ICT and e-Business in the Pulp, Paper and Paper ... - empirica

Pulp, paper and paper products
2.2.2 Trends and challenges
Some key challenges which affect the P&P industry are the increasing ecological
pressure, the complexity of compliance with regulations (which also include environmental
issues), and – on the supply side – the increase in energy costs.
Coping with ecological pressure
Paper manufacturers still have to cope with a rather negative reputation as a prime
polluter of water. A coalition of 50 NGOs has recently presented "A Common Vision for
Transforming the European Paper Industry" at the Paper World 2006, the international
trade fair for the paper industry, in Frankfurt. The document calls for "a future Europe that
consumes dramatically less paper than at present, with all that paper made by an
industry that is less reliant on virgin tree fibres, maximises use of recycled materials,
respects local people’s land rights, provides employment and has social impacts that are
beneficial, conflict-free and fair." 26 A key stipulation is that paper should be made from
"responsibly and sustainably sourced" fibres, using entirely renewable energy. Thus,
water should be "as clean after paper production as before".
However, players in the industry eagerly confirm their commitment towards environmental
goals, and progress has been achieved – at least in Europe – over the past 20 years. The
International Council of Forest and Paper Associations (ICFPA) announced in 2006 the
signing of an "historic agreement" by its global member companies: 27 a leadership
statement on sustainability was signed by 59 company CEOs and association
presidents, representing some of the largest pulp, paper and wood companies in the
world, during the second meeting of the ICFPA Global CEO Roundtable. The industry
committed itself to continuously improve its sustainability performance through action in
core areas, such as sustainable forest management, action to combat illegal logging,
promoting the recovery of pre-and post-consumer paper, and a commitment to promote
innovative energy solutions.
Ecological issues also concern forestry; in some places (notably in the tropics, rather than
in Europe), ecosystems are being cleared for conversion to plantations with very limited
ecological value. This is a truly global issue, considering the importance of forests for the
Earth's climate.
Eurostat's "European Business" (2005) points at the importance of sustainability in
forestry and the importance of the P&P industry in that respect: "Related issues include
sustainable development initiatives that aim to ensure that forestry stocks are managed in
a responsible manner, and recycling initiatives for both wood and paper that may provide
alternative inputs." (Section 6, p. 115).
In this context, recycling of paper is often mentioned as a step towards sustainability. In
2004, according to CEPI (2004), some 54% of the paper and board consumed was
26
27
"A Common Vision for Transforming the European Paper Industry", Vision paper signed by 50
NGOs on 27 Jan. 2006, Frankfurt. See: www.taigarescue.org (accessed in April 2006)
ICFPA members are the trade associations of 43 countries. A full copy of the statement can be
requested from ICFPA via its website at
www.fpac.ca/en/who_we_are/media_centre/press_releases/2006/2006-06-
09_ceoLeadershipStatement.php
26