Effective communication: Stronger together
This year’s travel restrictions and the prohibition of face-to-face meetings have made digital communications more prevalent for just about everyone. I certainly hope the digital world won’t replace physical meetings, but there is no doubt that the pace of change has accelerated and highlighted what we can do with digital tools.
In this rapidly changing climate, with consumers anxious and uncertain about the future, the importance of communication and transparency is greater than ever. Today’s consumers are more environmentally conscious than ever, and the issue of sustainability is having an increasing impact on our daily lives and society in general.
The concept of sustainable development has been around for quite some time but is now gaining momentum. New values are stimulating innovation in both products and customer experience. Consumers want to know where their products come from and how they are made. They want reassurance that they are making the right sustainable choices.
We can and must help communicate the potential of the forest industry for a more sustainable world - and with the EU Green Deal in the headlines, there has never been a better time to work together on this.
We are continuously working to enhance our communication and we continue to see digital channels as indispensable for reaching not just our customers but also their customers, and beyond. The Hero campaign was seen by millions - far more people than we could have reached any other way.
Part of the success of the Hero campaign was the fact that we worked in partnership with several customers to target specific markets and extend our reach right down the value chain. The campaign was deemed a success, but for us it was just the start. The Journey followed, showing the sustainable path from seed to finished product. But this journey continues, and we have plenty more ground to cover.
This month we have gone a step further. Our latest initiative, the Södra 360ᴼ Experience, uses Virtual Reality to transport viewers into the Swedish forest where they can glimpse how forest products can help create a more sustainable future.
In addition, since we couldn’t welcome customers to an event planned in Barcelona this year, we’ll be hosting a customer online event in December which will include news from Södra but also a guest speaker.
Communicating our inherently sustainable credentials is good, not just for Södra but for our customers’ products too. We are keen to work together to add value throughout the chain and to spread the generic message that forest products are a very positive thing. Could we cooperate and run a joint campaign? Perhaps we could generate a good news story for your own customer news channels? Whatever the ideas, big or small, we’re open to discuss them and collaborate. Together we can make a difference.
Hannah Stenberg, Interim Customer Relations Manager
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Subjects: Pulp
