You might say the HQ lobby is a tribute to possibilities, to what the forest can help us achieve when we work together. This is also the theme we chose for our most recent ad campaign, because the Södra Group is committed to helping build a more sustainable future with the forest at its heart, be that in the form of timber for construction and insulation, pulp for paper and textiles, or an ever-growing array of new products to replace fossil-based applications, from biofuels and biochemicals to wind power and fossil-free pulp deliveries. The possibilities are there, we need to collaborate to make the most of them.
We are committed both to our existing markets and exploring new possibilities to make the most of the forest. There are challenges ahead, not least in the ongoing battle to educate the consumer on the many benefits of forest products. When toilet rolls began to fly off the shelves during the pandemic, the public were reminded of the essential nature of what we do. But as memories of the panic buying faded, the climate crisis loomed ever closer.
We know that consumers care deeply about biodiversity and deforestation. The EUDR legislation coming next year has been set with the best of intentions but in its current form presents challenges we will work through together. Communication will be key at every stakeholder level, from consumer to legislative commissioner and we are keen to play an active role to ensure the EUDR works well for us, our customers and the world’s forests.
We hope the coming year will bring opportunities to get our message heard together, to help educate consumers about the possibilities the forest holds for a greener future, and to work with legislators to find workable solutions for what is ultimately our common goal – an end to forest degradation and deforestation. One of our New Year resolutions is to build more bridges between our family foresters and our value chain, all the way to the consumer.
So let’s enjoy the festive break and return refreshed and renewed in 2024 to get started. Together we can make a difference.
All that remains is to thank you for another year of partnership. We really appreciate your loyalty and will always do our best to earn it.
With all good wishes for the holidays and a happy, healthy and prosperous New Year,
Henrik Wettergren and Johannes Bogren
