1.2013 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
Military tech
improves forestry
SHAPE TRIES
The suit that
DOUBLES
YOUR AGE
Community relations
A SCIENTIST’S
BLUEPRINT FOR
SAVING
THE WORLD
SEEDS OF
CHANGE
Global companies take
a local approach
“What is your best advice to
improve the environment?”
Shape is a magazine from SCA,
primarily geared toward customers,
shareholders and analysts, but also
for journalists, opinion leaders and
others interested in SCA’s business
and development. Shape is
published four times a year. The next
issue is due in June 2013.
Publisher
Joséphine Edwall-Björklund
Managing Editor
Marita Sander
Editorial
Anna Gullers,
Ylva Carlsson, Inger Finell
Appelberg
Design
Markus Ljungblom, Kristin Päeva
Appelberg
Printer
Sörmlands Grafiska AB,
Katrineholm
Address
SCA, Corporate Communications,
Box 200, 101 23 Stockholm,
Sweden.
Telephone +46 8 7885100
Fax +46 8 6788130
SCA Shape is published in Swedish, English,
Spanish, German, French, Dutch and Italian.
The contents are printed on GraphoCote
90 grams from SCA. Reproduction only by
permission of SCA Corporate Communications. The opinions expressed herein are
those of the authors or persons interviewed
and do not necessarily reflect the views of
the editors or SCA. You can subscribe to SCA
Shape or read it as a pdf at www.sca.com.
Address changes can done at
www.sca.com/subscribe or by e-mailing
sophie.brauner@sca.com
1.2013 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
Military tech
improves forestry
SHAPE TRIES
The suit that
DOUBLES
YOUR AGE
Community relations
SEEDS OF
CHANGE
A SCIENTIST’S
BLUEPRINT FOR
SAVING
THE WORLD
Global companies take
a local approach
Cover photo:
Getty Images
2 SCA SHAPE 1 2013
Jonas Rehnberg
Writer, Sweden
“My advice is to leave the car
at home (and go swimming).
Also, remember never to run
the dishwasher or washing
machine half full. Fill it up!”
Jonas wrote the story on
companies partnering
with designers to enhance
their brand.
See page 36.
Ëlodie
Illustrator, France
“As an oyster farmer’s
daughter, I always care about
nature, especially the sea.
I try not to drop anything in
the sea or leave anything on
the beaches. When I go back
for holidays on Oleron island,
my friends and I sometimes
spend an afternoon cleaning
the rubbish from beaches.
“I sort my waste, and
I wash my clothes at 40
degrees instead of 60 to
save energy. I also always
use a textile shopping bag
when I go to the supermarket to avoid plastic bags.”
See pages 6-9.
Contributors
SCA’S SOCIAL MEDIA SITES
Youtube.com/
SCAeveryday shows
commercials and videos from SCA’s
press conferences, presentations
and interviews with executives and
employees.
Slideshare.com/
SCAeveryday
is for investors and analysts, who
can download presentations from
quarterly reports and annual general
meetings.
Facebook.com/SCA is
intended to attract talent,
engage users and provide information
in a way that complements sca.com.
Scribd.com/
SCAeveryday
makes some 50 publications available,
including SCA’s sustainability report,
its Hygiene Matters report and Shape
magazine.
Twitter.com/SCAeveryday
provides a good summary of
every thing happening at sca.com and
in SCA’s social media. The aim is to
provide various users, journalists and
bloggers with relevant information.
Flickr.com/
HygieneMatters
supports the launch of the global
report Hygiene Matters with images.
CONTENTS
06. The greater good
Part business strategy, part philanthropy, good community
relations create value for the community and company.
14. So you want to save the world
Sweden’s most influential environmentalist discusses
what’s currently wrong with the planet and shares his
ideas on how to fix it.
20. Unique selling points
Companies are seeking to capitalize on brand awareness
by adding new and unexpected products.
24. Rise of the forest caterpillar
Military technology is one of the secrets behind more
efficient and environmentally sound forestry.
26. The wages of age
Shape journalist Sara Bergqvist went from
44 to 88 years old by trying on SCA’s age suit.
36. Designer payoff
Cooperation with famous designers is on the rise as large
companies seek new ways of boosting their brands.
43. Growth for e-commerce
TENA, SCA’s brand for incontinence, finds a new
market in South Africa.
Behind the scenes at the Volvo Ocean Race
Read more on page 34
UPDATED
Business news from SCA
Biggest overseas
tender ever
SCA TRANSFOREST has launched the
biggest overseas container tender ever
in SCA. It is a cooperation between SCA
Transforest, a logistics company within
SCA, and all business units within SCA’s
hygiene operations, coordinated by
SCA Global Hygiene Supply. The joint
volumes amount to some 75,000 TEUs*
on an annual basis, with a total value
of about 700 million Swedish kronor
(80 million euros).
TEU = “twenty-foot equivalent unit,”
a measure of cargo capacity.
SCA Transforest is a
transport and logistics
company and part of
SCA’s Forest Products
business area. (The ship
in the picture does not
belong to SCA.)
Continued demand
for wood products
IN 2012, SCA increased its market shares and
volumes in sawn solid wood products in North
Africa – for example to the Egyptian market.
The year before, 2011, the Arab Spring
brought about a temporary slowdown in timber deliveries to Uni4 Marketing, a company
in which SCA Timber has a stake. Its business
concept is to combine knowledge about the
local business culture with efficient logistics and a wide range of products, in order to
sell timber in countries such as Egypt, Saudi
Arabia and Algeria, in which the owner companies have no representation of their own.
In 2011, this approach resulted in the sale of
nearly 600,000 cubic meters of sawn timber.
SCA is also the No.1 supplier of wood products in Morocco.
Wooden house facade in Cairo.
Stronger environmental profile
SCA IS STRENGTHENING ITS ENVIRONMENTAL
profile within publication paper products. All
of SCA’s paper grades, except for newsprint,
will be labeled with the EU’s Ecolabel in the
copy paper and graphic paper category.
The EU Ecolabel, which used to be known
as the EU Flower, provides consumers with
a guarantee that products have an environmental impact that is lower than or similar to
comparable products on the market. The EU
Ecolabel is based on the environmental load
of the product from the raw material to when
it is disposed of – that is, over the product’s
entire life cycle.
Change process updates logo
SCA HAS undergone
GETTY IMAGES
major changes in recent
years and today is a
leading global hygiene
and forest products
company with a strong
sustainability image.
SCA’s logo is therefore being updated with
stronger, brighter colors
and softer lines. “Care
of life” is also written
in full, underlining the
message.
SCA has the ambition of building a strong
Group brand, where
SCA guarantees all the
Group’s product brands,
and that employees,
products, processes
and the whole business
develop in a sustainable
and responsible way.
SPRING NEWS
HANDLES
THE PRESS
SCA has a new
vice president
media relations in Boo
Ehlin. Ehlin has
longstanding
journalistic
experience.
Among other
things Ehlin
has been Head
of Press at the Swedish
banks SEB and Nordea
as well as acting head of
press for the energy company Vattenfall.
EXPANDED
COOPERATION
SCA will invest about
380 million Swedish kronor
(55 million euros) in an
expanded cooperation
between SCA’s industries
in the Sundsvall region
and Sundsvall Energi AB,
Sweden. The agreement
enables SCA to increase
its deliveries of green
energy to Sundsvall’s district heating grid. Among
other things the investment covers converting
two oilfueled boilers into
boilers fueled with wood
pellets. SCA’s cooperation
with the community of
Sundsvall in Sweden will
reduce the oil usage by
30,000 cubic meters.
SCA SHAPE 1 2013 5
6 SCA SHAPE 1 2013
COMMUNITY
RELATIONS
Good
Neighbor
Inc.
A growing number of companies see community relations
as the key to both good relations and good business.
Community relations, in this view, are seen not just as
philanthropy but as part of a business strategy that creates
value for both the company and the community.
text MATTIAS ANDERSSON illustrations ËLODIE
“B USINESS STARTED LONG centuries before
the dawn of history, but business as we
now know it is new – new in its broadening
scope, new in its social significance. Business has not learned how to handle these
changes, nor does it recognize the magnitude of
its responsibilities for the future of civilization.”
So said Wallace Brett Donham, the dean of the
Harvard Business School, in a 1929 speech that
addressed the changing role of increasingly large
and powerful corporations in society.
It is hardly news that good relations and a good
reputation are good for business. Many powerful
people have realized the importance of giving back
to the world in which they operate, by providing
bread and circuses to the Roman populace or, in
the case of the automotive pioneer Henry Ford,
dances for his workers and their wives.
What is today called Corporate Social Responsibility, or CSR, began in the 1920s and has followed
a fairly circuitous route. As recently as the early
2000s, companies faced deep public suspicion of
their professed high aims as they made well-meaning but not always long-term efforts ranging from
charity to initiatives to prevent climate change.
SCA SHAPE 1 2013 7
COMMUNITY
RELATIONS
But following a turbocharged maturity period,
efforts have today been consolidated.
Value creation, rooted in a company’s operations
and business strategy, and a focus on good local
relations are the sustainable formula for corporate
community relations.
“Today I would no longer talk about CSR for
companies, but just community relations,” says
Lutz Meyer, the head of a public relations company responsible for German Chancellor Angela
Merkel’s re-election campaign. “The relationship
with the local community is today of fundamental
importance for the long-term success of all modern organizations.
“Today companies must act as good citizens –
accountable, transparent and generally decent in
their contact with their neighbors. As John F. Kennedy once said, ‘Ask not what your country can do
for you – ask what you can do for your country.’”
A large number of the world’s most successful
companies are trying to be good neighbors
for commercial reasons.
8 SCA SHAPE 1 2013
“Being a good company is simply not good
enough,” says Allyson Park, vice president of corporate external affairs at the Coca-Cola Company.
“If we are to achieve our business goals, we will
need to grow in a way that continues to enrich the
world around us.”
The soft drinks giant is one example of a company working actively on local relations in places
where the company has operations. The approach
is one way of helping to protect the global brand
from damage ranging from legal action alleging
SCA is greening
communities and
deforested areas, such
as in Mongolia
(page 13).
China’s rapidly growing elderly population
gets enhanced life quality
when SCA educates
nurses in incontinence care.
“Investing in the community
should be embedded in every
corporation’s DNA.”
racial discrimination to accusations of complicity
in the global obesity epidemic.
The Coca-Cola Foundation donates more than
USD 70 million annually to various local initiatives. Nowadays a large proportion of this money
goes to projects promoting exercise and food
awareness among young people. Climate-smart
solutions, sustainable water management and
recycling are examples of local projects supported
worldwide.
“Investing in the community should be embedded in every corporation’s DNA,” says Carsten
Krebs, director of corporate communications
for Volkswagen of America. “Not only does it
show integrity on the part of the company, but it
also demonstrates a commitment to the growth
and development of the community where your
employees live and work.”
A
COMPANY’S OWN employees are often
an important driving force in community relations. One example is Ericsson
Response, which has 140 volunteers.
Their effort consists of rapidly restarting
telecommunications and data networks in disaster
areas where the existing infrastructure has been
hit. The largest effort to date was in Haiti after a
severe earthquake in 2010. At the request of the
United Nations, 18 people worked in shifts around
the clock for six months to support other aid organizations with functioning communications.
Like many long-term community relations projects, Ericsson Response is close to the company’s
operations and reflects a core value: functioning
communications are a human right.
The focus on the local community has a long
tradition at many companies and is part of their
corporate culture, but it is now beginning to have
a broad impact as a part of corporate strategy.
“We’re seeing a clear shift in these issues,” says
Mats Jutterström, a researcher at the Stockholm
School of Economics and co-author of the book
Corporate Responsibility: CSR as a Management
Concept. “Today the majority of companies realize
that it facilitates their own operations and contributes to better business.”
Underlying the increasing interest in both
CSR issues and community relations is a broader
understanding of the complex world in which
global companies operate, he says.
“Today most companies understand the often
many and shifting interests affecting a company’s
operations,” he says. “Internal commitment to
SCA SHAPE 1 2013 9
COMMUNITY
RELATIONS
LOCAL
is the SCA way
these issues has varied. PR departments, human
resources and those working with environmental
management have shown the most interest, while
finance departments have been more skeptical. But I think we’re seeing a change here and
an understanding that this is a way of creating
increased value for the company.”
He describes the basis of corporate community
relations as a “win-win situation” in which both
the company and the community benefit from the
initiatives. Relationship building with the local
community can fulfi ll various purposes: it may
be about marketing the company to local target
groups, but also about preventing crises through
understanding and good relations with important
stakeholders.
J UTTERSTRÖM SEES a trend today in which
the various concepts in CSR and community
relations are aligned and partly converge.
“It’s basically about seeing the company’s role in the world and managing those
relationships well because it’s good for business in
the long term,” he says.
Are companies taking over functions that society
was previously responsible for?
“That’s hard to say,” Jutterström says. “Society
sets the framework in many areas through rules
and regulations at national or supranational level,
such as in the European Union. But there are major
differences between various countries with different traditions. In the United States, companies
traditionally have a stronger role as a community
player. But we’re increasingly seeing initiatives,
such as corporate branded multipurpose arenas.”
Today most people agree that long-termism
gives shareholders a better return over time. Even
Jack Welch, the former General Electric CEO who
was embraced as a superhero of capitalism, has
expressed sympathy with this view.
“On the face of it, shareholder value is the
dumbest idea in the world,” Welch told the Financial Times in 2009. “Shareholder value is a result,
not a strategy. Your main constituencies are your
employees, your customers and your products.”
10 SCA SHAPE 1 2013
As a hygiene and forest industry
company whose products touch many
lives, SCA has a history of solid
community relations. In fact, locally
supported community involvement
is a part of the business strategy.
“W
Kersti Strandqvist, senior
vice president, corporate
sustainability.
E’VE ALWAYS had an important role to
play, and we see it as an opportunity
to make a difference in people’s lives,”
says Kersti Strandqvist, senior vice
president, corporate sustainability at
SCA. “Maintaining good community relations is
a boon to all parties because it instills pride in our
employees, creates goodwill in the community and
contributes to enhancing customer loyalty.”
With its roots in the Swedish forest industry,
SCA has a long history of local community relations. Although its business today is global, its
perspective is local, embracing small-scale collaborations around the world. These can include
anything from conducting training programs to
breaking taboos to distributing sanitary pads in
refugee camps.
“Our goal is not to take over the role of civil
society, but to contribute in fields where we have
our core competence and interests,” Strandqvist
says. “This creates a foundation for long-term
efforts and real, measurable effects.”
Musah from South
Sudan poses in front of a
newly built latrine, a project
within the Oxfam-SCA
partnership.
When SCA joins a project, it needs to be one that
creates clear value for the company, and this helps
to ensure the company’s long-term commitment,
Strandqvist says.
“This may occur through expanding awareness in fields that are important to us, such as
teaching children good hand hygiene, teaching
young girls about puberty and menstruation, and
training nurses in incontinence care,” she says.
“Our involvement enhances the value of our brand
and contributes to good, mutually rewarding
relationships.”
SCA’s efforts to be a good corporate citizen are
based on several guiding principles. Projects
should be clearly linked to the company’s business strategy and to the geographic areas in which
the company operates. All collaborations should
be long-term and should be partnerships with
a clear allocation of roles. Projects should also
have a direct link to the company’s products, as
with educational initiatives in the fields of health,
hygiene and incontinence care.
“Our involvement enhances
the value of our brand.”
Kersti Strandqvist, SCA.
Community relations
by focus areas
Environment 28%
Health and Hygiene 25%
Emergency Relief 19%
Sports/Culture 12%
Other 6%
Donations 5%
Education 5%
SCA SHAPE 1 2013 11
FEATURE
COMMUNITY
RELATIONS
Planting trees
in Europe.
POLAND
GERMANY
FRANCE
Helping the homeless
in France
USA
Partnership with
Philadelphia Eagles
American football team
Education in puberty
and menstruation in
Latin America
28
28
%
Every
little bit
counts
Better hygiene
in Niger and
South Sudan
PUERTO
RICO
NIGER
SOUTH
SUDAN
COLOMBIA
ECUADOR
PERU
BRAZIL
BOLIVIA
SCA has more than 200 community
projects all over the world, ranging
from educating nurses in incontinence
care to planting trees in Brazil.
HELPING THE HOMELESS
IN FRANCE
In close collaboration with the French Red
Cross, SCA participated in a project to
help the country’s many homeless people.
Efforts included training and volunteer
activities. In 2012, some 40,000 hygiene
kits were distributed, containing soap,
shampoo, skin cream, sanitary pads, condoms and razors.
The initiative was based on the recognition that there are strong ties between
12 SCA SHAPE 1 2013
67
67
%
DOMINICAN
REPUBLIC
45
CHILE
1
AUSTRIA
Planting trees
in Brazil
hygiene, health and dignity for at-risk
groups.
The ESSEC Business School helped
to assess the initiative and found that it
created lasting effects, making it a model
and an inspiration for other projects.
2
BETTER HYGIENE
IN AFRICA
Working with the charity organization
Oxfam, SCA is contributing to improving
conditions for good hygiene for people
MSEK
In 2012, SCA invested SEK 45 million
in community relations projects.
Here are a few examples of how this
funding was used.
in Niger and South Sudan. Basic good
hygiene is the foundation for good health.
SCA and Oxfam build latrines and sinks
and provide schools with soap.
Schoolchildren are taught the importance of basic hygiene, and stipends
encourage girls to get a full education. In
Niger, SCA supports women suffering from
incontinence as a result of early childbirth.
The project is pursued with a clear
link to SCA’s brands TENA, Edet, Tork
and Libresse.
“In Brazil, SCA has
so far planted almost
5 million trees.”
New trees in Inner Mongolia
CHINA
5
%
Training in incontinence
care in China
5
MALAYSIA
Educating young women
in Malaysia
Community relations
by region
Asia 5%
KNOWLEDGEABLE CARE
PROVIDERS IN CHINA
Since the project started in 2009, some
6,500 Chinese nurses from more than
1,000 hospitals have gone through SCA’s
training program on incontinence. The
aim is to enhance the quality of life for
China’s rapidly growing elderly population
through increased knowledge. Although
incontinence is a common problem for
millions of elderly people, the topic is
still heavily taboo.
FOR YOUNG WOMEN IN LATIN
AMERICA AND MALAYSIA
SCA supports a large number of educational initiatives for girls regarding menstruation and physical development in
Bolivia, Colombia, Ecuador, the Dominican
Republic, Chile, Peru and Puerto Rico.
Since the start of the project, more than
1.5 million girls have participated. Similar
measures are being carried out in Malaysia
and other markets. This initiative is linked
to SCA’s brands Nosotras, Donnasept
and Libresse.
6
Europe/Africa, 67%
Americas 28%
3
forests in Inner Mongolia. What started out
as a local initiative, the Million Tree Project
aims to restore the ecological balance and
slow climate change with the planting of
1 million trees in one of the world’s harshest
environments.
So far SCA has contributed 2,000 new
trees, and SCA employees have planted
trees on a volunteer basis.
The company also supports similar
projects in Europe and Brazil. In fact, in
Brazil alone, SCA has so far planted almost
5 million trees (read about this project in
Shape no. 3, 2012).
The training course has been well
received among professional care providers and has now been expanded to include
new important groups in healthcare, such
as those who often provide practical
nursing measures.
4
GLOBAL TREE PLANTING
PROJECTS
SCA is participating both as a company
and by providing volunteers in a project to
halt the expansion of the desert by planting
THE GREENING OF
AMERICAN FOOTBALL
In 2007, SCA entered a partnership with the
Philadelphia Eagles American football team.
The Eagles are well known for their “green
thinking” and strive to minimize their environmental footprint in all contexts, such as
with biodegradable beer cups and recycled
trash. SCA played a vital role in contributing
to the team’s Go Green program, making
the Eagles the “greenest” national sports
team in the United States.
SCA is the club’s sole hygiene supplier,
thanks to its commitment to sustainability,
and the stadium uses 100 percent recycled
towel, tissue and napkin-dispensing
systems from SCA. The partnership also
includes mutual events such as treeplanting projects.
SCA SHAPE 1 2013 13
10 QUESTIONS
“The planet is a sick
patient, and the
diagnosis right now
is bleak.” So says the
environmental scientist
Johan Rockström,
who nevertheless has
ideas about how to
make things better.
text CHATARINA ALMQVIST
photo PETER CEDERLING
14 SCA SHAPE 1 2013
A QUEST
to save the world
T
he world is facing a number of tough
challenges in terms of major environmental problems. The Human Quest:
Prospering Within Planetary Boundaries
is a new book that explains the latest
research results to political leaders, corporate executives and the general public, and offers prescriptions
for what needs to be done. Johan Rockström, executive director of the Stockholm Resilience Centre,
spoke to Shape about the book, which he wrote with
Mattias Klum, one of the world’s top nature photographers. Former US president Bill Clinton wrote
the foreword.
What made you write the book?
Like many of my research colleagues, I believe
we have to solve the major global environmental
problems much faster than we’re doing today. Mattias has seen wonderful places in his 25 years as a
nature photographer, but he has also witnessed the
destruction of habitats and seen the consequences
of that for humanity.
We started talking in conjunction with the Copenhagen climate change conference in 2009. That’s
when the idea was born that we should do a book
together where we summarize the latest research
fi ndings and connect them with a photographic narrative. The aim is to reach both hearts and minds
and help people change perspectives to one where
our communities reconnect to the planet.
SCA SHAPE 1 2013 15
Johan Rockström
Age: 46.
Family: Wife Ulrika, a
veterinarian, and children
Isak, Alex and Vera.
Lives: Rindö outside
Stockholm.
Background: Agronomist
at the Swedish University
of Agricultural Sciences,
professor of environmental
World famous botanist Carl von Linné (Carl Linnaeus) watches Johan from the wall.
What does the latest research show?
The first part of our book outlines how we have
entered a new geological era, the Anthropocene,
in which humans have become a geological force.
For many thousands of years, humans had very
little impact on the planet, but the pressure on the
environment has changed dramatically just in the
past 50 years. The curves that show this change
all look alike – pointing straight up like a hockey
stick. The climate, the hole in the ozone, air pollution – the curves begin the same way in the mid1950s. That’s when we have the full impact of the
industrial revolution and the market economy,
and then we enter the modern consumer society.
After that, we ask whether the fact that humans
are a geological force plays any role. Our economy
and social well-being are dependent on a sustainable planet in balance. That may sound obvious,
but we have created an economic system and a
development model that are based on the planet
being an endless resource that we can simply
tap into. Relative to the Anthropocene era, our
conclusion is that the Holocene, the geological era
16 SCA SHAPE 1 2013
Want to know how you can
help save the world?
Suggestions can be found
in Rockström’s book
The Human Quest.
science at Stockholm
University.
Interests other than the
environment: Sailing,
skiing, family and nature.
Musical taste: “Oooh, that
depends on my mood, but
preferably music from the
1980s and Timbuktu.”
that we have had over the past 12,000 years, is the
only state that can support the modern global
economy. So we must quickly return to a state like
that in the Holocene era.
Finally, the book is about how we should act.
We must begin to take stewardship of the entire
planet. Our research at the Stockholm Resilience
Centre has developed a framework that entails
nine sustainable planetary boundaries and shows
how they can help humanity ensure a sustainable
future. Research today shows that as long as we
keep the world within these safe global boundaries, we can continue to develop in a positive way.
If we exceed the boundaries for such things as
water, land, biological diversity and air pollution,
we run the risk of abrupt changes that can have
disastrous consequences for humanity.
What diagnosis do you give the world
right now?
The planet is a sick patient, so the diagnosis
right now is bleak, but it is a very resilient patient
that wants to demonstrate its enormous capacity to withstand changes. The problem is that this
resistance is on the decline. A concrete example is
the Arctic Ocean, which lost 30 percent of its summer ice for a few months in 2007. No one can yet
say whether this is a threshold effect, that it will
suddenly be too much and tip over, but 2012 was
another new record low for the Arctic.
How did you get Bill Clinton to write the
foreword to your book?
I’ve given lectures a few times at events he
has taken part in. Mattias had also met him at
one point. We also had great help from Niclas
Kjellström-Matseke, CEO of the Swedish Postcode
Lottery, which supports Clinton’s Global Initiative. When Bill Clinton saw a draft of the book, he
was really positive. We also have forewords from
10 QUESTIONS
corporate leaders, Nobel laureates and politicians, like Gro Harlem Brundtland, the former
prime minister of Norway and former General
Director of the World Health Organization.
You were ranked as the most influential
person in Sweden on environmental issues
in 2012. Do you feel influential?
No, defi nitely not as influential as many people
think when you get an honor like that. Giving a
research director an award is one way to emphasize that science is really important in decisionmaking processes.
But you still manage to get 17 Nobel laureates
to come when you invite them to an environmental meeting. How do you arrange that?
As a research director, I can naturally play
my role and do the best we can to be a bridge
between science and society. But it’s in large part
because we are one of the world’s leading crossdisciplinary environmental research centers.
Then it’s easy to call a meeting.
You wanted to save the world even when you
were little. Where does this early conviction
come from?
I grew up in Brazil, and as a Swede I was really
proud of the environmental campaign “Keep
Sweden Tidy.” When you live in São Paulo, where
it’s easy to see problems like garbage and poverty, then your commitment grows. But it wasn’t
like I woke up as a five-year-old and said I wanted
to save the world. Rather, my genuine environmental commitment first came when I started
studying at the Swedish University of Agricultural
Sciences in Ultuna and began to understand the
links between world food production, global environmental change and sustainable development.
When there are too many environmental
disasters and failed summits, how do you
manage to keep fighting?
I am inspired by my research colleagues. We
have an incredible work environment here, with
people who devote all their energy every day to
research on sustainable solutions. We don’t go
around being depressed. Instead we focus on how
we can carry this knowledge forward.
Then it’s always inspiring to see the good
examples found in sustainable management, for
instance, trying to improve the situation for the
the coral reefs or the status of cod in the Baltic Sea.
Are you an environmental offender in any area?
We’re all environmental offenders. It’s frustrating – you wish you could be the perfect person, but
STOCKHOLM
RESILIENCE CENTRE
The Stockholm Resilience
Centre is an international crossdisciplinary research center
where people conduct research
on social-ecological systems,
with humans and nature studied
as an integrated whole. The aim is
to gain new knowledge and tools
that enable long-term sustainable production of ecosystem
services and stronger resilience
for human well-being.
“We don’t go around being
depressed. We focus on
how we can carry this
knowledge forward.”
HOW CAN WE
CONTRIBUTE?
Take in new knowledge and share it
with friends. An
understanding of the
global environmental
risks and of the possibilities of adjusting
to sustainable societies is all-important
for rapid, positive
change.
Convert to renewable
energy. It’s easier
today than you think.
Change your transportation habits.
Ride a bike and take
mass transit. Make
demands for better
access to bike paths,
trains and buses.
Consumption – try to
buy organic.
it’s really hard in a modern society. We do as much
as we can by having wind-powered electricity and
geothermal heating. But we consume just like a
typical Swedish family, we eat meat, we drive to
the mall and I fly a lot in my job. So both in terms
of consumption and transportation, my record
isn’t perfect either.
You did the Vasaloppet (a Swedish cross-country ski race) in 1996 representing the African
country of Niger. How did you prepare for that?
I did roller skiing. I was studying for my PhD
in Niger, and one morning I saw a car that had
a Vasaloppet sticker on it. It turned out to be a
Danish environmental worker who was also crazy
about skiing. We became good friends, and we
wrote a letter to Vasaloppet’s management saying that we wanted to race for Niger and asked if
they could cover the cost of our participation. We
promised that we would only train on roller skis in
preparation for the race. There was also a hidden
agenda. We wanted to make people aware of the
challenges faced by regions with a water shortage.
So I skied in a Niger Tuareg caftan and was interviewed on TV at each refreshment station.
SCA SHAPE 1 2013 17
ECONOMY
“The goal is
to establish
six to 10 global
brand platforms
in hygiene
products.”
MORE GLOBAL
BRANDS ON THE WAY
Today, SCA has two global brand platforms, but it aims to raise that number
to between six and 10 in the future.
In a world of increasingly similar needs,
hygiene products can be developed
to work in all markets.
text GÖRAN LIND photo GETTY IMAGES
T ENA FOR INCONTINENCE CARE and Tork
for Away From Home tissue products are
long-established global brand platforms
from SCA. But SCA aims to develop more
brands to be sold worldwide, each with
revenue of at least 1 billion euros.
“The goal is to establish six to 10 global brand
platforms in hygiene products,” says Christoph
Michalski, president of SCA’s Global Hygiene
category. “This includes both expansion of existing products and new products. One of the great
benefits of global brand platforms is economies
of scale, particularly in the research and development stage. It’s all about being able to spread the
costs over larger volumes and to roll out fast.”
18 SCA SHAPE 1 2013
The strategy is based on growth in existing
markets and expansion into new markets in Asia,
Latin America.
“In hygiene care, needs are very similar,”
Michalski says. “People ask for basically the same
things whether in Scandinavia or in China. But
that does not mean that the brand name is the
same everywhere. The same product can be sold
under different trademarks in different markets.”
THE POTENTIAL FOR growth is great in emerging markets. While needs are global, different
regions have large differences in consumption.
For example, sales of incontinence products in the
Western world are 10 times higher per person than
in emerging countries. The difference is about the
same for baby diapers if you compare Asia with
Western Europe and North America.
Another factor in favor of SCA’s own brands in
emerging markets is that their market structure
differs from that in the West.
“In Europe a large share is sold through the
retailers’ own brands, while emerging markets
in Asia are dominated by producer brands,”
Michalski says.
“In hygiene
care, needs
are very
similar.”
Christoph Michalski, SCA
fait, bien fait.
“ Vite
S’il y avait une expression pour
décrire Lola ce serait celle-là.
Une fonceuse efficace.
Alors lorsqu’elle entend parler
du nouveau truc qui vient de sortir,
qui fait les choses bien et vite, elle
n’hésite pas une seconde, elle le prend,
”
SCA HYGIENE PRODUCTS – S.A.S. au capital de 83 390 129 € - RCS Bobigny 509 395 109
elle l’essaie, vite fait, bien fait.
Nouvelle serviette Nana Dry Fast
elle absorbe plus vite que jamais*.
*comparée aux anciennes serviettes Nana ultra
MARKET
Dirty dogs in South
America can be cleaned
with dog wet wipes from
SCA’s Familia brand.
Products pushing
the boundaries
Knowing where to look for new growth is key to any business.
“Adjacent” products that capitalize on a trusted brand can represent
a chance to reap hidden benefits
text ANNA MCQUEEN photo SCA
20 SCA SHAPE 1 2013
“In today’s market,
if you stand still
you lose.”
Mats Berencreutz, SCA’s executive vice president
for Hygiene Products
A
CCORDING TO A NEW STUDY in the Journal
of Consumer Research, consumers are
more likely to buy products they have
previously considered rather than items
that they think might provide the greatest value. This is good news for companies seeking
to capitalize on brand awareness to introduce
adjacent lines to grow sales.
In France, Peugeot started out making coffee
mills and bicycles and went on to become Europe’s
second-largest carmaker. Japan’s Yamaha began
its life making pianos and now produces a range
of musical instruments, electronics and motorcycles. In the US, Apple turned its personal computer
business into a global consumer electronics giant.
SCA has also been looking at ways to expand its
offerings into new areas.
“THIS IS SOMETHING we have been exploring over
the last couple of years, seeking to utilize our
existing strong brand assets to push the boundaries of our existing business,” says Mats Berencreutz, SCA’S executive vice president for Hygiene
Products. “Our aim is to be constantly assessing
changing market needs and leveraging our brand
platforms to meet them.”
The Libero brand in Scandinavia, Russia
and some other markets has been extended to
include a range of products to cover all baby
needs such as wet wipes, wash creams and even
SPICY CARS. Peugeot and
its pepper mill.
BRANDS ON
THE MOVE
The TENA incontinence brand has
been expanded. Besides skincare products, there’s now a test for urinary tract
infections that you place in the diaper. Another recent product is a wet glove, used in
institutions for washing elderly people.
The Tork brand of away-from-home
products has grown from tissue products
to encompass soaps and alcohol gels, air
fresheners, bins and wet wipes.
The Libero brand includes a full range
of diaper products from premature baby
size through to specific products for
potty training, bedwetting and swimming.
The brand also includes a wide range of
nursing pads, wet wipes, baby oil and
washing products, lotions and creams,
changing mats and bibs.
The Familia brand has extended from
household tissue products to facial and
body care, air freshener, antibacterial gels
and deodorants, and wet wipes for dogs.
SCA SHAPE 1 2013 21
MARKET
“Adjacent products are important
because consumers are looking
for bundled solutions.”
Motorcycles and instruments in
Yamaha’s world.
clothing. “It’s like a one-stop shop for parents,
and it capitalizes on their trust and the emotional
connection they have with the brand,” Berencreutz says. “Once you have that, you can use it to
grow sales.”
Expanding the brand into different product
areas is a natural step for SCA, says Kristoffer
Wendelboe Jensen, regional marketing manager
for Libero. “The Libero brand has a very strong
position in consumers’ minds regarding safety
and quality, and these factors can be transferred
to other products that will then share the same
benefits,” he says.
MOVING INTO adjacent products in no way detracts
from SCA’s core business, Wendelboe Jensen says.
“It simply gives us a stronger image and gives us
a more complete presence in the home, as well
as putting us in a better position to ask for more
in-store promotional opportunities and special
displays. It underscores our commitment to our
22 SCA SHAPE 1 2013
customers’ children and makes people’s lives
easier. In exchange, we enjoy their loyalty and
enthusiasm.
In Colombia, adjacent products are seen as
providing an advantage with consumers. “They
don’t see the world like a manufacturer does,” says
Cristina Arbelaez Bridge, marketing director for
family care at Familia, a 50 percent joint venture with SCA. “Adjacent products are important
because consumers are looking for bundled solutions. When we can understand customer routines
and offer complementary products to those routines, customers gain a better perception of the
brand and they begin to generate new demand.
Adjacent products make us stand out from the
crowd and create profitable growth.”
At SCA, Berencreutz says, “Our history has been
all about using our strong relationship with and
knowledge of our customers and consumers to
strengthen our brands and diversify our growth.
In today’s market, if you stand still you lose.”
Wet gloves and baby oil
are part of SCA’s range
of products.
TECHNOLOGY
A lighter
forest footprint
It might sound odd, but military technology could be
the way to a more efficient and environmentally sound
type of forestry. A caterpillar track improves access
and has less impact on the forest floor.
text SUSANNA LINDGREN illustration BAE SYSTEMS photo GETTY IMAGES
T
HE SWEDISH FOREST industry has been
working with defense equipment manufacturer BAE Systems on a fast, smoothrunning forwarder that runs on rubber
caterpillar tracks. Caterpillar forwarders
were tested in the 1950s, but they lost out to superior wheeled technology at the time. Wheeled forwarders are commonly used to clear felled logs off
the ground. These machines can weigh as much
as 40 tons, so their tires often leave deep depressions in the forest floor, especially in areas with
low bearing capacity such as spruce forests. This
limits access to logs, particularly during the wet
seasons. As the industry is eager to solve this environmental problem, the tracked vehicle technique
has attracted considerable interest in the Swedish
forest industry.
“The track marks themselves aren’t a huge
problem, as that’s mainly cosmetic,” says Magnus
Bergman, chief technical officer at SCA. “The
problem is that the marks can cause an outflow
of water that brings humus into the streams.
With a rubber tracked vehicle, the ground
impact is significantly lower as these vehicles drive on the surface and we would get
access to the raw material all year round.”
The HFT (Hybrid Forestry Truck) forwarder
employs the same tracked vehicle technique as
the all-terrain vehicle BvS10 and combat vehicle
CV90 built by BAE Systems and used by the peacekeeping forces in Afghanistan.
24 SCA SHAPE 1 2013
“A doubled speed in the
terrain compared with
a wheeled forwarder
implies up to 20 percent
higher productivity.”
“Another advantage with the rubber tracked
vehicle is that vibrations and shocks from the
uneven ground are eliminated in the track system,
which makes it more comfortable for the drivers,
and the vehicle can be made lighter,” says CarlGustaf Löf, head of civilian vehicles at BAE Systems in Sweden. “As the cabin also can be lower,
this gives less of the pendulum effect, which today
is a bit of a strain for the driver.”
The technology, specially designed for advanced
military vehicles, is already in use in the civilian
market with tracked vehicles for customers such as
energy companies, which need remote access to
maintain the electrical grids or explore for
oil and gas.
“Three years ago we also took our hybrid electric drive to the civilian market, to give mining
vehicles a more efficient drive line,” Löf says. “The
result is a faster machine that consumes less fuel,
which also will be very beneficial for this new type
of forwarder.”
B ESIDES THE ADVANTAGE of lower fuel
The HFT project is
one of the biggest
collaborations within
the industry in the quest
for a more efficient
and environmentally
sound forestry.
consumption, using the military mobility
technique on the forwarder would create
a much faster machine. A forwarder normally travels at a speed of 5 kilometers per
hour. A CV90 can make 70 kilometers per hour.
“A doubled speed in the terrain compared with a
wheeled forwarder implies up to 20 percent higher
productivity,” says Löf.
So far the tracked forwarder only exists virtually. 3-D models of the forwarder have been
implemented into a virtual world where the design
properties can be tested, verified and altered. In
this virtual landscape the forwarder is maneuvered and tested on different terrains.
“It’s not as exciting as a normal computer
game,” Löf says. “It’s more like a game for design
engineers, as the environment is very mathematical and doesn’t have any exciting graphics, but it is
a perfect tool to verify important properties of the
design early in the process and capture and alter
potential design flaws. This means that we can
come up with a very mature design before we start
building, and we can be confident that we have a
high degree of compliance from the beginning.”
The plan is to be able to start building the first
prototype in 2013 and have it ready in early 2014.
SCA SHAPE 1 2013 25
88
YEARS
OLD
BACK SPLINT WITH
CONICAL SPIKES
UNDER THE VEST
Causes constant pain
that is exacerbated by
bending down
EARPLUGS AND
EARMUFFS
Substantially
impaired hearing
DOUBLE
ELBOW PADS
Restrict mobility
for a day
“Instantly I’m almost blind and deaf,
and the pain in my back makes my
eyes water. For a few hours I get to
experience double my 44 years.”
Shape journalist Sara Bergqvist gets a
day’s foretaste of what it’s like to be old.
text SARA BERGQVIST photo PONTUS JOHANSSON
T
HE GLOBAL POPULATION is aging
rapidly. To increase understanding of elderly consumers’ needs,
several SCA employees and customers have tried out an age suit,
which quickly makes the wearer feel 30 to
40 years older. Now it’s my turn. Suddenly
I’m 20 kilograms heavier, burdened by
weights and pads that restrict my movements and make me unsteady on my feet.
Add a pair of glasses that simulate cataracts and some earplugs and earmuffs
that make me nearly deaf, and I’m ready
to go out food shopping.
I’ll admit I’m a bit nervous. Will I fall
and break something? Or be run over by
a car, as I can neither see nor hear and
26 SCA SHAPE 1 2013
SHOES WITH A
ROUNDED SOLE
Impair balance
DOUBLE GLOVES
Restrict mobility
and make it difficult
to grip things
MARKET
GLASSES WITH
THE SAME EFFECT
AS CATARACTS
Substantially
impaired vision
VEST WEIGHING
10 KILOGRAMS
Makes it difficult
to move
The
parts
of the
age suit
Not shown: neck collar that
impairs neck mobility
WEIGHTS
AROUND THE
WRISTS
Make it difficult
to move
am moving at a snail’s pace? The suit has
an additional feature – a back splint with
conical spikes that dig into the back at
the slightest movement. I break into a
cold sweat and my eyes water when I try
to bend down and put on my shoes. No,
going shopping with the back splint is
out of the question, so I take it off again.
Being old for a day is tough enough. Being
old and in pain is unbearable.
The first problem arises immediately.
How do you lock the door when you
can’t see? I grope to locate the keyhole
and finally manage to find the right key
for both locks. This is followed by the
challenge of getting downstairs without
falling. Phew, I manage that by carefully
going down one foot at a time. It’s lucky
the stairs are not freshly scrubbed or I
would probably have slipped.
OUTSIDE IT’S FOGGY, thanks to the
glasses. I feel lonely and shut into my own
silent world. Shadowy figures suddenly
materialize half a meter in front of my
eyes and move aside. I wonder whether
there is anyone I know nearby. How isolated you must feel as an elderly person.
The first store I visit is new to me, creating some confusion. How can I find anything here? I can see the shelves but can’t
make out what is on them, apart from a
bright Coca-Cola sign. With my stiff legs
I make my way to the next store that is
located nearer home ground and where
KNEEPADS WITH
DOUBLE FASTENINGS
Restrict mobility
SCA’S AGE SUIT
WEIGHTS
AROUND THE
ANKLES
Make it difficult
to move
Many consumers of SCA products
are much older than the average SCA
employee. The age suit gives a unique
opportunity for younger people to discover what old age feels like. The hope is
that this will provide valuable knowledge
as a background for product development, product design and packaging
design. Externally, SCA uses the suit to
enhance understanding of the needs of
elderly consumers in customer segments
such as retail, assisted living, hospitals
and home help services.
SCA SHAPE 1 2013 27
MARKET
It’s difficult and it hurts when reaching for the products. And why is the text so small?
I can find my way around. It’s not easy
reaching the products on the shelves. The
suit protests and feels heavy. I turn over
a small round container with an orange
label in the refrigerated display, which
has aroused my curiosity.
“Why doesn’t it say anything on it?”
I ask.
“It says Skagen shrimp salad, but the
text is quite small,” says the photographer.
MOST PACKAGES SEEM to present the
same problem. In the meat aisle I fi nd
one on which I can make out a picture
of a cow, but I can’t read the label. Steak
perhaps? I can actually identify a few
products: semi-skimmed milk, candy,
soft drinks, snacks, toilet paper. My diet
would probably not be the healthiest if
I want to see what I’m buying. I’m starting to get tired. It’s hard work looking
for products you can’t see and reaching for items on the top shelves. A chair
28 SCA SHAPE 1 2013
wouldn’t be a bad idea. And a WC, as the
age suit is squeezing my stomach. I join
the checkout line. An elderly gentleman takes something off a shelf near the
checkout, knocking down a whole pile
of chocolate bars in the process. Silent
sympathy. When it’s my turn to pay the
next major problem arises – the chip and
PIN machine. My clumsy fi ngers try to
insert my card.
“Can I enter my PIN now?” I ask the
checkout assistant, who kindly guides me
through the whole process. All the same
I still manage to enter the wrong PIN
and have to start all over again. I wonder if the other people in line are getting
impatient. Luckily I can’t see their facial
expressions. Outside the store, I tear off
the earmuffs, earplugs and glasses to
get home in one piece on my own. I’m
relieved to have halved my age again, but
I now have considerably more understanding of what it’s like to be old.
15%
of the population in developing countries is older than 65 years, rising to
25 percent by mid-century. By 2100,
China, the US, Japan, India and Brazil
will all have more than
1 million centenarians.
WE LIVE LONGER
From the Stone Age up to the
19th century, average life expectancy was fairly constant at
around 30 to 40 years, mainly
due to high maternal and infant
mortality rates. Since then,
average life expectancy has
doubled in most countries.
Japan has the world’s highest
average life expectancy: 86.5
years for women and 79.6 years for men.
SOURCES:
U N I T E D NAT I O N S P O P U L AT I O N
DIVISION 2009,
S C B S TAT I S T I C S S W E D E N 2 0 1 2 .
www.sca-tork.com
Smarter handling
saves time, money
and improves
ergonomics.
Choose the easy way to
handle boxes and bags
Cleaning crews spend a lot of time carrying and handling boxes and bags. To make their
job easier and free time for other tasks, Tork® has developed Tork Easy Handling™.
Here are some of the smart solutions:
& Smart one-hand-grip – you can lift and carry a box and still have one hand free,
or carry two boxes at a time.
& Quick opening – no tools are needed to open our packs.
& Easy disposal – carry away up to ten flattened boxes at a time.
Tork Easy Handling™ – the easy way to improve your business.
Talk to your distributor or read more at www.sca-tork.com.
SHAPE UP
Check out what’s happening
outside SCA.
A skier’s fantasy
THE MOUNTAIN HILL CABIN, created by
Norwegian architectural studio Fantastic Norway, is the answer to a skier’s fantasy. The
private timber lodge is being built in a restricted area in a remote mountain landscape that
can only be reached on skis during the winter.
The cabin is designed as a landscape element
that leads wind and snow around and over the
building. The angles of the roof are set at 23
degrees, which enables the residents to go skiing and sledge riding on top of the cabin. The
cabin is to be erected during summer 2013.
www.fantasticnorway.no
X
The lack of privacy and the necessary infrastructure for
cleaning and washing, the fear of staining and smelling,
and the lack of hygiene in school toilets are major reasons for being absent from school during menstruation,
and have a negative impact on girls’ right to education.
Catarina De Albuquerque, UN Special Rapporteur, in the
report Menstrual Hygiene Matters
Recycled cycling
AN ISRAELI AMATEUR cycling enthusiast and
expert in designing automated mass-production lines has created a cardboard bicycle.
The bike weighs 10 kilograms but can carry
a 200-kilogram rider. It’s mostly made of
cardboard and recycled materials that have
been treated with a waterproof coating. What’s
more, it is designed to be manufactured at a
cost of less than SEK 100 (EUR 12), making it
not only one of the most sustainable bikes you
could imagine but also one of the cheapest.
The designer, Izhar Gafni, was initially told
that his idea was impossible, but he was
convinced that paper could be strong if
treated properly.
30 SCA SHAPE 1 2013
Fewer pests mean more food for local
farmers and their families in Kenya.
A perfect pot
SCENTS SCARE
OFF PESTS
ARE YOU BUYING new pots for
your seedlings every year? Making pots for seedlings is a great
way to recycle newspaper and
save money gardening. At the
Internet site ehow.com you can
find detailed instructions on how
to fold newspaper into a sturdy
pot. To transplant the seedlings
into the garden, simply cut the
bottom of the pot and put the
whole thing in the ground. Keeping the seedling in the pot helps
protect the roots during transplanting, and the newspaper
will decompose in the garden.
A SPECIAL TECHNIQUE that dis-
courages harmful insects and
weeds has been developed
by researchers in Kenya. It
involves using scents to direct
insects and weeds to assigned
locations. The point is to use
plants whose scents scare
off harmful insects instead of
using insecticides. The method
has been developed at the
International Centre for Insect
Physiology and Ecology (ICIPE)
in Mbita, Kenya.
GETTY IMAGES
THE “MAN FLU” FOR REAL
WHAT WE ALL THOUGHT was a myth has
now been proven true: men feel more
ill than women. According to scientists
at the University of Cambridge, this is
because the amount of hormones in
humans decides how we perceive pain
and the flu.
For men, testosterone production
starts fading when the body temperature rises to 37.7 Celsius (100 F),
which makes men feel ill. The
levels of the female hormone
estrogen don’t start getting
low until 39.6 C (103 F).
meters
...is the height of world’s first
modern wind turbine made of
wood, in Hanover, Germany.
X www.timbertower.de
SCA SHAPE 1 2013 31
with Ulrika Libander
Laboratory engineer Ulrika Libander
tests incontinence products at an early phase
– a task that requires hands-on work, solid
analysis and a lot of patience.
text SARA BERGQVIST photo SVANTE ÖRNBERG
Follow an SCA employee during a day at work
Ulrika leaves the house with
her younger daughter, Maja,
whom she drops off at daycare. Then she continues her
drive to SCA. Picture 1
The working day begins with
reading e-mail. Ulrika is
waiting for a delivery so her
group can start a new project,
but nothing has arrived yet.
She checks that she has
booked the necessary testing
equipment.
7 am
7:40 am
32 SCA SHAPE 1 2013
Quick coffee break and runthrough with coworkers.
8 am
WHEN ULRIKA LIBANDER was 16 years old she got
to do a work-experience program with her father at
pharmaceutical company AstraZeneca, and that’s
when she made up her mind: she was going to work
in a laboratory someday. And now she does. She’s
been at SCA for 16 years now, 14 years in research
and development and the past 2½ years at the
incontinence products laboratory.
“What I like the most about it is the variety,”
Ulrika says. “I like combining practical and theoretical work, both in a team and on my own. The
best thing is when you have a theory, you test it,
and your analyses confi rm it.”
Preliminary tests of a new
method in the test-dummy
laboratory. Picture 2
8:15 -11 am
Lunch. Ulrika always starts
her lunch hour by calling her
90-year-old grandmother,
who lives on her own 600
kilometers away. Picture 3
11 am
12 HOURS
“I think you have
to be a bit of a nerd
to enjoy this kind
of thing.”
but at the moment she’s conducting expanded
tests of a method for open incontinence products.
“Soon we’ll see if the method also works for our
incontinence pants, a type of underwear.”
Ulrika and her colleagues work with around
60 different testing methods to determine the
products’ absorbency, absorption rate, adhesive
properties and much more. Prior to each test, they
also need to check that the fluid has the right qualities, calibrate the measuring equipment and adapt
the software.
“I think you have to be a bit of a nerd to enjoy this
kind of thing,” Ulrika says with a grin. “I even take
my work home with me to some extent – whenever
I’m abroad I always have to look and see what kind
of hygiene products they have that correspond to
ours at SCA.”
Lunch ends with coffee in
the department with her
colleagues Emma Lundström
Ureña and Linda Fransson.
Another colleague stops by to
tell Ulrika that the delivery she’s
been waiting for has arrived.
Ulrika unpacks the new products that have just arrived.
Before tomorrow’s tests they
need to be placed in the lab to
adapt to its temperature and
humidity levels.
Most of the time she tests products at an early
phase. Sometimes they’re completely new products, and other times they’re changes to an existing one. “For example, if they want to change
one material in a product to a less expensive one,
we first have to test that the quality remains the
same,” she explains.
MOST OF THE TESTS are about product function,
11:30 am
Ulrika does two more types
of tests in the drop-in lab.
Ulrika’s nearest manager,
Brita Jungenfelt, drops by
to discuss questions about
chemicals she’s received
from the lab in Shanghai.
11:40-2:40 pm
2:40-3:40 pm
Report writing and
analysis work.
3:40-5 pm
ULRIKA
LIBANDER
title: Laboratory engineer
at SCA’s Incontinence Lab.
Age: 43
Lives: Särö, outside
Gothenburg.
Family: Husband Patrik and
daughters Hanna, 11, and
Maja, 8.
Interests: Exercise, cooking,
opera, boating, family and
home. Lives on a farm with
hens, sings in SCA’s choir
Fabrikören.
Favorite food: Thai.
Hidden talent: Has danced
ballet for many years.
Home again after stopping
off for groceries on the way.
Looks in on the kids, checks
homework and readies things
for the following day. Later in
the evening she heads off to
the gym for a workout.
6 pm
SCA SHAPE 1 2013 33
FACTS
Waterline length:
Mast height:
Number of sails:
Mainsail area:
Weight:
Draught:
VOLVO OPEN 70
(TRAINING)
VOLVO ONE
DESIGN
70 ft (21.5 m)
31.5 m
10
175 m2
14-14.5 tons
4.5 m
19.8 m
30.3 m
7
151 m2
11.6 tons
4.7 m
Keel system (both yachts): A swing keel can
be angled 40 degrees to starboard or port to
reduce the leeway. Two centerboards can be
lowered through the hull, making it possible
to tack closer to the wind. This is retained in
the new design.
TRAINING
The Puma, a 70-foot yacht that came in third in the last
Volvo Ocean Race, has been bought and rebranded for SCA’s
crew until the delivery of its own racing yacht. Training on such a
large yacht will have its advantages for the all-female Team SCA.
text ANNA GULLERS photo SCA
34 SCA SHAPE 1 2013
with
VOLVO OCEAN RACE
W
a twist
HEN WINTER WINDS were at
their most biting in December,
SCA purchased a training yacht
for the all-woman crew, Team
SCA, which is set to compete in the Volvo
Ocean Race.
The training yacht is the Puma, the
Volvo Open 70 that finished third in the
Volvo Ocean Race last July. The Puma has
undergone a facelift in the UK to rebrand
it with SCA’s logos and a new design. At 70
feet, the Puma is both larger and heavier
than the yacht the team will use to compete in the race starting in autumn 2014.
“It’s usual for racing crews to buy a
training yacht that they start test-sailing
early on,” says Killian Bushe, a technical
consultant to Team SCA.
In the next edition of the Volvo Ocean
Race, all the teams will be sailing the
same yacht class, a Volvo One Design.
The yachts are exact copies of one another, and all the fittings are identical. The
crew on board will make all the difference
in the race.
The new yacht class currently under
construction is smaller at 65 feet (19.8
meters), making it possible for an allfemale crew to compete.
“But it’s an advantage for the women
to train on a 70-footer, as the racing yacht
will feel considerably easier to handle,”
Bushe says.
The 65-footer was designed by USAbased Farr Yacht Design and is being built
by a consortium of boat builders in the
UK, France, Italy and Switzerland. SCA’s
yacht is expected to be ready for delivery
in August or September.
While the new yachts are under construction, trials are in progress to select
11 elite yachtswomen to form Team SCA.
“We hope to have the first group of
yachtswomen ready toward March-April
2013 and most of the crew in place in the
summer,” says Richard Brisius, CEO for
Team SCA.
SCA SHAPE 1 2013 35
OUTLOOK
“I want to dress a
Coca-Cola the
Gaultier way.”
Jean Paul Gaultier, at the launch of
his first bottle design.
The phone
wears Prada
Companies from different industries collaborate
with famous designers to enhance the value of their
brands and appeal to new consumers.
text JONAS REHNBERG illustration TEAM HAWAII
E MBRACE A GAULTIER-DESIGNED
corset by having a Coke. Enjoy the
texture of a Porsche surface by
touching your computer’s external hard drive. Or wear Prada simply by
picking up your cellphone. All of this, and
more, is possible in the era of cross-branding, when large companies seek new ways
of boosting the brand and reaching new
consumer groups by teaming up with
leading designers.
Style and design are becoming increasingly important in an age when personal
branding ranks high on the agenda of
consumers, particularly in the world’s
growth markets, where the spending
power of the middle classes has skyrocketed. And designer collaborations
Coca-Cola Gaultier-style.
aren’t confi ned to products but extend to
services such as hotel stays as well. Italy’s
Missoni has designed several hotels, and
when Giorgio Armani, perhaps the country’s best-known designer, unveiled his
intention to collaborate with the Emaar
Hotel & Resorts, he underlined the pervasiveness of fashion.
“Today, more than ever before, fashion
has expanded to encompass our way of
life, not just how we dress, but where we
live, which restaurants we eat at, which
car we drive, where we go on holiday and
which hotels we stay in,” Armani said.
“This continues our ongoing strategy of
building the Armani universe into a comprehensive lifestyle brand.”
Another prestigious name that has
SCA SHAPE 1 2013 37
OUTLOOK
Lindex Missoni collection.
lent its air to a host of different products
is Porsche, where Ferdinand Alexander
Porsche, the grandson of the founder,
has designed not just men’s watches and
eyewear but also external hard drives
for LaCie, cellphones for BlackBerry and
even trams for the city of Vienna. Highprofile fashion name Prada collaborates
with South Korea’s LG on designing
cellphones, and the world’s leading fairytale factory Disney asked shoe designer
Christian Louboutin to come up with
a Cinderella shoe that would appeal to
the “Sex and the City” generation when
relaunching the classic tale on DVD.
“I have been so lucky to have crossed
paths with Cinderella, an icon who is so
emblematic to the shoe world as well as the
dream world,” Louboutin says.
For obvious reasons, the apparel
industry is the one field where designer
collaborations come naturally. Leading
38 SCA SHAPE 1 2013
clothes retailer H&M has cooperated with
top names in haute couture, from Karl
Lagerfeld to Stella McCartney. These
highly publicized collaborations have
firmly secured H&M a position among
the 25 most valuable brands on the 2012
Interbrand List of Global Brands, far
ahead of other retail chains and even
ahead of names like Nike and American
Express.
W
HEN FASHION RETAILER
Lindex, with more than 460
stores in Europe and the Middle East, launched the fruits
of a collaboration with Italian design
house Missoni in September last year, the
impact was phenomenal, according to
marketing director Johan Hallin. “Sales
exceeded our wildest expectations,” he
says. “The lines of shoppers queuing
up were long even in smaller cities, and
“Sales exceeded
our wildest
expectations.”
Johan Hallin,
marketing director Lindex.
FEATURE
SCA
DESIGNED
DIAPERS
SCA HAS DEVELOPED several spring
H&M and Maison Martin Margiela.
Prada calling.
Christian Louboutin’s Cinderella shoe.
our servers nearly broke down from the
massive traffic to our online shop. Sales
in the third quarter of 2012 increased by
11 percent compared with the same quarter a year earlier.”
Lindex markets women’s clothing
and chose to partner with the house of
Missoni in part because it has women
in leading positions. The two partners
agreed to donate 10 percent of the proceeds from sales of the Missoni line to
breast cancer research.
“We wanted our collaboration to result
in something worthwhile; it’s all about
doing good together,” Hallin says.
Angela Missoni, “The collaboration
offered us a unique opportunity to offer
all women affordable design and at the
same time help spread information about
breast cancer.”
When America’s second-largest
discount retailer Target entered into
a collaboration on women’s wear with
avant-garde designer Isaac Mizrahi,
some speculated it would erode the
value of his own brand. In helping the
giant retailer become a hip style destination, Mizrahi was seen as taking a big
professional risk by moving from highend design to cheap chic for the mass
consumer. But as he told the Wall Street
Journal, “You’re not selling out, you’re
reaching out.”
The collaboration later expanded into
housewares, accessories and bedding,
and it has proved to be a massive success
for both brands.
B ESIDES POSSIBLE goodwill effects
and commission fees, what’s in it
for haute couture designers who
decide to cooperate with massmarket outlets?
At Missoni, says creative director
collections for its Libero baby products, each based on a unique theme
that is used in marketing campaigns,
packaging and diaper prints. Many
collections were inspired by the
fashion industry, with promotional
material showing happy kids stumbling around on catwalks.
In 2010, Libero developed a football
collection as a tie-in to the FIFA World
Cup in South Africa. The purpose was
to highlight the importance of promoting physical activity in developing
children’s motor skills.
These commercials have received
a big following on YouTube.
“The spring collections have been
extremely successful in boosting
brand recognition”, says Kristoffer
Wendelboe Jensen, regional marketing manager for Libero Nordic at SCA.
The spring of 2013 will not feature
a special collection, since the
entire Libero line is undergoing a
redesign by renowned SCA designer
Karoline Lenhult.
Other collections:
2011: “Libero Action” (YouTube
search: “Libero climbing baby”) and
“Dance Collection”.
2012: “Art Edition” and “Love
collection” (YouTube search: “Libero
spring collection”).
2013: The new Libero fairy-tale collection
features different landscapes.
SCA SHAPE 1 2013 39
SCA INSIDE
News from
Internal
news
SCA
from SCA
START
East Antarctica
This extreme and dark journey started on March 21 and
will cover a distance of 2,000
miles at temperatures as low
as -90°C.
SOUTH POLE
West Antarctica
FINISH
Cold journey
for Tork
A team making an attempt to cross Antarctica during
the winter is taking Tork products along with them.
T
achieve the first-ever winter crossing of the Antarctic. A winter crossing of the Arctic was recently
completed by a Norwegian team, which means
that the Antarctic winter crossing is the last major
polar challenge remaining.
A key goal of The Coldest Journey team is to
raise USD10 million for “Seeing is Believing,” a
global initiative to tackle avoidable blindness in
developing countries.
HE COLDEST JOURNEY expedition will,
besides earning a place in the Guinness
World Records, help to gather valuable
data from Antarctica, and the venture will
also raise millions of pounds for charity.
The team is taking supplies of Tork Liquid Soap
and Tork Premium Hand Sanitizer Alcohol Gel
plus dispensers along with 180 rolls of Tork conventional toilet paper on the six-month trek. The
journey started on March 21, 2013, and will cover
a distance of 2,000 miles. Most of this will be in
complete darkness and at temperatures potentially as low as –90°C (–130°F).
The main objective of the expedition is to
40 SCA SHAPE 1 2013
The expedition is headed
up by Sir Ranulph Fiennes
and will be subject of a
documentary.
Read more:
X www.thecoldestjourney.org/
X www.seeingisbelieving.org.uk/
X www.tork.co.uk
FEATURE
Photos SCA, ISTOCKPHOTO
Agreement
on wind power
SCA HAS SIGNED an agreement with energy
company E.ON, through which the two companies will cooperate on a number of wind
power projects. The agreement covers approximately 270 wind power stations and a
total energy production of more than 2 TWh
annually. The project is expected to be in
operation by 2017.
Tempo toilet paper
to Hong Kong
TEMPO HAS BEEN performing extremely well
The solar collection tubes help Patras Mill in Greece to save energy and money.
Solar’s shining
example
AN UNEXPECTED BENEFIT of SCA’s
2012 acquisition of new mills: innovation reaching down from the rooftops. At the Patras Mill in Greece, a
row of solar collection tubes on the
roof of the mill gathers energy from
the warm Grecian sun to do triple
duty. First, the rooftop row of collectors helps to heat water destined for
the plant’s boiler feed tank, increasing the water’s temperature from an
average of 15 degrees C to nearly 29
degrees C. This water-heating boost
reduces costs compared to the previous method of pre-heating water
with liquefied petroleum gas (LPG).
It also reduces the energy intensity
of tissue produced at Patras by
1.5 percent. In addition, as an added
benefit, the solar water heating system at Patras provides hot water for
the employees’ cafeteria as well as
for personnel showers. “We previously pre-heated water for the boiler
with LPG, which is very expensive in
Greece,” said Patras’ environmental
and safety manager Betty Peppas.
“Most of the energy consumption
at the mill is from the main paper
machine, so pre-heating the water
helps save energy and money. The
payback for this project was less
than one year, and we are very happy
with the results.”
over the past years in Hong Kong since SCA
acquired the brand from P&G in 2007. It has
achieved more than a 70 percent market
share for handkerchiefs and also became the
No.1 box facial brand.
“Now it is time to move into the next tissue
category in Hong Kong, and we are very excited to see another success with the launch
of Tempo Toipa that started from September
2012”, says Stephan Dyckerhoff, president
SCA Hygiene North Asia.
Tempo toilet paper is made from imported
German tissue paper converted in China,
using a special new-to-the-market three-layer
technology where Tempo’s renowned leaf
embossing pattern firmly holds together two
outer soft layers and an inner strong layer.
SCA SHAPE 1 2013 41
SCA INSIDE
New office in Mumbai
FOLLOWING THE REGISTRATION of
Marita Sander (left), SCA’s communication director for
sustainability, with Ingalill Ostman of SKF.
Award for best
sustainability report
“WELL-BALANCED, transparent and future-oriented sustainable report.” That was the citation when SCA was awarded Best Sustainable
Report 2011 by FAR, the professional institute
for authorized public accountants in Sweden.
The annual event took place in Stockholm in
December 2012.
“SCA’s report clearly communicates SCA’s
work with sustainability and it contains both
innovative solutions and shows a high conscience about the surrounding world and
the effect SCA makes,” says Åse Bäcklund,
president of FAR’s workgroup for sustainable
development.
“SCA’s report
shows a high
conscience about
the surrounding
world.”
Åse Bäcklund, FAR
42 SCA SHAPE 1 2013
SCA Hygiene Products India Pvt.
Ltd. in May 2012, SCA now also has
a physical presence in one of the
fasted-growing markets in the world.
The new office in Mumbai was inaugurated in December in a traditional
Hindu ceremony.
“India provides SCA with very interesting business opportunities,” says
Thomas Wulkan, president for MEIA
(SCA’s business unit for the Middle
East, India and Africa). “Setting up
an office in Mumbai brings us closer
to our customers and consumers
in India and helps us to even better
understand their needs and to adapt
our offerings accordingly. The Hindu
Pooja* ceremony has filled us with a
lot of good energy and helps us tackle the exciting challenge of increasing
our presence on the growing Indian
market.”
*During the inauguration a prayer
ceremony, called Pooja, was performed by a Pandit (priest) to bring
good luck to the business.
“India provides SCA with
very interesting business
opportunities.”
Thomas Wulkan, president for MEIA
High scores for foam party
THE “FOAM PARTY” CAMPAIGN for
Tempo’s facial tissue Icy Menthol
has won several Kam Fan awards,
one of the most prestigious creative awards in Hong Kong. Besides
a series of Facebook sites for the
launch, the campaign included a TV
ad followed by a viral video.
See the video on YouTube:
“Tempo Icy Menthol”
The awards in Kam Fan:
Silver. Best TV Campaign, household products
Silver. Best integrated campaign
Silver. Highest-scoring TV campaign (no gold, so top award)
Silver. Highest-scoring Integrated
Campaign (no gold, so top award).
SCA INSIDE
Booming
e-commerce
in South Africa
TENA WEB SHOPS
In South Africa, incontinence products are not
easily accessible, and they are also difficult to
distribute. This means opportunities for TENA,
SCA’s brand for incontinence care.
text SUSANNA LINDGREN photo GETTY IMAGES
E-COMMERCE IS BOOMING in South
Africa, growing at a rate of 30 percent a
year, mainly in consumer products. In
November 2012 TENA launched its latest
web shop in South Africa, where incontinence is still a taboo topic.
“E-commerce enables discreet shopping,” says Carolina Liljendal, eBusiness
manager at SCA. “Visiting our web shop
makes it possible to privately check out
our full range of products in peace and
quiet, which is very important for many
of our consumers. It’s essential to realize
that e-commerce is an important sales
channel in itself today, and not just a complement.”
The lack of a state reimbursement system means that individuals are responsible for their healthcare-related spending.
Incontinence is a fairly new category
in the South African retail market, and
products are not easy accessible or well
distributed in the country.
“We are seeing great interest from consumers who are purchasing for their
relatives living in long-term care facilities
and very often in different provinces,”
says Jana Joeaas, commercial director in
South Africa.
SOUTH AFRICA has very few geographically consolidated retirement regions where
people move when they reach retirement
age. TENA’s web shop gives people access
to discreet shopping and convenient
delivery so they don’t have to travel vast
distances.
As few people in South Africa have
access to a home computer, most
electronic communication is done via
smartphones, including shopping. Social
networks offer one channel for promoting
the web shop, but equally important are
traditional brochures handed out by local
doctors, giving step-by-step instructions
on how to order online.
TENA currently has 14 web
shops targeted to consumers in
Europe and Africa. The concept
is the same regardless of location. By filling out a short questionnaire, consumers receive
suggestions for the products
most suitable to their needs.
Their purchases will be shipped
in anonymous brown boxes.
The UK and Finland are so
far the biggest markets for
the TENA web shops.
But e-business is
expanding, and
European sales are
expected to grow by
25 percent a year.
Usage of
mobile devices
is increasing,
and this is a
trend that TENA is also experiencing. To meet this need TENA
will launch a responsive site
this year.
Responsive web design is
crafted to provide an optimal
viewing experience across a
wide range of devices such as
PC, tablets and mobile phones.
SCA SHAPE 1 2013 43
FEATURE