2.2013 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
CHINA’S
DRAGON
BABIES
born into competition
DO YOU KNOW
WHERE THE
GERMS
HIDE?
Already time
for puberty?
Adaptable business
LOOK
FORWARD
OR DIE
“How do you avoid unwanted
germs in your surrounding?”
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 October 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
2.2013 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS
CHINA’S
DRAGON
BABIES
born into competition
DO YOU KNOW
WHERE THE
GERMS
HIDE?
Already time
for puberty?
Adaptable business
LOOK
FORWARD
OR DIE
Cover photo:
Getty Images
2 SCA SHAPE 2 2013
Nils-Petter Ekwall
Illustrator, Sweden
I’m a borderline compulsive hand gel user. I wash
my hands frequently and
particularly before eating.
I always carry a bottle of
hand gel with me. It’s not
that I’m afraid of illness,
but I’d rather be well than
unwell.
Nils-Petter has illustrated the article on germs
on pages 24–27.
Anna McQueen
Writer, France. Interviewed Peter Holmgren, pages 16–19
Living in France, you are
expected to shake hands with
everyone you meet and for
those you know, you have to
“faire la bise” or kiss them on
both cheeks, twice or sometimes even four times. During
the winter months, this fills
me with dread, because it’s
the perfect way to pick up a
virus. I have been known to
wrap myself up in a scarf,
covering my nose and
mouth, pretending that I am
suffering from “la grippe”.
I like to think I’m doing my
bit helping people to keep
their germs to themselves.
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 continious communication from SCA with a focus on sustainability.
Instagram/SCAeveryday
SCA photos from all across
the globe.
CONTENTS
06. Spying on the future
Making contingency plans for multiple scenarios is
crucial to success for lots of companies.
16. Forests under threat
Peter Holmgren, Director general of the center for
International Forestry Research, on challenges to come.
20. Early puberty
Girls are growing up fast. Today, Scandinavian girls get
their first period at an average age of 13.
32
24. Where the germs are hiding
Be aware of the most common bacterial traps in everyday
life – and learn how to avoid them.
BORN DRAGONS
During 2012 an unusual
number of babies were
born with high expectations from their parents.
36. Half the crew on board
Five of the 11-woman crew have been selected as part of
Team SCA participating in the Volvo Ocean Race.
ALSO....
12 HOURS with Omar Flores – page 28
SHAPE UP – pages 30–31
NEWS FROM SCA – pages 40– 43
DO YOU KNOW...
… that wet hands harbour up to 1,000 times more germs than dry hands. Find out more on page 24.
N I L S - P E T T E R E K WA L L
ANNUAL GENERAL MEETING – page 38
Waste heat
warms buildings
CA’S MILL in Ortmann,
Austria, works with a local
energy provider to supply
heat to 80 private and public
buildings using only waste
heat from the mill. The buildings that
receive the mill’s excess heat include
a kindergarten, a civic center,
schools and a Red Cross station.
Using heat exchangers, waste
heat from the mill warms the water
of the heating system to as high
as 105 degrees Celsius, contributing to a carbon dioxide reduction
of 1,500 tons per year.
“The project is an excellent
example of resource saving and
is a valuable contribution to energy conservation,” says Stephan
Pernkopf, who is responsible for
energy affairs of the provincial
government. “Factories that invest
in renewable energy create added
value in the region and deserve our
support.”
The number of district-heated
households is increasing, and this
year the system will expand to cover
another neighboring community.
S 4 SCA SHAPE 2 2013
PHOTO: ISTOCKPHOTO
UPDATED
Business news from SCA
Recognition from investors
CEO JAN JOHANSSON and Johan Karlsson,
Communications, responsible for Investor
Relations within SCA.
VP Investor Relations, got top marks
International Investor, a consultwhen investors and analysts
ing firm focused primarily on inmade their own assessments
ternational finance, conducted
of companies’ CEOs and
the ranking. The 860 portfolio
investor relations profesmanagers and 1,580 sell-side
sionals.
analysts surveyed could nom“An open and professional
inate up to four candidates in
dialogue with investors and
the categories Best CEO, Best
analysts is a high priorCFO, Best IR Professional and
ity,” says Joséphine EdwallBest IR Company.
Björklund, SVP Corporate
Jan Johansson, CEO
SCA will purchase the
equivalent of 100 percent
of the electricity used at
the company’s Americas
headquarters in Philadelphia from renewable
energy sources. The company is participating in the
Keystone Solar Project,
a 5-megawatt groundmounted solar project that
will produce about 8,000
MWh of electricity annually.
DIVESTMENT
APPROVED
EXPANDING
BUSINESS IN THE UK
From July 2013, SCA Timber
Supply UK will become the
sole category supplier of
timber and wood-based
products to more than 200
Wickes stores across Britain.
The deal doubles the capacity of SCA to service retailers and builders’ merchants
large and small.
GREEN WORK IN
PHILADELPHIA
Laakirchen deal closed
SCA HAS COMPLETED the previously announced
divestment of the Laakirchen mill in Austria. The mill,
producing magazine paper, was sold to Heinzel Group.
The initial purchase price is 100 million euros, with a
possible additional payment of another 100 million
euros based on a two-year profit-sharing model.
SUSTAINABILITY REWARDED
SCA CONTINUES TO BE a member company of the global
sustainability index FTSE4Good for the 13th consecutive
year. This year, the company was placed at the top among
comparable organisations in the personal and household
goods sector.
FTSE4Good is an equity index series that is designed
to facilitate investment in companies that meet globally
recognized corporate responsibility standards.
SCA’s divestment of former Georgia-Pacific units
has now been approved
by the EU Commission.
The commission imposed
requirements concerning the divestment when
SCA announced its
acquisition of GeorgiaPacific’s European tissue
operations in July 2012.
2 billion
600
million
The number of people over 60 is
expected to grow from 600 million
in 2000 to 2 billion in 2050.
Source: UN
SCA SHAPE 2 2013 5
Companies today face so many uncertainties that they can’t
wait for things to happen before they decide how to act.
Thinking hard about the future and making contingency
plans for multiple scenarios are crucial to success.
text NANCY PICK photo MITCHELL FUNK
The corporate
6 SCA SHAPE 2 2013
LOOKING FOR
THE FUTURE
crystal ball
G LOBAL BUSINESS is full of “what-ifs.”
What if the euro collapses? What if
Chinese workers start demanding higher
wages? What if a rival invents a sexier
product?
In a world of uncertainty, rapid change and
fierce competition, large companies are devoting
considerable time and resources to thinking about
the future. Their profits – and every company’s
long-term survival – depend on it.
Paul Saffo, a leading US expert in “futures thinking,” works for DISCERN Investment Analytics
in San Francisco. In essence, he says, the practice
of forecasting comes down to a single question:
“How do you avoid surprise in an ever more complex and uncertain world?”
Over the past 20 years, long-range forecasting
has become an important trend.
“Futures thinking has gone from this exotic
thing associated with weird California consultants to an unremarkable fact of business life,”
Saffo says.
Where companies once turned to outside
consultants for help with business forecasting,
the trend now is to devote in-house resources
to making sense of the future, with increasing
sophistication.
SCA SHAPE 2 2013 7
“Forecasting has been a victim of its own success,” Saffo says. “People no longer need experts to
collect data – they can find data for themselves on
the Web.”
New analytics tools make it easier than ever
for non-specialists to apply futures thinking to
their work.
“Many companies that once hired outside
futurists now do their own forecasting in-house,
typically through their divisions of public affairs,
strategy or business intelligence,” Saffo says.
The goal is for companies to identify long-range
threats and opportunities, marshal their resources
and then implement successful strategies.
Data is key.
Not only do companies have access to more data
about their clients and consumer behavior than
ever before, but companies’ business intelligence
departments also have greater ability to analyze
that data in ways that can drive profits. When
interpreted wisely, that data can be used to make
good predictions.
Although Saffo knows many examples of companies profiting from smart forecasting, he is
obliged to keep them secret.
“It’s a measure of the success of the process,” he
says. “Companies consider this something they
shouldn’t share with anybody.”
“Future
thinking
has gone
from this
exotic
thing to
an unremarkable
fact of
business
life.” Paul Saffo
The oil giant Royal Dutch Shell is something of an
exception. Shell pioneered the use of forecasting
scenarios back in the 1970s, and the company does
make some of its successes public.
Predictive analytics is hot right now. The practice was popularized by the movie “ Moneyball,”
in which the management of an American baseball
team used players’ statistics to put together a
ragtag winning team on a paltry budget. Analytics
uses computer algorithms to look for patterns that
may predict future trends.
SURVEYS SUGGEST that analytics can be a powerful tool. When MIT Sloan Management Review
surveyed some 3,000 executive managers worldwide in 2010, they found that top-performing
companies were three times more likely than
lower performers to use sophisticated analytics.
Experts say that analytics can help companies
better predict who their customers are, what those
customers want, and what they require in order to
remain customers.
LOOKING FOR
THE FUTURE
GETTY IMAGES
In some companies, public affairs departments
are also playing an increasingly important role in
shaping future priorities. For a company working
in disparate locations around the globe, public
affairs can serve a vital role in collecting and communicating information companywide, to make
sure there are coordinated strategies in place.
“WHAT-IF” SCENARIOS are another important tool
for businesses, which need to be prepared for such
developments as a change in currency exchange
rates, a rise in oil prices, or even catastrophes like
a tsunami or a war. When the financial software
company Quantrix conducted a survey on budgeting and forecasting in 2011, it found that large
companies typically develop more than a dozen
“what-if” scenarios a year, often devoting considerable time and resources to them.
One prediction seems certain to come true: large
companies will continue to make predictions.
Toyota Prius is preferred to a Hummer.
COMPANIES
WITH AN EAR TO
THE GROUND
Investing in consumer insights is
essential. Some of the most influencial companies show the way.
Top-performing
companies are three
times more likely to use
sophisticated
analytics.
The telecommunications company Ericsson
makes huge investments in forecasting the
future. Although Ericsson works primarily with
B2B (business to business) customers, the
company has run its own consumer lab since
1995 to keep an ear to the ground in order to
pick up trends early.
“Consumer insight is essential for survival,”
says Sofia Mankert, a senior consultant at the
strategic analysis company United Minds.
“Look at the car brands Hummer and Toyota
Prius. While the gas-guzzling Hummer went
from status symbol to environmental villain,
Toyota developed a fuel-efficient hybrid car.
By foreseeing the tipping point that would
come after Al Gore’s climate-change movie
An Inconvenient Truth, the company could
create a bestseller. Hummer went into bankruptcy and is no longer in production.”
The expanding environmental movement changed consumer behavior in the
mid 2000s. The same period saw growing
demand for better protection of our natural resources and rising awareness of our ecological footprint. Corporate social responsibility, or
CSR, became an important sales argument
SCA SHAPE 2 2013 9
LOOKING FOR
THE FUTURE
as customers increasingly focused on the
origin of products. Nike saw the value of CSR
early and hopped on the recycling trend by
posting videos such as “Nike Shoe Recycling
Sustainability” on YouTube, Mankert says.
“Nike has realized that it no longer only is a
question of minimizing negative effects,” she
says. “The company has gone one step further by moving from CSR to CSV, or Creating
Shared Value, and places its products in the
bigger picture. By showing that using running
shoes makes people move and that exercising prevents problems like obesity and diabetes, they show that their products contribute
to a common good.”
Mankert is convinced that this move from
shareholder value to stakeholder value is a
step that many companies will have to take
to succeed. Unilever’s diversified distribution
network in India and other emerging markets
is a win-win business example, she says.
The winners include not just Unilever, which
gains increased sales, but the millions of
small-scale businesses and individual sellers
around the world who derive an income from
those sales.
SUSANNA LINDGREN
The health trend is wisely
used by Nike.
10 SCA SHAPE 2 2013
Balancing
data
with intuition
How do you avoid surprise in an
ever more complex and uncertain
world? You can call Paul Saffo,
a California-based expert
on foresight.
photo JEFF SINGER
P AUL SAFFO lives in a fitting place for a
professional forecaster: perched on the
edge of a canyon near San Francisco,
three miles from the San Andreas fault.
Over the next 20 years, the probability
of a major earthquake striking there is nearly
65 percent.
“I’ve spent way more on seismic upgrades to
my house than a reasonable person should,”
Saffo says. Given his line of work, he ought to
take risk seriously. Saffo works for DISCERN
Investment Analytics in San Francisco, holding
the unusual title managing director of foresight. He also teaches in the business school at
Stanford University.
The science of prediction is currently experiencing a major breakthrough. “We have
ever-faster processors, steadily improving
algorithms and, most importantly, a vast and
growing pool of digital data,” Saffo says.
On the other hand, this is a bad time to be
a futurist if you’re not a math whiz. “In the
past you didn’t need to know calculus to be a
forecaster,” Saffo says. “Now you’d better be
comfortable with it, and you’d better know how
to write [computer] code, or your career as a
forecaster will be very short.”
Citing a dramatic example, Saffo points to
statistician Nate Silver’s successful prediction
of the winner in all 50 US states ahead of the
2012 presidential election. “All the traditional
pundits were sitting around like stunned raccoons,” Saffo says. “Silver demonstrated that
statistics-based analytics now works better
than traditional political analysis.”
SAFFO TYPICALLY works on the ragged edge
between qualitative and quantitative methods.
“The art of forecasting today is knowing when
to trust the computer, and when to trust one’s
intuition,” he observes. He’s constantly seeing
advances made possible by programming. Such
tools, Saffo says, “deliver insights that would
otherwise be overlooked.”
“The first step, before you even start doing a
forecast, is to check in and examine your own
bias. This might be as simple as: are you a glasshalf-empty or glass-half-full kind of person – a
pessimist or an optimist? Most forecasts go off
the chart right at the beginning because people
hold unexamined assumptions that blind them
to the most important potential outcomes.”
“Once you examine your assumption, it
moves from being a bias – something bad – to an
intuition, something good.”
As far as earthquake preparedness goes,
Saffo considers himself something of a
moderate. If the big one hits, he says, “I may
not be fully prepared, but at least I won’t be
surprised.”
“I’ve spent
way more
on seismic
upgrades
to my
house than
a reasonable person
should.”
LOOKING FOR
THE FUTURE
From risk to opportunity
Polish cows having a
siesta outside SCA’s first
production facility in
Europe to manufacture
products using only
renewable energy.
Keeping ahead of changes in public
policy can be a full-time job. From the
environment to health care to forest
policy, companies like SCA need to
monitor trends from minute to minute.
IT’S A COMPLICATED world out there, and
staying ahead of the curve isn’t easy. No one
knows that better than Benjamin Gannon, who
joined SCA in 2011 as vice president of public
affairs.
“What’s new is that we’re looking at externalities that could impact the entire company – public policy issues that might lead to changes in
regulation or customer response,” Gannon says.
One example of significant interest to SCA is
the dramatic increase in the number of senior
citizens around the world. As countries deal
with the challenge of caring for their growing
older populations, is it likely that more people
will be cared for in their homes, or how will
incontinence care be funded? SCA is in increasingly active dialogue about these issues
with governments and policy makers in many
countries across the world.
Given the speed of regulatory change, “you
can’t just get information from traditional
channels anymore,” he explains. “By the time
something gets to Parliament, it’s too late!”
Every policy sector has different sources
that must be monitored:
- Chemical and environmental regulations. Initiatives appear first in blogs and academic discussions, with Scandinavia often on
the cutting edge.
- Social and health-care policy. Experts
in Sweden, Germany and Britain tend to be
trendsetters.
- Forest policy. NGOs like Greenpeace and
WWF influence global agendas.
Gannon embraces a systematic approach
to public affairs: from monitoring to research,
analysis and advocacy. Using this process, he
says, “we’re moving from ‘risk management’ to
‘opportunity management’.”
12 SCA SHAPE 2 2013
Thinking about
tomorrow’s
energy today
SCA is sensitive to energy prices, both as a consumer
and as a producer. As Europe moves into the uncharted
energy world of tomorrow, it’s important to be aware of
the many changes that the future might bring.
GETTY IMAGES
“By the time
something gets
to Parliament,
it’s too late.”
APER IS AN energy-intensive business,
and the future of energy regulation is
anything but clear. That’s why Ferdinand
Graf von Keyserlingk monitors energy
policies so closely.
“I detect changes in energy regulations at
an early stage, and then communicate those to
the rest of the company, so that we can shape
our energy strategy on a broad scale,” says von
Keyserlingk, who serves as SCA’s manager
for regulatory affairs and energy projects in
Mannheim, Germany.
“It’s pretty unique that SCA has somebody who
does this all day long,” he says.
All of Europe’s long-range energy goals will
bring regulatory changes, he says, whether they
P involve developing renewable energy sources,
creating a single European energy market or becoming a world climate champion. Meanwhile,
short-term changes can bring regulatory shocks,
such as Germany’s overnight decision in 2011 to
close its nuclear power plants.
Many of SCA’s costs are linked to energy
prices, von Keyserlingk notes. “SCA is a paper
producer, but the company also generates power
from natural gas, wind and biofuels, uses a lot
of wood and has vast forest holdings. We have
a lot of different interests in energy. That’s why
it’s so important that we network across Europe
and develop a coordinated energy plan across
our businesses.”
SCA SHAPE 2 2013 13
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Forest
swap
to create Swedish
nature reserve
S CA AND THE Swedish Environmental
Protection Agency have agreed to a land
swap, an important part of efforts to meet
the environmental objective of sustainable forests. The transaction involves the
takeover of 23,000 hectares of productive SCA
forestland by the Swedish agency for a nature
reserve, equivalent to 50,000 soccer fields. In
exchange, SCA will obtain 32,000 hectares of productive forestland from the agency.
Land swaps are a rational, time-saving and
cost-effective way for central government to
protect land for the creation of nature reserves.
The land on each side of the transaction has
been valued at around 1 billion Swedish kronor
(120 million euros).
“Productive land is often considerably more
Maria Ågren,
director general of
the Swedish
Environmental
Protection Agency
interesting to both large and small forest owners than money,” says Lars Rubensson of SCA’s
land surveying department. “SCA voluntarily sets
aside land equivalent to one-tenth of our forests.”
We therefore consider it reasonable to receive
replacement land from the government when we
relinquish areas with the very highest natural and
financial values.”
Maria Ågren, director general of the Swedish
Environmental Protection Agency, says the deal
marks a milestone in the agency’s efforts to create
nature reserves. “It’s very gratifying that we’ve now
made a breakthrough in swapping land for reserves
with the big forest companies,” she says. “The land
we’re swapping was originally obtained by the
Swedish Environmental Protection Agency from
Sweden’s largest forest owner, Sveaskog, through
a parliamentary resolution, to be used for precisely
this type of transaction.”
All the land to be swapped is located in the four
northernmost counties of Sweden, except for an
area in the northernmost part of Gävleborg County,
some 300 kilometers north of Stockholm.
P H O T O : S W E D I S H E N V I R O N M E N TA L P R O T E C T I O N AG E N C Y
Valuable forestland changes hands
as 23,000 hectares of SCA property,
worth SEK 1 billion, becomes nature
reserves.
“It’s very
gratifying
that we’ve
now made
a breakthrough in
swapping
land.”
SCA SHAPE 2 2013 15
10 QUESTIONS
The
protector
of forests
The world’s forests are under threat. Deforestation, biofuel demand and a changing climate
contribute to a complex array of pressures.
Peter Holmgren has moved to Indonesia to
work with these issues as director general of
the Center for International Forestry Research.
text ANNA MCQUEEN photo CHRIS STOWERS/PANOS
How did you come to care for forests?
“I was born and grew up in Gothenburg,
Sweden, and as a teenager I spent a lot of
time exploring the natural world with scouting friends and camping in the wilderness
in all seasons. That must have inspired me
because I went on to study forestry at the
Swedish University of Agricultural Sciences in Umeå, getting my MSc in 1987. I got
interested in international work during my
university studies, taking courses in international development and doing field studies
in Africa. I was then fortunate to be able to
work internationally with forestry issues in
the Philippines, Kenya and Pakistan.”
Why is deforestation such a hot topic
right now?
“Forests matter a lot to us. They purify
our air, filter our water, provide timber,
energy, food and medicine, and sustain
Peter Holmgren
Age: 50
From: Gothenburg, Sweden
Occupation: Director
general, Center for International Forestry Research
(CIFOR)
Career: Developed forest
management systems for
the Swedish forest industry.
Spent 14 years at the United
Nations Food and Agriculture
Organization (FAO) in Rome.
Joined CIFOR in 2012.
Residence: Jakarta,
Indonesia.
Family: Married to
Ann-Sofie, three children
ages 18, 16 and 12.
Hobbies: Photography,
cooking.
Favorite forest-related
pastime: Reading – I still
prefer printed books!
Secret talent: I think I can
still maneuver a truck and
trailer in tight spots.
10 QUESTIONS
local communities and landscapes. Forests
absorb a sizable proportion of the carbon
dioxide that people pump into the atmosphere, helping to reduce the impact of
climate change, but scientists also worry
that the trees themselves may fall victim to a
changing climate. Forests also contain most
of the biodiversity on land. So deforestation,
which means converting forests to other
uses, is of great concern to many people.
Where is deforestation taking place currently?
“Recently there has been a lot of talk about
deforestation in areas like Brazil and Southeast Asia, where there has been a major
increase in land used for agriculture and
livestock, which has encroached on forests.
Current estimates suggest that global deforestation is running at 13 million hectares per
year, or one hectare every 2.5 seconds. Historically, the same occurred in other regions
such as Europe and North America, but as
agriculture stopped expanding, thanks to
economic development, urbanization and
more efficient farming methods, forests
have gradually returned.”
CENTER FOR INTERNATIONAL
FORESTRY RESEARCH
CIFOR is a nonprofit, global facility that
conducts research that enables more
informed and equitable decision making about the use and management of
forests in less-developed countries. The
research addresses issues such as how
to manage forests in ways that enable us
to mitigate and adapt to climate change
and how people who depend on smallholder and community forestry can
improve their livelihoods.
18 SCA SHAPE 2 2013
SCA
FORESTS
SCA is Europe’s
largest private
forest owner and
manages 2.6 million hectares of
forest, all of which
is certified according to the FSC
(Forest Stewardship Council) and
PEFC (Programme
for Endorsement of Forest
Certification)
SCA has set
aside nearly 7
percent of its
forests for ecological landscape
plans. In addition,
we keep at least 5
percent of the trees
during harvesting to conserve
biodiversity.
Each year
SCA grows more
than 100 million
seedlings.
Is the forestry industry doing anything
about it?
“Around the world, there has been investment in planted forests, in part to supply raw
material to the forest industry, but also to
support small forestry farms and businesses.
While deforestation continues and natural
forests are still used for industrial logging
in many places, production forests are also
expanding. Worldwide, planted forests
cover almost 300 million hectares, or 7 to 8
percent of the world’s forests, and they have
the potential to provide most of the wood
used for industrial purposes. However, some
argue that planted forests can pose a threat
to biodiversity and that local people do not
tend to benefit from them. If well managed,
planted forests make a lot of sense from a
social, economic and overall environmental
perspective, but there needs to be due consideration to all aspects.”
Is halting deforestation the key to reducing
the impact of climate change?
“Recent years have seen considerable
political focus on climate change and the
role of forests, since as much as 12 to 15
percent of the greenhouse gas added to the
atmosphere is due to forest losses. Compared with other ways of reducing our
impact on the climate, it seems both smart
and straightforward to call for a halt to
deforestation and forest degradation. But
while this ambition is high on the international agenda, we have also realized that it’s
not possible to only manage forests in terms
of climate, and also that it is impossible to
halt deforestation without involving the
agricultural sector and rural development
aspects. Reducing the impact on the climate
is one of many objectives and should be
handled as such.”
How do you think we should manage our
forests?
“There has to be a healthy mix of products and services from forestry. Not just
timber but other elements like food, energy
and medicines, and ecosystem services
such as water, biodiversity and local climate
regulation that support landscapes and
livelihoods. The forestry sector and its institutions should broaden their perspectives
and embrace multiple goals.”
What about biofuels?
“The growth in production of biofuels is
significant. The ethical debate over growing
crops for energy rather than food is a little
exaggerated in my opinion, but when governments in richer countries offer subsidies
for biofuels from developing countries, the
competition can become unfair and have
unintended effects for poor people. If money
can be made from biofuels, then land used
for this purpose will grow. There is of course
an interesting potential to produce biofuels
from forests instead of agricultural land.”
Where are we at right now?
“Today the picture is mixed. Deforestation is slowing somewhat, but concerns over
biodiversity and climate change remain
high. Developments in agriculture, the role
of agriculture for economic development
and demand for agricultural products will
determine the future of deforestation much
“Forestry is
not about
trees, it
is about
people.
And it is
only about
trees insofar as it
serves the
needs of
people.”
more than the forestry sector. Investment
in forestry seems to be growing, and there is
a significant trade in forest products, which
account for around 2 percent of the global
trade in commodities – a key component in
a future green economy. ”
What are the biggest threats?
“In terms of the future, if we are only
talking about food supply under current consumption patterns to a growing population,
then I think demand for new land could slow
down rather quickly because investment in
agriculture can make productivity keep up.
But if Western-style meat-heavy diets and
high levels of food waste continue to spread,
then the land requirements will grow. The
pressure from a changing climate adds to the
uncertainties. Consumption patterns and
climate change could pose bigger problems
than a growing population in the future.”
So what does the future look like for
our forests?
“There are factors that make it difficult to
predict the future, but we are seeing a slowdown in deforestation at the moment, and I
see no reason why it couldn’t continue that
way if policies for food and fuel production
are carefully managed and rural people benefit from continued overall economic development. On a personal level, I am concerned
for the role that forests have in our future.
To quote celebrated forester Jack Westoby,
“Forestry is not about trees, it is about people. And it is only about trees insofar as it
serves the needs of people.”
SCA SHAPE 2 2013 19
Growing
up fast
Young women today are getting their
periods at an earlier age than their
mothers did, and much earlier than their
grandmothers. Over the past century
and a half, the onset of menstruation has
advanced by four years. Good nutrition
is just one factor behind the change.
text SUSANNA LINDGREN
13
years old
when she got her
first period
CHEMICALS BANNED
IN MARCH 2013 the European Parliament
backed a proposal to list endocrine disrupting chemicals as “substances of very
high concern” because of their suspected
interference with the hormone system.
Endocrine disruptors have been linked to
impaired sperm quality in boys and early
breast development in girls, as well as to
certain cancers and other disorders.
20 SCA SHAPE 2 2013
14
years old
when she got her
first period
MARKET
13.5
years old
when she got her
first period
G
IRLS IN THE 1850s were
about 17 years old before they had their first
period.
“For a long time the
age of first menstruation fell rapidly, but this development has slowed down,” says Claude Marcus,
a professor of pediatrics and endocrinology at the
Karolinska Institutet in Stockholm, Sweden.
Girls in Scandinavia today get their first period
at an average age of 13. When their mothers were
teenagers, about 25 years ago, the equivalent age
was 13.5. Many international surveys show that
even if the age at the first period has stopped advancing so dramatically, puberty is still starting
earlier. A Danish study found that girls develop
breasts a year sooner than 15 years ago. An equivalent American survey found that girls in the US get
breasts up to two years earlier than 40 years ago.
As menstruation is seen as the climax of puberty,
and since puberty generally extends over about
two and a half years, girls today enter the world of
hormones and changing bodies before they even
hit their teens – at age 11.
GETTY IMAGES
THE MOST obvious explanation to why we reach
sexual maturity earlier than our ancestors is improved living conditions.
“This is very much driven by nutrition,” Marcus
says. “Women need to have a certain amount of fat
for ovulation. The fat also provides enough energy
to give birth and look after a child.” Common evolutionary theories state that humans experience a
late puberty because girls need to work with their
mothers to gain the knowledge required to look
after a baby, he says. To do that they need to reach
a certain height, which also is the reason they grow
faster than boys.
“Boys on the other hand need to learn how to
handle their hormones and their libido before they
get so big and strong that they can hurt somebody,” Marcus says. “Hence the different development of puberty between boys and girls.”
If nutrition, in the sense of access to vitamins,
SCA SHAPE 2 2013 21
MARKET
SUPPORT ON THE WEB
IN THE NORDIC COUNTRIES and in
Australia, SCA has launched special websites to help young girls demystify all things
related to periods, while promoting the
product ranges Libresse and Libra.
“As digital natives, girls today are turning
to the Internet as a key source of information
when it comes to the important life and body
changes they face when they reach puberty,”
says Yulia Kretova, global brand innovation
manager, Feminine Care–Teens, at SCA.
“Web hubs like Libragirl and Girls1st provide
girls with credible professional advice and
also give them an opportunity to share their
own experiences in a safe environment.”
To visit the site, go to www.girls1st.se.
For the Australian site: www.libragirl.com.
X
22 SCA SHAPE 2 2013
P H O T O : B I L D BY R Å N S I LV E R
proteins and minerals, explains part of the
changes over the past 150 years, other factors in
our environment also have an impact on both puberty and reproduction.
“Many scientific surveys show a connection between chemical exposure and the hormone levels
in our bodies, and this may contribute to earlier
puberty,” Marcus says. “This is a hot topic and
something that is taken very seriously.”
Endocrine disruptors are chemicals that interfere with the hormone system and can be found
in foods we eat or things we use. Bisphenol A, or
BPA, is a chemical that for precautionary reasons
has been banned in baby bottles, as animal tests
have shown that it has an impact on reproduction,
organs and body weight. Obesity is also a type of
endocrine disruptor, and its incidence has tripled
in the last three decades.
“Fat induces early puberty,” Marcus says.
“Hormones in the adipose tissue, like leptin, directly affect and initiate early puberty.”
How does earlier puberty affect us? Does it matter?
“It does not have any effect on how tall we get,”
Marcus says. “We do still get taller and taller.
Social factors have a greater impact, as young girls
may be less ready for the sexual awakening that
follows puberty. There are surveys that show negative social factors for girls who hit puberty early.”
It’s important that girls – and boys – get educated
about puberty at an earlier age so they are not
taken by surprise.
Is this what a uterus looks like? SCA has educational school programs in many countries.
Here’s a lesson in a Russian classroom.
SCA DRIVES EDUCATIONAL
SCHOOL PROGRAMS
SCA conducts several educational programs for teenagers in many markets across the globe, including Latin
America, Asia, Australia and Europe. School programs in
France and Mexico are just two examples.
BY THE END OF 2013, SCA’s
French brand Nana and France’s
Red Cross will launch an educational campaign about relationships, emotional states and
sexual life called EVRAS. The
program includes school sessions
presented by Red Cross volunteers to help develop psychosocial competences among the
teenagers in order to allow them
to make positive choices about
their own and others’ health and
emotions. It will be an opportunity for teenagers to discuss,
exchange opinions and understand various taboo topics. Nana
Product Manager Perrine Flipo
believes that the program will
help build confidence and empower young people, and allow
them to be more open with one
another. EVRAS aims to reach
9,500 young people.
In Mexico, a school program
conducted by the Saba brand aims
to provide girls between the ages
of 11 and 15 with valuable information that answers their questions and resolves their doubts
about the physical and emotional
changes they are going through.
“It’s very important to support
schools with information that
helps young girls to cope with
these emotional and physical
transformations, explain how
and what feminine hygiene products to use, or even give advice
about personal care, health and
nutrition,” says Ivette Medrano,
marketing director for Saba.
The program reaches more
than 12,000 young girls in around
170 schools each semester. As
part of the program they receive
an information booklet and a
sample of Saba Teens products.
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Take one lovely, soft,
well-fitting diaper. Add some
positivity and a sense of fun.
And what do you get? One
happy, smiley baby. Oh, and
one very happy mum.
FEATURE
The bathroom. Flush buttons,
water taps and door handles are
typical surfaces for intestinal bacteria
to get stuck, as not all visitors wash
their hands before they flush or turn on
the water. Wet and dirty towels are also
a popular place for microorganisms to
gather. The same goes for the shower
curtain on which soap residues may
be crawling with microbes that can
survive for days. Wash regularly!
Cooking. Make sure you
wash the cutting board and
knife thoroughly between cutting raw meats and vegetables.
One common mistake is to wash
the utensils but not the hands
between handling the chicken
and preparing the salad.
The kitchen. Wet cloths
and sponges provide a great
environment for growing bacteria. Rinse after use, hang to dry
and change often – before they
start to smell. Foul smell is a
real alarm bell. The dishwashing
brush also needs a good cleaning once in a while. The floor
mop is another trap for bacteria
growth. Wash and let dry.
24 SCA SHAPE 2 2013
FEATURE
MARKET
Look out for
the germs!
Money doesn’t just make the world go round. Bills and coins are also
highly effective carriers of bacteria. All the objects around us that we
touch help bacteria and viruses to spread from one person to another.
Shape looked at some of the most common bacterial traps in our
everyday life – and how to avoid them.
text SUSANNA LINDGREN illustration NILS-PETTER EKWALL
F Money passes through
hands, pockets, cash
registers and wallets and
generally picks up a cocktail
of microorganisms on its way
from one owner to another.
A British survey showed
that nearly 10 percent of the
bills were carrying E. coli
bacteria.
ROM THE MOMENT we wake up in the
morning, we meet all kinds of bacteria.
Some are harmless, some are good for us
and some affect us in the most unwanted
ways. It’s the last category that we want
to avoid – the ones that pass on stomach bugs
and other nasty diseases. It may all start in the
bathroom. Public toilets are not the only breeding grounds for unwanted bacteria. Even at home,
intruders like E. coli and campylobacter can live
for days on the toilet seat, the door handle or the
shower curtain. These same microbes also live
happily in kitchen sponges or washcloths, especially if they aren’t rinsed and dried after use.
“People often forget to clean the flush button
or the light switch, which also are places we touch
with our hands before we wash them after visiting
the toilet,” says Inga Zetterqvist, an infection
80
mph
When you sneeze,
viruses are ejected at
a speed of 80 mph.
SCA SHAPE 2 2013 25
MARKET
control nurse at the Swedish Institute for Communicable Disease Control.
When a Swedish newspaper investigated the
presence of bacteria in our everyday life, the worst
results came from samples taken from a shopping
basket, a subway handrail and an office coffee
machine. These three places were infested with
skin bacteria that might contain viruses that could
pass on anything from influenza to stomach flu.
The coffee machine switch also contained intestinal bacteria and six different colonies of mold. In
addition, a smartphone that was tested contained
staphylococci and one species of bacillus.
“All places you touch with your hands are where
you find various microorganisms,” Zetterqvist
says. “But their presence is generally not a threat
to anybody, as long as you don’t get them into your
body – by rubbing your eyes, picking your nose or
sticking your finger in your mouth.”
Money is another common spreader of unwanted organisms. When Ronald Cutler, a researcher
at the School of Biological and Chemical Sciences,
Queen Mary University of London, looked for
contamination on currency, he and his team discovered that nearly 10 percent of the bills investigated, as well as the hands handling the money,
contained E. coli bacteria.
There is only one way to stop malicious bacteria
from entering your body, Zetterqvist says. “Wash
your hands with soap and water, and dry them with
a clean towel. Again and again. Especially after
visiting the toilet and before every meal.”
“All places
you touch
with your
hands are
where you
find various
microorganisms.”
Inga Zetterqvist,
infection control nurse.
Handles. All kinds of
surfaces that are touched by
many people gather bacteria
and other microorganisms.
These include handrails
on trains and buses, door
handles, light switches and
pushbuttons in elevators or
on door openers.
1,000
times more
germs harbour on wet hands
than dry hands.
26 SCA SHAPE 2 2013
The gym. Handlebars on
the treadmill or exercise bike
are wet, warm and popular
among microorganisms.
Someone else’s sweatdrenched clothes aren’t
appreciated on the exercise
mat, and a spray cleaning
is a good way to stop the
spread of skin bacteria from
one person to another.
WASH THEM!
Bacteria are all around us and
the fact is that we need them.
But there are times during the
day when a proper handwash
is important in order to avoid
unwanted germs and stay
healthy. Good hand
hygiene practices are especially
important when you meet a lot of
people. Get a habit of washing
your hands…
before cooking
before meals
after toilet visits
after you have sneezed or
blown your nose
before and after you have
visited someone ill
when you get home
when the hands are visibly dirty
after having petted animals.
72
hours
Viruses can survive on
surfaces such as water
taps for up to 72 hours.
The supermarket.
Shopping carts and baskets
change hands all the time.
It’s not surprising that tests
showed an infestation of
skin bacteria.
PLENTY HANDLES
THE GERMS
Cloths and kitchen sponges are
germ hotspots, harboring millions of bacteria. In fact, London
School of Hygiene and Tropical
Medicine research has revealed
that within eight hours,
one bacterium on a
damp cloth can multiply to six million.
SCA’s new Plenty
Super Strong combines the disposability
of paper towels with the
cleaning power of a cloth
to tackle tough weekly cleans
and help eliminate germs. The
technology – using a specially
bonded structure – ensures
that each paper towel is highly
durable. Everything from greasy
ovens and fridges in the kitchen
to toilets, taps and tough shower
grime can be tackled.
Lisa Myers, SCA marketing
controller, says: “The paper
towels can tackle all
those tough jobs when
you would normally
use a cloth and can be
disposed of as easily as
a paper towel.”
Plenty Super Strong
is made from renewable raw
materials and is also food-safe,
although it’s not suited for being
flushed down the toilet. Plenty
is available on the market in
Great Britain.
Home and office. Both keyboards and phones are places that
meet many hands. Even if you’re
the only one who uses them, imagine all the other surfaces you have
touched before you hit the keys.
Touch screens are no exception –
even the seemingly smooth surface
can be a real bacteria trap.
SCA SHAPE 2 2013 27
FEATURE
12
HOURS
with Omar Flores
ORIGINALLY A math teacher, Omar Flores joined
Omar Flores enjoys every minute of
his role as direct sales manager for SCA
in Chile. But his real passion is music.
text INÉS COLLANTES photo NICOLAS WORMUL
SCA in 2010 as reseller manager in the Away From
Home segment. A year later he was named to the
additional post of direct sales manager, a job in
which he oversees a team of five who sell hygiene
products to institutional clients such as clinics and
supermarkets for their internal use.
“Having direct contact with the customers
means getting great insight into their needs,”
Omar says. “This gives us valuable information
on how to improve our products, and hence become more profitable as a company.”
Follow an SCA
employee during a
day at work
Leaves home for work.
Picture 1
8:30 am
28 SCA SHAPE 2 2013
Sales meeting with Tottus
supermarkets. Discusses
sales forecasts for 2013 and
the opening of new stores.
9 am
At his office, checks e-mail
and prepares nationwide
business proposal.
11 am
Eats at the company’s cafeteria. As usual, it’s a simple
lunch so that he can quickly
get back to work.
1:00 pm
Prepares meeting with WalMart supermarket officials in
his office.
1:30 pm
12 HOURS
OMAR FLORES
Age: 46
Title: Away From Home direct sales and reseller manager
Born: Concepción, Chile
Lives: Santiago, Chile, permanently since 2012
Family: Married with a daughter, 22, studying sociology and
a son, 12, who studies music.
Interests: His great passion is music, especially rock. He
collects CDs and DVDs and enjoys playing the guitar every day.
“We all strive for the same goals and support
each other spontaneously,” says Omar, whose
team elected him Manager of the Year in 2011.
The clients, he says, “see us as a helping hand to
guarantee that their business functions with no
interruptions on an everyday basis. We are part of
their productive process, and as such we deliver
not only a product, but satisfaction. I get to develop
a close relationship with the customer, something
that I find very satisfying.”
Omar’s goal for the coming five years is to gain
more direct clients and to see the direct sales area become the largest in the company in terms of revenue.
Working with a great team of collaborators is
another benefit in his view.
BUT OMAR’S GREATEST passion is music, especially rock music. After work he wraps up the day
by playing the guitar. He calls himself a real music
fanatic and collector.
“I own more than 600 CDs and none of them is
a copy or a downloaded version. I usually listen to
my CDs in the car, so when I get to make a long road
trip on my own, it’s pure joy.”
Meeting with Wal-Mart,
together with colleagues from
the logistics department,
to discuss how to implement point-to-point orders.
Picture 2
After the meeting, on the way
to the parking lot, discusses
with his colleague the agreements made with Wal-Mart
and how to implement them.
Picture 3
Meeting with credit and
collections department
to examine clients with
unpaid bills.
2:30 pm
3:30 pm
4:30 pm
Checks e-mail and prepares
for tomorrow’s weekly sales
meeting.
5:30 pm
“Having
direct contact with the
customers
means getting great
insight into
their needs.”
Heads for home, where he
will eat dinner with his family.
Listens to his favorite music
while he plays the guitar.
7 pm
SCA SHAPE 2 2013 29
SHAPE UP
Check out what’s happening
outside SCA.
REFLECTION IN TIMBER
A NEW TIMBER CHAPEL is
under construction at the
University of North Florida.
The Interfaith Chapel, with
an area of 7,000 square
meters, is designed to be
an intimate, spiritual place
that can be used for reflection. Los Angeles-based
architectural firm Brooks
Scarpa is responsible for
the design, in collaboration
with KZF Design.
X www. brooksscarpa.com
Achoo!
Don’t forget that washing your hands is
the best protection against illness.
Robocat helps
with dementia
65.6%
Between 2000 and 2010
the city of Shanghai grew by
65.6 percent.
STROKING A ROBOTIC CAT
has proved to improve the
well-being and quality of
life of people with severe
dementia. Robocat looks like
a cat, weighs the same as a
cat and is interactive. It can
purr and react to different
types of handling.
Today there is no cure
for dementia. Research on
the condition is focused on
improving the well-being of
people affected by it. In pursuit of that goal, researchers at Mälardalen University
in Sweden developed the
robotic cat.
30 SCA SHAPE 2 2013
WHAT HAPPENS WHEN
CITIES GROW?
THE WORLD’S LARGEST cities are growing
rapidly. Between 2000 and 2010, New York
grew by 4.8 percent, while metropolitan
Shanghai grew by 65.6 percent. Twenty years
ago less than 20 percent of China’s population
lived in cities. Today half the population lives
in an urban environment. A Swedish research
team has developed a technique to map urban
growth and its impact on the environment.
“This information is vital for implementing
sustainable urban planning,” says Yifang Ban,
a professor of geoinformatics at the Royal
Institute of Technology in Stockholm.
A new antibacterial fiber can be used
in everyday products such as running
shoes and sportswear.
Keeping bacteria at bay
ANTIBIOTIC-RESISTANT bac-
teria are a growing problem,
and researchers are looking
for new, eco-friendly ways to
control them. Now a research
team at the Royal Institute
of Technology (KTH) in
Stockholm has developed
an antibacterial fiber that
can combat the spread of
drug-resistant bacteria: an
antibacterial polymer that attaches stably to cellulose and
cannot be released into the
environment.
“Our discovery is based
on cellulose fibers embedded in a polymer, which kills
bacteria,” says researcher
Josefin Illergård. “Cellulose
is the most common organic
substance in nature and the
primary structural component of plant cell walls.”
The material can be used
in everyday products such
as sportswear, diapers and
bandages. The team’s vision
is that it could even be used
for water purification in the
Third World.
ANTIBACTERIAL agents such
as silver ions and triclosan
are commonly used in shoes
and sportswear to remove
unpleasant odors from bacteria formation, but they leak
into the environment.
Sustainable
time
The US company
WeWood manufactures watches from
100 percent natural
wood. A tree is planted
for each watch sold, in
partnership with the
conservation group
American Forests.
X http://we-wood.us/
Parks are
positive
Urban parks are not
only beautiful, but they
also have a positive
impact on biodiversity,
real estate prices and
physical activity. This
has been established
by a research team from
Swedish University of
Agricultural Sciences
looking to prove how
urban parks promote
health in an era of
global urbanization.
Did you
know that
…if you turn off the
faucet while brushing
your teeth, you save
110 liters of water
a month?
SCA SHAPE 2 2013 31
CHINESE
ZODIAC
These are the 12
animals in the
Chinese zodiac.
RAT
1936, 1948, 1960,
1972, 1984, 1996, 2008
OX
1937, 1949, 1961, 1973,
1985, 1997, 2009
DRAGON
TIGER
1938, 1950, 1962, 1974,
1986, 1998, 2010
1940, 1952, 1964, 1976,
1988, 2000, 2012
Energetic, self-confident and
unafraid of challenges. These
are personality traits that are
usually associated with people
born in dragon years. They love
to be in the limelight and let
nothing stop them from getting
what they want. Suitable jobs:
king, officer, politician or musician. The dragon fits best with
the rat, monkey or snake.
RABBIT
1939, 1951, 1963, 1975,
1987, 1999, 2011
DRAGON
1940, 1952, 1964, 1976,
1988, 2000, 2012
SNAKE
1941, 1953, 1965, 1977,
1989, 2001, 2013
HORSE
1942, 1954, 1966, 1978,
1990, 2002, 2014
SHEEP
1943, 1955, 1967, 1979,
1991, 2003, 2015
MONKEY
1944, 1956, 1968,
1980, 1992, 2004, 2016
ROOSTER
1945, 1957, 1969, 1981,
1993, 2005, 2017
DOG
1934, 1946, 1958,
1970, 1982, 1994,
2006, 2018
PIG
1935, 1947,
1959, 1971,
1983, 1995,
2007, 2019
32 SCA SHAPE 2 2013
CHARACTERISTICS
Rat
Ox
Tiger
Rabbit
Dragon
Snake
Horse
Sheep
Monkey
Rooster
Dog
Pig
charming, practical, purposeful
strong, patient, persistent
brave, optimistic, generous
accurate, caring, intelligent
energetic, self-confident, unafraid
cautious,sophisticated,vain
strong-willed, talented, irritable
understanding, sensitive,
romantic
vibrant, energetic, whimsical
proud, ambitious, impulsive
loyal, responsible,
forgiving
easygoing, warmhearted, honest
OUTLOOK
China’s dragon
baby boom
What happens in a country with a one-child policy when the most
auspicious year to have a baby rolls around? In China, many
prospective parents timed their offspring to arrive in the Year of
the Dragon, creating a baby boom that lasted through 2012.
Even parents who hadn’t been planning to have “dragon babies”
found themselves caught up in the trend.
Text JILL ZHANG Photo GAO ERQIANG
SCA SHAPE 2 2013 33
OUTLOOK
Unlike many other
Chinese parents
Daniel and Nicole
didn’t plan their
baby according to
the zodiac.
N According to statistics,
around 16.4 million babies
were born in China in 2012.
34 SCA SHAPE 2 2013
ICOLE WU, A 31-YEAR-OLD reporter at
the China Daily Shanghai News Center,
gave birth to a baby girl in June 2012. As
2012 was the Year of the Dragon according to China’s lunar calendar, babies born in that
year are called dragon babies. Daniel Dong, her
35-year-old husband, works as a lawyer and director at a law firm. They had been married for four
years, and Nicole had been thinking she would
like to have a baby in her 30s. However, she had
no idea that she would be having a baby in the
Year of the Dragon.
But other would-be parents throughout China
had been planning their dragon babies for years,
so Nicole and Daniel found they were contributing
to a yearlong baby boom. This meant that they had
to compete for limited medical resources and pay
more for a nanny to help with the baby.
The dragon is considered the most auspicious
sign in the Chinese zodiac, which assigns years to
various animals in a 12-year cycle. Once symbolically reserved for the emperor alone, the dragon is
believed to bring strength and good luck, particularly to babies born in its year. Dragon babies are
said to be the strongest, smartest and luckiest.
Small surprise then that so many Chinese couples
wanted to have babies in that year.
“BORN IN A BABY BOOM YEAR, our daughter will
have to bear more pressure in the future, competing with her peers for access to better schools and
working opportunities,” Nicole says. “To some
Baby brands
in China and
Southeast Asia
Xiaoxiao, an inadvertent dragon baby, may face strong
competition from her contemporaries, but her parents just
want her to be healthy and happy.
“Born in a
baby boom
year, our
daughter
will have
to bear
more pressure in the
future.”
extent, having a dragon baby is not a wise choice.”
They recruited a nanny to take care of the
mother and baby for the first month after delivery.
As nannies were suddenly in great demand for all
the dragon babies, the family had to pay more than
in previous years. Now Nicole’s parents look after
the baby when the couple goes to work.
“We call our daughter Xiaoxiao, as the name
means ‘smiling’ in Chinese,” Daniel says. “We
hope she will be healthy and happy. As for the
strong competition she might face in the coming
years, we won’t force her to be a top student or go
to the best schools. She can do whatever she likes
according to her abilities. What we want to see
is she stays physically and mentally healthy and
leads a happy life.”
CURRENTLY SCA in China imports Nordic
Libero open diapers (size 1 to size 7),
UP & GO (sizes 5 to 7) and wet wipes
(normal and hand/mouth wipes). A newly
designed Libero dragon storage box is
given to consumers as a free gift.
SCA’s Drypers is a leading baby diaper
brand in Southeast Asia. In 2012, Drypers
relaunched its baby diaper products
with new product features, differentiated
diaper designs and revitalized packaging, along with a new and full range of
baby toiletries.
Significant effort has been made to
excite consumers with differentiated and
attractive packaging and diaper designs
that break away from the product norms
in Southeast Asia. The aim is to strengthen the brand’s emotional engagement
with parents across the region.
SCA SHAPE 2 2013 35
SCA IN VOLVO OCEAN RACE
Sam Davies (Britain)
First five
on board
The first five women forming Team
SCA, the all-female crew to participate
in the next Volvo Ocean Race, have
been selected to join the crew.
Annie Lush (Britain)
text SCA photo RICK TOMLINSON/SCA
S OME 20 CANDIDATES,
who all wanted to join
the all-female Team
SCA for the Volvo Ocean
Race challenge, have
been through a rigorous training camp at the team’s base in
Puerto Calero, Lanzarote, in the
Canary Islands in Spain. The
schedule has included tests of
their fitness and stamina as well
as medical exams and sailing onboard the team’s VO70 training
boat, SCA Care.
“We have been really impressed with the quality of the
candidates coming through,”
says Richard Brisius, managing
director of Team SCA. “There is
a 10-year gap since the last time
there was an all-female crew in
this race, and the level of professionalism and competence
is much higher now, so clearly
none of us are underestimating
the task ahead.”
The first five women selected for Team SCA have a
wide range of experience in
36 SCA SHAPE 2 2013
sailing, from single-handed
offshore to Olympics and
Match Racing. Each of them
has carved her own niche in
what is still considered to be a
male-dominated sport.
Carolijn Brouwer (Netherlands)
“THEY ARE ALL very talented
natural sailors,” Brisius says.
“Team SCA is providing the
tools and structure to give
these sailors a chance at competing on an equal footing in
what is a classic round-theworld yacht race. It would be
great to think that through all
our efforts we could engage
a new generation of women
to break into competitive,
crewed offshore racing. A female team in this race should
be the norm, not something
unusual.”
The squad will be based in
Lanzarote until the start of the
race in autumn 2014. Delivery
of the Team SCA VO65 race boat
is expected in early autumn
this year.
MAGNUS OLSSON
PASSED AWAY
IT IS WITH GREAT sadness
that we inform that Magnus
“Mange” Olsson, one of the
greatest sportsmen in the
world of sailing and one of
Team SCA’s coaches, passed away in April.
“Mange was the greatest person I have
ever met. He brought energy, humour and
love to everyone around him,” said Richard
Brisius, Managing Director of Team SCA.
“He has inspired our female crew, many
other sailors, both young and old, and all
of us who had the opportunity of meeting
and knowing him,” said Jan Johansson,
President and CEO of SCA.
Share your thoughts and memories of
Magnus: www.mangeolsson.se
VOLVO OCEAN RACE – ROUTE AROUND THE WORLD
Liz Wardley (Australia)
FINISH, Gothenburg, SWE
9. Lorient, FRA
7. Newport, USA
8. Lisbon, POR
3. Abu Dhabi, UAE
START, Alicante, EPS
4. Sanya, CHN
2. Recife, BRA
6.Itajai, BRA
5. Auckland, NZL
When Team SCA crosses the finish line after completing Volvo
Ocean Race in June 2015, the crew members will do it in
Sweden. Gothenburg is the final stop after nine months at sea.
Carolijn Brouwer, Netherlands:
“I know what it is like to spend weeks
on a boat with ten other people and,
of course, there will be challenges,
but equally this is an incredible
opportunity for women’s racing.”
Sophie Ciszek (Australia)
Sophie Ciszek, Australia:
Employees take
on sailing challenge
SCA WILL PARTICIPATE with
two boats in the Swedish race
ÅF Offshore Race (former Round
Gotland Race), which starts on June
30. Each of the two boats will host
three professionals and six SCA
employees. The women of Team
SCA will not participate in this race,
as they are busy practicing for other
events. The participating boats will
start in Stockholm, sail around the
Swedish island of Gotland and finish
at Sandhamn in the archipelago
outside Stockholm, a distance of
310 nautical miles.
A sneak peak of the race yacht. Below
you see what Team SCA’s future race boat,
the VO65, looked like at the end of April,
when the hull had just arrived in the UK.
It will be ready to start sailing at the beginning of the autumn. Each participating team
will need to complete the boat with its own
individual visual identity design and other
features. The construction is the result of
an international design and construction
consortium.
“This is an incredible once in a lifetime
opportunity and I am really excited
about the next couple of years.”
Sam Davies, Great Britain:
“With the top-level coaching structure and technical team that is in
place, this will help to fast-track our
steep learning curve and I really
believe we have the opportunity to
achieve some amazing results.”
Annie Lush, Great Britain:
“It is probably the first time in the
race’s history that there has been an
all- female team being put together in
the same way as an all-male team.”
Liz Wardley, Australia:
“I am really excited to be joining
probably the first 100 percent professional woman’s team to enter the
Volvo Ocean Race.”
SCA SHAPE 2 2013 37
ECONOMY
“Why do you hold
shares in SCA?”
Gunnar Löfquist
A big year
for SCA
Täby
“It’s a good share with a good return
and increase in value.”
Anders Källman
Nynäshamn
“SCA had a very exciting year in 2012,
with major changes that made the
company stronger and less sensitive to
economic cycles,” SCA’s President and
CEO Jan Johansson told the company’s
Annual General Meeting, AGM.
“I’ve been a loyal shareholder since
the late 1950s. I was a member of an
investment club at work, which distributed shares in SCA when the company
where I worked closed down.”
text: CHATARINA ALMQVIST
photo: MARGARETA HED
N EARLY 500 shareholders attended SCA’s
AGM at the Waterfront Congress Centre
in Stockholm on April 10. In his speech,
President and CEO Jan Johansson reviewed the major changes that took place
last year. These included some of the most important corporate transactions in the company’s history, as SCA acquired Georgia-Pacific’s European
tissue operations and divested the Packaging business, excluding the two kraftliner mills in Sweden.
The company also acquired the Asian personal
care products company Everbeauty, increased
its shareholding in the Chinese tissue company
Vinda, acquired the remainder of the Chilean
hygiene products company PISA, and divested
the Aylesford Newsprint (UK) and Laakirchen
(Austria) publication paper mills.
“We will continue to look at acquisitions, but it
is equally important to continue maintaining high
organic growth,” Johansson said.
Along with acquisitions and divestments, SCA
launched comprehensive efficiency programs.
“In the hygiene business, we are going to
save EUR 300 million, with full effect in 2015,”
Johansson said. “The acquisition of GeorgiaPacific creates synergies of EUR 125 million, with
full effect in 2016. Last autumn we launched a
comprehensive SEK 1.3 billion program in Forest
Products.”
SCA also took the opportunity to launch a brand
new hygiene organization in 2012. It has brought
38 SCA SHAPE 2 2013
Birgit Nilsson
Stockholm
“SCA has roots in Sundsvall. I have a
connection with the city so I like to hold
shares in the company. Also I found a
former CEO, Bo Rydin, charming.”
Shareholders
SCA 2012
SALES
EUR 9,815 million
EBIT (EXCL ITEMS
AFFECTING COMPARABILITY)
EUR 994 million
OPERATING CASH FLOW
EUR 1,108 million
DIVIDEND PER SHARE
SEK 4.50
EARNINGS PER SHARE
SEK 7.06
1 SEK= 0.11 EUR
the company closer to its customers and consumers and given it much more efficient marketing
processes, while reducing costs.
DESPITE THE CURRENT recession in many parts
of the world, Johansson said SCA has done well.
“We have improved our cash flow, we have improved our earnings, we have increased growth,
and we have increased our market shares in an extremely difficult market. Looking at SCA today, we
are a slightly smaller company in sales terms, but
we are a stronger company and a company that is
less sensitive to economic cycles than previously.”
For SCA’s shareholders, 2012 was a good year.
The share price climbed 38 percent during the
year, and the dividend rose 7.1 percent from 2011 to
SEK 4.50 per share.
How did we save 40 billion
napkins in 10 years?
One at a time.
Here’s to another 10. Happy Anniversary Xpressnap.
Visit torkusa.com/tryxpressnap for a free trial of the
new Xpressnap Signature family of dispensers.
© 2013 SCA Tissue North America LLC. All rights reserved. ®Tork is a registered trademark of
SCA Tissue North America LLC, or its affiliates. To learn more, visit torkusa.com
SCA INSIDE
Hygiene for
Madagascar
“Buy one pack, give access to
hygiene.” For the past three years
in France, this has been the call to
action of SCA tissue brand Lotus
to support the actions of the SOS
Children’s Villages development
organization in Madagascar.
In a partnership between Lotus
and SOS Children’s Villages, purchases of toilet paper, household
towels and tissue packs in France
help to finance the construction
of sanitation facilities and develop awareness programs around
hygiene in southern Madagascar.
In Madagascar, 63 percent of the
population has no access to drinking
water and 73 percent of inhabitants
lack proper sanitation.
The Lotus-supported effort has
helped give 13,500 people access
to sanitation facilities including
16 drinking fountains, 16 WCshower units and 10 laundries. The
goal for 2013 is to build a further
15 WC-shower units, 13 laundries
and 13 drinking fountains for 13,850
inhabitants in another district.
X
Learn more about
SOS Children’s Villages:
www.soschildrensvillages.com
News from SCA
Employees turn
out for schools
IN THE NINGXIA HUI Autonomous Region of north-
western China, SCA is helping to plant trees in the
semi-desert area. SCA employees have also made
donations to rural schools to help improve living
and education standards.
The SCA employees collected clothes, books,
schoolbags and stationery from families and
friends. A truck of donated items was delivered
to the Ningxia local government, which helped
to pack and distribute the materials to village
school students.
In Madagascar, 63
percent of the people
have no access to
drinking water.
ISTOCKPHOTO
ZEWA BRINGS AFRICA
TO GERMANY…
From March to June
2013, SCA’s brand
Zewa Soft is rolling
out a limited edition of
toilet paper in Germany
featuring a safari pattern
and the sandy colors of
the savannah.
40 SCA SHAPE 2 2013
w
Photos SCA, ISTOCKPHOTO
NEW YORK TIMES
HIGHLIGHTS TENA
INCONTINENCE isn’t the cheeriest of topics,
Walnut trees provide
income for Chinese families
TOGETHER WITH the Azalea Edu-
cation Charity, SCA has donated
17,000 walnut tree seedlings to help
establish an “economic forest” in
Liangshan, in China’s southwestern
province of Sichuan.
By planting walnuts, some
100 families in poverty can benefit
from the harvest in the coming years
to increase their income. The forest
also plays a role in environmental
protection.
The number of hygiene kits provided by SCA to homeless
people in cooperation with the Red Cross in France this year.
…AND BUILDS PLAYGROUNDS IN RUSSIA
THE ZEWA CHARITY INITIATIVE Give Children a Touch
of Care 2013 is raising money to build playgrounds in
44 orphanages all over Russia. For each Zewa promotional package sold, one ruble will go to the playground
project. SCA aims to sell more 20 million packages
and raise around 22 million rubles (540,000 euros) for
the playgrounds.
X
www.zewa.ru.
The New York Times observed in a recent article. But SCA’s innovative approach to talking
to customers about incontinence caught the
attention of America’s leading newspaper.
When SCA rolled out a new portfolio of
TENA lifestyle products with refreshed packaging in North America, the paper’s business
section reported on the company’s approach
to communication around incontinence.
Moving away from the technical language of
absorbency ratings typically used on incontinence packaging, TENA has renamed its
products based on everyday lifestyle terms:
Stylish, Active and Anywhere. An advertising campaign launched in April showcases
the difference between the three levels of
protection.
“Consumers are looking for a more intuitive
approach to get products that fit with their lifestyle,” Robert Wilson, vice president of consumer sales for SCA’s personal care business
in North America, told The New York Times.
ETHICS
INCORPORATED
SCA HAS BEEN RANKED among the world’s
most ethical companies for a sixth consecutive year. In an annual study, the US think
tank the Ethisphere Institute analyzes thousands of companies in various sectors and
selects companies that systematically focus
on ethical issues and highlight their importance to their brands and profitability.
Further recognition came from Fortune
magazine, which included SCA in its recently released list of Most Admired Companies.
The 2013 ranking features 57 industry segments and more than 350 companies. SCA
was included in the category of Forest and
Paper Products Industry.
SCA SHAPE 2 2013 41
Prize for equal
opportunities
German men
are big on TENA
GERMAN MEN like the incontinence product TENA Men. A recent online survey in the
country found that 94 percent would recommend TENA Men products. Among the testers
who ordered samples of TENA, 84 percent had
never come across special bladder weakness
products for men. Most of them had tried to
manage with tissues, conventional panty liners
or feminine hygiene products, or had simply
not used protection. After trying the products,
92 percent said they would buy TENA Men
from now on. As one tester said, “After some
initial reservations, I’m thrilled. Why haven’t
I discovered these before?”
42 SCA SHAPE 2 2013
HOW CAN WE ACHIEVE a globally
sustainable forestry? That was the
topic of the World Forest Summit
held in Stockholm in March, convened by the British magazine The
Economist. Some 200 business leaders, policy makers, experts, researchers and NGO representatives from
around the world gathered to discuss
the challenges facing global forestry.
A panel discussion called
“Reinventing the Forest Industry”
featured SCA CEO Jan Johansson;
Per Lindberg, president of Swedish
packaging maker BillerudKorsnäs
AB; Fabio Schvartsman, president
of Brazilian pulp company Klabin;
and Avrim Lazar, former president
of the Forest Products Association
of Canada and now a communications consultant with the executive
coaching firm ExCo2. The panel
agreed that wood fiber has huge
potential and that biofuels are
examples of what can be achieved
through innovation.
SHUTTERSTOCK
“FOR SUCCESSFUL AND EXEMPLARY efforts
to give women an opportunity for professional
development and a successful career.” This
was the citation when SCA was awarded “The
Tree” by Qvinnouniversitetet (“the Women’s
University”) in Sundsvall and Timrå, Sweden,
on International Women’s Day, March 8, 2013.
The prize is awarded annually to a person or
organization that has made a particular contribution to gender equality through its efforts.
SCA has been working for a number
of years to change its traditionally maledominated workplaces and is striving to
recruit women to the production units and
encourage them to apply for senior posts.
Today three of the company’s businesses
in the region are managed by women: the
Ortviken paper mill, Östrand pulp mill and
Bollsta sawmill.
Forests in focus at
Stockholm summit
SCA INSIDE
Follow the steps
below and see a Tork
dispenser emerge in
3D from your device.
FRANCE
TENA named
Product of the Year
THE TENA intimate care product range has been
chosen by French consumers as Product of the
Year 2013 in the field of hygiene consumer goods.
By introducing a gentle wash gel and wet wipes
to the intimate care category, TENA aims to augment the brand with more feminine, cosmetic and
modern products.
The TENA intimate care range was selected by
a survey of more than 10,000 French consumers
over the age of 15.
Support for
Tunisian caregivers
A CAREGIVER DAY in Tunisia organized by SCA
aimed to help care-giving relatives find suitable
products to take better care of incontinent family
members. The event also worked to raise awareness of the role that relatives play in the Tunisian
healthcare system.
“An aging population will result in a higher number of people suffering from incontinence,” said
one of the geriatric doctors at the event. “Family
members play an important role as caregivers for
their loved ones. It is important we have structures
in place to give them the best support possible.”
The event was held in cooperation with the Tunisian Alzheimer’s and Parkinson’s associations.
Tork magic
DO YOU WANT TO KNOW what Tork
dispensers look like in real life? A
new app for your iPad or iPhone
can show you.
A Tork Viewer app available from
the App Store makes the dispenser
appear in 3D, through the magic of
“augmented reality” technology.
The 3D models are animated
and provide instructions on how to
change tissue and so on. You can
also change the color of the dispenser to help decide which one
best matches your decor.
“By using this technology, the
products come to life and our sales
people don’t have to drag physical
products to meetings,” says Petra
King, digital manager for Away
From Home products at SCA.
The app requires an iPad 2 or
later, iPhone 4 or later, or iPad Mini.
HERE’S HOW YOU DO IT:
1. Download the Tork Viewer app
from App Store. (The app
requires iPad 2 or later, iPhone
4or later, or iPad Mini.)
2. Go to the image on the back
cover of this magazine.
3. Start the app. Hold your device
20 to 30 centimeters away from
the image, and make sure you
see only one image.
4. A dispenser appears in 3D.
Turn the page and try it.
“By using this technology,
the products come to
life and our sales people
don’t have to drag physical
products to meetings.”
Petra King, digital manager
SCA SHAPE 2 2013 43
The image to the left can
be used to see the Tork
dispenser in 3D.
1. Download the Tork Viewer
app from App Store. (The
app requires iPad 2 or
later, iPhone 4 or later, or
iPad Mini.)
2. Start the app. Hold your
device 20 to 30 centimeters
away from the image, and
make sure you see only
one image.
3. A dispenser appears in 3D.
Want to see our dispenser
emerge from this page?
We have made it easier for you to get an
idea of how the Tork dispensers will look
in real life. Check it out in 3D.
November 2012 © SCA Hygiene Products AB. TORK is a registered trademark owned by the company SCA Hygiene Products AB.
See the Tork
dispensers in 3D
on your iPad or
iPhone!