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Foreword by Mikael Selling
CEO and Founder of Opticom
God jul and good will to all!
And here we are again, looking back on another year and ahead to the future. It’s been a year of milestones here, not least because Opticom celebrated its 35th year of service to the forest products industry.
Over the decades, I’ve watched the sector evolve and innovate in response to a world in constant flux. I co-founded Opticom after being inspired by this industry’s potential all those years ago, and I continue to be impressed today by its resilience, sophistication, expertise and ability to move with the times. There has never been a better moment to work in an industry that has such a huge role to play in the green transition, while improving the everyday lives of people around the world. Its potential cannot, must not, be underestimated.
One of our major projects this year was the completion of an in-depth study of 10,000 European consumers for Skogsindustrierna, the Swedish Forest Industries Federation. It highlighted the need for the value chain to work more closely together to educate the consumer about an industry built on the wonderful, renewable resource that is trees. It’s great to see one of our regular clients walking the talk; read about Södra’s latest campaign below.
Legislation continues to evolve and surprise. This quarter’s analysis reflects on the latest initiative from the EU which aims to empower consumers and squash greenwashing. The idea is sound, as long as the execution doesn’t backfire.
As we look ahead, we’ve learned to expect the unexpected. The pandemic was hopefully a once-in-a-lifetime event, but geopolitical uncertainty continues, especially with regards to the impact of a second Trump administration on global trade, and sadly, continuing conflicts on Europe’s border, the Middle East, and elsewhere in the world.
Economically, 2024 was mostly a disappointing year for growth. We hope for better in 2025, consumers need a boost to their confidence. At least central banks are well into the process of cutting interest rates back to more normal levels and inflation has fallen dramatically over the past two years, so there is room for optimism.
For sure, AI will be a major disruptor, requiring further innovation and an open mind from those who seek to make best use of its potential. We recognise its growing importance, we use it, but we still value the human touch more than any other, as Niklas Schulz, Research and Sustainability Team Lead, explains below. He is just one of our multi-lingual, multi-talented team providing the integrity and depth needed to help you make better decisions, next year and beyond.
We’ll be back in the New Year, but until then, from all at Opticom, have a restful and joyful Festive Season.
Contact me today
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Thought for the day: The EU’s anti-greenwash directive - Will greensquashing follow greenwashing? We hope not.
In March the EU introduced new rules to ‘empower consumers for the green transition’. Among other aims, the Directive seeks to forbid vague environmental claims, stating that “companies will no longer be able to declare that they are ‘green’ or ‘environmentally friendly’ if they cannot demonstrate that they are”. Displaying unreliable voluntary sustainability logos will also be forbidden. EU countries are required to transpose the Directive into their national law by March 2026 and the rules are currently set to apply from September 2026. In parallel, the Green Claims Directive aims to ensure that companies substantiate any green claims or labels they use.
If the Directive achieves its aims and consumers understand ESG information more clearly as a result, the public should be empowered to make better decisions for the environment. If the forest industry capitalises on telling its own story accurately and effectively, there should be no reason not to see this as a positive. Clear, accurate, relevant messaging will be important. And the best place to start before deciding on the message? Understand who you’re talking to.
Learn more about the Directive here
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AI: Useful tool, not universal solution
There’s little doubt that AI will prove to be one of the big disruptors in the near future. We’re always keen to embrace change at Opticom, but as Research & Sustainability Team Lead, Niklas Schulz, points out, AI is a tool to enhance human productivity, not replace it.
“Trust is a big part of what we do,” he says. “Clients know they can rely on us, both in terms of confidentiality and consistency, as well as our experience of the industry. AI can both exceed expectations and disappoint, which means it is a tool that needs constant supervision, not a one-stop solution. Although it is evolving fast, we’re nowhere near the point of using it to replace human staff.”
Niklas quotes a simple example: “’Sustainability in the North sets the standard, an interviewee might say, reflecting not just environmental practices but a deliberate branding effort tied to the region’s forestry heritage. It could refer to a mill’s pioneering eco-certifications, innovative technologies, or community-led conservation initiatives. AI might interpret this as a general statement about geography, but a human interviewer can uncover the specific actions, policies, or cultural values driving that reputation – ultimately adding immense value to the insights obtained."
“The most enjoyable aspect of my job is uncovering different perspectives, helping people to understand and cooperate with each other. Human behaviour is fascinating, and it still takes one to know one!”
Read the full article here
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Niklas Schulz
Research & Sustainability Team Lead, Opticom
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Our mission is to help our clients make better business decisions by transforming data and knowledge into strategic advice and concrete action plans.
We offer a unique portfolio of consulting services with different scope and content but all focusing on creating value:
- Customer research
- Brand building
- Brand tracking
- Stakeholder management
- Future Lab
- Tailor-made research
- Workshops
- Market segmentation
- Sustainability Insights
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