A magazine from sca about trends, markets and business Nº 4 2010

have you
Looked in the
restaurant's
bathroom?
water treatment
you can carry
Heat-smart
packaging
why forests
are getting
richer
Incontinence:

Real men
talk about it
60 years on the stock exchange ★ Windpower by boat
 Content N 4 2010

People would rather not talk

about male incontinence. Many
men suffer in silence, even
though good help is available
so they can work and make the

6
most of their free time.

silence rules when

it comes to male
incontinence
problems
 04 Shape up
A list of companies whose ideas will save the world,
a hotel in the treetops and the countries where fewer
people are showering – read more in Shape Up.

06 Shape cover
Men who experience incontinence usually don’t
want to talk about it. Many find it shameful and
don't take advantage of the help that’s available.

14–19 trend
Bathrooms add to the impression a restaurant

20
makes. The forest is an increasingly attractive
resource for future materials and fuels.

20 Profile
Meet the inventor Petra Wadström who saves lives
by making sun and water cooperate.

24 outlook
Toilet paper is a modern-day luxury that is not
available to many people in the world. Here are
some alternative methods for cleaning up.

17 27 technology
A high-tech box can sense the outside temperature
and regulate the inside temperature accordingly.
Here’s how it works.

24 30 SCA Inside
Read about how SCA transports wind turbines by
sea and who won this year’s Design Challenge.

34 Economy

27 An SCA share bought for 130 kronor in 1950 would

be worth 67,000 kronor today. Shape looks at the
share’s 60 years on the stock market.

SCA Shape is a magazine from SCA, primarily geared toward share- Publisher Camilla Weiner Managing Editor Marita Sander
holders and analysts, but also for journalists, opinion leaders and oth- Editorial Marita Sander, SCA, Anna Gullers, Göran Lind
ers interested in SCA's business and development. Shape is published and Kristin Päeva, Appelberg Design Tone Knibestöl and
four times a year. The next issue is due in March 2011. Ersan Curuklu, Appelberg Printer Sörmlands Grafiska
Address SCA, Corporate Communications, Box 200, 101 23 Stockholm, AB, Katrineholm Cover photo Pysse Holmberg.
Sweden Telephone +46 8 7885100 Fax +46 8 6788130
SCA Shape is published in Swedish and English. The contents are printed on GraphoCote 80 gram from SCA. Reproduction only by permission of SCA Corporate
Communications. The opinions expressed herein are those of the authors or persons interviewed and do not necessarily reflect the views of the editors or SCA.
You can subscribe to SCA Shape or read it as a pdf at www.sca.com.

[ 4*2010] SHAPE SCA *3

 shape up

nest
tagon
the Pen e 666
uses soms
roll e
et tissu
of toil day.
every
e:
So u rc r ld.co m
e t pa p e r wo
to il

Did you know that 55 percent
of Poles are afraid of catching
diseases when using public bath-
rooms at work?
sOURcE: Tork
Hotel bird’s
If you’d like to be as close to nature as
possible, then Treehotel in Harads, Swe-
den, north of Luleå, may be the place for
you. You can literally live in the treetops
and be one with nature. The Treehotel
project is a collaboration between Scan-
dinavia’s leading designers and architects,
and guests can choose from among seven
different “rooms” set in the treetops. One
of the rooms, the Mirrorcube, is hard to
spot among the trees because the walls
are clad in reflective glass that creates a
photo: treehouse
natural camouflage. The interior is made
of plywood, and the windows provide a
panoramic view in every direction.
To prevent birds from flying into the
walls, an infrared film has been set in the
glass. The color is invisible to ­humans,
but birds can see it. The Mirrorcube
­accommodates two people with a double
bed, toilet, lounge and roof terrace.
A 39-foot-long bridge leads up to the
­Mirrorcube.
Read more at www.treehotel.se

ph …
78 m

…is the top speed for the world’s tallest wooden

roller coaster. The ride, called Son of Beast, is found
at the Kings Island amusement park in the US state
of Ohio. It is 7,030 feet long and 218 feet high.

4*SCA SHAPE [ 4*2010]

 not to shower
To shower or
In Britain, 41 percent of men and
33 percent of women don’t shower
every day, and 12 percent of people
have a proper wash only once or
twice a week. These figures, from
a poll conducted for SCA last year,
place the UK behind Australia,
Mexico and France in the personal
hygiene stakes. Many people also
seem to agree that a regular hair-
wash is a hassle. In 2008, Boots,
reported a 45 percent rise in sales
of dry shampoo. Limiting the
number of showers and baths has
environmental benefits, of course.
But while being environmentally
friendly is generally considered
good, smelling bad is not.

art in toilet Clean hands save

rolls children’s lives
Global Handwashing Day ing for the deaths of 1.5 million
The French 2010, held on October 15, re- children under the age of 5 each
artist and volved around schools and chil- year. Children suffer dispro-
illustrator
dren. Of the 120 million children portionately from diarrheal and
Anastassia
Elias makes
born in the developing world each respiratory diseases and deaths.
works of year, half will live in households This year’s activities mobilized
art hid- without access to modern sanita- millions of people in more than
den inside tion, at grave risk to their survival 80 countries across five conti-
empty toilet and development. nents to wash their hands with
rolls.
Poor hygiene and lack of access soap.
to sanitation together contrib-
ute to about 88 percent of deaths Read more at
from diarrheal diseases, account- www.globalhandwashingday.org
The future’s photo: Istockphoto

climate ideas
WWF has presented its annual list of climate innova-
tions that reduce the world’s CO2 emissions. Together
these solutions have the potential to reduce carbon
dioxide emissions by 300 million tons a year if distrib-
uted globally. That is more than five times Sweden’s
annual emissions, according to Håkan Wirtén, secre-
tary general of WWF Sweden.

This year’s ideas:

Solar cooling for houses in warm countries
Heat pumps for the houses and buildings
Water treatment with algae
Green chemistry in the packaging industry
Storage of carbon dioxide from bioenergy

Read more at www.climatesolver.org

[ 4*2010] SHAPE SCA *5

shape cover

6*SCA SHAPE [ 4*2010]

 Male
incontinence
- the last taboo
Male incontinence is one of our last
great taboos. Many men who are affected try to
conceal the problem and have no idea what kind
of help is available. It’s time to talk more openly
about men’s incontinence problems.

text: Sara Bergqvist PHoto: pysse holmberg

[ 4*2010] SHAPE SCA *7

shape cover
i n Europe and the US, about
one man in 10 men over the age
of 30 experiences incontinence
problems to varying degrees.
The problem increases with age. At 60,
about 5 percent of men are incontinent
and at 85 roughly 25 percent.
With the focus more often on wom-
en’s incontinence, men’s problems are
hushed up. Many men suffer in silence
and don’t know that they can eliminate
their problems or at least alleviate the
effects with simple measures.
Surveys show that 60 percent
of men who have experienced inconti-
nence problems do not use any protec-
tion at all. Others buy women’s sani-
tary towels or incontinence protection
for women, or perhaps they use their
wife’s products.
Toilet paper or socks in their under-
wear are not unusual – there is consid-
erable inventiveness. For many men, it’s
a problem they don’t mention by name,
much less try to find a solution to. It’s
not uncommon for such problems to
lead to depression.
“Today there are so many aids to
choose from that urine incontinence
need not be a big bother,” says Kerstin
Cronwall, a urotherapist at Karolinska
University Hospital in Stockholm.
Some incontinence problems, like
those following a prostate operation,
often disappear after a while. Others
can be eliminated with surgery. Still
others can be successfully treated with
8*SCA SHAPE [ 4*2010]
Today there are so many aids
to choose from that urine
incontinence need not be a big
bother.
medicine. For the remaining problems,
cally designed for men that eliminates
any unpleasant odor and cannot be
seen through clothes.
“People can even wear tight jeans
without it showing,” Dr. Cronwall
says.
there is incontinence protection specifi- but some have persistent problems.
Urine incontinence among men has
many causes. According to Jonas Hu-
gosson, a urology professor at Sahlg-
renska University Hospital in
p rotec t io n c
Gothenburg, Sweden, the n ce
ne
most common cause is
i
nt
co
nerve damage as a result
uilt in in
of a stroke or nervous dis-
order like Parkinson’s or
th b
multiple sclerosis. Other
wi
common causes are pros-
ar
e ns
tate enlargement and urinary
w . je
tract infections, but bladder
conditions such as bladder stones or
bladder tumors could be at fault. Smok- a combination of pelvic exercises and
ing, excess weight and diabetes can
also cause incontinence.
“Over the long term, I think the most
common cause will be prostate cancer
surgery,” says Dr. Hugosson. “It is by
far the most common form of cancer
among men in the West and moreover
continues to increase in frequency.”
In prostate cancer surgery, the en-
tire prostate is removed. As long as
the prostate remains, it works to keep
pressure on the urethra. When it is re-
moved, there is only a space remaining,
which often leads to incontinence prob- that almost any man experiences every
lems immediately after surgery. After
six months, most men return to normal,
“In the long run, 5 percent of men
have more serious problems after-
wards, another 10 percent have to use
protection regularly, and 35 percent
have problems every now and then,”
Dr. Hugosson says.
Some men who have persistent
problems with incontinence follow-
ing prostate cancer surgery may
an be helped by a new operation
in which they are given an
be
wo
artificial sphincter around
rn u
their urethra. Many are
nder tig
also helped by pelvic ex-
ercises, according to Dr.
ht
Cronwall.
je
But as Dr. Hugosson says,
er ans .
Und
“There are surveys indicating
that the best effect is achieved through
general physical activity. I usually send
all my patients to the gym.”
He recommends that anyone who has
incontinence problems should immedi-
ately seek help.
“There are so many different causes
that it’s important to have a thorough
examination,” he says. “That’s especially
true if you start to get urges, leakage dur-
ing the night or blood in your urine. Then
you need to seek help. However, people
shouldn’t worry so much about a few
drops of after-dribble. That’s something
once in a while.”
Don't worry about a few
drops of after-dribble
– that’s something that
most men experience
every once in a while.
But for men suffering
from incontinence there
are simple measures to
be taken to alleviate the
problem.
shape cover

Incontinence may
disrupt everyday life
40 percent of men waited more than a year
before they consulted a doctor for their problem.
Almost half indicated that their incontinence
problems had adverse effects on their sleep.
The proportion of men who felt depressed
ranged from 16 percent in Germany to 23 per-
cent in Sweden.
Between one-third and one-half thought
that intimate relations with their partner had
deteriorated.
Many people found that their social life was
affected. More than a quarter of German men
and a third of Swedish men stopped pursuing
leisure activities they enjoyed previously.
Source: TENA Men’s “The LUTS Report: Pan-Eu-
ropean insight into male incontinence.” 
LUTS
stands for lower urinary tract symptoms. The
survey included 1,134 men with incontinence
problems and 988 female partners in Britain,
Germany, Sweden and Italy in February and
March 2010.

Different types of
incontinence
Urge incontinence. The most common type
of incontinence among men. Involves a strong,
sudden urge to pee that can result in the bladder
emptying before a person can make it to the bath-
room. An overactive bladder means that a person
has to pee more often than normal, perhaps sev-
eral times a night.
Stress incontinence. Unusual among men.
May occur after prostate cancer surgery and
involves urine leakage as a result of physical
stress like coughing, laughing, lifting heavy
objects or working out.
Overflow incontinence. A constant or spo-
radic urine leakage when the bladder is weak or
stretched.
After-dribble. Something that most men experi-
ence and is usually nothing to worry about. A
good strategy is to take your time when going to
the bathroom.

10*SCA SHAPE [ 4 20XX] ]

X*2010
 Paul Boos can’t hold water.
He’s one of thousands of menaf-
fected by incontinence. But unlike
most of the men in his situation, he
doesn’t keep quiet about it.

Clever solutions
keep life on the move
text: Elisabet Tapio-Neuwirth

Paul Boos, 79, who lives in the
town of Sonthofen in southern Ger-
many, is an unusually active man. He
bikes as long as there is no snow and
does cross-country skiing in the win-
ter. He also holds lectures on inconti-
nence. Seven years ago he had surgery
for prostate problems, and two years
later he had an operation for an ingui-
nal hernia in which his peritoneum
was reinforced with a plastic weave.
The method usually works well, but in
Boos’s case some nerves and even his
prostate were damaged by the weave.
“I was operated on one more time, but
the damage couldn’t be repaired. After
the surgery, I was 100 percent inconti-
nent. I couldn’t hold it. Instead, all my
urine – almost 11 cups a day – simply ran
right out of me. It was incredibly frighten-
ing and frustrating,” he says.
Boos was referred to a physiothera-
pist, who taught him special pelvic
exercises that gradually strengthen the
muscles in his groin. Today, he is 70
percent better just with exercises.
“Nowadays, between one and two
cups of urine run out a day, depending
on what I do. During the night, it’s not
a problem, but in the morning I have a
hard time holding it, especially if I walk
or stand.”
Boos has solved the problem of leak-
age with incontinence protection for
men. He checked out all the products
on the market before he found the in-
continence product for men that suits
him and his anatomy. It’s important
that the protection fits well so that
you can have a good quality of life, he
notes.
“At the hospital, I was given the
very cheapest protection and it really
wasn’t up to snuff,” he says. “It was
soaked through right away. I got to try
out incontinence pants that fit well, but
they rustled when I moved and I didn’t
want other people to hear the problem
I had.”
That’s because the topic of inconti-
nence is a difficult one – especially for
men, Boos believes. To help others in
the same situation, he has started self-
help groups for men with incontinence
problems, and when they meet they can
talk about all the taboos and fears they
encounter.
“Almost all the men with inconti-
nence problems that I meet can barely
dare to talk about the problem with
their loved ones. Many are ashamed.
The majority have gone through pros-
tate surgery and are in the best years
of their life – between 50 and 70 – and
suddenly they have problems not just
with impotence – they’re also wetting
themselves. In the region where I live,
religion also plays a role. As a Catholic,
you don’t talk about your private parts
– it’s taboo.
“But it’s important to talk, to know
about yourself and learn new things.”
Boos says many men are afraid to
go out because they suffer from incon-
tinence. Urine can begin to leak out at
any time – at the movies, the theater,
a soccer game. They’re afraid they’ll
smell. So it feels a lot safer to stay
home, even though life is a little grayer
than before.

[ 4*2010] SHAPE SCA *11

shape cover
SCA brings daylight
to the problem
In Europe, SCA and TENA Men are among
the driving forces in breaking the taboo
on ­incontinence among men.
Extensive information cam-
paigns and useful aids will improve
­everyday life for many men who suffer.
Excellent incontinence protection
products designed especially for men
have been on the market for years. Yet
few men know they exist, and usage is
low. By providing information about
what help is available to those who suf-
fer, there are considerable gains to be
realized for many men in the form of a
better quality of life.
“Most of the men think they’re alone
with their problem,” says Katerina Kank-
ova, marketing manager for TENA Men
in Europe. “We want to show them that it
shouldn’t mean the end of the world, and
that there is good help they can get.”
Incontinence products from TENA
Men is available in several different
levels of protection, depending on the
amount of leakage. In the US, it is also
found as protective underwear.
12*SCA SHAPE [ 4*2010]
Boos has found ways to stay as active
as he wants to be. On bike rides and on
cross-country skiing outings, he rarely
leaks. Walks are harder, but he has his
tricks.
“You just have to be a little clever. I
make sure that I walk in places where
there are forested areas or shrubbery.
If a few drops come out, I can sneak in
somewhere and change my incontinence
protection. If I’m out on a longer trip, I
“In recent years there has been great-
er focus on the male category, both in
terms of the products themselves and
the packaging, but also in communi-
cation,” Kankova says. “That means
men can easier find protection for their
individual needs and the male specific
packaging makes the shopping less em-
barrassing.”
Nowadays people can find inconti-
nence protection products in retail stores
as well. In the US, such products have
been available for a number of years,
while in Europe this is a relatively new
phenomenon. In the past, the only option
was to purchase them through health care
providers or online. Today, people can
buy TENA Men online in seven different
countries, but by next year that figure will
double.
“We think that online sales will soon
exceed traditional sales,” says Lennart
pack extra underwear and pants in a big
bag. And then I never wear light-colored
pants in summer, only dark-colored
ones – if I leak, it won’t show.”
Boos has even written a book about
his incontinence problems – a humor-
ous work that he hopes will help and
inspire men in the same situation.
“With practice, experience and hu-
mor, you can overcome a lot of prob-
lems,” he says.
TENA Men – incontinence
­protection for men.
Hjält, e-business director for at SCA.
“These are products that are really well
suited for Internet sales and home de-
livery.”
In many places, TENA Men is
working with different organizations
to spread knowledge and awareness
about incontinence problems for men.
In the US, an information website was
set up last year in collaboration with
the Men’s Health Network, and this
year a partnership has been started
with the Prostate Cancer Charity in
Britain.
TENA Men recently conducted a
survey in cooperation with the Men’s
Health Forum on how men with in-
continence view their problems. The
results, which can be found in “The
LUTS Report,” indicate that many men
with incontinence find their quality of
life drops dramatically.
trend

Exquisite food and beautiful décor are important

in a restaurant, but if customers find a filthy bath-
room there’s a considerable chance they’ll never
come back. One in four customers would even
leave the place immediately.
Text: Eva-Lotta Sigurdh photo: istockphoto and sanna skerdén

14*SCA SHAPE [ 4*2010]

Dirty bathrooms:
the ruin of
restaurant
owners
a n international survey
conducted by the con-
sumer analysis company
Harris Interactive finds
that restaurant guests put great impor-
tance on the impression they get from
restrooms. Inside the bathroom of the
Greek restaurant Greken på hörnet in
Stockholm, a crystal chandelier hangs
from the ceiling and guests are offered
real perfume when they visit the lava-
tory. That may seem like going over-
board, but manager and part-owner
Giannis Giassemis is convinced that
The survey
 bout 75 percent of respon-
A
dents from a number of coun-
tries said they would not go
back to a restaurant if the bath-
room was in poor condition.
86 percent think that the
hygiene at a restaurant is im-
portant for the overall experi-
ence, and 88 percent think the
hygiene in bathrooms reflects
the overall hygiene of the res-
taurant.
42 percent use paper to avoid
touching surfaces in a dirty
bathroom.
The survey was conducted by
Harris Interactive on behalf of
SCA and included 2,175 adult
Americans.
a major investment of that sort yields
profits many times over.
“It’s all related,” he says. “Someone
who gets a positive impression from the
bathroom views the whole restaurant
as being clean – and vice versa.”
Not surprisingly, the most critical
factor is hygiene. This is reflected both
in the survey and in Giassemis’s experi-
ence. But scents and lighting are also
features that are particularly impor-
tant. And that doesn’t mean artifi-
cial bathroom fragrances, Giassemis
stresses.
“It has to be real perfume,” he says.
“Perfumes have a completely different
smell, and they also give visitors that
little extra something that makes them
feel appreciated and special. That kind
of thing builds a good reputation and
means the customers you already have
will come back.”
Giassemis further notes
that good ventilation is a
must – both out of con-
sideration to people who
have asthma and for the
whole hygiene experience.
As for lighting, it
should be the same
in the bathroom as
elsewhere in the res-
taurant, Giassemis
emphasizes – once
again, for that
[ 4*2010] SHAPE SCA *15
trend

Someone who gets a positive

impression from the bathroom
views the whole restaurant as
being clean.
essential, intrinsic overall restaurant
experience.
Giassemis doesn’t think there are
any “typical” trends in restaurant
lavatories, either in Sweden or abroad.
Every place should have its own style,
which is true of restaurants as well as
their bathrooms.
On the other hand, restaurants on
the whole have become much more con-
scientious when it comes to putting ef-
fort into hygiene and the cleanliness of
their bathrooms. Surveys and growing
media attention have played a signifi-
cant role in this trend, and today there
is even literature on the subject. The il-
lustrator and writer Göran Bergholm’s
book Dass – en undersökning av det
hemliga rummet (“Privy – a survey of
the secret room”) was a bestseller when
it was published a few years ago.
Investments in bathrooms do not
have to be overly costly or complicat-
ed, Giassemis says. With good hygiene
and a high comfort factor, expensive
works of art on the wall aren’t neces-
sary. Still, it doesn’t hurt to use a little
imagination. Today, many restaurants
­understand the importance
“It’s so fun when children come of the toilet’s impression.
running in and want to see our bath- This is the toilet at “Greken
rooms,” he concludes with delight. på hörnet” in Stockholm.

Tork Elevation captivates the US market

Hygiene, functionality and aes- After about six months on the Tork El-
thetics were the catchphrases when market, the introduction has ex- evation was
SCA’s Tork Elevation dispenser fam- ceeded all expectations, says John created by
ily was introduced in restaurants Drengler, vice president of product the Swedish-
and other public restrooms around and marketing at SCA Tissue North American de-
the world in 2009. And before long America. signer Thomas
it was a success. After receiving top “The clean design, combined with Meyerhoffer.
grades from both restaurant owners ease of use and maintenance, is our Sweden is
and their customers, Tork Elevation simple but clearly successful con- also one of
has now been launched in 90 coun- cept,” he says. the countries
tries where SCA operates, most re- Next on the list for a further launch where Tork Elevation has had the
cently in early 2010 in the US. are schools and offices. greatest success, Drengler says.

16*SCA SHAPE [ 4*2010]

 trend

the forest
It won't be long until
this car has a forest in the tank.

New resources from

The forest industry faces an exciting transformation. Used until

now chiefly for wood products and paper, forests are now pro-
viding the raw materials for new smart products. Green fuel is
already here. Next up are cars, pharmaceuticals and food.
Text: Sara Bergqvist photo: GETTY IMAGES, iStock, Johan Olsson

[ 4*2010] SHAPE SCA *17

trend
Food from the for-
est? Yes, thickening
agents based on
MFC already exist in
the food industry.
t
he traditional view of forests
as primarily a source of raw
materials for paper and wood
products is changing. There
are two reasons for this. First, greater
added value and better use of resources
can produce economic gains. Second,
there is a growing need to find environ-
mental substitutes for oil-based fuels,
packaging, construction materials and
chemicals.
18*SCA SHAPE [ 4*2010]
Perhaps the most amazing applica-
tion involves something called MFC,
or microfibrillar cellulose, which is
produced by breaking the cellulose
fibers into such small components that
they are not even visible using a nor-
mal microscope. These minute par-
ticles can then be reconstituted into an
unlimited number of materials with
different properties.
Tom Lindström, a professor at
the Royal Institute of Technology in
Stockholm and the research institute
Innventia, has conducted research in
the field for years.
“The problem up until now has been
to find production methods that are
sufficiently cost-effective and energy-
efficient,” he says. “But we’re now on
the verge of developing methods where
this is possible on a large scale.”
Using microfibrillar cellulose,
products can be created that are ex-
Microfibrillar cellulose (nanocellu-
lose) has many applications. It gives
strength to paper and plastics, among
other uses.
New applica-
tions for bio-
material at SCA
SCA is involved in a number of
different projects aimed at pro-
ducing a higher degree of added
value and more efficient use of
the large quantity of forest raw
materials owned by the company.
“The largest flows today are
sawn products and various types
of paper,” says Per-Johan Ahlzén,
business group manager at SCA’s
R&D Center in Sundsvall, Sweden.
“We’re now looking at different
ways to expand our product port-
folio.”
Research projects that are under
way include areas such as more ef-
fective packaging and new types
of materials and fuels. “A lot of the
work involves replacing oil-based
materials with forest-based prod-
ucts and making today’s products
with fewer resources.”
One example at SCA Packag-
ing involves replacing oil-based
plastic with an environmentally
friendly alternative. The material,
based on raw materials from the
plant world, can be used as shock
protection in packaging to pro-
tect sensitive electronic goods.
SCA has also begun collaborations
with other companies to increase
knowledge about how MFC can be
used to create new products.
Another exciting initiative, the
Virgin Car, involves creating en-
vironmentally friendly cars based
on biomaterial in a partnership
between SCA, Volvo and several
other companies, universities and
research institutes. More informa-
tion is available at
www.biomaterial.se.
tremely strong and lightweight. One no-
table application is as a substitute mate-
rial for plastic in cars, which yields two
distinct environmental benefits. First,
it represents a material that is more en-
vironmentally friendly on its own. Sec-
ond, it results in lighter cars that require
less fuel. Other potential applications
 A lot of the work involves replacing oil-based
materials with forest-based products.
are in the food industry. Thickening
agents based on MFC are already avail-
able, and in Japan the ingredient is used
in a number of up-market products.
MFC can also be used advantageously
as an ingredient in some medicines and
beauty products.
Professor Lindström and his col-
leagues have also examined how MFC
can be used to create lighter and stron-
ger paper, films and protective barriers
in packaging as well as for shock protec-
tion in packaging as a replacement for
Styrofoam and expanded polystyrene
plastics. “In a few years, these products
will be available in the market on a large
scale,” Professor Lindström notes.
Another exciting development
area involves energy and fuels. Already,
by-products from the making of pulp
and wood products are used to provide
heating and sometimes even electric-
ity to households. Recently, production
started up on diesel substitutes made
from raw pine oil, which is a by-product
of pulp manufacturing.
MFC can also be used advanta-
geously as an ingredient in some
medicines and beauty products.
“Still, we shouldn’t
forget the develop-
ment potential of im-
proving and develop-
ing new wood products,”
says Lars Wilhelmsson at the
Swedish research institute Skog-
forsk. “Development is always
moving toward advancements
in applications and more efficient
manufacturing processes.”
the source of new products
The four chemical compounds of a tree:
 ellulose is the main raw material
C thickener and as different types
in paper. Converted into micro- of protective barriers or can be
fibrillar cellulose, it can be used converted into sweetening agents
as structural material in cars, such as xylitol.
pharmaceuticals, beauty products Extractives such as resin work to
and food as well as reinforcing ma- protect the tree against rot and
terial in paper and packaging. insects. They have beneficial me-
Lignin is the “cement” of a tree. dicinal effects and are used in
It can be used as a fuel or binding cancer inhibitors. They can also
agent. be used as a butter substitute and
Hemicellulose can be used as a nutritional additive.
[ 4*2010] SHAPE SCA *19
profile

Lifesaver
with sun and water
Petra Wadström’s ingenious invention Solvatten provides
clean water where ther’s no electricity and can save
­thousands of lives. It reduces deforestation and increases ­
the chances of poor people making a living.
Text: Per Öqvist PHOTO: solvatten

Clean water, which most people in
the West take for granted, is something
that more than a billion people in the
world don’t even have access to. Each
year, 3.5 million people die from dirty
drinking water. More than 2 million
are children.
In large parts of the world, one child
out of five doesn’t even survive to the
age of five. The lack of drinking water
and poor hygiene kill more children
than war.
“As a mother of four, I know how
terrible it is when your child gets sick –
there's nothing worse,” says Petra Wad-
ström, the inventor of Solvatten, which
means “sun water”.
“Without using electricity or chemi-
cal additives like chlorine, Solvatten
heats and purifies up to 9 gallons of wa-
ter a day. In many poor countries, that’s
equal to the use of an entire family.”
It’s clear she’s proud and happy
about her invention as she enthusiasti-
cally describes what Solvatten could
mean in the long term.
She got the idea when she lived for a
year in Sydney with her husband, Calle,
who had a research grant for cancer
diagnostics. As an artist, she joined
an artists’ collective with aboriginal
women. As an inventor, she saw how
the sun shone brightly without the en-
ergy being put to use and mulled it over.
On trips to Africa and Asia, she saw
how women were forced to carry water
many miles and heat it with wood tak-
en from depleted rainforests to make
the water drinkable.
After having earlier invent-
ed Opbra, a postoperative recovery
bandage for breast cancer patients,
Osnodd, a string that prevents thieves
from stealing wallets from purses, and
a drawing board that uses sand, she has
now invented Solvatten.
It looks like a large book when you
open it, with two containers that are
filled with water through a filter. It’s
set at a 90 degree angle to the sun. Af-
ter two to six hours the water reaches
131ºF (55ºC).
The heat, together with the sun’s
UV rays, cleans the water and destroys
the DNA code so water-borne bacte-
ria that cause cholera, dysentery, worm
diseases, e-coli and typhoid cannot
reproduce.
In a pilot program funded by the
agency UN-Habitat, 300 families in
Kenya and Nepal, or more than a thou-
sand people, got to test Solvatten.
“One of the greatest moments in my
life was when I visited Kabula in west-
ern Kenya a year later, totally unan-
nounced, and got to see how after the
trial had ended everyone was still using
Solvatten. With tears in my eyes, ­­

20*SCA SHAPE [ 4*2010]

 Instead of
spending
their money
on wood
and visits to
clinics, they
could now
buy cows.

[ 4*2010] SHAPE SCA *21


Solvatten looks like a large book when you open it and purifies up to 9 gallons of water a day.
I heard how they had saved money and
time, didn’t have to go to the hospital
for typhoid or salmonella, and used less
wood.
“Instead of spending their money on
wood and visits to clinics, they could
now buy cows, build houses and even
start companies. It sounds huge, but
that’s how it was.”
Solvatten is used not just to purify
drinking water for cooking and wash-
ing wounds. Clean water is also used to
bathe babies and adults, wash dishes,
and even clean the cows’ udders before
milking. Water that has to be boiled is
preheated to save wood.
Over five years, each Solvatten saves
50 trees, or up to 12 tons of carbon di-
oxide, and this has prompted compa-
nies to invest money in the unit to offset
their own emissions. As a result, in
some cases the price can be cut in half
from about 114 to 57 dollars a piece.
22*SCA SHAPE [ 4*2010]
Petra has placed particular focus on
women and children.
“Democracy always begins with
women having more time and healthy
children. Using Solvatten saves an aver-
age of three hours a day.”
Poor families in villages pool their
money. The family with the greatest
need gets the first water purifier. Then,
little by little, more units are purchased.
A project is now starting up in
Kibera, one of the world’s worst slum
areas, in Nairobi, Kenya. The conse-
quences from an environmental per-
spective are being studied, as are the
impact on health and how residents can
open stores and sell Solvatten in local
markets.
A project financed by the Swedish
Agency for Economic and Regional
Growth and UN-Habitat this fall will
also provide 20,000 people in Burkina
FActs
Name: Petra Wadström
Age: 58
Profession: Inventor, researcher,
entrepreneur and artist.
Lives: House in Åkersberga north
of Stockholm. Summer cottage in
the Stockholm archipelago.
Family: Husband Calle, oncolo-
gist and researcher. Four chil-
dren, one grandchild and a dog.
Reads: Only literature about wa-
ter, UN reports and such. Boring
but important.
Awards: The 2008 SKAPA award,
Sweden’s top prize for inventors.
Also that year the Swedish En-
vironmental Innovation Award.
Grant from the King’s ­Jubilee
Fund for the Environment.
WWF’s 2009 Climate Solver
award. Solvatten was chosen
as one of 130 future clean tech
products by the Smithsonian.
If I won a million: I would make
sure my children didn’t have
student loans to pay off and
buy a simple sailboat, a dream
I’ve had for a long time. I would
put the rest of the money into
developing Solvatten.
Unexpected talent: Walking on
a tightrope and climbing trees.
When was young, I was into
gymnastics.
 Democracy always begins with
women having more time and healthy
children. Using Solvatten saves an
average of three hours a day.

Faso, Mali and Ethiopia with access to
Solvatten.
For seven years after returning to
Sweden from Sydney, Petra worked to
develop the product. Everyone in the
family helped out in different ways,
and that means a lot to her.
“We’re very close. When the kids
were small, we had a farm with sheep
and different crops. We lived simply
and learned how to live close to nature.
I had my studio under the barn and
didn’t just paint but had an art school
for children.
“I was also a nature guide and
taught children to live close to nature.
I’ve been a storyteller at a library and
taught inmates at a local Prison to
paint.”
Petra Wadström grew up as the
youngest child in a family of artists,
and her artistic background has been
useful.
“As an artist, a lot of it is about sim-
plifying as well as questioning tradi-
tions and old solutions. Perhaps that’s
why Solvatten exists today.”
SCA
and water
SCA uses large quantities of water
to produce paper and pulp. Two
water targets for 2005-2010:
To reduce water usage by 15 percent.
To reduce the organic content of
water used by 30 percent.
By the end of 2009, water usage
had been reduced by 4.9 percent.
The organic content of the water
had been reduced by 40 percent,
far above the target.

[ 4*2010] SHAPE SCA *23

outlook
Greenland
Before there was toilet paper,
Eskimos used snow or moss
when it was available.

US
Corncobs and newspaper were
common accompaniments for
people going to the bathroom in
the 19th century American West.
France
Paper prevails today in the
home, but the bidet can still
be found and is considered to
be more gentle.

Hawaii
Coconut shells have
been used for many
Hawaiian behinds.

From sticks to
paper on a roll
The Chinese were first, but it was the Americans who trans-
formed toilet paper into a major industry. In toilet paper’s journey
through history, not everyone headed for the privy has been
enthusiastic about the paper option.
text: Mattias Andersson photo: iStock

24*SCA SHAPE [ 4*2010]

 Toilet paper has made its way
around the world and is used in
most countries, depending on
purchasing power. There have
been many alternatives in history,
and some of these still endure.

Scandinavia
The ancient Vikings used leftover
sheep’s wool. The favorite among
campers is still leaves, although
novices are cautioned to beware of
stinging nettles.

Italy
In classical times, Romans used sponges
on the end of a stick. The sticks were kept
in a container with salt water. Wool or
rosewater were used by the affluent.

The Arab
world and
India
Water and the left hand are
still commonly used in the
Arab world and the subcon-
tinent. Japan
Japan has the most high-tech
alternative with its “spray toilets,”
which clean both themselves and
their users. Among the earlier
Africa methods is chu-gi, a stick intended
for lavatory use.
Water is often used here too, as
is newspaper and catalog paper,
which was also the main option in
the West before toilet paper.

The history of modern paper
began in China in the third century BC,
and it was here that the product also
first found its way to the bathroom.
A traveler from the Muslim world
in the ninth century noted somewhat
disparagingly that the Chinese did not
take a lot of care with their hygiene and
didn’t use water after going to the bath-
room (which is still a common method
in the Arab world today) but instead
“simply dry themselves with paper.”
During the 14th century, the Chinese
emperor began to order sheets of paper
customized for bathroom use.
While paper has become the material
of choice these days, solutions other than
paper have prevailed in toilet hygiene
over the millennia – sticks, stones, news-
papers, leftover wool, coconut shells,
water or snow depending on the climate
zone. Even corncobs have served as in-
struments for cleansing after a visit to
the toilet.
In the 19th century, specially made
toilet paper was introduced on a broad
scale. The first roll of toilet paper was
launched in 1890 by the American com-
pany Scott Paper. While these rolls have
since conquered the bathrooms of the
world, the innovators were slightly em-
barrassed and refused to put their com-
pany’s name on their products.

[ 4*2010] SHAPE SCA *25

 technology

Thinking inside
the box

A new generation of
packaging controls the temperature
and automatically adjusts to the
surrounding environment. That involves
thinking inside the box.

Text: Susanna Lindgren

[ 4*2010] SHAPE SCA *27

 WHO sends
­vaccines that have
to be kept cool
to areas that are
diff­icult to reach,
where there’s no
refrigerator or cool
storage.

w inter or summer, goods

shipped in a ZeoCool
box maintain a con-
stant temperature be-
tween 36 and 46 degrees Fahrenheit (2 to
8 degrees Celsius). The internal tempera-
ture of ZeoCool is regulated by a thermo-
stat, and no external sources of energy are
all kinds of transportation needs. With
insulating polystyrene packaging and a
water-filled cooling element, packaging
can be developed for most goods in order
to maintain the right temperature from
door to door for a given number of hours.
But this requires that the packag-
ing process follows a certain pattern
sends vaccines that have to be kept cool
to areas that are difficult to reach, where
there’s no refrigerator or cool storage.”
Given that the packaging automatically
­adjusts the cooling or heating process, it
provides insurance against the unexpected.

should the box wind up in cold

required, either before or during shipment.
As a result of this technology, there is no
need for coolants, refrigerators or freezers.
“The Zeocool system can hold either
cold or warm contents,” says Kavita So-
maroo at SCA Cool Logistics in Britain.
Many pharmaceuticals and
biotech products need to be kept at
a certain temperature when they are
transported. If a Clinical Trial Or-
ganisation has to send specimens from
one part of the world to another, it is
important that shipping is done under
the right conditions. There may be only
one such specimen or sample, which
makes the item priceless.
Traditional types of temperature-
controlled packaging are available for
and that the cooling element main-
tains a given temperature, which may
take several days of preparation. That
works well for many products as long
as the transportation chain operates
smoothly and there are no unforeseen
changes in temperature. But for some
types of goods, that is not enough.
Products that are damaged in transit
can cause costly delays in a new launch.
In the worst case, the product may be
destroyed.
“Not everyone has the option of
cooling components in a refrigerator or
freezer to maintain the right tempera-
ture,” Somaroo says.
“So packaging is required that doesn’t
need to be cooled in advance – for exam-
ple when the World Health Organization
storage by mistake, the heating mecha-
nism starts up. Also if the box remains
out on a hot runway, the cooling process
kicks in.
How does it work? When the ther-
mostat finds the temperature too low,
it triggers an exothermic reaction– a
chemical process that emits surplus
energy in the form of heat. Cooling
occurs through evaporation, which
means the liquid substance is converted
to gas. Everything happens automati-
cally, and inside the box, and is based
on how the thermostat reacts to the
surrounding temperature.
“The best guarantee that the item
being shipped will arrive in perfect con-
dition is that the logistics chain works
as well,” Somaroo says.

28*SCA SHAPE [ 4*2010]

 technology

COOLER

The temperature of the

payload space is controlled
by the rate of evaporation in
the system.
Heat

Water
vapor

HEATER

Heat
The heater reacts
to the external tem-
perature and will
control the rate of
heat in the system.
Air flow

Foil outer layer

The bag of absorbent

material is placed on the
base of the shipper to
allow the heat gener-
Heat transfer to the air ated to escape into the
atmosphere.

How it works
ZeoCool can either heat or cool the
contents to maintain an even internal
temperature of 36-46˚F (2-8˚C) for
up to five days. Even in cases of ex-
treme temperatures, such as 95˚F or
14˚F (35˚C or -10˚C), the temperature
in the box is guaranteed for at least
two days.
The packaging has an outer box
made of EPS – expanded polystyrene.
The payload space consists of six
walls that all contain water in liquid
form, as with traditional temperature-
controlled packaging.
Cooling occurs through evapora-
tion, which is controlled by a ther-
mostat placed in one of the side
walls.
Heating is controlled by a ther-
mostat on the outside of the box,
which allows it to read and react to
the surrounding temperature.
With ZeoCool, it is also possible
to continuously record the tempera-
ture both inside and outside the box
throughout the shipment process.

[ 4*2010] SHAPE SCA *29

 sca inside

Safe
dress
A “Career days” ex-
hibition in Stockholm
­attracted many visitors in
September. Two models,
wearing dresses made
of sanitary protection
and Tork tissue, drew
a lot of attention to
the SCA display. Read with a clear
conscience
Paper newspapers and online news-
papers emit the same amount of CO2 .
That was the finding of the research
institute Innventia, working on behalf
of the Swedish Magazine Publishers
Association. The study compared the
environmental impact of paper
newspapers and online newspa-
pers from a life-cycle perspec-
tive.
Readers of both paper and
online newspapers generate 1
kg of CO2 annually, which repre-

What happens
sents about 0.01 percent of the aver-
age Swede’s potential environmental
impact in one year.

this week?
A mobile application that gives you use and illustrated
a weekly update on what happens dur- with drawings by
ing pregnancy has been launched by Karoline Lenhult.
Libero, SCA’s baby diaper brand. The applica-
The pregnancy calendar works for tion is available
iPhone and Android mobile phones in for free download
the Nordic countries. in the AppStore to your iPhone and on
The new pregnancy app is easy to the Libero websites.

30*SCA SHAPE [ 4*2010]

 Guinness
World Record in hand sanitizing
On October 7, before the start of
the Philadelphia Union versus LA
Galaxy soccer match, 2,151 fans set
a new Guinness World Record for si-
multaneously sanitizing their hands.
SCA sponsored the record setting to
advocate for proper hand hygiene.
All fans placed a small amount of
Ships transporting
wind turbines
Since the summer, SCA Trans-
forest has been transporting wind
turbines to northern Sweden on its
system ships. Because a number of
large-scale wind farms will be built
during the coming years, this is a
business with great potential. Using
ro-ro (roll on, roll off) vessels, an-
other common term for system ships,
entire consignments of wind turbine
parts can be loaded on board and
then shipped to ports along the coast
of northern Sweden.
Using SCA’s system
ships for wind turbines
entails many advan-
tages. “It is a cost-effec-
hand sanitizer on their hands and
rubbed them together for 60 sec-
onds until a Guinness representative
declared the new record officially
established. For more information,
including additional hand hygiene
and sustainability tips, please visit
www.torkusa.com.
tive and environmentally friendly
way that benefits both us and the
customer," says Nils-Johan Harald-
sson, vice president for marketing at
SCA Transforest. "It reduces road
transportation, and we can also
fill our vessels. That means we use
capacity better. Furthermore, our
ships sail according to a fixed time-
table, which means that wind turbi-
ne manufacturers can plan exactly
when the turbines should be made
and ready for delivery. And there
won’t be any damage to the turbines
because we do not have to touch the
cargo in loading and discharging.
design
The winning
A concept for light bulb packag-
es won the SCA Packaging Design
Challenge. Karin Hartman and Per
Eldénius from Sweden were award-
ed the jury’s prize for the ingenious
simplicity of their concept Bright
Light. The concept addressed many
of the existing challenges. The pack-
age is appealing, optimizes material
usage, proposes a well-thought-out
secondary and pallet pack and al-
lows customers to see and test the
product they are buying. Benjamin
Gamillscheg & Hans Christian Schu-
bell (Denmark) captured the Cus-
tomer Cup with BrightPack.
“It is a coincidence that both of the
winning concepts are light bulb pack-
ages,” says Wim Wouters, European
design director at SCA.” The fact that
there were many more concepts for
this type of product must be a clear
sign for the light bulb industry that
there is room for improvement.”
This second edition of the Design
Challenge started in 2009 and result-
ed in more than 60 concepts from all
over Europe.
Read more:
www.scapackaging.com
[ 4*2010] SHAPE SCA *31
 Are you a dirtbag?
sca inside

Find out how tidy you

really are by answering
the questions in SCA’s
educational hygiene
test on Facebook. The
quiz consists of 10 ques-
tions with four illustrat-
ed answer alternatives
each covering every-
thing from toilet seating
routines to the impor-
tance of hygiene when
you greet your acquain-
tances. Press “Like” on
SCA’s Facebook page,
or go to www.sca.com/
hygienequiz

The second issue of Sense, the SCA

sustainability magazine, focuses on
how to manage a sustainable supply New plant
in Russia
chain. The magazine is available on

Donation
www.sca.com

play
SCA opened a new

for more
plant in Russia in
September this year.
The facility is locat-
ed in Veniov, in the
Tula Region south
of Moscow, and will
SCA Americas has donated 50,000 manufacture per-
US dollars for a playground in Fritse sonal care products
Park in the town of Menasha, Wiscon- such as Libero baby
sin, USA. The SCA Adventure Play Area diapers and TENA
was dedicated on September 1 in a cer-
incontinence prod-
emony connected with the redevelop-
ment of the popular waterside area.
ucts for the Russian
market. The invest-
ment is valued at
about EUR 85m and
is SCA's first local
production of per-
sonal care products
in Russia and the
CIS region.

32*SCA SHAPE [ 4*2010]

Våra produkter gör livet lättare för dig och miljoner andra
människor runtom i världen. Våra råvaror och vårt sätt att
arbeta ingår som en naturlig del i den globala livscykeln.

Våra globala varumärken

www.sca.com
economy
60 years of trading
This fall, SCA is celebrating 60 years as a public company traded
on Stockholm’s stock exchange. At its market debut in September
1950, the share price was SEK 130, a considerable amount that
few private individuals could afford.
Handelsbanken, the owner of
SCA, took the company public in Sep-
tember 1950. SCA had been formed 21
years earlier, in 1929, by Ivar Kreuger,
then one of the world’s most power-
ful financiers. He created a group from
some 10 independent forest companies
that included forests, mills, pulp plants,
workshops and power companies. The
group had 6,500 employees and rev-
enues of about 100 million Swedish
kronor.
SCA’s first years were marked by the
global depression, with falling prices
and declining exports. The 1929 New
York stock market crash was the begin-
ning of the end for Kreuger’s empire.
Handelsbanken lists
SCA on the stock ex-
change in September
1950 under the name
Cellulosa AB.
Initial price: SEK 130
1950
text: ANNIKA DANIELSON
When he took his life in Paris in 1932,
substantial parts of his industrial group
went bankrupt. The collapse soon led
to Svenska Handelsbanken taking full
control of SCA.
SCA focused on producing paper
pulp and, despite the grim business
climate, chose to build the Östrand
pulp plant. It was inaugurated in 1936
and became one of the world’s largest
sulfate pulp plants. A large share of the
pulp was exported to the US.
The outbreak of World War II
drastically reduced export opportuni-
ties for the forest industry, and SCA
was forced to retool production, turn-
ing to products like wood for generator
gas, charcoal, wood tar, turpentine and
1958
SCA starts producing
newsprint and builds a paper
machine in Ortviken.
1965
New
share issue.
60
pulp for cellulose alcohol production.
SCA’s sales and profits increased
sharply after the war. The group’s
previously weak financial position
strengthened, allowing Handelsban-
ken to list SCA, then under the name
Cellulosa AB, on the Stockholm Stock
Exchange in 1950. The share com-
manded an initial price of SEK 130.
On the first day of trade, 400 shares
changed hands, for a total value of SEK
69,000.
“Those buying shares back then
were mostly bankers and insurance
companies. SEK 130 was a consider-
able sum that only a few wealthy pri-
vate individuals could afford,” says Ulf
Persson, an analyst at Nasdaq OMX
Stockholm.
1967
In its early years as a public
company, SCA focused
on processing in terms of
1975
increased paper manufac-
turing. One example of this SCA lays the
was the newsprint machine foundation for its
PM 4 Ortviken, which began personal hygiene
operating in 1967. operations with
the acquisition of
the Swedish firm
Mölnlycke.
70 8
 One share from 1950 –
worth SEK 67,000 today
Anyone who bought a share in
SCA for SEK 130 kronor at its
initial public offering in 1950
– or perhaps received one as
a christening or confirmation
present – and has held it all
these years today owns 728 SCA
shares. That’s the result of stock
splits over the years, assuming
the holder took part in the four
* The divident is not included in the calculation.
Some of the money Handelsbanken
received from the initial public offering
no doubt went to SCA operations. But
only after 1955 was there a period of
investment in larger, more competitive
factories and products that were pro-
cessed further.
Throughout the 1960s, SCA’s prof-
itability was less satisfactory, and in
1965 the first new share issue was car-
ried out. The second took place in 1987.
That year, the West was rocked by the
stock market crash on Wall Street.
In 1993 there was a third new stock
issue, which gave SCA SEK 1.4 bil-
lion in fresh funds from shareholders.
Six years later, in 1999, the company
raised SEK 4.6 billion in another stock
1987
Stock market
crash in New
York and SCA’s
share was
affected.
80
new stock issues carried out by
SCA over the years.
SCA’s share price as of Novem-
ber 16 this year was SEK 102. So
those 728 shares are worth SEK
74,256. Subtracted from that
amount is SEK 7,188, which was
the participation cost for the
four issues, giving a final value
of SEK 67,068.
issue. The money went toward acqui-
sitions as well as investments in SCA’s
own companies.
“SCA grew significantly in the
1980s and 1990s. We acquired numer-
ous companies in the 1990s as well as
the early 2000s,” Mr Persson says.
Mr Persson started at SCA as far
back as 1987 and has been CFO for
the last eight years. He has gradually
bought stock in the company and today
holds 38,465 SCA shares.
“Performance has been decent. In
the most recent financial crisis of 2008,
the share fell from about SEK 120 to
SEK 60 at its lowest. It is now at SEK
102 so it has not fully recovered yet.
But SCA’s shares are somewhat more
stable than many others, for instance
1995
SCA becomes
Europe’s leading per-
sonal hygiene prod-
ucts company with
its purchase of the
German firm PWA.
1990
Acquisition of the
British company
Reedpack makes
SCA the European
leader in transport
packaging.
1999
1993 New share issue.
4.6 billion kronor
New
share issue. in fresh funds.
90 00
+51increase
491% in
value of SCA stock
since 1950.
IT stocks, because we have more mixed
operations and a slightly larger share of
long-term shareholders.”
Today SCA is among the biggest
companies on the Nasdaq OMX Stock-
holm. The company is categorized as a
pulp and paper company, but for several
years the focus of operations has been
on consumer products in the personal
hygiene segment. The largest owner is
Industrivärden, a company in the Han-
delsbanken sphere, and Handelsbanken
is now the second-largest owner.
In 2010, the value of SCA shares
traded on the Stockholm exchange
averaged SEK 290 million a day. This
makes SCA one of the most actively
traded publicly held companies in the
Nordic region.
2004
Company acquisitions
make SCA the largest
player in tissue and per-
sonal hygiene products
in Australasia.
Value of a
share bought
in 1950: 67,068
kronor
2010
[ X*20XX ] SHAPE SCA *35
Vid adressändring eller om ni ej önskar erhålla
Shape meddela den bank/fondkommisionär som
för ert VP-konto.
Returadress:
Strömberg
SE-120 88 Stockholm