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China leases forests from Russia. Dutch love shop-
ping centers. U.S. is drowning in magazines. And
more news about what’s happening worldwide.
$A6/>31=D3@
Europe is sitting on a demographic time bomb.
Soon, a shrinking workforce will need to

Content Nº 2 2006
support twice as many retired.
"B@3<2A
The price of forest land is rising worldwide.
Also read about the flu that never sleeps and the
325 million it strikes every winter.
>@=47:3
Brands lull us into security, says professor Richard
Wahlund, who knows more than just about anyone
about the impulses that affect consumers.
"B316<=:=5G
How can a jellyfish hold so much water? That’s
the starting point for a research project to
develop the diaper of tomorrow.
$A1/7<A723
In many cases packaging decides whether a product
sells or not. With a new Innovation Center, SCA
takes another step to meet consumers’ demands.
!1/;3@/
Who was on the cover of Time magazine in
January 1973? The answer is on page 30.
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6 The lack of own brands creates problems for growth
centers India and China, says brand guru Laura Ries.

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annual NNew wine countries like Chile,
growth and 850 billion dollars in sales last yea year Australia and the US are capturing

must be irresistible
resistible to many shoppers. But in China,
the Americanan giant Wal-Mart has had a relatively
weak position, with a market share of 2-3 percent
and 61 superstores.
res. The largest player there today
is the French retailerer Carrefour, with 76 super-
super
stores and 5 percent of thee market. This year alone,
alone
Carrefour is expected to open n 20 new superstore
superstores
in China.
But Wal-Mart may now be poised to takee over
first place with its acquisition of the Taiwan-based
chain Trust-Mart, with a 4 percent market share
on the mainland, for 1 billion dollars, according
to reports in the Financial Times and elsewhere.
The Chinese grocery and retail market is still
fragmented, with a large number of local play-
ers. One explanation for this is the considerable
regional differences in the country. Another is the
combination of poor logistics in certain areas and
the fact that perishable goods constitute a large
share of grocery retail.
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an increasing share of the wine mar-
ket. According to the International
Organization of Vine and Wine, the
new wine countries now have a 22.5
percent share of the global market.
China is also gaining ground and is 2=<¸BA33963:>
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E WINE France,followedbyItaly,theUSand
Germany. However, in a few years,
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COUNTRIES WINS the US is expected to take the lead.

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A6/>3
The old and very old are the fastest-growing
population groups in the industrialized world.
By 2050 the average European will be
10 years older, and workers will have to support
twice as many pensioners.
o
B3FB ;/BB7
/ /A /<23@AA=< >6=B= 53BBG 7;/53A
ver the last 200
years, the world
population has in-
creased sixfold In
1804, when Na-
poleon’s armies were marching
across Europe, the total world
population was 1 billion. By far
the largest increase has taken place
over the last hundred years: during
the time it takes to read this article
the world will have grown by more
than 500 new individuals.
In an often-quoted speech from
1973, the head of the World Bank
at the time, former US defense
secretary Robert McNamara,
compared the threats posed by
A de the world’s growing population
to those of a nuclear conflict.
(
Since this warning, world
mogra
population has increased from
4 billion to 6 billion. But even
though that number will rise to 9
me
billion by 2050, it is not the rapid
increase in size that primarily
worries experts, politicians and
phic ti economists.
The problem instead is the de-
clining and rapidly aging popula-
0=;0
tions in the industrial countries
that produce the largest portion
of the world’s combined econom-
ic output.
One reason is that the rate of
total population increase has long
been in decline. It reached its peak
in 1963–1964 with a yearly in-
crease of 2.2 percent. The number
of new people in absolute figures
was at its greatest in 1989–1990,
$A1/A6/>3I  $ K
when global population increased
by 87.4 million. According to de-
mographic experts, such as those
at the UN and the US Census Bu-
reau, the world’s population will
peak at 9 billion people around
2050 and then start to decline.
B635@3/B3AB population de-
crease will be in China, now the
world’s most populous country.
After 2050 its population will de-
cline by 5 million yearly. Growth
rates in countries that were previ-
ously behind the greatest increas-
es – primarily China and India –
have started to slow. As their
economic and education levels
rise, Asian families are starting to
have fewer children.
The area of the globe where
population is forecast to continue
to rise after 2050 is Africa south
of the Sahara.
“Despite many new develop-
ment tendencies over the last 50
years, there is one prevailing in-
fluencing factor: populations will
increase most rapidly in areas
where the actual living conditions
are the poorest,” say Mary Kent
and Carl Haub of the US-based
Population Reference Bureau in
an analysis titled “Global Demo-
graphic Divide.”
In the wealthy part of the world,
fewer babies are being born than
are required to make the demog-
raphers’ equation – births minus
deaths – come out positive. With-
out immigration, most of the in-
dustrial countries today would
have declining populations.
The old and very old are the fast-
est-growing population groups in
the industrial world. By 2050, the
percentage of old people in Europe
will have doubled. The average age
in Europe today is 37, compared
with 36 in the USA and 26 in Asia.
By 2050, Europe will be “grayer”
than any other part of the world,
with an average age of 47, com-
pared with 42 in the USA and 39 in
Asia.
/11=@27<5B= /report by the
EU Commission, produced in co-
operation with the member states,
In an often- the working population will de-
quoted cline by 48 million by 2050. Iff
speech there are four people of working
from 1973, age for every European pensioner
the head of today, there will only be two by
the World 2050.
Bank at Vladimir Spidla, EU Commis-
the time, sioner for Employment, Social
former US Affairs and Equal Opportuni-
defense ties, describes this development
secretary as a demographic time bomb, one
Robert Mc- that threatens to cut economic
Namara, growth potential in half during
compared the coming decades.
Demographic costs are estimat-
the threats
posed by ed to increase public spending in
the world’s the EU by 4 percent per year over
the coming years, mainly in the
growing
form of increased costs for health
population
and pensions.
to those of
“If member states do not seri-
a nuclear ously try to disarm this pension
conflict. time bomb, it will explode in the
hands of our children and grand-
children, placing on them an im-
possible burden,” says Joaquín
Almunia, EU Commissioner for
Economic and Monetary Affairs.
To a large extent, Europe’s and
S
Japan’s problems with more and
more old people and fewer people
at work is a welfare problem. Im-
proved standards of living, health
care and medical progress have
allowed a growing number of peo-
ple to live longer, healthier lives.
I  $ K A6/>3 A1/ %
A6/>31=D3@

Economic wealth generally
means having fewer children,
better education and greater in-
dependence, and these arguments
have had proven effects when en-
couraging women in developing
countries to limit the size of their
families. The same recipe has dra-
matically reduced fertility rates in
Europe to record-low levels. This
is especially true in countries like
Spain and Italy, which 50 years
ago were among those with most
children. Today they have fertil-
ity rates of just over one child per
woman, far below the level of
slightly over two required to keep
populations at steady levels in in-
dustrialized countries.
=B63@ 1=C<B@73A that will
experience population declines in
the coming decades are Germany
and new EU members such as Po-
land, the Czech Republic, Slova-
( If retirement costs for the gant
postwar generation are not to
become excessively large, fi-
nancial reforms and a higher
degree of personal financing
will be required.
( More people will have to work
longer.
( More immigrants with quali-
fied education will be needed to
fill Europe’s workforce needs.
To completely fill the job po-
sitions left by those retiring, a
massive increase of immigration
would be required. This is a po-
litically sensitive decision when
xenophobic parties are gaining
ground in countries like Belgium
and Denmark.
“The pure number of immi-
grants required to balance the
aging population … would be un-
acceptable in Europe’s socio-eco-
nomic climate,” the RAND Cor-
poration, an American research
“Negative attitudes towards ag-
ing and the old are deeply rooted
in society and take a long time to
change,” says Philip Taylor, a se-
nior research associate at Cam-
bridge University in the field of age
and employment.
If high birth rates were once a
sign of traditional gender roles <]bXcabO\gQO`WaU]]R
and housewife culture, they are S\]cUV>S\aW]\S`aO`S
O\Obb`OQbWdSbO`USbU`]c^
now linked to having a greater T]`Zcfc`gQO`aSZZS`a
degree of equality and opportu-
nities to combine careers with
having children.
/11=@27<5B= /@3>=@B on
the present population crisis, the
EU Commission says countries
like Denmark, France, Finland
and Sweden, which have a greater
degree of equality and female em-
ployment, also have a higher fer-
tility rates.
“The lack of balance between
work and leisure can be seen as

They’re old and rich

kia and the Baltic states.
Demographic changes are not
difficult to forecast but somehow
seem to come as a nasty surprise
to politicians. To master the com-
plicated challenges posed by ag-
ing populations, European poli-
ticians will have to make a whole
range of decisions.
3c`]^SO\
^S\aW]\S`aZWdS
OQbWdSZWdSaPcbO`S
OZa]T]`QSRb]
e]`YZ]\US`bVO\
bVSge]cZR
foundation, points out in a report
on the European aging challenge.
Many European countries and
companies like Volkswagen, Volvo
and Ovako Koverhar have tried to
encourage their older workers to
work longer, but they have a long
way to go to change attitudes and
traditions.
one of the most important fac-
tors underlying the difference
between the number of children
Europeans would like to have and
the actual number they do have,”
says Lisa Pavan-Wood at the EU
Commission’s Directorate for
Employment, Social Affairs and
Equal Opportunities. S
/b]\SbW[S[O\g]TbVS[eS`Sg]c\UO\RO\U`g est in this group – born between 1946
B]ROgbVSgO`S]ZRS`VOdSQc`PSRbVSW`O\US`O\RPSQ][S and 1955 – in the USA alone have a
bVS`WQVSab^S\aW]\S`aW\VWab]`g/abVS]`WUW\OZ purchasing power of USD 1 trillion,
bSS\OUS`a`SOQV`SbW`S[S\bOUSbVSa]QOZZSRPOPg according to the MetLife insurance
company.
P]][US\S`ObW]\eOWbaW\bVSeW\UaeWbVQ`SRWb “The message is clear: industries that
QO`RaObbVS`SORg continue to focus on capturing youth
markets are going to fail miserably,” says
µ1/@A/@3BG>71/: >@=2C1BA Those who grew up in the West and demographics expert Philip Taylor.
that will be affected by demographic became the world’s first “teenagers” in
change,” says marketing professor Isa- the 1950s were born at a time of unique 634=@3A33A /5@3/B change in
belle Szmigin at Birmingham Business economic growth. They have seen their demand for services in the fields of
School, England, who has studied the property increase in value by thousands health, travel, education and finan-
increased power of older consumers. of percent and often benefit from enor- cial services. Everyone from computer
“Before, you used to talk about hav- mously generous pension agreements. manufacturers to house builders will
ing a ‘last car,’ one that older drivers Stock markets, with only a few hiccups, have to embrace user-friendliness and
would keep the rest of their lives. But have also grown considerably during accessibility to meet demands from

VOdSeWaVSR
many of those now nearing retirement
are used to having a new car every
other year and will not be content with
any old banger . Not all are rich, but as
a group they make up the richest gen-
eration ever.”
their lifetime.
Even the first members of the so-
called baby boom generation – those
born after the war between 1946 and
1964 – are rapidly approaching the
end of their working days. The old-
S
the rich oldies.
“This is not just a well-to-do genera-
tion, it is a healthy and active one with
high demands on quality of life,” says
Erik Åsbrink, the former Swedish Social
Democratic finance minister who now

&A1/A6/>3I  $ K I  $ KA6/>3A1/ '

A6/>31=D3@

The message is clear: industries

that continue to focus on
capturing youth markets are
going to fail miserably.
chairs a company that lends money to to disappear,” says Isabelle Szmigin.
older people with small incomes but con- “Those who grew up during the war
siderable wealth tied up in their homes. still regard thrift as a virtue. But later
generations have no restraints when it
9 Hypotekspension,
B6@=C56AD3<A9 comes to consumption – they are the
a finance company, older people can re- first credit-card generation.
verse-mortgage their homes and spend “The Internet is an example of a ser-
the money without having to move. vice that, in every respect, offers enor-
Similar services are available in a num- mous potential to the old,” she says.
ber of countries. “It lets you order and book things from
“The last generations with personal home. But in time, adaptations will be
experience of hard times are starting necessary, not least for simple things
such as text size, as failing eyesight is a
problem for many old people.”
She believes this demographic power
switch will be seen in advertising, point-
ing to the return of Jane Fonda, Diane
Keaton and 1960s icon Twiggy in ad-
vertising tuned to modern oldies who
grew up in a celebrity culture.
“In more general advertising, how-
ever, the young still dominate. Youth is
what everyone wants to mirror, no mat-
ter what their age.” S

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TWO BILLION OLDIES
– A REAL HEALTH CHALLENGE
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QOaSa]TQO\QS`VSO`bObbOQYaO\R/ZhVSW[S`¸a A study in southern Sweden compared the aver-
n aging population is, above all, a suc-
cess story for health-care politics and
social and economic development,” says
Gro Harlem Brundtland, director-gen-
eral of WHO, summing up the achieve-
ments that have led to a forecast increase
in the average life expectancy in Europe from 73.2
to 80.5 years over the next few decades.
An increasing number of people are becoming
older, and the group of “very old” – those over
80 – will increase most of all, by 50 percent over
the next 15 years. Their long lives will change the
world map from a medical point of view. The num-
ber of cases of illnesses primarily affecting the old
will become more common. Cancer, high blood
pressure, diabetes, stroke, Alzheimer’s and other
senility illnesses will increase sharply over the
coming decades.
According to a survey in the USA, the need for
surgery will increase by between 25 and 30 percent
as people begin to live longer. The WHO forecasts
that the number of older people requiring different
sorts of seeing aids will increase from 100 million
to 180 million and for hearing aids from 80 million
to 140 million.
Even if the treatment of diseases like cancer and
the chances of survival have improved enormously,
long and expensive treatment will still be needed.
This is also true for Alzheimer’s sufferers.
There is no pill in sight that will cure aging: the
best way to avoid early aging is not to consume things
like tobacco, high-fat foods and alcohol in excess.
According to EU Commission estimates, costs for
health care in member states will increase yearly by
between 1 and 2 percent of their GNP due to an ag-
 A1/A6/>3I  $ K
S
B6363/:B6=4B63/532

ing population. This may not sound like a lot, but
it often means a 25 percent increase in a country’s
total health budget.
In Germany alone, this means an increase in
health costs of just over 60 billion euros per year.
And although we talk rather casually about “older
people,” the differences between the health of a 65-
year-old and an 80-year-old are enormous. !
age costs for primary, hospital and geriatric care
for a person in the 66–74 age group with those
of a person in the 90-plus group. For a woman in
the younger group, the average costs were around
3,000 euros per year, while in the older group these
had increased tenfold to just over 30,000 euros.
Most of the increase was due to the higher costs
when elderly people can no longer care for them-
selves and need continual assistance.
EU and WHO experts now hope that a general
improvement in health, in combination with bet-
ter methods of treatment, will give industrialized
:]\US`ZWTSU`SObS`
nations more healthy old-timers who can manage \SSRT]`VSOZbVQO`S
without care and medical treatment for a longer /'gSO`]ZRVOa
period of time. VSOZbVQO`SQ]aba
bW[SaVWUVS`
bVO\O$#gSO`]ZR
/>=7<B3@B=6=EB67<5A can develop can
be seen in Sweden, which now has the world’s larg-
est proportion of people in the 80-plus age group.
“Health developments in this group have been
very mixed,” says Magnus Stenbeck, associate pro-
fessor and head of the Epidemiological Center at
the National Board of Health and Welfare.
“Mobility, sight and dental health have improved.
The number of people with chronic illnesses and
pains, on the other hand, has increased, and com-
pared to the 1980s we can now see more patients in
this group with heart problems.”
The increasingly healthy old in the 1980s be-
longed to a group that had survived epidemics such
the Spanish flu – which claimed 50 million lives
worldwide in 1918–1919 – and lived during a pe-
riod while the welfare state was being created.
“Today, the chances of living a long life are great-
er and many now survive previously fatal heart at-
tacks,” Stenbeck says.S
I  $ KA6/>3A1/ !
B@3<2
=7:4C3:7<5
@/>725@=EB6
7<;3F71=
Mexico’s consumers have more and more
money in their pockets, but the country needs
reforms to ensure that growth is sustainable.
Money sent home from emigrants in the US
is still one of the greatest sources of income.
B63 ;3F71/< 31=<=;G has
been firing on all cylinders in the
past few years, thanks in part to
greater macroeconomic stabil-
ity and political reforms that have
liberalized trade. Private consump-
tion has increased about 5 percent
annually, and inflation – a classic
problem in Latin America – is now
even lower than in the US.
This year, the positive growth
trend was hampered by the presi-
dential election in July. The vote
was won by Felipe Calderón and
his PAN party, but the results
were challenged by the loser, An-
drés Lopez Obrador. A power
struggle followed and was not
resolved until September, again
with Calderón the winner.
The political situation, together
with the risk of lower oil prices and
a weaker US economy, means that
growth will most likely slow next
year, according to Dr. Deborah L.
Riner, chief economist at the Ame-
rican Chamber of Commerce in
Mexico.
Still, the economy is growing
rapidly. Mexican economists es-
timate that GDP will increase
roughly 3 percent and private con-
sumption 3.5 percent next year,
according to figures compiled by
the William Seidman Research In-
stitute at Arizona State University.
But a great number of reforms
"A1/ A6/>3 I  $ K
are needed to ensure that Mexico’s
growth is sustainable and that the
welfare of the country’s many
poor people improves. The OECD
has called for improvements in
Mexico’s educational system and
labor market.
Mexico also needs to reduce its
A1/
1/ 7<;3F71=
( A1/aOZSaO`SOP]cbCA2
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b]PSbVS[O`YSbZSORS` indoors together with a lot of people. If someone nearby who is
heavy reliance on oil, which repre-
sents 35 percent of the country’s
total revenues. Tax revenue con-
stitutes only 12 percent of GDP,
among the lowest rates in Latin
America. Because the price of oil
is such a wild card, the govern-
ment will have to raise income
taxes sooner or later.
“Right now, the government rests.
may not have to worry,” says Tina
Mortensen, a macroeconomist at as it senses
Nordea in Copenhagen. “But the
s here, it’s
recent fall in oil prices has created
some anxiety. A fall in the price of
oil by 10 dollars a barrel reduces unning.
state revenues by 0.8 to 0.9 per-
cent of GDP.”
The other major source of !67563@A/:3A
revenue is money sent home by
Mexican emigrants, mainly from ( A1/^`]RcQSa#%b]\a]T
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the US. Roughly USD 20 billion bVW`R]TA1/¸aTOQWOZbWaacSa
a year is poured into the Mexi- O`Sa]ZRc\RS`A1/¸a]e\
can economy through the back P`O\RaO\Rbe]bVW`RaO`S
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7<5@7297<2/6: RS^O`b[S\bab]`SQVOW\a
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THE FLU a^`SOR
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G=C¸@3:G7<57<032. Your nose is running. You’re freezing infected with the flu sneezes or coughs, you run the risk of get-
and you feel really awful, even though you felt fine just an hour ting sick yourself.
ago. Your muscles ache, and it even hurts when you move your Other than getting a flu shot, there’s not much you can do to
eyes. Your cough is getting worse and worse. protect yourself. Good hand hygiene may help, as well as fewer
You have the flu and feel like the loneliest person in the hugs and kisses with family members who are sick.
world.
But you are not alone. Every year, on average, 5 percent of 74G=C¸@3/:@3/2G lying in bed, what exactly is happening
all the people in the world come down with the flu. That means to your body? The flu is really just an infection in our air pas-
325 million others feel the same way – fortunately, not all at the sages. Our immune defenses and antibodies make us feel sick.
same time. They immediately go on the attack against virus-infected cells,
>6=B=A(>@3AA3<A07:2/<253BBG7;/53A
“The flu is a typical winter illness that thrives best in cold, while at the same time a number of neurotransmitters are spread
dry air,” says Annika Linde, national epidemiologist at the throughout the body to further activate your immune defenses.
Swedish Institute for Infectious Disease Control. “So it mi- After three to five days, it’s all over and you feel fine again –
grates between the southern and northern hemispheres during at least until next year. And then you can keep your fingers
their winter seasons. At the equator, the flu has small peaks all crossed that the flu will arrive late.
the time, but it’s strongest in the spring and autumn.” “As a rule of thumb, the later it arrives, the milder it will be –
Another reason the flu spreads during the winter is that we sit and the earlier, the stronger,” Linde says.
3:7A/03BB/>7= <3CE7@B6
I  $ K A6/>3 A1/ #
B@3<2

assets that have a return not in-

volved in the same cycle that the
S\bW\
stock market’s otherwise in. It’s S`bWaS[ bc`OZ
/\ORd \ O < O
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an advantageous way to own tim- 4`O\QS WP WbW\U^
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ber from a taxation point of view. \R
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And it’s a way to get at land that in eWbVO

the long run can be used for hous-

ing, which increases the value of
the investment.”

7<B3@3AB7< timberland is also

growing elsewhere in the world.
The reason for that is the rising
demand for forest products. In adi-
tion to this, an increased demand
from the energy sector heralds
considerable growth as a result of

ByTheWayCreacom
environmental concerns and the
need to replace fossil fuels. Despite
enormous forest assets on a global
level, a significant portion of the

!
forest is heavily exploited.

d
“That increases the value and

l
importance of areas where raw

o
materials can be sustainably har-

s
=\SW\bS`\ObW]\OZb`S\RWabVObbW[PS`ZO\R Wa
PSQ][W\UW\Q`SOaW\UZg dOZcOPZSOQQ]`RW\U
b]aSdS`OZO\OZgabaAVO^SbOZYSRb]7\bVSCA
bVS`SO`STc\RabVOb]\ZgW\dSab W\bW[PS`ZO\R forest assets, but poor infrastruc-
B630=AB=<0/A32 Hancock
Timber Resource Group, started in
1985, develops and manages for-
Brazil, Australia and New Zea-
land, was USD 5.2 billion.
“In the US, there are three main
vested, like in the Nordic countri-
es,” says Jan Wintzell, head of
Swedish operations at Pöyry For-
est Industry Consulting.
“In North America, poor for-
est management and major forest
damage as a result of insect infes-
tation have contributed to a de-
crease in future harvest levels.”
In South America, production of
leaf mass from plantation forests is
increasing in order to meet growing
demand, especially from China.
Land for plantation forestry and
forest products manufacturing is
starting to be in short supply, parti-
cularly in large parts of Asia.
In Russia, there are enormous
ture, long distances and a harsh
climate make it difficult to exploit
forests there to the fullest.
“Forest land and forest raw ma-
terials have taken on greater stra-
S

Une nouvelle Nana, plus nature. 
 



est funds for general and private
pension funds, foundations and
wealthy private customers. At the
turn of the year, the value of their
forest holdings, in North America,
reasons to invest in forests,” says
forest analyst Richard Schneider
at UBS in New York.
“It’s a way to diversify your
portfolio over the long term with
tegic value as important raw mate-
rials, not just for pulp, paper and
wood products, but also as fuel
and energy as well as in the rapidly
expanding biochemical field.”
Une gamme complète de serviettes et de protège-slips.
Un voile non parfumé aux extraits naturels de camomille
et d'aloe vera, au pouvoir apaisant et hydratant,
qui empêchent le développement des odeurs.
Une double protection pour un nouveau bien-être.

$A1/ A6/>3 I  $ K

SOYEZ SÛRE DE VOUS. PORTEZ NANA
B@3<2
1]c\bW\UbVSU`SS\
U]ZRBVSdOZcS]T
T]`SabaWaW\Q`SOaW\UOZZ
]dS`bVSe]`ZR
Today, the market often wants
well-managed and environmen-
tally friendly forestry that meets
environmental requirements. An
example is the British magazine
publisher Future, which buys pa-
per from SCA, in part because of
its environmental outlook.
“Forests are a stable, long-term
investment that can return a high
yield if you increase production and
the level of processing. Even though
we’ve been running forestry ope-
rations for hundreds of years, we
can raise both productivity and the
quality of the forest raw materials
we grow through improved forest
A1/ A6/>3 I  $ K
&A1/
management and better plant ma-
terial,” says Wintzell.
Many paper companies have
sold off their forest holdings,
which are now held by funds, foun-
dations and venture capitalists.
“Forests are strategically im-
portant for SCA as they contribute
a strong cash flow and have clear
synergies in production of pulp,
publication paper and raw materi-
al for corrugated board for packa-
ging. The value increases over time
because of the shortage of raw ma-
terial in northern Europe,” says
Andreas Koch, head of investor re-
lations for SCA. >3@r?D7AB
/RW\bVS<SbVS`ZO\Ra
^`][]bW\UO\3RSbb]WZSb
Forest land and forest [OYS]dS`e]`bV# Sc`]
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aS\RO^WQbc`S]TbVSW`b]WZSb
raw materials have Sf^ZOW\W\UeVg
bVSg\SSRbVS[OYS]dS`
taken on greater strategic
value as important raw
materials, not just for
pulp, paper and wood
products, but also as fuel
and energy as well as in
the rapidly expanding
biochemical field.
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Maak nu kans op het toilet van je dromen!
( "gSO`aA1/abW[PS`ac^^ZgeWZZ Heb je helemaal genoeg van je oude toilet? Dan heb
U`]eT`][%#[WZZW]\QcPWQ[SbS`ab]
[WZZW]\QcPWQ[SbS`aW\ "#
je geluk. Ga naar rtl.nl en maak kans op een complete
( BVSQ]ab]TVO`dSabW\UWaObbVSaO[S Edet toilet make-over ter waarde van 5.000 euro.
ZSdSZ\]eOaObbVSS\R]TbVS'%a Wellicht komt ons make-over team binnenkort jouw
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kleinste kamertje omtoveren tot het toilet van je dromen.
Ga naar rtl.nl
voor deelname en spelvoorwaarden
 >@=47:3

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n a competitive market, brands have become

even more important, maintains Richard
Wahlund, a Swedish business economics
professor specializing in media who person-
ally is not interested in the names on clothes
labels. Wahlund works at the Center for
Economic Psychology at the Stockholm School off
Economics, housed on the ground floor of a rented
downtown building. At the end of a dismal corridor
lies his spacious but bare room. The boxes have still
not been unpacked from his latest move in the au-
tumn, when he was appointed to a newly created chair
in business economics with media specialization.
Media sounds like a far cry from his previous re-
search into brands and consumer behavior. But in
his view, products are just products, and he will be

S
investigating the economic factors governing the
E6/B7/;/1BC/::G1=< survival of the media, based on studies of what con-
AC;7<57A/D=713A=B6/B trols consumers’ media choices.
72=<¸B6/D3B=A>3/9 “You buy things because the packaging is entic-
;GA3:4/D=713B6/B47::A ing, and this can also be true of media. I put on the
B63A>/13/@=C<2;3E7B6 radio at 6:30 every morning and listen to the news.
/4=@;=43<B3@B/7<;3<B Then I listen to the same news at 7 o’clock and 8:30.
Am I really that interested in hearing the news three

I  $ K A6/>3 A1/  

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times?” he asks rhetorically. “What I am actually
consuming is a voice, so that I don’t have to speak
myself. A voice that fills the space around me with a
form of entertainment. It’s not just the information
itself that I’m interested in.”
The same complex pattern of expressed and hid-
den needs influences all consumers, whether it’s cars,
the evening papers or what you have on your sand-
wiches. As an example Wahlund points to his son
who has an iPod, Apple’s popular MP3 player.
“It was very important to him to buy one, but he
hardly ever listens to music on it. The most impor-
tant thing is having one and being able to show it to
his classmates.”
B63 A=< 1=C:2 have accepted a cheaper MP3
player with the same functions, or no player at all.
Instead, he insisted in having one of the most expen-
sive ones on the market, not least known for its el-
egant minimalist design. This seems irrational – in
the same way that adults drive around in expensive
BMWs instead of cheaper Skodas, or wear shirts
with expensive designer labels instead of one that
says H&M. But this is not irrational behavior, Wah-
lund says – on the contrary.
“What we are looking for is satisfaction and use-
fulness, and if the packaging gives us this, then it’s
actually quite rational to buy the packaging.”
As consumers, we are more and more influenced
by a product’s “added usefulness.” We choose prod-
ucts that involve us, no matter whether it’s food at
the local store or furniture at Ikea.
“Basic usefulness used to be the decider. Today
there are more aspects to consider. The product’s
got to look good and its relative status is important,
especially when it comes to clothing. As consumers
become more design competent, and more compa-
nies take design into consideration, competition in
communication also increases. Audiences become
harder to reach.”
The upgraded role of outer appearance makes
A1/ A6/>3 I  $ K
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packaging, literally, part of the product. An attrac-
tive box sells better than an ugly one.
“This also creates business opportunities. My son
once came running with a bottle of shampoo in the
shape of a cartoon character. It’s not that he normal-
ly buys shampoo – it was the bottle that attracted
him. That’s what he wanted to buy. By working on
its packaging, you can develop your product. You
have to remember that the function of the packaging
is not only storage but also communication.”
Wahlund emphasizes that these mechanisms
mean genuine opportunities for companies in the
packaging and wrapping industries.
“The company that is capable of understanding
its customer’s customer will be one step ahead and
can offer a USP – a unique selling proposition.”
An example of this is the Swedish product Risi-
frutti: thanks to the two-in-one packaging concept,
a whole new market opened up for a combination of
rice pudding and jam in a ready-to-eat, single-por-
tion pack.
“Present a solution that the customer’s customer is
interested in and you’ve just created a new market.”
/11=@27<5B= Wahlund, what’s missing is the
ability to think a few steps ahead. This phenomenon
is called marketing myopia. Packaging manufactur-
ers too often see themselves as producers of materi-
als that protect products during transportation, even
though their most important job is to communicate
with the customer and create an impulse to buy.
This way of reasoning could have far-reaching
consequences for many products. What would hap-
pen to radio programs if they were produced with
the thought that some people turn on the morning
show to avoid having to talk?
Consumption patterns and their underlying im-
pulses are woven together into a complicated fabric.
Wahlund paints a richly nuanced picture in which
every detail is or has been subject to change.
(Consumer
Co su e de demands
a ds aaree increasingly
c eas g y more
o e va
varied.
ed.
(The competition between producers is becoming
tougher, creating a larger diversity of products in ev-
ery industry.
“It’s difficult for customers to deal with this.
They cannot digest an unlimited amount of infor-
mation. So it’s a question of producers finding a
way to profile themselves, because they then make
the customer’s choice easier. If a customer has 14
similar products to choose from and one stands out,
then he or she will probably choose the one that is
different.”
This is where brands come in. They help custom-
ers become less frustrated and offer security.
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“They simplify the decision process. ‘If I pick this
one, then I won’t have to suffer the agony of choos-
ing. This is a safe choice.’ ”
A few years ago, when the Internet became es-
tablished as a widespread everyday tool, there were
theories that the days of strong brands were num-
bered. The searchability of the Internet would make
customers independent, their active choices based
on comparisons of price and function. This has not
been the case at all.
“As information on the Internet contains uncer-
tainties, brands will instead become even more im-
portant.” S
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How does the jellyfish manage to retain so much water
when it itself is 96 percent water? This was the
starting point for a research project to develop the new
super absorbent diaper of tomorrow.
t
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hree years ago, biopolymer
professor Paul Gatenholm
at Chalmers University of
Technology, working in clo-
se cooperation with Profes-
sor Anne-Marie Hermansson at SIK,
the Swedish Institute for Food and
Biotechnology, initiated a project to
map the then-secret mechanisms of
the jellyfish. He was convinced that
the knowledge gained would lead to
industrial applications.
“Diapers today use small powder
particles to soak up urine and trans-
form it into a gel,” he says. “This works
reasonably well, but the absorption
capacity of the particles is reduced con-
siderably when it comes to salt water.
The salt reduces their retention capa-
city, and as human body fluids are salty,
this is a drawback. The jellyfish has al-
ready solved this problem. It also has a
structure that decomposes naturally,
unlike present-day synthetic diapers.”
So how is research coming along?
“We’ve learned a lot about the struc-
ture of the jellyfish and what enables it
to retain water,” he says. “We haven’t
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mapped the complete mechanism, but
we do know which components work
together and how. Our working hy-
pothesis, that it’s all about interaction
between proteins and polysaccharides,
has been confirmed. And because the
structure is built up in a highly hierar-
chic fashion, the jellyfish can display ex-
cellent mechanical properties, despite its
jelly-like form. Ions play an important
role. It’s also interesting to note that in
the jellyfish we have found similarities
to human tissues, such as cartilage. This
supports the theory that human beings
originated from the sea.”
A schematic of the structure of the
jellyfish forms the basis for further
research into future superabsorbents
(see illustration).
SIK and SLU, the Swedish Uni-
versity of Agricultural Sciences, are
Gatenholm’s foremost collaborating in-
stitutes. Project Leader Susanne Ekstedt
at SIK has been responsible for devel-
oping techniques whereby the mecha-
nisms of the jellyfish can be studied.
Anne-Marie Hermansson sees this
as an “inspirational project.”
“The industry is interested in find-
ing inspiration for tomorrow’s materi-
als – primarily for diapers and similar
products,” she says. “We want to learn
from nature to get ideas for producing
renewable products.”
While pointing out that nature in
many respects is smarter than we are,
she emphasizes the fact that numerous
biological tissue structures are ex-
tremely difficult to map and copy.
This is not the first time that re-
searchers have copied nature, so-cal-
led bio-mimicking, to learn something
new and better. Rock barnacles have
been mapped in order to produce glues
that are significantly stronger than
those that can be produced synthe-
tically, and even cobwebs have been
studied to see whether they are usable
for surgical purposes. Paul Gatenholm
is convinced that this is just the start.
“Biological systems aim at produc-
tion using a minimum of energy, an ap-
proach that will benefit future society
in its quest for energy conservation
and minimal environmental impact,”
he says. S
S
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A1/7<A723
n a nutshell,
packaging is the
promotional
medium that
connects a product
with the consumer. It has
become a vital ingredient of
the product manufacturer’s
marketing strategy.
Indeed, packaging plays
an important role in the
purchase decision of the
shopper. “All our work be-
gins and ends with shopper
insights. As research tells us
that 70 percent of all pur-
chasing decisions are made
in shops and that on average
it takes three seconds to
make a decision, in-depth
EWbVO\SedW`bcOZagabS[Qcab][S`aQO\aSSV]ebVS
EWbVO\SedW`bcOZ B]cUVQ][^SbWbW]\RS[O\Ra
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knowledge about what turns
^OQYOUW\UeWZZZ]]YW\bVSab]`SeVS\bVSaVSZTWaTcZZ]`VOZT []`Sa]^VWabWQObSR^OQYOUW\U a shopper into a consumer
TcZZOZZObZWTSaWhSO\RW\bV`SSRW[S\aW]\a a]ZcbW]\a is imperative,” says Wim
<3E7<<=D/B7=<13<B3@7<
0@CAA3:A
7\O[O`YSb^ZOQSeVS`SO`]c\R%]TbVS^c`QVOaW\URSQWaW]\aO`S
[ORSObbVS^]W\b]TaOZSbVS^`]RcQb\SSRab]abO\R]cb;]`SbVO\SdS`
bVS`]ZS]T^OQYOUW\UeWbVW\bVSb]bOZ^`]RcQbSf^S`WS\QSWaQ`cQWOZ
7\0`caaSZaA1/>OQYOUW\Ue]`Yab][SSb`WaW\UQcab][S`RS[O\Ra
B3FB5r@/<:7<2>6=B=8C:7/</G=<2B
Wouters, SCA Packaging’s
European design director.
At the same time, our cus-
tomers are placing tougher
demands on packaging per-
formance throughout the
total supply chain, because
of the growing complexity
in their operations
“Moreover, product life
cycles continue to shorten as
companies have perfected
the twin arts of innovation
and imitation. We pro-ac-
tively have to know what’s
happening in our customer’s
markets – for example,
anticipate what the next
step is in the development of
a new generation cell phone.
If we don’t understand
our customer’s business
environment and segment,
we will not be able to offer
the right packaging solution
to build a clear and sustain-
able competitive advantage
for our customers,” adds
Stephen McAneny, vice
president sales & marketing
at SCA Packaging.
Development work on
packaging focuses on three
main functional aspects that
add value to packaging: be
seen, be moved, be secure.
And overall along these
three dimensions, packaging
solutions are becoming in-
creasingly more sophisticat-
ed – from reinforcing brand d
recognition at the point of
sale, to including an RFID
chip to follow the product as
it travels through the supply
chain, to complex packaging
designed to meet the most
challenging requirements.
/BB637<<=D/B7=<
Center, a unique interactive
virtual reality tool visual-
izes the conceptual packag-
ing designs in an in-store
environment. Projected
on a huge screen, it gives a
realistic and life-size three-
dimensional view. “Custom-
ers are often unsure what the
product and the packaging
solution will look like in a
shop. Our virtual system
removes this uncertainty”.
Packaging design and
development takes place
in close cooperation with
customers at more than 20
Design Centers in Eu-
rope and the USA. In all,
SCA Packaging employs
more than 250 designers,
combining a thorough
understanding of the pack-
ing process and machinery
with structural and graphic
design creativity.
“We often mix design
competency from different
specialization areas or ge-
ographies. When staff who
have worked on packaging
for champagne meet with
those who worked on cell
phones, creativity flour-
ishes,” Wouters says.
The Design Center net-
work is connected through
an extensive packaging
design library.
In November, a new
Innovation Center was in-
augurated in Brussels to link
together all the company’s
Design Centers and create a
forum where manufacturers,
retailers and SCA Packaging
designers can jointly develop
packaging solutions in a
structured approach.
SCA Packaging’s de-
velopment from producer
of corrugated boxes to
full-service, multi-material
packaging supplier is not
just about adapting to a
changing world. Basically,
it’s a strategy to increase
growth and profitability.
“The traditional market
for corrugated board solu-
tions for transportation is
worth around 20 billion eu-
ros. The market for packag-
ing that solves customer and
consumer needs, irrespective
of type of material, is worth
between 120 and 160 billion
euros. In other words, there
is enormous potential,” says
John D. Williams, president
SCA Packaging Europe. S
 S
A1/7<A723


67563@>@=47B4=@A1/
4 224 75 789

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71 244

Jan-sept

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2006
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Profit before tax, SEKm. best in terms of its enviro on- underlying the survey were
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report published by WW
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ranked included Procter & that a significant proportion b`S\R¶aOga4`SR`WY>O[^QObSU]`g^`]RcQb[O\
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sue Europe’s environmen ntal mental and social standards in
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