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Foreword by Mikael Selling
CEO and Founder of Opticom
The moral paradox of trees
We know that most consumers strongly support the green transition, that they like the idea of bio-based products, but they are still not keen on the idea of cutting down trees to help produce them. There’s a disconnect when it comes to understanding that harvesting sustainably-managed forests has huge potential to be part of the solution, not the problem.
We understand that trees evoke an emotional response, and there is no question that we need to protect old-growth and high-value conservation areas, but as the bioeconomy and increased competition from new sectors drive demand for forest materials, how can we meet this rising demand without cutting down more trees? Competition for wood resources is intensifying at a time when supply has tightened, whether from natural disasters, geopolitical forces (Russian exports of wood have halted since its invasion of Ukraine) or mounting regulation.
I was struck by the words of Professor Lars Laestadius, Forest Policy Consultant and Director at Eco-Innovation Foundation, USA. Speaking at a seminar at the Royal Swedish Academy of Engineering Sciences last week, he suggested that making the most of sustainable forest resources is nothing less than a moral obligation. Between 2020 and 2050, he said, the world’s population will increase by close to two billion. The vast majority will come from Africa and Asia, regions with many of the world’s poorest economies.
Is it right, Laestadius asked, to say we will not harvest trees when millions of children need textbooks to help raise their literacy rates, when millions of girls are forced to stay home because they have no access to hygiene products, when inadequate packaging leads to food waste and food loss in the very countries that can least afford it? In 2015, the UN General Assembly recognised that eradicating global poverty is ‘the greatest challenge and an indispensable requirement’ for sustainable development.
Working forests have an integral part to play in alleviating global poverty; the UN agrees that alleviating poverty is inextricably linked to sustainable development. But with demand for wood raw materials now outstripping supply, resource efficiency and innovation will be key, as will legislation which seeks to integrate sustainability with economic decision-making, and a general public that grasps the enormous potential of the forest industry and the need to use trees for good. Food for thought.
Contact me today
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Why meaningful feedback matters: SCA’s Mikael Frölander explains
Every three years, we conduct an in-depth customer study for SCA Containerboard. Mikael Frölander, VP Sales & Marketing SCA Containerboard, explains why:
“We got the results of our latest study from Opticom in June, and we are currently analysing the findings. This is the fourth in the regular series, so we have been working with Opticom to better understand our customers for over a decade. Consistency is important."
"As well as understanding the mood of the day, we can also track and monitor our performance and the market as viewed by our customers over time. We can see what customers perceive we have done well, where we’ve improved or where there is more to be done. The beauty of this study is that Opticom knows us, understands the industry, and can gather meaningful, reliable and detailed feedback on our behalf.”
“This year’s survey also highlighted customer concerns about the future availability of kraftliner, against a backdrop of several recent M&As in the sector. Opticom does a fabulous job of mapping both our progress over time while highlighting the issues of the day and showing how customers’ concerns change over time. It’s essential to understand their position if we are to remain a supplier of choice.”
Read more about how to stay the supplier of choice
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Meet our newest PM, Malin Ingevald
Malin joined us in March, bringing a wealth of marketing and communications expertise from her experience in manufacturing and automotive sectors, as well as real estate. She has a track record of understanding complex value chains, discerning customer needs, and a particular interest in digital media.
“Knowledge is improving all the time, but many companies are still not optimising digital channels to communicate effectively,” she says.
“There is still a tendency among some companies to try and be all things to all people, spreading a message too widely and forgetting who their target audience is. I’m interested in how personalised marketing and communication and visual messaging via social media, among other channels, can really help companies tell their stories effectively – but the message needs to be the right tone for the audience and not just preaching to the converted.
Learn more about what Malin brings to Opticom
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Box office news!
If you follow me on Linkedin, you might have seen a series of short video posts in recent months.
The latest one explores how to change perceptions, build trust, and position yourself as a sustainability thought leader.
If you missed it, watch it here, and do let me know if you find it useful; feedback helps us serve you better.
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A nod to our sustainability efforts
We are delighted to announce that Opticom has been rated Silver by EcoVadis in 2024, a testament to our commitment to sustainability and responsible business practices.
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| Services |
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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