
Merkel’s re-election campaign. “The relationship<br />
with the local community is today of fundamental<br />
importance for the long-term success of all modern<br />
organizations.<br />
“Today companies must act as good citizens –<br />
accountable, transparent and generally decent in<br />
their contact with their neighbors. As John F. Kennedy<br />
once said, ‘Ask not what your country can do<br />
for you – ask what you can do for your country.’”<br />
A large number of the world’s most successful<br />
companies are trying to be good neighbors<br />
for commercial reasons.<br />
8 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
“Being a good company is simply not good<br />
enough,” says Allyson Park, vice president of corporate<br />
external aff airs at the Coca-Cola Company.<br />
“If we are to achieve our business goals, we will<br />
need to grow in a way that continues to enrich the<br />
world around us.”<br />
The soft drinks giant is one example of a company<br />
working actively on local relations in places<br />
where the company has operations. The approach<br />
is one way of helping to protect the global brand<br />
from damage ranging from legal action alleging<br />
<strong>SCA</strong> is greening<br />
communities and<br />
deforested areas, such<br />
as in Mongolia<br />
(page 13).
“ Investing in the community<br />
should be embedded in every<br />
corporation’s DNA.”<br />
racial discrimination to accusations of complicity<br />
in the global obesity epidemic.<br />
The Coca-Cola Foundation donates more than<br />
USD 70 million annually to various local initiatives.<br />
Nowadays a large proportion of this money<br />
goes to projects promoting exercise and food<br />
awareness among young people. Climate-smart<br />
solutions, sustainable water management and<br />
recycling are examples of local projects supported<br />
worldwide.<br />
“Investing in the community should be embedded<br />
in every corporation’s DNA,” says Carsten<br />
Krebs, director of corporate communications<br />
for Volkswagen of America. “Not only does it<br />
show integrity on the part of the company, but it<br />
also demonstrates a commitment to the growth<br />
and development of the community where your<br />
employees live and work.”<br />
A<br />
COMPANY’S OWN employees are often<br />
an important driving force in community<br />
relations. One example is Ericsson<br />
Response, which has 140 volunteers.<br />
Their eff ort consists of rapidly restarting<br />
telecommunications and data networks in disaster<br />
areas where the existing infrastructure has been<br />
hit. The largest eff ort to date was in Haiti after a<br />
severe earthquake in 2010. At the request of the<br />
United Nations, 18 people worked in shifts around<br />
the clock for six months to support other aid organizations<br />
with functioning communications.<br />
Like many long-term community relations projects,<br />
Ericsson Response is close to the company’s<br />
operations and refl ects a core value: functioning<br />
communications are a human right.<br />
The focus on the local community has a long<br />
tradition at many companies and is part of their<br />
corporate culture, but it is now beginning to have<br />
a broad impact as a part of corporate strategy.<br />
China’s rapidly growing<br />
elderly population<br />
gets enhanced life quality<br />
when <strong>SCA</strong> educates<br />
nurses in inconti -<br />
nence care.<br />
“We’re seeing a clear shift in these issues,” says<br />
Mats Jutterström, a researcher at the Stockholm<br />
School of Economics and co-author of the book<br />
Corporate Responsibility: CSR as a Management<br />
Concept. “Today the majority of companies realize<br />
that it facilitates their own operations and contributes<br />
to better business.”<br />
Underlying the increasing interest in both<br />
CSR issues and community relations is a broader<br />
understanding of the complex world in which<br />
global companies operate, he says.<br />
“Today most companies understand the often<br />
many and shifting interests aff ecting a company’s<br />
operations,” he says. “Internal commitment to<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 9
COMMUNITY<br />
RELATIONS<br />
these issues has varied. PR departments, human<br />
resources and those working with environmental<br />
management have shown the most interest, while<br />
fi nance departments have been more skeptical.<br />
But I think we’re seeing a change here and<br />
an understanding that this is a way of creating<br />
increased value for the company.”<br />
He describes the basis of corporate community<br />
relations as a “win-win situation” in which both<br />
the company and the community benefi t from the<br />
initiatives. Relationship building with the local<br />
community can fulfi ll various purposes: it may<br />
be about marketing the company to local target<br />
groups, but also about preventing crises through<br />
understanding and good relations with important<br />
stakeholders.<br />
JUTTERSTRÖM SEES a trend today in which<br />
the various concepts in CSR and community<br />
relations are aligned and partly converge.<br />
“It’s basically about seeing the company’s<br />
role in the world and managing those<br />
relationships well because it’s good for business in<br />
the long term,” he says.<br />
Are companies taking over functions that society<br />
was previously responsible for?<br />
“That’s hard to say,” Jutterström says. “Society<br />
sets the framework in many areas through rules<br />
and regulations at national or supranational level,<br />
such as in the European Union. But there are major<br />
diff erences between various countries with different<br />
traditions. In the United States, companies<br />
traditionally have a stronger role as a community<br />
player. But we’re increasingly seeing initiatives,<br />
such as corporate branded multipurpose arenas.”<br />
Today most people agree that long-termism<br />
gives shareholders a better return over time. Even<br />
Jack Welch, the former General Electric CEO who<br />
was embraced as a superhero of capitalism, has<br />
expressed sympathy with this view.<br />
“On the face of it, shareholder value is the<br />
dumbest idea in the world,” Welch told the Financial<br />
Times in 2009. “Shareholder value is a result,<br />
not a strategy. Your main constituencies are your<br />
employees, your customers and your products.”<br />
10 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
LOCAL<br />
is the <strong>SCA</strong> way<br />
As a hygiene and forest industry<br />
company whose products touch many<br />
lives, <strong>SCA</strong> has a history of solid<br />
community relations. In fact, locally<br />
supported community involvement<br />
is a part of the business strategy.<br />
Kersti Strandqvist, senior<br />
vice president, corporate<br />
sustainability.<br />
“<br />
WE’VE ALWAYS had an important role to<br />
play, and we see it as an opportunity<br />
to make a diff erence in people’s lives,”<br />
says Kersti Strandqvist, senior vice<br />
president, corporate sustainability at<br />
<strong>SCA</strong>. “Maintaining good community relations is<br />
a boon to all parties because it instills pride in our<br />
employees, creates goodwill in the community and<br />
contributes to enhancing customer loyalty.”<br />
With its roots in the Swedish forest industry,<br />
<strong>SCA</strong> has a long history of local community relations.<br />
Although its business today is global, its<br />
perspective is local, embracing small-scale collaborations<br />
around the world. These can include<br />
anything from conducting training programs to<br />
breaking taboos to distributing sanitary pads in<br />
refugee camps.<br />
“Our goal is not to take over the role of civil<br />
society, but to contribute in fi elds where we have<br />
our core competence and interests,” Strandqvist<br />
says. “This creates a foundation for long-term<br />
eff orts and real, measurable eff ects.”
When <strong>SCA</strong> joins a project, it needs to be one that<br />
creates clear value for the company, and this helps<br />
to ensure the company’s long-term commitment,<br />
Strandqvist says.<br />
“This may occur through expanding awareness<br />
in fi elds that are important to us, such as<br />
teaching children good hand hygiene, teaching<br />
young girls about puberty and menstruation, and<br />
training nurses in incontinence care,” she says.<br />
“Our involvement enhances the value of our brand<br />
and contributes to good, mutually rewarding<br />
relationships.”<br />
<strong>SCA</strong>’s eff orts to be a good corporate citizen are<br />
based on several guiding principles. Projects<br />
should be clearly linked to the company’s business<br />
strategy and to the geographic areas in which<br />
the company operates. All collaborations should<br />
be long-term and should be partnerships with<br />
a clear allocation of roles. Projects should also<br />
have a direct link to the company’s products, as<br />
with educational initiatives in the fi elds of health,<br />
hygiene and incontinence care.<br />
Musah from South<br />
Sudan poses in front of a<br />
newly built latrine, a project<br />
within the Oxfam-<strong>SCA</strong><br />
partnership.<br />
“ Our involvement enhances<br />
the value of our brand.”<br />
Kersti Strandqvist, <strong>SCA</strong>.<br />
Community relations<br />
by focus areas<br />
Environment 28%<br />
Health and Hygiene 25%<br />
Emergency Relief 19%<br />
Sports/Culture 12%<br />
Other 6%<br />
Donations 5%<br />
Education 5%<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 11
FEATURE COMMUNITY<br />
RELATIONS<br />
Partnership with<br />
Philadelphia Eagles<br />
American football team<br />
HELPING THE HOMELESS<br />
IN FRANCE<br />
In close collaboration with the French Red<br />
Cross, <strong>SCA</strong> participated in a project to<br />
help the country’s many homeless people.<br />
Efforts included training and volunteer<br />
activities. In 2012, some 40,000 hygiene<br />
kits were distributed, containing soap,<br />
shampoo, skin cream, sanitary pads, condoms<br />
and razors.<br />
The initiative was based on the recognition<br />
that there are strong ties between<br />
12 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
USA<br />
28 %<br />
Every<br />
little bit<br />
counts<br />
ECUADOR<br />
<strong>SCA</strong> has more than 200 community<br />
projects all over the world, ranging<br />
from educating nurses in incontinence<br />
care to planting trees in Brazil.<br />
1<br />
COLOMBIA<br />
PERU<br />
CHILE<br />
DOMINICAN<br />
REPUBLIC<br />
PUERTO<br />
RICO<br />
BOLIVIA<br />
BRAZIL<br />
Planting trees<br />
in Brazil<br />
hygiene, health and dignity for at-risk<br />
groups.<br />
The ESSEC Business School helped<br />
to assess the initiative and found that it<br />
created lasting effects, making it a model<br />
and an inspiration for other projects.<br />
2<br />
Education in puberty<br />
and menstruation in<br />
Latin America<br />
BETTER HYGIENE<br />
IN AFRICA<br />
Working with the charity organization<br />
Oxfam, <strong>SCA</strong> is contributing to improving<br />
conditions for good hygiene for people<br />
Planting trees<br />
in Europe.<br />
Helping the homeless<br />
in France<br />
Better hygiene<br />
in Niger and<br />
South Sudan<br />
FRANCE<br />
GERMANY<br />
67 6 %<br />
NIGER<br />
POLAND<br />
AUSTRIA<br />
SOUTH<br />
SUDAN<br />
45 MSEK<br />
In 2012, <strong>SCA</strong> invested SEK 45 million<br />
in community relations projects.<br />
Here are a few examples of how this<br />
funding was used.<br />
in Niger and South Sudan. Basic good<br />
hygiene is the foundation for good health.<br />
<strong>SCA</strong> and Oxfam build latrines and sinks<br />
and provide schools with soap.<br />
Schoolchildren are taught the importance<br />
of basic hygiene, and stipends<br />
encourage girls to get a full education. In<br />
Niger, <strong>SCA</strong> supports women suffering from<br />
incontinence as a result of early childbirth.<br />
The project is pursued with a clear<br />
link to <strong>SCA</strong>’s brands TENA, Edet, Tork<br />
and Libresse.
5 %<br />
3<br />
New trees in<br />
Inner Mongolia<br />
Educating young women<br />
in Malaysia<br />
CHINA<br />
MALAYSIA<br />
Community relations<br />
by region<br />
Europe/Africa, 67%<br />
Americas 28%<br />
Asia 5%<br />
KNOWLEDGEABLE CARE<br />
PROVIDERS IN CHINA<br />
Since the project started in 2009, some<br />
6,500 Chinese nurses from more than<br />
1,000 hospitals have gone through <strong>SCA</strong>’s<br />
training program on incontinence. The<br />
aim is to enhance the quality of life for<br />
China’s rapidly growing elderly population<br />
through increased knowledge. Although<br />
incontinence is a common problem for<br />
millions of elderly people, the topic is<br />
still heavily taboo.<br />
Training in incontinence<br />
care in China<br />
The training course has been well<br />
received among professional care providers<br />
and has now been expanded to include<br />
new important groups in healthcare, such<br />
as those who often provide practical<br />
nursing measures.<br />
4<br />
GLOBAL TREE PLANTING<br />
PROJECTS<br />
<strong>SCA</strong> is participating both as a company<br />
and by providing volunteers in a project to<br />
halt the expansion of the desert by planting<br />
“ In Brazil, <strong>SCA</strong> has<br />
so far planted almost<br />
5 million trees.”<br />
forests in Inner Mongolia. What started out<br />
as a local initiative, the Million Tree Project<br />
aims to restore the ecological balance and<br />
slow climate change with the planting of<br />
1 million trees in one of the world’s harshest<br />
environments.<br />
So far <strong>SCA</strong> has contributed 2,000 new<br />
trees, and <strong>SCA</strong> employees have planted<br />
trees on a volunteer basis.<br />
The company also supports similar<br />
projects in Europe and Brazil. In fact, in<br />
Brazil alone, <strong>SCA</strong> has so far planted almost<br />
5 million trees (read about this project in<br />
Shape no. 3, 2012).<br />
5<br />
FOR YOUNG WOMEN IN LATIN<br />
AMERICA AND MALAYSIA<br />
<strong>SCA</strong> supports a large number of educational<br />
initiatives for girls regarding menstruation<br />
and physical development in<br />
Bolivia, Colombia, Ecuador, the Dominican<br />
Republic, Chile, Peru and Puerto Rico.<br />
Since the start of the project, more than<br />
1.5 million girls have participated. Similar<br />
measures are being carried out in Malaysia<br />
and other markets. This initiative is linked<br />
to <strong>SCA</strong>’s brands Nosotras, Donnasept<br />
and Libresse.<br />
6<br />
THE GREENING OF<br />
AMERICAN FOOTBALL<br />
In 2007, <strong>SCA</strong> entered a partnership with the<br />
Philadelphia Eagles American football team.<br />
The Eagles are well known for their “green<br />
thinking” and strive to minimize their environmental<br />
footprint in all contexts, such as<br />
with biodegradable beer cups and recycled<br />
trash. <strong>SCA</strong> played a vital role in contributing<br />
to the team’s Go Green program, making<br />
the Eagles the “greenest” national sports<br />
team in the United States.<br />
<strong>SCA</strong> is the club’s sole hygiene supplier,<br />
thanks to its commitment to sustainability,<br />
and the stadium uses 100 percent recycled<br />
towel, tissue and napkin-dispensing<br />
systems from <strong>SCA</strong>. The partnership also<br />
includes mutual events such as treeplanting<br />
projects.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 13
10 QUESTIONS<br />
“ The planet is a sick<br />
patient, and the<br />
diagnosis right now<br />
is bleak.” So says the<br />
environmental scientist<br />
Johan Rockström,<br />
who nevertheless has<br />
ideas about how to<br />
make things better.<br />
text CHATARINA ALMQVIST<br />
photo PETER CEDERLING<br />
14 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong>
A QUEST<br />
to save the world<br />
The world is facing a number of tough<br />
challenges in terms of major environmental<br />
problems. The Human Quest:<br />
Prospering Within Planetary Boundaries<br />
is a new book that explains the latest<br />
research results to political leaders, corporate executives<br />
and the general public, and off ers prescriptions<br />
for what needs to be done. Johan Rockström, executive<br />
director of the Stockholm Resilience Centre,<br />
spoke to Shape about the book, which he wrote with<br />
Mattias Klum, one of the world’s top nature photographers.<br />
Former US president Bill Clinton wrote<br />
the foreword.<br />
What made you write the book?<br />
Like many of my research colleagues, I believe<br />
we have to solve the major global environmental<br />
problems much faster than we’re doing today. Mattias<br />
has seen wonderful places in his 25 years as a<br />
nature photographer, but he has also witnessed the<br />
destruction of habitats and seen the consequences<br />
of that for humanity.<br />
We started talking in conjunction with the Copenhagen<br />
climate change conference in 2009. That’s<br />
when the idea was born that we should do a book<br />
together where we summarize the latest research<br />
fi ndings and connect them with a photographic narrative.<br />
The aim is to reach both hearts and minds<br />
and help people change perspectives to one where<br />
our communities reconnect to the planet.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 15
World famous botanist Carl von Linné (Carl Linnaeus) watches Johan from the wall.<br />
What does the latest research show?<br />
The first part of our book outlines how we have<br />
entered a new geological era, the Anthropocene,<br />
in which humans have become a geological force.<br />
For many thousands of years, humans had very<br />
little impact on the planet, but the pressure on the<br />
environment has changed dramatically just in the<br />
past 50 years. The curves that show this change<br />
all look alike – pointing straight up like a hockey<br />
stick. The climate, the hole in the ozone, air pollution<br />
– the curves begin the same way in the mid-<br />
1950s. That’s when we have the full impact of the<br />
industrial revolution and the market economy,<br />
and then we enter the modern consumer society.<br />
After that, we ask whether the fact that humans<br />
are a geological force plays any role. Our economy<br />
and social well-being are dependent on a sustainable<br />
planet in balance. That may sound obvious,<br />
but we have created an economic system and a<br />
development model that are based on the planet<br />
being an endless resource that we can simply<br />
tap into. Relative to the Anthropocene era, our<br />
conclusion is that the Holocene, the geological era<br />
16 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
Want to know how you can<br />
help save the world?<br />
Suggestions can be found<br />
in Rockström’s book<br />
The Human Quest.<br />
Johan Rockström<br />
Age: 46.<br />
Family: Wife Ulrika, a<br />
veterinarian, and children<br />
Isak, Alex and Vera.<br />
Lives: Rindö outside<br />
Stockholm.<br />
Background: Agronomist<br />
at the Swedish University<br />
of Agricultural Sciences,<br />
professor of environmental<br />
science at Stockholm<br />
University.<br />
Interests other than the<br />
environment: Sailing,<br />
skiing, family and nature.<br />
Musical taste: “Oooh, that<br />
depends on my mood, but<br />
preferably music from the<br />
1980s and Timbuktu.”<br />
that we have had over the past 12,000 years, is the<br />
only state that can support the modern global<br />
economy. So we must quickly return to a state like<br />
that in the Holocene era.<br />
Finally, the book is about how we should act.<br />
We must begin to take stewardship of the entire<br />
planet. Our research at the Stockholm Resilience<br />
Centre has developed a framework that entails<br />
nine sustainable planetary boundaries and shows<br />
how they can help humanity ensure a sustainable<br />
future. Research today shows that as long as we<br />
keep the world within these safe global boundaries,<br />
we can continue to develop in a positive way.<br />
If we exceed the boundaries for such things as<br />
water, land, biological diversity and air pollution,<br />
we run the risk of abrupt changes that can have<br />
disastrous consequences for humanity.<br />
What diagnosis do you give the world<br />
right now?<br />
The planet is a sick patient, so the diagnosis<br />
right now is bleak, but it is a very resilient patient<br />
that wants to demonstrate its enormous capacity<br />
to withstand changes. The problem is that this<br />
resistance is on the decline. A concrete example is<br />
the Arctic Ocean, which lost 30 percent of its summer<br />
ice for a few months in 2007. No one can yet<br />
say whether this is a threshold effect, that it will<br />
suddenly be too much and tip over, but 2012 was<br />
another new record low for the Arctic.<br />
How did you get Bill Clinton to write the<br />
foreword to your book?<br />
I’ve given lectures a few times at events he<br />
has taken part in. Mattias had also met him at<br />
one point. We also had great help from Niclas<br />
Kjellström-Matseke, CEO of the Swedish Postcode<br />
Lottery, which supports Clinton’s Global Initiative.<br />
When Bill Clinton saw a draft of the book, he<br />
was really positive. We also have forewords from
corporate leaders, Nobel laureates and politicians,<br />
like Gro Harlem Brundtland, the former<br />
prime minister of Norway and former General<br />
Director of the World Health Organization.<br />
You were ranked as the most infl uential<br />
person in Sweden on environmental issues<br />
in 2012. Do you feel infl uential?<br />
No, defi nitely not as infl uential as many people<br />
think when you get an honor like that. Giving a<br />
research director an award is one way to emphasize<br />
that science is really important in decisionmaking<br />
processes.<br />
But you still manage to get 17 Nobel laureates<br />
to come when you invite them to an environmental<br />
meeting. How do you arrange that?<br />
As a research director, I can naturally play<br />
my role and do the best we can to be a bridge<br />
between science and society. But it’s in large part<br />
because we are one of the world’s leading cross-<br />
disciplinary environmental research centers.<br />
Then it’s easy to call a meeting.<br />
You wanted to save the world even when you<br />
were little. Where does this early conviction<br />
come from?<br />
I grew up in Brazil, and as a Swede I was really<br />
proud of the environmental campaign “Keep<br />
Sweden Tidy.” When you live in São Paulo, where<br />
it’s easy to see problems like garbage and poverty,<br />
then your commitment grows. But it wasn’t<br />
like I woke up as a fi ve-year-old and said I wanted<br />
to save the world. Rather, my genuine environmental<br />
commitment fi rst came when I started<br />
studying at the Swedish University of Agricultural<br />
Sciences in Ultuna and began to understand the<br />
links between world food production, global environmental<br />
change and sustainable development.<br />
When there are too many environmental<br />
disasters and failed summits, how do you<br />
manage to keep fi ghting?<br />
I am inspired by my research colleagues. We<br />
have an incredible work environment here, with<br />
people who devote all their energy every day to<br />
research on sustainable solutions. We don’t go<br />
around being depressed. Instead we focus on how<br />
we can carry this knowledge forward.<br />
Then it’s always inspiring to see the good<br />
examples found in sustainable management, for<br />
instance, trying to improve the situation for the<br />
the coral reefs or the status of cod in the Baltic Sea.<br />
Are you an environmental off ender in any area?<br />
We’re all environmental off enders. It’s frustrating<br />
– you wish you could be the perfect person, but<br />
STOCKHOLM<br />
RESILIENCE CENTRE<br />
The Stockholm Resilience<br />
Centre is an international cross-<br />
disciplinary research center<br />
where people conduct research<br />
on social-ecological systems,<br />
with humans and nature studied<br />
as an integrated whole. The aim is<br />
to gain new knowledge and tools<br />
that enable long-term sustainable<br />
production of ecosystem<br />
services and stronger resilience<br />
for human well-being.<br />
HOW CAN WE<br />
CONTRIBUTE?<br />
Take in new knowledge<br />
and share it<br />
with friends. An<br />
understanding of the<br />
global environmental<br />
risks and of the possibilities<br />
of adjusting<br />
to sustainable societies<br />
is all-important<br />
for rapid, positive<br />
change.<br />
Convert to renewable<br />
energy. It’s easier<br />
today than you think.<br />
Change your transportation<br />
habits.<br />
Ride a bike and take<br />
mass transit. Make<br />
demands for better<br />
access to bike paths,<br />
trains and buses.<br />
Consumption – try to<br />
buy organic.<br />
10 QUESTIONS<br />
“ We don’t go around being<br />
depressed. We focus on<br />
how we can carry this<br />
knowledge forward.”<br />
it’s really hard in a modern society. We do as much<br />
as we can by having wind-powered electricity and<br />
geothermal heating. But we consume just like a<br />
typical Swedish family, we eat meat, we drive to<br />
the mall and I fl y a lot in my job. So both in terms<br />
of consumption and transportation, my record<br />
isn’t perfect either.<br />
You did the Vasaloppet (a Swedish cross-country<br />
ski race) in 1996 representing the African<br />
country of Niger. How did you prepare for that?<br />
I did roller skiing. I was studying for my PhD<br />
in Niger, and one morning I saw a car that had<br />
a Vasaloppet sticker on it. It turned out to be a<br />
Danish environmental worker who was also crazy<br />
about skiing. We became good friends, and we<br />
wrote a letter to Vasaloppet’s management saying<br />
that we wanted to race for Niger and asked if<br />
they could cover the cost of our participation. We<br />
promised that we would only train on roller skis in<br />
preparation for the race. There was also a hidden<br />
agenda. We wanted to make people aware of the<br />
challenges faced by regions with a water shortage.<br />
So I skied in a Niger Tuareg caftan and was interviewed<br />
on TV at each refreshment station.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 17
ECONOMY<br />
Today, <strong>SCA</strong> has two global brand platforms,<br />
but it aims to raise that number<br />
to between six and 10 in the future.<br />
In a world of increasingly similar needs,<br />
hygiene products can be developed<br />
to work in all markets.<br />
text GÖRAN LIND photo GETTY IMAGES<br />
TENA FOR INCONTINENCE CARE and Tork<br />
for Away From Home tissue products are<br />
long-established global brand platforms<br />
from <strong>SCA</strong>. But <strong>SCA</strong> aims to develop more<br />
brands to be sold worldwide, each with<br />
revenue of at least 1 billion euros.<br />
“The goal is to establish six to 10 global brand<br />
platforms in hygiene products,” says Christoph<br />
Michalski, president of <strong>SCA</strong>’s Global Hygiene<br />
category. “This includes both expansion of existing<br />
products and new products. One of the great<br />
benefi ts of global brand platforms is economies<br />
of scale, particularly in the research and development<br />
stage. It’s all about being able to spread the<br />
costs over larger volumes and to roll out fast.”<br />
18 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
MORE GLOBAL<br />
BRANDS ON THE WAY<br />
The strategy is based on growth in existing<br />
markets and expansion into new markets in Asia,<br />
Latin America.<br />
“In hygiene care, needs are very similar,”<br />
Michalski says. “People ask for basically the same<br />
things whether in Scandinavia or in China. But<br />
that does not mean that the brand name is the<br />
same everywhere. The same product can be sold<br />
under diff erent trademarks in diff erent markets.”<br />
THE POTENTIAL FOR growth is great in emerging<br />
markets. While needs are global, diff erent<br />
regions have large diff erences in consumption.<br />
For example, sales of incontinence products in the<br />
Western world are 10 times higher per person than<br />
in emerging countries. The diff erence is about the<br />
same for baby diapers if you compare Asia with<br />
Western Europe and North America.<br />
Another factor in favor of <strong>SCA</strong>’s own brands in<br />
emerging markets is that their market structure<br />
diff ers from that in the West.<br />
“In Europe a large share is sold through the<br />
retailers’ own brands, while emerging markets<br />
in Asia are dominated by producer brands,”<br />
Michalski says.<br />
“The goal is<br />
to establish<br />
six to 10 global<br />
brand platforms<br />
in hygiene<br />
products.”<br />
“ In hygiene<br />
care, needs<br />
are very<br />
similar.”<br />
Christoph Michalski, <strong>SCA</strong>
Nouvelle serviette Nana Dry Fast<br />
elle absorbe plus vite que jamais*.<br />
*comparée aux anciennes serviettes Nana ultra<br />
“<br />
Vite fait, bien fait.<br />
S’il y avait une expression pour<br />
décrire Lola ce serait celle-là.<br />
Une fonceuse effi cace.<br />
Alors lorsqu’elle entend parler<br />
du nouveau truc qui vient de sortir,<br />
qui fait les choses bien et vite, elle<br />
n’hésite pas une seconde, elle le prend,<br />
elle l’essaie, vite fait, bien fait. ”<br />
<strong>SCA</strong> HYGIENE PRODUCTS – S.A.S. au capital de 83 390 129 € - RCS Bobigny 509 395 109
MARKET<br />
Products pushing<br />
the boundaries<br />
Knowing where to look for new growth is key to any business.<br />
“Adjacent” products that capitalize on a trusted brand can represent<br />
a chance to reap hidden benefi ts text ANNA MCQUEEN photo <strong>SCA</strong><br />
20 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
Dirty dogs in South<br />
America can be cleaned<br />
with dog wet wipes from<br />
<strong>SCA</strong>’s Familia brand.
“In today’s market,<br />
if you stand still<br />
y o u l o s e .”<br />
Mats Berencreutz, <strong>SCA</strong>’s executive vice president<br />
for Hygiene Products<br />
A<br />
CCORDING TO A NEW STUDY in the Journal<br />
of Consumer Research, consumers are<br />
more likely to buy products they have<br />
previously considered rather than items<br />
that they think might provide the greatest<br />
value. This is good news for companies seeking<br />
to capitalize on brand awareness to introduce<br />
adjacent lines to grow sales.<br />
In France, Peugeot started out making coff ee<br />
mills and bicycles and went on to become Europe’s<br />
second-largest carmaker. Japan’s Yamaha began<br />
its life making pianos and now produces a range<br />
of musical instruments, electronics and motorcycles.<br />
In the US, Apple turned its personal computer<br />
business into a global consumer electronics giant.<br />
<strong>SCA</strong> has also been looking at ways to expand its<br />
off erings into new areas.<br />
“THIS IS SOMETHING we have been exploring over<br />
the last couple of years, seeking to utilize our<br />
existing strong brand assets to push the boundaries<br />
of our existing business,” says Mats Berencreutz,<br />
<strong>SCA</strong>’S executive vice president for Hygiene<br />
Products. “Our aim is to be constantly assessing<br />
changing market needs and leveraging our brand<br />
platforms to meet them.”<br />
The Libero brand in Scandinavia, Russia<br />
and some other markets has been extended to<br />
include a range of products to cover all baby<br />
needs such as wet wipes, wash creams and even<br />
SPICY CARS. Peugeot and<br />
its pepper mill.<br />
BRANDS ON<br />
THE MOVE<br />
The TENA incontinence brand has<br />
been expanded. Besides skincare products,<br />
there’s now a test for urinary tract<br />
infections that you place in the diaper. Another<br />
recent product is a wet glove, used in<br />
institutions for washing elderly people.<br />
The Tork brand of away-from-home<br />
products has grown from tissue products<br />
to encompass soaps and alcohol gels, air<br />
fresheners, bins and wet wipes.<br />
The Libero brand includes a full range<br />
of diaper products from premature baby<br />
size through to specifi c products for<br />
potty training, bedwetting and swimming.<br />
The brand also includes a wide range of<br />
nursing pads, wet wipes, baby oil and<br />
washing products, lotions and creams,<br />
changing mats and bibs.<br />
The Familia brand has extended from<br />
household tissue products to facial and<br />
body care, air freshener, antibacterial gels<br />
and deodorants, and wet wipes for dogs.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 21
MARKET<br />
clothing. “It’s like a one-stop shop for parents,<br />
and it capitalizes on their trust and the emotional<br />
connection they have with the brand,” Berencreutz<br />
says. “Once you have that, you can use it to<br />
grow sales.”<br />
Expanding the brand into diff erent product<br />
areas is a natural step for <strong>SCA</strong>, says Kristoff er<br />
Wendelboe Jensen, regional marketing manager<br />
for Libero. “The Libero brand has a very strong<br />
position in consumers’ minds regarding safety<br />
and quality, and these factors can be transferred<br />
to other products that will then share the same<br />
benefi ts,” he says.<br />
MOVING INTO adjacent products in no way detracts<br />
from <strong>SCA</strong>’s core business, Wendelboe Jensen says.<br />
“It simply gives us a stronger image and gives us<br />
a more complete presence in the home, as well<br />
as putting us in a better position to ask for more<br />
in-store promotional opportunities and special<br />
displays. It underscores our commitment to our<br />
22 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
“ Adjacent products are important<br />
because consumers are looking<br />
for bundled solutions.”<br />
Motorcycles and instruments in<br />
Yamaha’s world.<br />
customers’ children and makes people’s lives<br />
easier. In exchange, we enjoy their loyalty and<br />
enthusiasm.<br />
In Colombia, adjacent products are seen as<br />
providing an advantage with consumers. “They<br />
don’t see the world like a manufacturer does,” says<br />
Cristina Arbelaez Bridge, marketing director for<br />
family care at Familia, a 50 percent joint venture<br />
with <strong>SCA</strong>. “Adjacent products are important<br />
because consumers are looking for bundled solutions.<br />
When we can understand customer routines<br />
and off er complementary products to those routines,<br />
customers gain a better perception of the<br />
brand and they begin to generate new demand.<br />
Adjacent products make us stand out from the<br />
crowd and create profi table growth.”<br />
At <strong>SCA</strong>, Berencreutz says, “Our history has been<br />
all about using our strong relationship with and<br />
knowledge of our customers and consumers to<br />
strengthen our brands and diversify our growth.<br />
In today’s market, if you stand still you lose.”<br />
Wet gloves and baby oil<br />
are part of <strong>SCA</strong>’s range<br />
of products.
TECHNOLOGY<br />
A lighter<br />
forest footprint<br />
It might sound odd, but military technology could be<br />
the way to a more effi cient and environmentally sound<br />
type of forestry. A caterpillar track improves access<br />
and has less impact on the forest fl oor.<br />
text SUSANNA LINDGREN illustration BAE SYSTEMS photo GETTY IMAGES<br />
THE SWEDISH FOREST industry has been<br />
working with defense equipment manufacturer<br />
BAE Systems on a fast, smoothrunning<br />
forwarder that runs on rubber<br />
caterpillar tracks. Caterpillar forwarders<br />
were tested in the 1950s, but they lost out to superior<br />
wheeled technology at the time. Wheeled forwarders<br />
are commonly used to clear felled logs off<br />
the ground. These machines can weigh as much<br />
as 40 tons, so their tires often leave deep depressions<br />
in the forest fl oor, especially in areas with<br />
low bearing capacity such as spruce forests. This<br />
limits access to logs, particularly during the wet<br />
seasons. As the industry is eager to solve this environmental<br />
problem, the tracked vehicle technique<br />
has attracted considerable interest in the Swedish<br />
forest industry.<br />
“The track marks themselves aren’t a huge<br />
problem, as that’s mainly cosmetic,” says Magnus<br />
Bergman, chief technical offi cer at <strong>SCA</strong>. “The<br />
problem is that the marks can cause an outfl ow<br />
of water that brings humus into the streams.<br />
With a rubber tracked vehicle, the ground<br />
impact is signifi cantly lower as these vehicles<br />
drive on the surface and we would get<br />
access to the raw material all year round.”<br />
The HFT (Hybrid Forestry Truck) forwarder<br />
employs the same tracked vehicle technique as<br />
the all-terrain vehicle BvS10 and combat vehicle<br />
CV90 built by BAE Systems and used by the peacekeeping<br />
forces in Afghanistan.<br />
24 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong>
“ A doubled speed in the<br />
terrain compared with<br />
a wheeled forwarder<br />
implies up to 20 percent<br />
higher productivity.”<br />
The HFT project is<br />
one of the biggest<br />
collaborations within<br />
the industry in the quest<br />
for a more effi cient<br />
and environmentally<br />
sound forestry.<br />
“Another advantage with the rubber tracked<br />
vehicle is that vibrations and shocks from the<br />
uneven ground are eliminated in the track system,<br />
which makes it more comfortable for the drivers,<br />
and the vehicle can be made lighter,” says Carl-<br />
Gustaf Löf, head of civilian vehicles at BAE Systems<br />
in Sweden. “As the cabin also can be lower,<br />
this gives less of the pendulum eff ect, which today<br />
is a bit of a strain for the driver.”<br />
The technology, specially designed for advanced<br />
military vehicles, is already in use in the civilian<br />
market with tracked vehicles for customers such as<br />
energy companies, which need remote access to<br />
maintain the electrical grids or explore for<br />
oil and gas.<br />
“Three years ago we also took our hybrid electric<br />
drive to the civilian market, to give mining<br />
vehicles a more effi cient drive line,” Löf says. “The<br />
result is a faster machine that consumes less fuel,<br />
which also will be very benefi cial for this new type<br />
of forwarder.”<br />
BESIDES THE ADVANTAGE of lower fuel<br />
consumption, using the military mobility<br />
technique on the forwarder would create<br />
a much faster machine. A forwarder normally<br />
travels at a speed of 5 kilometers per<br />
hour. A CV90 can make 70 kilometers per hour.<br />
“A doubled speed in the terrain compared with a<br />
wheeled forwarder implies up to 20 percent higher<br />
productivity,” says Löf.<br />
So far the tracked forwarder only exists virtually.<br />
3-D models of the forwarder have been<br />
implemented into a virtual world where the design<br />
properties can be tested, verifi ed and altered. In<br />
this virtual landscape the forwarder is maneuvered<br />
and tested on diff erent terrains.<br />
“It’s not as exciting as a normal computer<br />
game,” Löf says. “It’s more like a game for design<br />
engineers, as the environment is very mathematical<br />
and doesn’t have any exciting graphics, but it is<br />
a perfect tool to verify important properties of the<br />
design early in the process and capture and alter<br />
potential design fl aws. This means that we can<br />
come up with a very mature design before we start<br />
building, and we can be confi dent that we have a<br />
high degree of compliance from the beginning.”<br />
The plan is to be able to start building the fi rst<br />
prototype in <strong>2013</strong> and have it ready in early 2014.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 25
88<br />
YEARS<br />
OLD<br />
for a day<br />
“Instantly I’m almost blind and deaf,<br />
and the pain in my back makes my<br />
eyes water. For a few hours I get to<br />
experience double my 44 years.”<br />
Shape journalist Sara Bergqvist gets a<br />
day’s foretaste of what it’s like to be old.<br />
text SARA BERGQVIST photo PONTUS JOHANSSON<br />
THE GLOBAL POPULATION is aging<br />
rapidly. To increase understanding<br />
of elderly consumers’ needs,<br />
several <strong>SCA</strong> employees and customers<br />
have tried out an age suit,<br />
which quickly makes the wearer feel 30 to<br />
40 years older. Now it’s my turn. Suddenly<br />
I’m 20 kilograms heavier, burdened by<br />
weights and pads that restrict my movements<br />
and make me unsteady on my feet.<br />
Add a pair of glasses that simulate cataracts<br />
and some earplugs and earmuff s<br />
that make me nearly deaf, and I’m ready<br />
to go out food shopping.<br />
I’ll admit I’m a bit nervous. Will I fall<br />
and break something? Or be run over by<br />
a car, as I can neither see nor hear and<br />
26 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
BACK SPLINT WITH<br />
CONICAL SPIKES<br />
UNDER THE VEST<br />
Causes constant pain<br />
that is exacerbated by<br />
bending down<br />
SHOES WITH A<br />
ROUNDED SOLE<br />
Impair balance<br />
EARPLUGS AND<br />
EARMUFFS<br />
Substantially<br />
impaired hearing<br />
DOUBLE<br />
ELBOW PADS<br />
Restrict mobility<br />
DOUBLE GLOVES<br />
Restrict mobility<br />
and make it diffi cult<br />
to grip things
GLASSES WITH<br />
THE SAME EFFECT<br />
AS CATARACTS<br />
Substantially<br />
impaired vision<br />
VEST WEIGHING<br />
10 KILOGRAMS<br />
Makes it diffi cult<br />
to move<br />
KNEEPADS WITH<br />
DOUBLE FASTENINGS<br />
Restrict mobility<br />
The<br />
parts<br />
of the<br />
age suit<br />
Not shown: neck collar that<br />
impairs neck mobility<br />
WEIGHTS<br />
AROUND THE<br />
WRISTS<br />
Make it diffi cult<br />
to move<br />
WEIGHTS<br />
AROUND THE<br />
ANKLES<br />
Make it diffi cult<br />
to move<br />
MARKET<br />
am moving at a snail’s pace? The suit has<br />
an additional feature – a back splint with<br />
conical spikes that dig into the back at<br />
the slightest movement. I break into a<br />
cold sweat and my eyes water when I try<br />
to bend down and put on my shoes. No,<br />
going shopping with the back splint is<br />
out of the question, so I take it off again.<br />
Being old for a day is tough enough. Being<br />
old and in pain is unbearable.<br />
The fi rst problem arises immediately.<br />
How do you lock the door when you<br />
can’t see? I grope to locate the keyhole<br />
and fi nally manage to fi nd the right key<br />
for both locks. This is followed by the<br />
challenge of getting downstairs without<br />
falling. Phew, I manage that by carefully<br />
going down one foot at a time. It’s lucky<br />
the stairs are not freshly scrubbed or I<br />
would probably have slipped.<br />
OUTSIDE IT’S FOGGY, thanks to the<br />
glasses. I feel lonely and shut into my own<br />
silent world. Shadowy fi gures suddenly<br />
materialize half a meter in front of my<br />
eyes and move aside. I wonder whether<br />
there is anyone I know nearby. How isolated<br />
you must feel as an elderly person.<br />
The fi rst store I visit is new to me, creating<br />
some confusion. How can I fi nd anything<br />
here? I can see the shelves but can’t<br />
make out what is on them, apart from a<br />
bright Coca-Cola sign. With my stiff legs<br />
I make my way to the next store that is<br />
located nearer home ground and where<br />
<strong>SCA</strong>’S AGE SUIT<br />
Many consumers of <strong>SCA</strong> products<br />
are much older than the average <strong>SCA</strong><br />
employee. The age suit gives a unique<br />
opportunity for younger people to discover<br />
what old age feels like. The hope is<br />
that this will provide valuable knowledge<br />
as a background for product development,<br />
product design and packaging<br />
design. Externally, <strong>SCA</strong> uses the suit to<br />
enhance understanding of the needs of<br />
elderly consumers in customer segments<br />
such as retail, assisted living, hospitals<br />
and home help services.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 27
MARKET<br />
It’s diffi cult and it hurts when reaching for the products. And why is the text so small?<br />
I can fi nd my way around. It’s not easy<br />
reaching the products on the shelves. The<br />
suit protests and feels heavy. I turn over<br />
a small round container with an orange<br />
label in the refrigerated display, which<br />
has aroused my curiosity.<br />
“Why doesn’t it say anything on it?”<br />
I ask.<br />
“It says Skagen shrimp salad, but the<br />
text is quite small,” says the photographer.<br />
MOST PACKAGES SEEM to present the<br />
same problem. In the meat aisle I fi nd<br />
one on which I can make out a picture<br />
of a cow, but I can’t read the label. Steak<br />
perhaps? I can actually identify a few<br />
products: semi-skimmed milk, candy,<br />
soft drinks, snacks, toilet paper. My diet<br />
would probably not be the healthiest if<br />
I want to see what I’m buying. I’m starting<br />
to get tired. It’s hard work looking<br />
for products you can’t see and reaching<br />
for items on the top shelves. A chair<br />
28 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
wouldn’t be a bad idea. And a WC, as the<br />
age suit is squeezing my stomach. I join<br />
the checkout line. An elderly gentleman<br />
takes something off a shelf near the<br />
checkout, knocking down a whole pile<br />
of chocolate bars in the process. Silent<br />
sympathy. When it’s my turn to pay the<br />
next major problem arises – the chip and<br />
PIN machine. My clumsy fi ngers try to<br />
insert my card.<br />
“Can I enter my PIN now?” I ask the<br />
checkout assistant, who kindly guides me<br />
through the whole process. All the same<br />
I still manage to enter the wrong PIN<br />
and have to start all over again. I wonder<br />
if the other people in line are getting<br />
impatient. Luckily I can’t see their facial<br />
expressions. Outside the store, I tear off<br />
the earmuff s, earplugs and glasses to<br />
get home in one piece on my own. I’m<br />
relieved to have halved my age again, but<br />
I now have considerably more understanding<br />
of what it’s like to be old.<br />
15%<br />
of the population in developing countries<br />
is older than 65 years, rising to<br />
25 percent by mid-century. By 2100,<br />
China, the US, Japan, India and Brazil<br />
will all have more than<br />
1 million centenarians.<br />
WE LIVE LONGER<br />
From the Stone Age up to the<br />
19th century, average life expectancy<br />
was fairly constant at<br />
around 30 to 40 years, mainly<br />
due to high maternal and infant<br />
mortality rates. Since then,<br />
average life expectancy has<br />
doubled in most countries.<br />
Japan has the world’s highest<br />
average life expectancy: 86.5<br />
years for women and 79.6 years<br />
for men.<br />
SOURCES:<br />
UNITED NATIONS POPULATION<br />
DIVISION 2009,<br />
SCB STATISTICS SWEDEN 2012.
Smarter handling<br />
saves time, money<br />
and improves<br />
ergonomics.<br />
www.sca-tork.com<br />
Choose the easy way to<br />
handle boxes and bags<br />
Cleaning crews spend a lot of time carrying and handling boxes and bags. To make their<br />
job easier and free time for other tasks, Tork ® has developed Tork Easy Handling .<br />
Here are some of the smart solutions:<br />
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or carry two boxes at a time.<br />
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Tork Easy Handling – the easy way to improve your business.<br />
Talk to your distributor or read more at www.sca-tork.com.
<strong>SHAPE</strong> UP Check<br />
Recycled cycling<br />
AN ISRAELI AMATEUR cycling enthusiast and<br />
expert in designing automated mass-production<br />
lines has created a cardboard bicycle.<br />
The bike weighs 10 kilograms but can carry<br />
a 200-kilogram rider. It’s mostly made of<br />
cardboard and recycled materials that have<br />
been treated with a waterproof coating. What’s<br />
more, it is designed to be manufactured at a<br />
cost of less than SEK 100 (EUR 12), making it<br />
not only one of the most sustainable bikes you<br />
could imagine but also one of the cheapest.<br />
The designer, Izhar Gafni, was initially told<br />
that his idea was impossible, but he was<br />
convinced that paper could be strong if<br />
treated properly.<br />
30 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
out what’s happening<br />
outside <strong>SCA</strong>.<br />
Catarina De Albuquerque, UN Special Rapporteur, in the<br />
report Menstrual Hygiene Matters<br />
A skier’s fantasy<br />
THE MOUNTAIN HILL CABIN, created by<br />
Norwegian architectural studio Fantastic Norway,<br />
is the answer to a skier’s fantasy. The<br />
private timber lodge is being built in a restricted<br />
area in a remote mountain landscape that<br />
can only be reached on skis during the winter.<br />
The cabin is designed as a landscape element<br />
that leads wind and snow around and over the<br />
building. The angles of the roof are set at 23<br />
degrees, which enables the residents to go skiing<br />
and sledge riding on top of the cabin. The<br />
cabin is to be erected during summer <strong>2013</strong>.<br />
www.fantasticnorway.no<br />
The lack of privacy and the necessary infrastructure for<br />
cleaning and washing, the fear of staining and smelling,<br />
and the lack of hygiene in school toilets are major reasons<br />
for being absent from school during menstruation,<br />
and have a negative impact on girls’ right to education.
GETTY IMAGES<br />
A perfect pot<br />
ARE YOU BUYING new pots for<br />
your seedlings every year? Making<br />
pots for seedlings is a great<br />
way to recycle newspaper and<br />
save money gardening. At the<br />
Internet site ehow.com you can<br />
fi nd detailed instructions on how<br />
to fold newspaper into a sturdy<br />
pot. To transplant the seedlings<br />
into the garden, simply cut the<br />
bottom of the pot and put the<br />
whole thing in the ground. Keeping<br />
the seedling in the pot helps<br />
protect the roots during transplanting,<br />
and the newspaper<br />
will decompose in the garden.<br />
THE “MAN FLU” FOR REAL<br />
WHAT WE ALL THOUGHT was a myth has<br />
now been proven true: men feel more<br />
ill than women. According to scientists<br />
at the University of Cambridge, this is<br />
because the amount of hormones in<br />
humans decides how we perceive pain<br />
and the fl u.<br />
For men, testosterone production<br />
starts fading when the body temperature<br />
rises to 37.7 Celsius (100 F),<br />
which makes men feel ill. The<br />
levels of the female hormone<br />
estrogen don’t start getting<br />
low until 39.6 C (103 F).<br />
Fewer pests mean more food for local<br />
farmers and their families in Kenya.<br />
SCENTS <strong>SCA</strong>RE<br />
OFF PESTS<br />
A SPECIAL TECHNIQUE that discourages<br />
harmful insects and<br />
weeds has been developed<br />
by researchers in Kenya. It<br />
involves using scents to direct<br />
insects and weeds to assigned<br />
locations. The point is to use<br />
plants whose scents scare<br />
off harmful insects instead of<br />
using insecticides. The method<br />
has been developed at the<br />
International Centre for Insect<br />
Physiology and Ecology (ICIPE)<br />
in Mbita, Kenya.<br />
meters<br />
...is the height of world’s fi rst<br />
modern wind turbine made of<br />
wood, in Hanover, Germany.<br />
www.timbertower.de<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 31
Ulrika leaves the house with<br />
her younger daughter, Maja,<br />
whom she drops off at daycare.<br />
Then she continues her<br />
drive to <strong>SCA</strong>. Picture 1<br />
32 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
with Ulrika Libander<br />
Laboratory engineer Ulrika Libander<br />
tests incontinence products at an early phase<br />
– a task that requires hands-on work, solid<br />
analysis and a lot of patience.<br />
Follow an <strong>SCA</strong> employee during a day at work<br />
text SARA BERGQVIST photo SVANTE ÖRNBERG<br />
The working day begins with<br />
reading e-mail. Ulrika is<br />
waiting for a delivery so her<br />
group can start a new project,<br />
but nothing has arrived yet.<br />
She checks that she has<br />
booked the necessary testing<br />
equipment.<br />
Quick coffee break and runthrough<br />
with coworkers.<br />
Preliminary tests of a new<br />
method in the test-dummy<br />
laboratory. Picture 2<br />
7 am 7:40 am<br />
8 am 8:15 -11 am<br />
WHEN ULRIKA LIBANDER was 16 years old she got<br />
to do a work-experience program with her father at<br />
pharmaceutical company AstraZeneca, and that’s<br />
when she made up her mind: she was going to work<br />
in a laboratory someday. And now she does. She’s<br />
been at <strong>SCA</strong> for 16 years now, 14 years in research<br />
and development and the past 2½ years at the<br />
incontinence products laboratory.<br />
“What I like the most about it is the variety,”<br />
Ulrika says. “I like combining practical and theoretical<br />
work, both in a team and on my own. The<br />
best thing is when you have a theory, you test it,<br />
and your analyses confi rm it.”<br />
Lunch. Ulrika always starts<br />
her lunch hour by calling her<br />
90-year-old grandmother,<br />
who lives on her own 600<br />
kilometers away. Picture 3<br />
11 am
Most of the time she tests products at an early<br />
phase. Sometimes they’re completely new products,<br />
and other times they’re changes to an existing<br />
one. “For example, if they want to change<br />
one material in a product to a less expensive one,<br />
we fi rst have to test that the quality remains the<br />
same,” she explains.<br />
MOST OF THE TESTS are about product function,<br />
but at the moment she’s conducting expanded<br />
tests of a method for open incontinence products.<br />
“Soon we’ll see if the method also works for our<br />
incontinence pants, a type of underwear.”<br />
Lunch ends with coffee in<br />
the department with her<br />
colleagues Emma Lundström<br />
Ureña and Linda Fransson.<br />
Another colleague stops by to<br />
tell Ulrika that the delivery she’s<br />
been waiting for has arrived.<br />
Ulrika does two more types<br />
of tests in the drop-in lab.<br />
Ulrika’s nearest manager,<br />
Brita Jungenfelt, drops by<br />
to discuss questions about<br />
chemicals she’s received<br />
from the lab in Shanghai.<br />
“ I think you have<br />
to be a bit of a nerd<br />
to enjoy this kind<br />
of thing.”<br />
Ulrika and her colleagues work with around<br />
60 diff erent testing methods to determine the<br />
products’ absorbency, absorption rate, adhesive<br />
properties and much more. Prior to each test, they<br />
also need to check that the fl uid has the right qualities,<br />
calibrate the measuring equipment and adapt<br />
the software.<br />
“I think you have to be a bit of a nerd to enjoy this<br />
kind of thing,” Ulrika says with a grin. “I even take<br />
my work home with me to some extent – whenever<br />
I’m abroad I always have to look and see what kind<br />
of hygiene products they have that correspond to<br />
ours at <strong>SCA</strong>.”<br />
Ulrika unpacks the new products<br />
that have just arrived.<br />
Before tomorrow’s tests they<br />
need to be placed in the lab to<br />
adapt to its temperature and<br />
humidity levels.<br />
Report writing and<br />
analysis work.<br />
12 HOURS<br />
ULRIKA<br />
LIBANDER<br />
title: Laboratory engineer<br />
at <strong>SCA</strong>’s Incontinence Lab.<br />
Age: 43<br />
Lives: Särö, outside<br />
Gothenburg.<br />
Family: Husband Patrik and<br />
daughters Hanna, 11, and<br />
Maja, 8.<br />
Interests: Exercise, cooking,<br />
opera, boating, family and<br />
home. Lives on a farm with<br />
hens, sings in <strong>SCA</strong>’s choir<br />
Fabrikören.<br />
Favorite food: Thai.<br />
Hidden talent: Has danced<br />
ballet for many years.<br />
Home again after stopping<br />
off for groceries on the way.<br />
Looks in on the kids, checks<br />
homework and readies things<br />
for the following day. Later in<br />
the evening she heads off to<br />
the gym for a workout.<br />
11:30 am 11:40-2:40 pm 2:40-3:40 pm 3:40-5 pm 6 pm<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 33
FACTS<br />
Waterline length: 70 ft (21.5 m) 19.8 m<br />
Mast height: 31.5 m 30.3 m<br />
Number of sails: 10 7<br />
Mainsail area: 175 m2 151 m2 Weight: 14-14.5 tons 11.6 tons<br />
Draught: 4.5 m 4.7 m<br />
Keel system (both yachts): A swing keel can<br />
be angled 40 degrees to starboard or port to<br />
reduce the leeway. Two centerboards can be<br />
lowered through the hull, making it possible<br />
to tack closer to the wind. This is retained in<br />
the new design.<br />
TRAINING<br />
The Puma, a 70-foot yacht that came in third in the last<br />
with<br />
Volvo Ocean Race, has been bought and rebranded for <strong>SCA</strong>’s<br />
crew until the delivery of its own racing yacht. Training on such a<br />
large yacht will have its advantages for the all-female Team <strong>SCA</strong>.<br />
text ANNA GULLERS photo <strong>SCA</strong><br />
34 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
VOLVO OPEN 70<br />
(TRAINING)<br />
VOLVO ONE<br />
DESIGN
a twist<br />
VOLVO OCEAN RACE<br />
WHEN WINTER WINDS were at<br />
their most biting in December,<br />
<strong>SCA</strong> purchased a training yacht<br />
for the all-woman crew, Team<br />
<strong>SCA</strong>, which is set to compete in the Volvo<br />
Ocean Race.<br />
The training yacht is the Puma, the<br />
Volvo Open 70 that fi nished third in the<br />
Volvo Ocean Race last July. The Puma has<br />
undergone a facelift in the UK to rebrand<br />
it with <strong>SCA</strong>’s logos and a new design. At 70<br />
feet, the Puma is both larger and heavier<br />
than the yacht the team will use to compete<br />
in the race starting in autumn 2014.<br />
“It’s usual for racing crews to buy a<br />
training yacht that they start test-sailing<br />
early on,” says Killian Bushe, a technical<br />
consultant to Team <strong>SCA</strong>.<br />
In the next edition of the Volvo Ocean<br />
Race, all the teams will be sailing the<br />
same yacht class, a Volvo One Design.<br />
The yachts are exact copies of one another,<br />
and all the fi ttings are identical. The<br />
crew on board will make all the diff erence<br />
in the race.<br />
The new yacht class currently under<br />
construction is smaller at 65 feet (19.8<br />
meters), making it possible for an allfemale<br />
crew to compete.<br />
“But it’s an advantage for the women<br />
to train on a 70-footer, as the racing yacht<br />
will feel considerably easier to handle,”<br />
Bushe says.<br />
The 65-footer was designed by USAbased<br />
Farr Yacht Design and is being built<br />
by a consortium of boat builders in the<br />
UK, France, Italy and Switzerland. <strong>SCA</strong>’s<br />
yacht is expected to be ready for delivery<br />
in August or September.<br />
While the new yachts are under construction,<br />
trials are in progress to select<br />
11 elite yachtswomen to form Team <strong>SCA</strong>.<br />
“We hope to have the fi rst group of<br />
yachtswomen ready toward March-April<br />
<strong>2013</strong> and most of the crew in place in the<br />
summer,” says Richard Brisius, CEO for<br />
Team <strong>SCA</strong>.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 35
The phone<br />
wears Prada<br />
Companies from different industries collaborate<br />
with famous designers to enhance the value of their<br />
brands and appeal to new consumers.<br />
text JONAS REHNBERG illustration TEAM HAWAII<br />
EMBRACE A GAULTIER-DESIGNED<br />
corset by having a Coke. Enjoy the<br />
texture of a Porsche surface by<br />
touching your computer’s external<br />
hard drive. Or wear Prada simply by<br />
picking up your cellphone. All of this, and<br />
more, is possible in the era of cross-branding,<br />
when large companies seek new ways<br />
of boosting the brand and reaching new<br />
consumer groups by teaming up with<br />
leading designers.<br />
Style and design are becoming increasingly<br />
important in an age when personal<br />
branding ranks high on the agenda of<br />
consumers, particularly in the world’s<br />
growth markets, where the spending<br />
power of the middle classes has skyrocketed.<br />
And designer collaborations<br />
Coca-Cola Gaultier-style.<br />
OUTLOOK<br />
“I want to dress a<br />
Coca-Cola the<br />
Gaultier way.”<br />
Jean Paul Gaultier, at the launch of<br />
his first bottle design.<br />
aren’t confi ned to products but extend to<br />
services such as hotel stays as well. Italy’s<br />
Missoni has designed several hotels, and<br />
when Giorgio Armani, perhaps the country’s<br />
best-known designer, unveiled his<br />
intention to collaborate with the Emaar<br />
Hotel & Resorts, he underlined the pervasiveness<br />
of fashion.<br />
“Today, more than ever before, fashion<br />
has expanded to encompass our way of<br />
life, not just how we dress, but where we<br />
live, which restaurants we eat at, which<br />
car we drive, where we go on holiday and<br />
which hotels we stay in,” Armani said.<br />
“This continues our ongoing strategy of<br />
building the Armani universe into a comprehensive<br />
lifestyle brand.”<br />
Another prestigious name that has<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 37
OUTLOOK<br />
Lindex Missoni collection.<br />
lent its air to a host of different products<br />
is Porsche, where Ferdinand Alexander<br />
Porsche, the grandson of the founder,<br />
has designed not just men’s watches and<br />
eyewear but also external hard drives<br />
for LaCie, cellphones for BlackBerry and<br />
even trams for the city of Vienna. Highprofile<br />
fashion name Prada collaborates<br />
with South Korea’s LG on designing<br />
cellphones, and the world’s leading fairytale<br />
factory Disney asked shoe designer<br />
Christian Louboutin to come up with<br />
a Cinderella shoe that would appeal to<br />
the “Sex and the City” generation when<br />
relaunching the classic tale on DVD.<br />
“I have been so lucky to have crossed<br />
paths with Cinderella, an icon who is so<br />
emblematic to the shoe world as well as the<br />
dream world,” Louboutin says.<br />
For obvious reasons, the apparel<br />
industry is the one field where designer<br />
collaborations come naturally. Leading<br />
38 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
clothes retailer H&M has cooperated with<br />
top names in haute couture, from Karl<br />
Lagerfeld to Stella McCartney. These<br />
highly publicized collaborations have<br />
firmly secured H&M a position among<br />
the 25 most valuable brands on the 2012<br />
Interbrand List of Global Brands, far<br />
ahead of other retail chains and even<br />
ahead of names like Nike and American<br />
Express.<br />
WHEN FASHION RETAILER<br />
Lindex, with more than 460<br />
stores in Europe and the Middle<br />
East, launched the fruits<br />
of a collaboration with Italian design<br />
house Missoni in September last year, the<br />
impact was phenomenal, according to<br />
marketing director Johan Hallin. “Sales<br />
exceeded our wildest expectations,” he<br />
says. “The lines of shoppers queuing<br />
up were long even in smaller cities, and<br />
“Sales exceeded<br />
our wildest<br />
expectations.”<br />
Johan Hallin,<br />
marketing director Lindex.
H&M and Maison Martin Margiela.<br />
Prada calling. Christian Louboutin’s Cinderella shoe.<br />
our servers nearly broke down from the<br />
massive traffi c to our online shop. Sales<br />
in the third quarter of 2012 increased by<br />
11 percent compared with the same quarter<br />
a year earlier.”<br />
Lindex markets women’s clothing<br />
and chose to partner with the house of<br />
Missoni in part because it has women<br />
in leading positions. The two partners<br />
agreed to donate 10 percent of the proceeds<br />
from sales of the Missoni line to<br />
breast cancer research.<br />
“We wanted our collaboration to result<br />
in something worthwhile; it’s all about<br />
doing good together,” Hallin says.<br />
BESIDES POSSIBLE goodwill eff ects<br />
and commission fees, what’s in it<br />
for haute couture designers who<br />
decide to cooperate with massmarket<br />
outlets?<br />
At Missoni, says creative director<br />
Angela Missoni, “The collaboration<br />
off ered us a unique opportunity to off er<br />
all women aff ordable design and at the<br />
same time help spread information about<br />
breast cancer.”<br />
When America’s second-largest<br />
discount retailer Target entered into<br />
a collaboration on women’s wear with<br />
avant-garde designer Isaac Mizrahi,<br />
some speculated it would erode the<br />
value of his own brand. In helping the<br />
giant retailer become a hip style destination,<br />
Mizrahi was seen as taking a big<br />
professional risk by moving from highend<br />
design to cheap chic for the mass<br />
consumer. But as he told the Wall Street<br />
Journal, “You’re not selling out, you’re<br />
reaching out.”<br />
The collaboration later expanded into<br />
housewares, accessories and bedding,<br />
and it has proved to be a massive success<br />
for both brands.<br />
<strong>SCA</strong><br />
DESIGNED<br />
DIAPERS<br />
FEATURE<br />
<strong>SCA</strong> HAS DEVELOPED several spring<br />
collections for its Libero baby products,<br />
each based on a unique theme<br />
that is used in marketing campaigns,<br />
packaging and diaper prints. Many<br />
collections were inspired by the<br />
fashion industry, with promotional<br />
material showing happy kids stumbling<br />
around on catwalks.<br />
In 2010, Libero developed a football<br />
collection as a tie-in to the FIFA World<br />
Cup in South Africa. The purpose was<br />
to highlight the importance of promoting<br />
physical activity in developing<br />
children’s motor skills.<br />
These commercials have received<br />
a big following on YouTube.<br />
“The spring collections have been<br />
extremely successful in boosting<br />
brand recognition”, says Kristoffer<br />
Wendelboe Jensen, regional marketing<br />
manager for Libero Nordic at <strong>SCA</strong>.<br />
The spring of <strong>2013</strong> will not feature<br />
a special collection, since the<br />
entire Libero line is undergoing a<br />
redesign by renowned <strong>SCA</strong> designer<br />
Karoline Lenhult.<br />
Other collections:<br />
2011: “Libero Action” (YouTube<br />
search: “Libero climbing baby”) and<br />
“Dance Collection”.<br />
2012: “Art Edition” and “Love<br />
collection” (YouTube search: “Libero<br />
spring collection”).<br />
<strong>2013</strong>: The new Libero fairy-tale collection<br />
features different landscapes.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 39
<strong>SCA</strong> INSIDEInternal<br />
THE COLDEST JOURNEY expedition will,<br />
besides earning a place in the Guinness<br />
World Records, help to gather valuable<br />
data from Antarctica, and the venture will<br />
also raise millions of pounds for charity.<br />
The team is taking supplies of Tork Liquid Soap<br />
and Tork Premium Hand Sanitizer Alcohol Gel<br />
plus dispensers along with 180 rolls of Tork conventional<br />
toilet paper on the six-month trek. The<br />
journey started on March 21, <strong>2013</strong>, and will cover<br />
a distance of 2,000 miles. Most of this will be in<br />
complete darkness and at temperatures potentially<br />
as low as –90°C (–130°F).<br />
The main objective of the expedition is to<br />
40 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
News from news <strong>SCA</strong> from <strong>SCA</strong><br />
West Antarctica<br />
Cold journey<br />
SOUTH POLE<br />
for Tork<br />
East Antarctica<br />
A team making an attempt to cross Antarctica during<br />
the winter is taking Tork products along with them.<br />
FINISH<br />
The expedition is headed<br />
up by Sir Ranulph Fiennes<br />
and will be subject of a<br />
documentary.<br />
START<br />
This extreme and dark journey<br />
started on March 21 and<br />
will cover a distance of 2,000<br />
miles at temperatures as low<br />
as -90°C.<br />
achieve the fi rst-ever winter crossing of the Antarctic.<br />
A winter crossing of the Arctic was recently<br />
completed by a Norwegian team, which means<br />
that the Antarctic winter crossing is the last major<br />
polar challenge remaining.<br />
A key goal of The Coldest Journey team is to<br />
raise USD10 million for “Seeing is Believing,” a<br />
global initiative to tackle avoidable blindness in<br />
developing countries.<br />
Read more:<br />
www.thecoldestjourney.org/<br />
www.seeingisbelieving.org.uk/<br />
www.tork.co.uk
The solar collection tubes help Patras Mill in Greece to save energy and money.<br />
Photos <strong>SCA</strong>, ISTOCKPHOTO<br />
Solar’s shining<br />
example<br />
AN UNEXPECTED BENEFIT of <strong>SCA</strong>’s<br />
2012 acquisition of new mills: innovation<br />
reaching down from the rooftops.<br />
At the Patras Mill in Greece, a<br />
row of solar collection tubes on the<br />
roof of the mill gathers energy from<br />
the warm Grecian sun to do triple<br />
duty. First, the rooftop row of collectors<br />
helps to heat water destined for<br />
the plant’s boiler feed tank, increasing<br />
the water’s temperature from an<br />
average of 15 degrees C to nearly 29<br />
degrees C. This water-heating boost<br />
reduces costs compared to the previous<br />
method of pre-heating water<br />
with liquefi ed petroleum gas (LPG).<br />
It also reduces the energy intensity<br />
of tissue produced at Patras by<br />
1.5 percent. In addition, as an added<br />
benefi t, the solar water heating system<br />
at Patras provides hot water for<br />
the employees’ cafeteria as well as<br />
for personnel showers. “We previously<br />
pre-heated water for the boiler<br />
with LPG, which is very expensive in<br />
Greece,” said Patras’ environmental<br />
and safety manager Betty Peppas.<br />
“Most of the energy consumption<br />
at the mill is from the main paper<br />
machine, so pre-heating the water<br />
helps save energy and money. The<br />
payback for this project was less<br />
than one year, and we are very happy<br />
with the results.”<br />
Agreement<br />
on wind power<br />
FEATURE<br />
<strong>SCA</strong> HAS SIGNED an agreement with energy<br />
company E.ON, through which the two companies<br />
will cooperate on a number of wind<br />
power projects. The agreement covers approximately<br />
270 wind power stations and a<br />
total energy production of more than 2 TWh<br />
annually. The project is expected to be in<br />
operation by 2017.<br />
Tempo toilet paper<br />
to Hong Kong<br />
TEMPO HAS BEEN performing extremely well<br />
over the past years in Hong Kong since <strong>SCA</strong><br />
acquired the brand from P&G in 2007. It has<br />
achieved more than a 70 percent market<br />
share for handkerchiefs and also became the<br />
No.1 box facial brand.<br />
“Now it is time to move into the next tissue<br />
category in Hong Kong, and we are very excited<br />
to see another success with the launch<br />
of Tempo Toipa that started from September<br />
2012”, says Stephan Dyckerhoff, president<br />
<strong>SCA</strong> Hygiene North Asia.<br />
Tempo toilet paper is made from imported<br />
German tissue paper converted in China,<br />
using a special new-to-the-market three-layer<br />
technology where Tempo’s renowned leaf<br />
embossing pattern fi rmly holds together two<br />
outer soft layers and an inner strong layer.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 41
<strong>SCA</strong> INSIDE<br />
Marita Sander (left), <strong>SCA</strong>’s communication director for<br />
sustainability, with Ingalill Ostman of SKF.<br />
Award for best<br />
sustainability report<br />
“WELL-BALANCED, transparent and future-oriented<br />
sustainable report.” That was the citation<br />
when <strong>SCA</strong> was awarded Best Sustainable<br />
Report 2011 by FAR, the professional institute<br />
for authorized public accountants in Sweden.<br />
The annual event took place in Stockholm in<br />
December 2012.<br />
“<strong>SCA</strong>’s report clearly communicates <strong>SCA</strong>’s<br />
work with sustainability and it contains both<br />
innovative solutions and shows a high conscience<br />
about the surrounding world and<br />
the effect <strong>SCA</strong> makes,” says Åse Bäcklund,<br />
president of FAR’s workgroup for sustainable<br />
development.<br />
“<strong>SCA</strong>’s report<br />
shows a high<br />
conscience about<br />
the surrounding<br />
world.”<br />
Åse Bäcklund, FAR<br />
42 <strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong><br />
New offi ce in Mumbai<br />
FOLLOWING THE REGISTRATION of<br />
<strong>SCA</strong> Hygiene Products India Pvt.<br />
Ltd. in May 2012, <strong>SCA</strong> now also has<br />
a physical presence in one of the<br />
fasted-growing markets in the world.<br />
The new offi ce in Mumbai was inaugurated<br />
in December in a traditional<br />
Hindu ceremony.<br />
“India provides <strong>SCA</strong> with very interesting<br />
business opportunities,” says<br />
Thomas Wulkan, president for MEIA<br />
(<strong>SCA</strong>’s business unit for the Middle<br />
East, India and Africa). “Setting up<br />
an offi ce in Mumbai brings us closer<br />
to our customers and consumers<br />
in India and helps us to even better<br />
understand their needs and to adapt<br />
our offerings accordingly. The Hindu<br />
High scores for foam party<br />
THE “FOAM PARTY” CAMPAIGN for<br />
Tempo’s facial tissue Icy Menthol<br />
has won several Kam Fan awards,<br />
one of the most prestigious creative<br />
awards in Hong Kong. Besides<br />
a series of Facebook sites for the<br />
launch, the campaign included a TV<br />
ad followed by a viral video.<br />
See the video on YouTube:<br />
“Tempo Icy Menthol”<br />
Pooja* ceremony has fi lled us with a<br />
lot of good energy and helps us tackle<br />
the exciting challenge of increasing<br />
our presence on the growing Indian<br />
market.”<br />
*During the inauguration a prayer<br />
ceremony, called Pooja, was performed<br />
by a Pandit (priest) to bring<br />
good luck to the business.<br />
“ India provides <strong>SCA</strong> with<br />
very interesting business<br />
opportunities.”<br />
Thomas Wulkan, president for MEIA<br />
The awards in Kam Fan:<br />
Silver. Best TV Campaign, household<br />
products<br />
Silver. Best integrated campaign<br />
Silver. Highest-scoring TV campaign<br />
(no gold, so top award)<br />
Silver. Highest-scoring Integrated<br />
Campaign (no gold, so top award).
Booming<br />
e-commerce<br />
in South Africa<br />
In South Africa, incontinence products are not<br />
easily accessible, and they are also diffi cult to<br />
distribute. This means opportunities for TENA,<br />
<strong>SCA</strong>’s brand for incontinence care.<br />
text SUSANNA LINDGREN photo GETTY IMAGES<br />
E-COMMERCE IS BOOMING in South<br />
Africa, growing at a rate of 30 percent a<br />
year, mainly in consumer products. In<br />
November 2012 TENA launched its latest<br />
web shop in South Africa, where incontinence<br />
is still a taboo topic.<br />
“E-commerce enables discreet shopping,”<br />
says Carolina Liljendal, eBusiness<br />
manager at <strong>SCA</strong>. “Visiting our web shop<br />
makes it possible to privately check out<br />
our full range of products in peace and<br />
quiet, which is very important for many<br />
of our consumers. It’s essential to realize<br />
that e-commerce is an important sales<br />
channel in itself today, and not just a complement.”<br />
The lack of a state reimbursement system<br />
means that individuals are responsible<br />
for their healthcare-related spending.<br />
Incontinence is a fairly new category<br />
in the South African retail market, and<br />
products are not easy accessible or well<br />
distributed in the country.<br />
“We are seeing great interest from consumers<br />
who are purchasing for their<br />
relatives living in long-term care facilities<br />
and very often in diff erent provinces,”<br />
says Jana Joeaas, commercial director in<br />
South Africa.<br />
SOUTH AFRICA has very few geographically<br />
consolidated retirement regions where<br />
people move when they reach retirement<br />
age. TENA’s web shop gives people access<br />
to discreet shopping and convenient<br />
delivery so they don’t have to travel vast<br />
distances.<br />
As few people in South Africa have<br />
access to a home computer, most<br />
electronic communication is done via<br />
smartphones, including shopping. Social<br />
networks off er one channel for promoting<br />
the web shop, but equally important are<br />
traditional brochures handed out by local<br />
doctors, giving step-by-step instructions<br />
on how to order online.<br />
TENA WEB SHOPS<br />
<strong>SCA</strong> INSIDE<br />
TENA currently has 14 web<br />
shops targeted to consumers in<br />
Europe and Africa. The concept<br />
is the same regardless of location.<br />
By fi lling out a short questionnaire,<br />
consumers receive<br />
suggestions for the products<br />
most suitable to their needs.<br />
Their purchases will be shipped<br />
in anonymous brown boxes.<br />
The UK and Finland are so<br />
far the biggest markets for<br />
the TENA web shops.<br />
But e-business is<br />
expanding, and<br />
European sales are<br />
expected to grow by<br />
25 percent a year.<br />
Usage of<br />
mobile devices<br />
is increasing,<br />
and this is a<br />
trend that TENA is also experiencing.<br />
To meet this need TENA<br />
will launch a responsive site<br />
this year.<br />
Responsive web design is<br />
crafted to provide an optimal<br />
viewing experience across a<br />
wide range of devices such as<br />
PC, tablets and mobile phones.<br />
<strong>SCA</strong> <strong>SHAPE</strong> 1 <strong>2013</strong> 43
FEATURE