Coming soon: Expect the unexpected
We know from Skogsindustrierna’s recent survey of 10,000 consumers across Europe that public support for bio-based alternatives to fossil products is strong, but that consumer knowledge of the forest and the potential of its industries to offer solutions for a more circular future is very low.*
We also realise that educating the consumer and addressing public misconceptions is necessary, but difficult. It’s certainly too big a task for any single element of the value chain to tackle alone. However, if we join forces, we can make a difference, as Södra Cell’s Marketing Manager, Christina Wennberg, explains:
“We have a great story to tell, both individually and together. By telling ours - the story of Swedish family forestry - we can help you to tell yours. Together we can reach further down the value chain and begin to educate the consumer about the benefits of products from sustainably-managed forests. Products sourced from sustainably-managed forests can play a key role substituting fossil-based materials. The consumer supports the green transition but has yet to appreciate our full potential as a key player.
“We made a start earlier this month. A few days before London Pulp Week, we took our story to London’s busiest train station, Waterloo, where we handed out 5,000 packs of pocket tissues. We talked to consumers about the benefits of Swedish family forestry and sustainably-sourced forest products. Our next campaign will bring you some of the highlights of our conversations, so look out for our videos on social media in the new year. If you like what you see and would like to discuss ways that we might work together to reach further down the value chain and create value together, please contact us.”
*Green Insights Europe, conducted by Opticom for Skogsindustrierna in 2023/24
Watch the teaser video
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