A magazine from sca on trends, markets and business Nº 4 2008

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the fo st • C
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era: Giants i

era: Giants
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forest •
Florida’s
retired
think young
Eco -friendlier
US businesses focus on
caught the environment
between
child and
parent Swedish cuisine

Usa
Chef Marcus Samuelsson
creates world-class food
in Manhattan

FIGHTS
BACK
FO US
CU A
S

Hygiene business defies crisis ★ Simpler eating habits favor SCA

 Contents Nº 4 2008

The US economy may be

under severe pressure but
the fighting spirit is still alive.
Following the recent elec-

6
tion, the world eagerly awaits
what the second half
will bring with a new coach in
the White House.

I don’t know what

we’ll call it, but it will be

different.
 04 Shape up
Customers drive the development of sustainable
18 packaging and the world’s most expensive toilet is
made of pure gold. More short news on the Shape
Up pages.

06 Shape cover
The US is undergoing an economic upheaval of his-
toric proportions. In the wake of the financial cri-
sis, many are examining the consumer lifestyle.

16 trend
A glimpse of future consumer habits can already be
seen in Florida. And retirees are the key factor.

18 Trend
Ten states along the Atlantic ­seaboard in the US

21
start their own market for trading carbon credits.

21 Profile
Chef Marcus Samuelsson has created a Swedish
oasis in Manhattan with world-class cuisine.

24 Technology
At the Barton, Alabama tissue paper factory,
waste water is cleaned using active sludge.

26 SCA Inside
SCA has begun a cooperation with the “Green”
Hotels Association, which supports environmental
thinking in the hotel industry.
30 34
2,500

30 camera
2,342

2,000 Redwood trees in US national parks have been

standing for thousands of years, getting their water
2,019
2,013

1,946
1,863
1,803

s Personal from fogs off the Pacific Ocean.

1,703

1,500
Care
31%
1,438

34 Economy
1,000 SCA’s hygiene products, less sensitive to market
fluctuations, hold their ground during the financial
crisis.
500
Tissue
25%
SCA Shape is a magazine from0 SCA, primarily geared toward share­ Publisher Bodil Eriksson Managing editor Anna Selberg
holders and analysts, but also for journalists, opinion leaders and oth­ Editorial Anna Selberg, SCA, and Göran Lind, Anna Gullers,
6

07

8
3/ 8
07
3/ 7

2/ 8
07
0

0
0
0

ers interested in SCA’s business and development. Shape is published Appelberg Design Anders Örtegren, Appelberg
0
20
0

20

20
20
20

20
/2
/2

2/
1/

1/
4
4

four times per year. The next issue is due in March 2009. Printer Sörmlands Grafiska Quebecor AB, Katrineholm
Q

Q
Q

Q
Q
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Address SCA, Corporate Communications, Box 7827, 103 97 Cover photo Alexander Pihl. Special thanks to
Stockholm Telephone +46 8 788 5100 Fax +46 8 678 8130 Stockholm Mean Machines for lending us equipment.
SCA Shape is published in Swedish and English. The contents are printed on GraphoCote 80 gram from SCA Forest Products. 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.

FOCUS USA [ 4*2008] SHAPE SCA *3

 the toilet
SHAPE UP

A priceless visit to
u k nowd
yo en
Did we sp
ar s
3 ye
that n
l iv es o ng
f o ur t, maki
o oile
the
t
,5 00
2 s a year
.
trip

Hong Kong jeweler Lam Sai-wing is credit-

ed by Guinness World Records as having the
most expensive washroom in the world. Worth
£2.4 million, the toilet is constructed from sol-
id gold, and the ceiling is studded with ruby,
sapphire, emerald and amber. Even the paper
dispenser is made of gold, and there's a gold
basin, waste bin and air-conditioning cabinet.
The entire washroom required 380 kg of
pure gold and 6,200 gemstones. In 2001, it
cost 38 million Hong Kong dollars (USD 4.9
million).
Lam was inspired by a quotation from Lenin,
who dreamed of celebrating the communist
revolution by building toilets of gold.

World Toilet
Summit in China
The World Toilet Organization organizes
a summit and exposition every year with the
aim of giving more people access to toilets.
This year’s meeting took place in Macau in
China, and SCA, together with its global Tork
tissue brand, was one of the sponsors.
SCA participated with a booth at the exhi-
bition where visitors were informed of the im-
PHOTO: GETTY IMAGES

portance of good hand hygiene and how to re-

duce the amount of bacteria on their hands by
drying them with tissue products. The visitors Lam Sai-wing's toilet is
made of 24 carat gold.
were also given a chance to wash their hands
and try some SCA Tork products. SCA’s glob-
al Tork tissue brand was introduced in China in
late 2006.

4*SCA SHAPE [ 4*2008] FOCUS USA

 Customers drive
sustainability
Sustainability is of grow-
ing importance in packaging.
A research study conducted
by Packaging Digest and the
Sustainable Packaging Coalition
showed that customer require-
A dicontented woman ments are the most influential
customer will let many factor in driving sustainabil-
people know what a ity issues among packagers.
company did badly. Brand owners and retailers have
increased their sustainability
demands with 53 percent, say-
ing that more than half of their
customers are seeking more
eco-friendly packaging.
More than 60 percent of the
respondents said their compa-
nies have sustainability policies
in place or that policies are in the
process of being formulated.
The survey drew 1,163 respons-
es from packaging professionals.

PHOTO: ISTOCKPHOTO
erfu l
e n pow rs
Wom con su me
s
force a
Women place higher demands on
Turks spend time with their paper
a product when they’re going to make a According to a study ex-
major purchase, like a widescreen TV ecuted by the World Asso-
or a couch. Unlike men, women take a ciation of Newspapers, Turks
spend more time reading the
number of variables into account, the
newspaper than any other na-
Swedish news website E24 reported. tionality in the world, with an
Women also talk about their purchases average of 74 minutes a day. In
with more people than men do. When second place come Belgians
a woman customer is treated badly or with 54 minutes. Third place
a company makes a mistake with her, goes to Finns and Chinese who
spend 48 minutes a day with
many people learn what the company
their newspapers. People in
did badly. Women also use the Internet China are the most frequent
to spread information. newspaper buyers along with
In the US, women account for at least Indians and Japanese.
80 percent of all purchases, and prob-
ably more, because women often use Source: INMA
their husband’s credit cards.

FOCUS USA [ 4*2008] SHAPE SCA *5

shape cover
FOR THE FIGHT
American consumers are hunkering down in the current
economic climate. But in the wake of the crisis people are
scrutinizing their lifestyles and some say a new era is dawning.
text: Theta Pavis photo: alexander pihl
The AMERICAN consumers are the
engine that drives the US economy. At
last count, some 18 banks have failed
in the US since late 2007. Suddenly,
the country is in the midst of the worst
financial crisis since the Great Depres-
sion. Still, almost no one expected to
see the US banking system partially
nationalized, especially not under a Re-
publican administration.
The financial cisis has created what
some economists are calling a “mind
shift” and a national debate about the
country’s future. What sort of financial
system should we have? Are we creating a
new form of capitalism? How can we fix
the situation, and how can we survive it?
Glance at the headlines of major maga-
zines and you’ll see it: “How Capitalism
Will Save Us” (Forbes), “The Future of
Capitalism?” (BusinessWeek), “The
Manic Depressive Economy” (New
York). In an interview on the news pro-
gram “60 Minutes,” Ken Lewis, the head
of Bank of America – which has scooped
up both Countrywide, the nation’s larg-
6*SCA SHAPE [ 4*2008]
est independent mortgage lender, and
Merrill Lynch – was asked what this new
form of the economy would be called. “I
don’t know what we’ll call it,” he said,
“but it will be different.”
There is
new inter-
est in renewable,
green technolo-
gies and sustain-
able living.”
The incredulity is everywhere, from
the downsized homeowner facing fore-
closure to former Federal Reserve Chair-
man Alan Greenspan, who said in late
October he was in “a state of shocked
disbelief” that the free-market economy
didn’t do a better job of regulating itself.
The US has survived recessions be-
fore, but some experts say this is dif-
ferent. For one thing, the current crisis
wasn’t caused by a downturn in a par-
ticular industry, such as the bursting of
the tech bubble in 2000. Subprime mort-
gage lending, a slowing economy and the
housing collapse combined to create a
credit collapse. “Credit is the lifeblood
of Wall Street,” says Dr. Cary Leahey,
senior managing director at Decision
Economics, an economic research firm
with offices in New York, Boston and
London. The fact that those “toxic mort-
gages” were bundled and then resold as
investments meant the prolems spread.
But something else is happening
among all this dire news. Along with
a new national dialogue about the fu-
ture of the American-style free market
economy, people are examining their
lifestyles. Consumers are getting rid of
their huge gas-guzzling cars and looking
to accumulate less. There is new inter-
est in renewable, green technologies and
sustainable living. Many analysts expect
 FO US
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The US financial system is

severely shaken but the next
period will determine whether
Americans have changed
their lifestyles for good.

FOCUS USA [ 4*2008] SHAPE SCA *7

shape cover
From fine dining to fast food
In tough times, American consumers watch their
purchases, but they still eat out.
Michael Keller, chief brand of-
ficer for American Dairy Queen, says
there’s an understanding in the restau-
rant business that in tough economic
times people don’t immediately stop
eating out, they just “trade down,”
moving from fine dining to casual, or
from casual dining to fast food. “That
law is holding true,” he says, noting that
Dairy Queen is up by 3.5 to 4 percent
so far this year. Dairy Queen has 5,500
outlets in North America. “To keep
traffic moving, we need to offer deals,
promotional offers and low-priced
menu items,” Keller says.
8*SCA SHAPE [ 4*2008] FOCUS USA
But there are other purchases the con-
sumers watch more carefully.
“Like durable goods purchases,” says
Patrick Anderson, CEO of the research
firm Anderson Economic Group. “These
are things that cost a lot and can be post-
poned, like cars and appliances.”
Many are also putting off buying
homes. “The fundamentals in the hous-
ing sector are the worst I have ever seen,”
says Dr. Cary Leahey, senior managing
director at Decision Economics. “Con-
sumer expectations are very depressed,
and with the labor market downturn,
there’s a decline in purchasing.”
the auto industry, which is facing huge
problems of its own, will be forced to be-
come more efficient and innovative, of-
fering better fuel efficiency, more hybrid
vehicles and electric cars.
Deregulation, which many blame
for part of the current mess and which
started in earnest under President Ron-
ald Reagan, has fallen out of favor. There
will be more oversight, and not just of
banks, but possibly tougher rules for
other industries, such as telecoms and
health care. In the end, although it will
take time, some say the country could
wind up with a much improved financial
system and a strengthened democracy.
“One of the good things that will come
out of it is the restructuring of the finan-
cial markets, and that may help to pre-
vent things like this in the future,” says
John D. Worrall, an economics professor
at Rutgers University in New Jersey.
In the meantime, Leahey says the
USD700 billion bailout, along with pos-
That’s important, because consumer
spending represents two-thirds of the
country’s GDP. “The retail industry
in the US employs one in five working
Americans,” says Ellen Davis of the Na-
tional Retail Federation.
Consumer spending isn’t just about
shopping, however. Leahey points out
that the bulk of consumer purchasing is
in services, such as health care, education
and business services. In late October, he
says, US spending on services declined
for the first time since 1991.
Mintel International , a con-
sumer market research firm, cautions:
“What has become increasingly clear
is that ‘budget shoppers’ are not simply
those with a limited income who are
driven to hunt for bargains out of neces-
sity. Consumers across the economic
spectrum are seeking out bargains.”
Discount stores, including “dollar

sible future stimulus packages, will put
liquidity into the system to help avert
further crisis. People are also going to
get more interested in “old-fashioned
wealth by savings,” he says. The back-
drop to all this angst has been one of the
most remarkable presidential campaigns
in history. Where much of the discussion
in the presidential race earlier focused
on America’s costly wars in Iraq and
Afghanistan, those battles have taken a
back seat to the current financial crisis.
Overnight, people who had been de-
bating foreign policy expertise or health
care reform were now talking about
which presidential candidate could best
manage the crisis.
The winner, Barack Obama, has
plans and tax cuts weighted more towards
middle- and low-income Americans.
Among other things, Obama has said he:
• Wants to eliminate income taxes
for seniors earning up to USD50,000
and extend the Bush tax cuts for most
Consumers across the economic
spectrum are seeking out bargains
and most people “trade down”
when eating out..
stores,” club stores and giants such as
Walmart, are expected to do well.
Still, while consumers are cutting back,
it doesn’t mean they’ll stop shopping alto-
gether. “If you’re getting married, you’re
still going to buy an engagement ring – it
will just be a smaller one,” Anderson
says. “You’re still going to eat out, but you
Americans. He wants a tax credit of up
to USD500 per person, or USD1,000
per working family.
• Wants to maintain the current 45
percent top rate on estate taxes. Capital
gains taxes would be eliminated for small
business and start-ups but would be in-
creased from 15 to 20 percent for people
earning more than USD200,000.
• Will close loopholes in federal tax
laws and save money by gradually with-
drawing American troops from Iraq.
• Is pro-regulation and wants to en-
sure more accountability in the mortgage
and banking industries. Wants a 90-day
moratorium on home foreclosures. Will
require lenders getting government assis-
tance to give homeowners more time.
• Wants to extend unemployment
benefits by 13 weeks and temporarily
make them tax-free.
Now the Americans – and the rest of
the world – are eagerly awaiting what
the second half will bring with a new
coach in the White House.
won’t order as nice a bottle of wine.”
Mintel International says the restau-
rant industry is already experiencing its
own recession.
Home cooking is definitely in vogue,
although experts say restaurants offer-
ing specials and so-called “value meals”
may attract and retain customers.
FO US
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A cautious Christmas
S
US retailers are preparing to navi­
gate a tricky holiday season – and are
already thinking about the New Year.
– The good news, if there is any, is
that most retailers placed orders for
the holiday season way before this fi­
nancial crisis, so any sort of credit
crunch is not affecting them – they al­
ready have goods coming in,” says El­
len Davis, vice president of the Nation­
al Retail Federation, the world’s largest
retail trade association.
Davis says that while no one expect­
ed this severe financial situation, retail­
ers were already bracing for a less than
spectacular holiday season.
In previous years when the economy
was stronger, Davis says, retailers fo­
cused on things like customer service,
convenience and product quality. “This
year everything is taking a back seat to
price,” she says.
Looking beyond the holidays, retail­
ers have lots of long-term strategies,
Davis says, but everything is on hold
at this point. “We are not expecting re­
tail to bounce back until the second
half of next year,” she says. “Businesses
will still invest in technology and create
new business practices, but the focus
is on weathering the downturn.”
SCA in the storm
The US is SCA’s largest market for
Away-From-Home tissue, and the
world’s largest incontinence market.
“Sales for essential products have his­
torically remained stable, even dur­
ing challenging economic times. Peo­
ple may stop buying luxury items like
automobiles, but they will always need
personal care products, like TENA. This
is particularly true for the healthcare
market, which is expected to continue
growing this and next year,” says Spen­
cer Deane, vice president Marketing,
SCA Personal Care North America.
In the food service business consum­
ers tend to trade down to less expensive
dining options when times are tough.
“We sell fewer dinner napkins to full
service restaurants, but more dispens­
er napkins to the quick service restau­
rants. Being the Foodservice Shaper,
we have to continue to develop prod­
ucts like Xpressnap that meet the
changing needs of customers,” says
David Rizley, VP Strategic Accounts,
SCA Tissue North America.
FOCUS USA [ 4*2008] SHAPE SCA *9
Green thin
shape cover
As Americans come face to face with limits on land and
energy, an environmental group helps companies rethink
their business practices.
text: Theta Pavis photo: FEDEX
Environmentalist Victoria Mills
saw a silver lining in the tragedy of Hur-
ricane Katrina, the storm that devastat-
ed New Orleans in the summer of 2005.
The hurricane woke up the American
public.
“People started saying, ‘Is this what
we’re going to see more of, if climate
change continues?’”
Mills has spent 11 years working
for the Environmental Defense Fund
SCA first green
paper company
SCA Tissue was the first Ameri-
can paper company to earn certifi-
cation from EcoLogo, an organiza-
tion that identifies “green” goods
and services that can meet its strict
standards.
Almost a dozen types of SCA’s
Tork toilet tissue bear the EcoLo-
go mark. This means the tissue sat-
isfied a long list of criteria, such as
being produced without releasing
measurable dioxins and using ei-
ther recycled fiber or fiber harvest-
ed using sustainable forest prac-
tices. At the same time, the tissue
had to meet industry standards
for strength and absorption. Tork
branded paper products manufac-
tured in North America are made
from 100 percent recycled fiber.
10*SCA SHAPE [ 4*2008] FOCUS USA
(EDF), a leading American environmen-
tal advocacy group based in New York.
During the past two years she has seen a
“real spike in interest” in environmental
issues across the entire country.
As EDF’s managing director of cor-
porate partnerships, Mills helps com-
panies find ways to reduce their impact
on the environment. A decade ago, EDF
had trouble getting companies to return
phone calls. These days, Mills says, “we
have more interest than we have capac-
ity to deal with.”
EDF looks for environmental
Five years after FedEx started its cooperation
solutions that are financially sustain- with EDF, some 37 models of hybrid trucks
able for an individual company, so that have come onto the market. Suddenly hybrids
change will spread throughout the in- are popular among a wide range of compa-
nies, from utilities to trash collectors.
dustry. Typically, the
organization pitches
a company a spe-
cific idea for how it Granted, FedEx’s overnight deliver-
can “green its opera- ies still burn a lot of fuel. The US remains
tions.” the world’s second-largest emitter of car-
In 2000, EDF ap- bon dioxide, after China. According to
proached FedEx, the the US Department of Energy, America’s
package delivery com- Victoria Mills. carbon dioxide emissions rose nearly 2
pany, with the idea of percent in 2007 to a record high.
developing the next-generation delivery In seeking greener business practices,
truck. Together, they set environmen- EDF also teamed up with Starbucks,
tal goals, then developed and reviewed the world’s largest coffeehouse chain,
prototypes. In 2003, FedEx introduced to create the first disposable hot-drink
the first commercially available hybrid cup made partly from recycled paper. In
delivery truck. 2004, the supplier won FDA’s approval,
nking
and Starbucks cups now contain 10 per-
cent recycled paper.
Beyond cups, many companies
find paper is an easy place to start go-
ing green. Across the board, Europe has
been using recycled paper much more
than the US, Mills says. “American
companies are just now beginning to
add recycled content to books, catalogs,
office paper and magazines.”
Overall, Mills sees Americans be-
coming conscious of their patterns of
consumption. Even American demo-
graphics are starting to shift. The old
American dream of a big house in the
suburbs is fading, as long commutes by
car become more expensive and less de-
sirable. Despite some recent progress,
America lags behind most of the rest
of the world in environmental policy.
“The US has always had an overabun-
dance of land, energy and natural re-
sources,” she says. Now, for the first
time, “we’re coming face-to-face with
their limits.”
FO US
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Green spending
despite weak
economy
Overall, 47% of U.S. adults agreed
they would be willing to pay more
for environmentally friendly prod-
ucts. Specifically:
• 64% said they would be willing to
pay more for a hybrid car.
• 63% indicated they would spend
more for organic, fair trade or lo-
cally sourced food.
• 62% said they would dig deeper
into their wallets for green or
organic cleaning supplies.
• 57% of those surveyed said they
would pay more for products
made from recycled materials.
FOCUS USA [ 4*2008] SHAPE SCA *11
shape cover
Trees for tou
When the Philadelphia Eagles take the football
field, it’s not just their uniforms that are green.
text: Nancy Pick photo: philadelphia eagles
Think of an American football fan
and you picture Joe Sixpack, the aver-
age guy, guzzling beer, munching fries,
bragging about his new pickup truck,
right? You don’t think of, say, saving the
environment.
But the Philadelphia Eagles intend
to change all that. Under the leadership
of owners Jeffrey Lurie and Christina
Weiss Lurie, the Eagles have launched
an ambitious “Go Green” campaign
that stops skeptics in their tracks. Since
the program began five years ago, the
team’s management has invested in
wind power, recycled mountains of sta-
dium trash, switched to biodegradable
beer cups, planted a forest and begun
using recycled toilet paper in the bath-
rooms. And that’s not all.
In the US, football teams have a lot
of star power and visibility. “We’re try-
ing to leverage our brand to promote
the issues,” says Mark Donovan, senior
vice president of business operations. It
doesn’t hurt that the Eagles’ team jer-
seys are green, though that’s purely a
coincidence.
When the ”Go Green” campaign
was launched, says Leonard Bonacci,
the Eagles’ director of event operations,
“I couldn’t have been more against the
movement.” He figured that being an
environmentalist had to be all or noth-
ing, and he feared he’d be accused of
“never being green enough.” Now,
12*SCA SHAPE [ 4*2008] FOCUS USA
however, he has reversed his position.
“I see that every little bit counts.”
And the Eagles deal with more than
little bits. Every year, fans at home games
use more than 1 million plastic cups. In
2006, stadium vendors switched to bio-
degradable cups made of PLA, a poly-
mer derived from corn. Marked with a
“Greenware” logo, the clear plastic cups
dissolve after about three months in a
commercial composter.
Cans and bottles pose another
huge concern. After a recent game, 5.5
tons of recyclables were collected. Fans
help by tossing their empty cans into
special blue recycling barrels. Even be-
yond the stadium, the Eagles make an
I see
that
every little
bit counts.”
effort. In the parking lot, staff members
hand out recycling bags to fans hold-
ing “tailgate parties,” serving food and
drinks from the backs of their cars.
Beyond weighing recyclables, Bo-
nacci says, “we’ve begun measuring
e­ verything.” When the stadium, Lincoln
Financial Field, first opened in 2003, it
used 23 million kilowatt-hours of elec-
tricity. This year, the staff is trying to
cut that figure nearly in half, down to
14 million kilowatt-hours. That’s the
amount of clean wind energy that the
team purchased to offset the entire or-
ganization’s energy consumption.
The staff has even turned environ-
mentalism into a competition. Two
employees alternate shutting down the
stadium after a game, turning off lights
and televisions. They compete against
each other for the lowest electrical meter
readings.
For overall operations, every time
the team hires a contractor, it asks for
an eco-friendly or green option, even if
that alternative costs more. Often, the
owners agree to pay the premium. “If
you take a look at every single business
 FO US
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uchdowns

While the fans watch the action on the field,

the Philadelphia Eagles’ management tackles
the problem of solid waste.

FOCUS USA [ 4*2008] SHAPE SCA *13

shape cover
Environmental consciousness affects every purchasing decision. Even the grass on the field is
treated with organic fertilizer.
function, you can find an area where
you can have an environmental impact,”
Donovan says.
Environmental consciousness affects
every purchasing decision, from office
carpet containing recycled fibers to
eco-friendly paint for the walls. Energy-
saving compact fluorescent light bulbs
are used wherever possible. The Eagles
print their tickets and programs on re-
cycled paper.
The grass on the field? It gets treated
with organic fertilizer.
What about cars? Fans who drive
to the stadium are encouraged to buy a
tree for the Eagles Forest to offset their
emissions. Fans who drive 60 miles or
less should plant one tree, and fans who
drive 130 miles should plant two. The
trees aren’t cheap – they go for $62 each.
So far, some 3,900 trees and shrubs have
been planted in the forest, located with-
in the beautiful Neshaminy State Park
on the Delaware River. “We’re green-
ing an area of Philadelphia, which is our
home,” says Bonacci. “We’re creating a
14*SCA SHAPE [ 4*2008] FOCUS USA
space that we believe will be protected
for generations.”
Even in their homes, Eagles employees
are encouraged to buy wind energy for
their energy use from the power company,
something that cost more than “regular”
electricity. When the cost to employees
turned out to be higher than expected, the
Eagles’ owners picked up the difference.
Employees are also prompted to bring
in everything from batteries to lamps to
be recycled.
“This isn’t just greenwashing,” Bo-
nacci says, using a term that derides su-
perficial claims to be environmentally
responsible. “It’s rewarding, as an em-
ployee, to be part of the program.”
As for Joe Sixpack, he hasn’t yet
switched to vegetarian sushi and organic
salads. Football fans still consume the
traditional stuff – vast quantities of beer
and fries. But these days, the fryer oil gets
collected and refined into biodiesel fuel.
Down the road, the Eagles management
hopes to use that fuel in stadium vehicles.
That’s called closing the loop. And you
can’t get any greener than that.
SCA Teams Up
with Eagles
When SCA Tissue North Ameri-
ca moved its headquarters to Phila-
delphia in 2006, executives began
brainstorming over potential new
high-visibility clients. They’d heard
about the Philadelphia Eagles foot-
ball team’s “Go Green” initiative,
and they thought SCA’s Tork recy-
cled products would be a good fit.
“The Eagles were number one
on our target list,” says Don Lew-
is, president of SCA Tissue North
America.
Already, SCA’s Xpressnap nap-
kins were being used in the Eagles’
stadium, Lincoln Financial Field.
But much more was to be gained.
In 2007, the stadium went “total-
ly Tork,” using SCA’s Tork recycled
paper products for everything from
hand towels to bathroom tissue.
“It has been a fantastic partner-
ship,” Lewis says. In the stadium
restrooms, SCA posts signs describ-
ing the company’s commitment to
the environment. At stadium food
concession counters, Xpressnap
dispensers display the Eagles’ Go
Green logo.
From this success story with the
Eagles, SCA’s business has spread
to other sports stadiums, including
the Air Canada Center in Toronto
and the new Real Salt Lake Soccer
Stadium in Utah.
like that’s going to happen.

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trend
Forever you
For anyone on the hunt for future
trends in consumption, Florida is a good
place to start. In some areas, more than
half the population today is over 65 –
but don’t call them “old.”
Text: Mattias Andersson photo: istock
Anyone interested in seeing
what the future looks like should head to
“The Villages” in the US state of Florida,
about an hour northwest of Orlando.
“The Villages” is a collection of com-
munities built for and marketed to the
55-plus age group, mainly retirees. With
neatly mowed lawns, modern shopping-
mall architecture, 20 golf courses and
an ambitious program of activities 365
days a year, it looks like a Disneyland
for seniors.
In many ways, Florida today – with its
18 million residents the fourth-largest
state in the US – is a depiction of the US
of the future.
No other state has as many old people
as Florida. At the same time, the state
16*SCA SHAPE [ 4*2008] FOCUS USA
ranks third in population growth. Its
aging population is making its mark on
Florida in a number of different ways.
With their pensions and savings, retir-
ees are expected to contribute more to
the state’s economy than the two other
major industries, tourism and agricul-
ture, combined.
Nowhere in the US are the road signs
larger, an adjustment made given the
weaker eyesight of older drivers. Local
politicians who want to get re-elected
should take an interest in elderly care
rather than schools. But the state’s prof-
itable knack of attracting retirees who
are energetic and well-off will create
great economic challenges over the next
few decades.
In Charlotte County, more than half
the population today is over 65. Experts
have calculated that in 20 years, half
the population will be about 85. While
most healthy 65-year-olds can manage
on their own, half of all 85-year-olds
require some form of help. This means
that one out of four local residents will
need help or care in the future.
Florida’s attempt to handle the
matter is being studied with great inter-
est in the rest of the world. That’s be-
cause people can get a taste of the demo-
graphic changes that also await them in
large parts of Europe and Japan.
But for companies and market-
ing people, there are also lessons to be
 FO US
C A
U
tena grows

S
with walmart

ung
SCA is a world leader in
incontinence products, with 26
percent of the global market,
40 percent in Europe and 19
percent in the US.
“The US represents the
largest incontinence market
worldwide, worth USD 2.2 bil-
lion, and we expect that TENA
will continue to grow in the
US, despite the market slow-
down,” says Spencer Deane, VP
Marketing, SCA Personal Care
North America.
Aging discreetly
“TENA is the fastest growing
incontinence brand at Walmart,
a US retailer that is especially
Age is a sensitive topic for
positioned to benefit from the people who are nearing
economic downturn”, Deane retirement. That places
says.
In the US, it is estimated that demands on marketing,
one out of four women over 35 especially for incontinence
has experienced problems at
some time with leakage. products.
For men, the problems usually
occur later in life, often in con- “Even if you sell a product, which in
nection with prostate trouble. our case is incontinence products, it’s a
question of not linking the product to
age too strongly,” says Spencer Deane,
In 2015, those who are over 50 in the vice president marketing at SCA Per-
US will control 60 percent of the net sonal Care North America.
wealth and account for 40 percent of Incontinence products are a good ex-
consumption, according to calculations ample of products where development
from the consultancy firm McKinsey. is driven by the demographic wave.
For a number of companies and in- Sales are expected to exceed GNP
dustries, this group will constitute their growth in the coming years. In the US,
Seniors largest share of sales in the future. Shop- half the market – roughly a billion dol-
ping-crazed teenagers are now being sur- lars annually – is in retail. That has in-
are an passed by their mothers, women 45 to creased the need for marketing aimed

increasingly 54 years old who spend more in clothing

stores than any other age group.
at consumers.

dominant force “The message is clear – industries

in consumer
society.”
learned as a graying world creates new
conditions and opportunities.
With the population in the Western
world aging, seniors are emerging as an
increasingly dominant force in consum-
er society. As the first cohort of what is
known as the “baby boom generation” –
those born between 1946 and 1964 – now
crosses the threshold to retirement, this
will mean a shift of historic proportions.
that continue to focus on capturing
the youth market will lose big,” says
Philip Taylor, a researcher specializing
in older people and the labor market at
Swinburne University of Technology in
Australia.
It’s a difficult task marketing prod-
ucts and services that are adapted to the
needs of the group, without hinting at
the word “old.”
Giving the brand a gray tone can be
devastating for anyone who wants to
sell to a generation that considers age to
be simply a number – as shown by the
many sports cars and motorcycles in the
parking lots where they congregate.
“The point is to get it right and not
pigeonhole customers in an age group
they’re not happy with,” Deane says.
“The strongest trend right now in in-
novation is products adapted to the
different needs of men and women.
The greatest challenge is to reach men,
who are less open about this type of is-
sue compared to women. For instance,
online information is a good channel
for someone who’s looking for infor-
mation discreetly. Another question is
where to place the products in a store.
Today they’re on the shelf for inconti-
nence products, but maybe we should
place them with razor blades and other
hygiene products aimed at men.”

FOCUS USA [ 4*2008] SHAPE SCA *17

trend
Emissions trading
heats up
Although no one has declared carbon emissions
trading a rousing success, the idea has been catching
on. A group of 10 eastern states in the US have started
an initiative called “Reggie.”
text: Nancy Pick photo: istock
Europe launched the first carbon
dioxide cap-and-trade initiative back
in 2005, with its EU Emissions Trad-
ing Scheme.
“So far, you cannot see any huge en-
vironmental impact from the EU sys-
tem,” says Per-Erik Eriksson, SCA’s
vice president for energy procurement
in Stockholm. Nonetheless, govern-
ment leaders remain committed to
continuing the program. For now, he
says, the scheme’s main impact has
been to drive up electricity prices in
Europe.
In the fall of 2008, a 10-state group
in the United States introduced a similar
system. Although the federal govern-
ment hasn’t joined in, the eastern states
from Maryland to Maine have created
their own cap-and-trade system. Called
“Reggie,” for the Regional Greenhouse
Gas Initiative, the system affects only
power plants, not other heavy indus-
tries.
Regional power plants must buy al-
locations, either at auction or on the
market. The 10 participating states aim
to cut current levels of carbon dioxide
18*SCA SHAPE [ 4*2008] FOCUS USA
emissions from power plants by 10 per-
cent by 2019.
Is there a better way to cut emis-
sions? “It’s difficult to see an optimal
solution,” Eriksson says. Taxes may
SHRINKING THE
FOOTPRINT AT SCA’S
US OFFICES
SCA Americas searches diligently
for ways to cut carbon dioxide emis-
sions, not just at its mills but also at
its offices. The company has:
– Installed 115 solar panels at
the SCA Tissue Service Excellence
Center in Neenah, Wisconsin.
– Situated SCA Americas’ cor-
porate headquarters near Phila-
delphia’s main train station to en-
courage commuting by public
transportation.
– Upgraded offices in both Nee-
nah and Philadelphia to meet the
strict “green” design standards of
the Leadership in Energy and Envi-
ronmental Design program.
– Built a shower room in the Phil-
adelphia office to encourage em-
ployees to cycle to work.
be old-fashioned, he said, but at least
they avoid the secondary effect of
“windfall profits” to the power com-
panies.
Unlike the American initiative, the
European scheme hands out allocations
for free to Europe’s major heavy-indus-
try emitters of carbon dioxide, such as
power plants and basic industry. Those
with surplus credits, including SCA, can
trade them on the emissions market as a
way to make money.
In the first phase of the EU trading
scheme (2005–2007) the surplus of al-
located allowances caused the collapse of
the emissions market, with market prices
plummeting in the spring of 2006.
Then in January 2008, the EU scheme
entered its second phase. To avoid a
similar collapse, allocations were cut by
some 10 percent to help bolster market
prices, and consequently the environ-
mental investments.
Every year, each company partici-
pating in the system must account for
its emissions in proportion to its allow-
ances. Those who emit more CO2 than
their allocations must purchase corre-
sponding carbon credits from the mar-
ket.
If at the time of the accounting a com-
pany lacks the needed carbon credits,
there’s a penalty of 100 euros per metric
ton. In 2013, when the EU scheme en-
ters its third phase, industries may also
be required to buy their allowances at
auction.
 FO US
C A
U
S
SCA trades
surplus emissions
SCA plays an active role in the EU
Emissions Trading Scheme, which
aims to cut carbon dioxide emis-
sions by using market forces. Every
year, SCA receives emissions allow-
ances for 32 of its major European
mills, located in Germany, Italy,
Sweden, Britain and elsewhere. At
least until 2012, these allowances
will be issued for free.
To date, SCA has emitted less
carbon dioxide than it was allocat-
ed, in part because the company
has switched to biofuel and natural
gas wherever possible. Under the
program, the company can trade its
surplus carbon credits on the car-
bon emissions market. From these
sales, SCA earns about 4 million eu-
ros a year at current market prices.
In the past, SCA has also invest-
ed its surplus credits in Clean De-
velopment Mechanism projects, an
EU initiative to support alternative
energy in developing countries.

FOCUS USA [ 4*2008] SHAPE SCA *19


trend
Demographics are putting pressure on what’s known
as the “sandwich generation.” A growing number are
caught between the needs of their children, aging
parents and demanding jobs.
Text: mattias andersson Photo: getty images
Millions of Americans today are
responsible for young children, a career
and increasingly infirm parents. They’ve
come to be called the “sandwich genera-
tion” because they’re caught between the
two ends of the age demographic.
According to a study at Portland State
University in Oregon, between 9 and 13
percent of Americans between the ages
of 30 and 60 are taking care of both
children and parents.
Caring for the elderly can range from
helping them get to the doctor to living
with them. Many people feel pressure
from their parents themselves – who in
many cases don’t want to move into fa-
cilities for the elderly – even though the
work can turn into a full-time job.
Many women who have abandoned
the role of housewife for a career of
their own are being forced to decide to
take care of their parents, which makes
the situation an issue that obviously
20*SCA SHAPE [ 4*2008] FOCUS USA
A baby boomer’s
to-do list:
08:05 Drop Jacob off at daycare.
09:00 Meeting with the project
group.
10:30 Pick up Mom, take her to
the doctor.
01:00 Send money to Sarah at
college.
02:00 Call Dad and see if he’s
taken his heart pills.
03:30 Teleconference.
04:00 Drive Elizabeth to the
airport for flight to Seattle
to visit her mother in
the hospital.
04:30 Pick up Jacob, take Robin
to soccer practice. Don’t
forget protective gear
and clothes!
05:30 E-mail report to HQ.
07:00 Check Robin’s homework.
Call Sarah.
08:00 C all Dad and see if he’s
taken his medicine – next
doctor’s appointment?
TEM
U
A
SA
needs to be discussed in society.
And this group is steadily increasing
as the number of people over the age of
80 continues to grow. It is estimated that
20 million Americans have at least one
parent who needs help. Taking time off
work to care for a parent is increasingly
becoming a major reason for a decline in
productivity in American workplaces.
According to an estimate from
MetLife Mature Market, the cost to
employers of employees caring for their
parents rose from USD 11.5 billion in
1997 to USD 29 billion this year.
Employees are losing wages, ben-
efits and pensions. A small but growing
number of companies have taken out
insurance so that the parents of employ-
ees can get help via home care compa-
nies. Many people are also choosing to
reduce the number of hours they work
or even quit their jobs to get the pieces
of the puzzle of life to fit together.
“A growing share of our customers for
incontinence products are family mem-
bers taking care of their parents,” says
Spencer Deane, vice president marketing
at SCA Personal Care North America.
“We are actively working to help caregiv-
ers not only manage incontinence with
more ease and less stress, but also provide
them with products they can trust.”
 FO US
C A
U
S
Marcus has
the world on his plate
Marcus Samuelsson is one of the top chefs today
this is marcus in the cutthroat competition of New York. It all
Name: Marcus Samuelsson
Age: 38 began back in Sweden in his grandmother
Lives: Harlem, New York .
Family: In Sweden, the US and
Helga’s kitchen.
Africa.
Professions: Restaurateur, Text: Per Öqvist photo: scanpix, press images
author,
TV chef and visiting professo
r in
international meal sciences at
Umeå University.
Restaurants: Aquavit in New Aquavit in midtown Manhattan
York ,
Stockholm and Tok yo. Japane
se
was recently named the ninth-best res-
restaurant Riingo in Manhatt taurant in New York. As early as 1999,
an. AQ
Cafe in Scandinavian House, its executive chef, Marcus Samuelsson,
New York .
Merkato, African restaurant in
York ’s Meatpacking District.
New was named Rising Star Chef of the Year.
Marc Four years later, he received the presti-
Burger in Chicago and Los Ang
eles .
Street Food in Stockholm. gious James Beard Award as Best Chef
Leisure interests: Plays socc of New York. He was the youngest New
er,
paints and spends time in his
country York chef ever to get a three-star review
house in Smögen , on the wes in The New York Times.
t coast
of Sweden .
At Aquavit, 30 percent of the chefs have
Ow n kitchen: Big gas oven, goo always been Swedish, one way of sustain-
d
knives that are sharpened eve
ry day ing the restaurant’s Swedish origins. He
and sturdy pots and pans.
is proud of being able to help Swedish
chefs in the same way that he got a chance
when he was young and unknown.
“Nothing else gives me more delight
than seeing these young people de-
velop,” he says. “I’ve had 110 Swedish
chefs in my kitchen over the years.”
Marcus Samuelsson also has restau-
rants in Tokyo, Stockholm, Los Angeles
and Chicago, as well as a bakery in mid-
town Manhattan. He has written cook-
books and done TV shows in the US and
Sweden. It is less well known that he is a
visiting professor of international meal
sciences at Umeå University in northern
Sweden.

Marcus says there’s no secret

to his success other than hard work, en-
durance and being well organized. That
plus a passion for food.
“When I say passion, I mean passion
with a big exclamation mark!” he says.

FOCUS USA [ 4*2008] SHAPE SCA *21

profile
It’s time fo
the Weste
For a food
lover like Mar-
cus Samuels-
son, New York

world to see
is ideal.
“For a few
dollars

everything
you can
enjoy a
wonderful
food experi-

that’s good
ence,” he says.

“My interest in food is really genuine.
Everybody has their own story, and I’ve
incorporated my personal history into
what I do.”
If you’re looking to find some secret,
it might just be his family background,
especially the strong influence of his
grandmother Helga.
“She made all her food from scratch,”
he says. “It wasn’t just about cooking.
She grew onions, picked apples from her
own trees and saw the forest as a kitchen
pantry full of berries and mushrooms.
She never watched TV but put her
time into cooking instead. Everybody
helped out – it was like a household on
an industrial scale. When I was seven, I
knew that if I didn’t want to help out, I
shouldn’t drop by and see Grandma.”
Poverty still lingered in Sweden back
then. When his grandmother talked
about coffee, it didn’t mean an espresso
or a latte – rather, coffee made from re-
used coffee grounds.
and exciting
about Africa.”
In Manhattan , Marcus first
wound up in Hell’s Kitchen on the
west side. After living there for many
years, he recently moved north to Har-
lem, a neighborhood undergoing rapid
transformation.
“What I love about New York is the
variety of people, which creates a variety
of religions, views, cultures and espe-
cially food,” he says. “For a food lover,
New York is ideal. For a few dollars you
can enjoy a wonderful food experience.
“And no one needs to worry about
what’s going on. New York is full of oa-
ses, where what’s important in the West-
ern world doesn’t dominate. In China-
town it was barely noticeable that there
was a presidential election going on.”
Food trends are not something Mar-
cus Samuelsson wants to talk about.
Unlike fashion, where he loves chang-
ing styles, he believes it takes several
years to learn new food customs. How-
ever, he does see a number of changes.
“In the same way that we decide what
we’re going to listen to from among
the thousands of songs on our iPod,
we want choice when it comes to food
and drink,” he says. “We want to know
more about ecological and local prod-
ucts. Wherever we travel, and what-
ever countries the people we meet come
from, we become curious about the
food there. The ethnic kitchen is mak-
ing more and more of an impression.
“It’s no longer enough to say Chinese
food – restaurant-goers want to know
what part of China it’s from. And soon,
we’ll want to learn more about African
food, because that’s the last big conti-
nent unexplored by us Westerners.”
Marcus Samuelsson was born in
Ethiopia in 1970 as Kassahun Tseige,
in a little village north of Addis Ababa.
His mother died of tuberculosis, and
Marcus and his older sister, Fantaye,
suffered from the same disease. In a bid
to help them survive, their father took
them to an orphanage in the capital.
A couple from southern Sweden,
Lennart and Ann Marie Samuelsson,
adopted the pair with the help of a nurse
from the Red Cross.
“Ever since I learned a few years ago
that my biological father was still alive,
I’ve been to Ethiopia many times,”
Marcus says. “I don’t remember any-
thing from my first three years there.
On the other hand, I’ve had so many
things told to me that they’ve become a
kind of memory.”

22*SCA SHAPE [ 4*2008] FOCUS USA


or
ern
”
This fall he published a new
cookbook, The Soul of a New Cuisine,
mainly because there were so few books
about African cooking among the thou-
sands of cookbooks available.
“When we hear about Africa in the
news, most of it is about war, AIDS,
drought and hunger,” he says. “In the
West, we see Africa as a poor younger
brother that we have to help. It’s time for
the Western world to see everything that’s
Marcus’ Aquavit on 55th Street, between Park and Madison Avenues, salutes the classic furniture and interior designers of Scandinavia.
The restaurant has been named the ninth-best restaurant in New York.
good and exciting about Africa. It’s not
just misery and poverty – we’ve got a lot
to learn from them. Dance and music are
the only areas that we’ve started to take a
few African influences from.”
Marcus often travels to different
parts of the world, especially to try food
from new cultures. His advice before a
trip is to do a Google search for recipes
and articles about the food culture in
the countries you plan to visit, and find
FO US
C A
U
S
One-third of the chefs at Aquavit
are Swedish.
kitchen advice:
1. Talk with your family and
relatives and put together a
family scrapbook with the
best recipes and favorite
foods from when you were
young. It makes a really nice
legacy that you can pass on
to your own children.
2. Make the food you already
know how to make, but
challenge yourself a bit with
new herbs and spices.
3. Be inspired by ethnic
cuisines.
4. Put together an exciting
kitchen pantry with different
oils, spices and condiments.
5. D  are to use unusual methods
to prepare food, such as
steam, a teppanyaki (iron
griddle), a clay tagine for
stews or a gas wok.
the restaurants where the locals eat.
For a chef, Marcus Samuelsson is un-
usually thin, even though he loves food.
He runs and works out at the gym sev-
eral times a week.
“Not just to stay thin,” he says.
“Standing all day in a restaurant kitch-
en is tough on your legs and back. Some-
times it feels like I want to drink a whole
bottle of olive oil to lubricate the joints,
my body aches so much.”
FOCUS USA [ 4*2008] SHAPE SCA *23
technology
A US plant that sources nearly all its raw materials
from recycled paper comes up with creative ways to
get the solids out of the water.
text: Alexander Farnsworth illustration: leif Åbjörnsson
Treating
water well
One of SCA’s strategic priorities is to
protect the environment while making
full use of resources.
To this end, the Barton tissue plant
in Alabama installed a state-of-the-art
activated sludge wastewater treatment
plant when was built in 2003.
The Barton plant, near the town of
Cherokee on the Tennessee River, has an
annual capacity of 180,000 tons of pa-
per converted into napkins, towels and
toilet tissue. SCA Tissue North Ameri-
ca is among the top three contenders for
the Away From Home market in the US
and Canada. The plant’s raw materials
come from virtually 100 percent re-
cycled paper consisting of sorted office
waste, post-consumer waste and corru-
gated, sourced from the region.
All this recycled paper has to be
washed and de-inked in order to be turned
into new paper. This means the Barton
plant, which gets its water from the Ten-
nessee River, has to treat the water heavily
before releasing it back into the river.
According to Randy Paff, technical
service manager at Barton, the activated
sludge wastewater treatment plant treats
4 million gallons (15 million liters) of
water per day. The system is designed
for 5.5 million gallons (20 million liters)
to accommodate a recent expansion.
24*SCA SHAPE [ 4*2008] FOCUS USA
“We are currently discharging only
about 10 percent of what the state al-
lows us,” Paff says. “This translates
into an average total suspended solids
removal rate of between 99.6 and 99.7
percent, which is way above state and
EPA requirements.”
In 2004, the Alabama Department of
Environmental Management awarded
the Barton plant a Pollution Prevention
Achievement Award for the plant’s good
environmental footprint and design.
Turning
our waste
into a beneficial
use is our goal.”
Wastewater treatment – from de-ink-
ing, papermaking, storm water, boilers
and maintenance wastewater – at the
Barton plant begins with mechanical
screening, known as the headworks.
This is followed by primary clarifica-
tion, where solids settle to the bottom
of the tank, are removed and are subse-
quently fed through a screw press for dew-
atering before being sent to a landfill. The
cleaner water flows over weirs at the top of
the clarifier to the cooling tower. Gravity
then takes it to the aeration basin.
The aeration basin and selectors (4
million gallons, or 15 million liters) in-
ject air and nutrients into the water and
use biological organisms, commonly
called “bugs,” to clean the water by con-
suming the organic impurities.
The last stage is secondary clarifi-
cation. Here, as in the primary stage, sol-
ids fall to the bottom of the tank. These
solids are mostly biological so they are
recycled back to the selectors and the
aeration system. Some of the solids are
purged and sent to the screw press.
A lot of monitoring and sampling
goes on throughout the process, in-
cluding the final effluent, which goes
through a trap to reduce foam before
it is discharged via a diffuser along the
bottom of the Tennessee River.
Paff says the mill is looking at alterna-
tives to landfills for the sludge it gener-
ates.
“Using the sludge in the roofing tile
industry or as a fuel source for steam
production are two options we are in-
vestigating,” he says. “Turning our
waste into a beneficial use is our goal.
We continuously look to optimize our
processes even further.”
 FO US
C A
U
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 sca inside

Color-coded cleaning
Colors can help separate
cloths used for different tasks
in hygiene-sensitive areas. By
using a cloth in one color for
the bathroom and a cloth in
another color for food pre-
paration areas, you can avoid
cross-contamination.
Tork has launched a range
of color-coded cloths to assu-
re that cleaning clothes don’t
get reused in inappropriate lo-
cations.
Tork color-coded cloths al-
low businesses to adhere effec-
tively to Hazard Analysis and
Critical Control Points (HAC-
CP) guidelines, and improve
hygiene, creating a better envi-
ronment for their customers.
Expanded
freedom
The TENA Ultra Stretch Brief is a new inconti-
nence product that resembles underwear. The
briefs fit well, move with the body and come in two
sizes that can fit most users who previously had
to choose from four products.
Input from caregivers had suggested they would
appreciate a product that was easy to apply and
that fit the wearer well. Product development from
the Americas and Gothenburg combined a contin-
uous hook strip with an elastic panel to create the
new product. The TENA Ultra and Super Stretch
Briefs came onto the market in early 2008.

New Tork
family member
The Tork Intuition family gets a new member in 2009 with
Nickelite. The Nickelite Intuition is a no-touch, battery- oper-
ated hand-sensing system that provides one-at-time- dispens-
ing and the ability to control the length of the towel being
dispensed. This effectively reduces usage and waste. The new
nickel-plated Intuition has the look of stainless steel but is
made of durable, lightweight ABS plastic.

26*SCA SHAPE [ 4*2008] FOCUS USA

 Counting
footprints
foto: getty images

W hat’s your environmental foot-

print? The SCA Tissue Environme-
ntal Evaluator is a free online tool
that shows how using Tork recycled towel, tissue
and napkin products help lighten the environ­
mental load.
The evaluator calculates your personal foot-
print versus national and world averages, and me-
asures the impact of your business and personal
activities on the environment. Based on the infor-
mation you supply about your lifestyle, the evalu-
ator shows how many cases of Tork recycled pro-
ducts, versus virgin fiber products, it would take
to offset your personal carbon footprint.
Do you dare to check your footprints?
Go to the evaluator: www.torkrevolution.com/green
(or follow the link from www.torkusa.com)

FOCUS USA [ 4*2008] SHAPE SCA *27

 Strong culture in America
“One of the best company
cultures we’ve seen in years,”
says Carolyn Taylor, lead con-
sultant for the global firm Ax-
ialent, referring to SCA Amer-
icas’ profile in a survey of
business cultures.
“The results show that
the SCA Americas culture is
strong, constructive and a
good asset to the business,
which can be a source of com-
petitive advantage,” she says.
Although SCA Americas is
a collection of recently ac-
quired companies, the survey
of about 1,100 people found
none of the “us and them”
mindset that one might ex-
pect. Employees feel a part of
SCA and are proud to be so.
Values are integral to daily life
in the company, and employ-
ees regularly “go the extra
mile” to provide high-quality
service to customers.
personalized Napkins
Customers of Tork Xpressnap napkins
have shown great interest in the printed
products that SCA Tissue North America
has offered since August.
Xpressnap custom-printed napkins are
available in both white and kraft and allow
customers to personalize their dispenser
napkins with their own messages . Print-
ing can be done in one or two colors, and
customers can print whatever they like on
their napkins – a company logo, a brand
message or an environmental statement.

ith green hotels

es w
i
all
CA Tissue North
SCA Over the
past 14 years, the
S

America has teamed up organization has become

with the “Green” Hotels Asso-
ciation to encourage ecological con-
sciousness in the hospitality industry.
“Partnering with the ‘Green’ Hotels As-
sociation is part of our ongoing commitment
to help the hospitality and lodging industry
reduce their environmental footprint,” says
Don Lewis, president of SCA Tissue.
The organization has identified SCA Tis-
sue as a vendor offering environmentally
friendly paper products and systems.
The “Green” Hotels Association
allows hotel guests to make choices
to protect the environment
while saving money for
the hotels.
well known for providing member
hotels with towel-rack hangers and
sheet-changing cards that ask guests to
consider using towels and linens more than
once in order to save energy and water.
Recognition of SCA Tissue as an Ally
Member of the association is based on its
use of recycled raw materials, a mill-of-
origin program that cuts transportation
fuel use, chlorine-free bleaching fiber
treatment, industry-leading water
conservation initiatives and innova-
tive tissue and towel-dispensing
systems that reduce paper
consumption and
waste.
foto:istockphoto

28*SCA SHAPE [ 4*2008] FOCUS USA


Prize-winning office
SCA America’s headquarters in
Philadelphia is a prize-winning of-
fice. When SCA decided to relo­c ate
from the suburbs into a new down-
town office, the LEED require-
ments sounded like the right thing
for SCA.
LEED (Leadership in Energy and
Environmental Design) provides a
set of performance standards for cer-
tifying tenant projects. The intent of
LEED is to assist in the creation of
high performance, healthful, dura-
ble, affordable and environmentally
sound commercial interiors.
Capital Market Day outlines the future
There was great interest among
analysts, investors and the media
when SCA held its Capital Market
Day in Stockholm on December 10.
The event was kicked off by Jan Jo-
hansson, president and CEO, who
described market trends and macro­
economic developments. Follow-
ing this was a presentation of SCA’s
strategy for 2009-2011 as well as the
Group’s financial targets.
For Packaging and Forest Products,
there was a description of the market
In January 2006, SCA relocated
into the Cira Centre in downtown
Philadephia.
Over 90 percent of employees
now use mass transit to get to work,
instead of using the heavily con-
gested local traffic routes, as in the
past. In order to provide additional
car access, the company purchased
a Toyota Prius pool car for use s
needed. SCA also registered with
PhillyCarShare, a flexible citywide
car-sharing program.
SCA was awarded LEED Gold in
April 2006.
trends affecting these business areas
and of the ongoing work to increase
capital efficiency and cash flow and
reduce costs, which are the focus of
efforts over the next few years.
For the overall hygiene operations,
a description was given of the agen-
da for creating growth in important
markets and priority segments, both
in Europe and in the growth markets
SCA is focusing on.
For Consumer Tissue, a presen-
tation was given of the work being
sca inside
SCA Americas’ head-
quarters offers the
latest in environmen-
tally sound commercial
interiors.
Three new business
group heads
SCA’s hygiene operations are re-
shuffling their management team.
Thomas Wulkan, currently pres-
ident of SCA Americas, will be-
come the new president of Person-
al Care Europe. The new president
of SCA Americas will be Sune Lun-
din. He is currently part of the Strat-
egy and Business Development cor-
porate staff.
Robert Sjöström, today at Cap­
gemini Consulting, has been recruit-
ed to head SCA’s new Global Hy-
giene Category.
done to improve profitability and
integrating recently acquired opera-
tions in Europe. There was also an
account of the Group’s work with
branded products, which was dis-
cussed in the last issue of Shape.
Finally, there was a report on the op-
portunities in Away From Home tis-
sue operations.
Because of press deadlines, a
more detailed report on Capital Mar-
ket Day will be included in the next
issue of Shape.
FOCUS USA [ 4*2008] SHAPE SCA *29
CAMERA

The majestic redwoods, confined

mostly to a small strip on the west
coast of America near the Pacific
Ocean, are the world’s tallest trees.

t
Text: Per Öqvist photo: getty images

ilen
S ts
gian

ule next
Humans are minusc
od,
to the majestic redwo
som etim es grows to
which
over 100 metres.

30*SCA SHAPE [ 4*2008]

 FO US
C A
U
S
There are places in
can
California where you
a
drive a car through
tree.
redwood or sequoia

Large expanses of red

-
woods have been pla
nted
for lumber production
in
the US and New Zea
land,
and even in parts of
Europe.
The tree is attractive
be-
cause of its durability
and
beauty, but also bec
ause
it’s lightweight, fire
-resis-
tant and low in resin.

e,
The tree’s Latin nam
ns,
Sequoia sempervire
means “the sequoia
that lives forever.”
e
That’s fitting, becaus
the oldest redwood Taller than the Statue of Liberty. ready here 5 million years ago.
today is over 2,000 Taller even than many New York sky- When logging began in earnest
years old. Looking at scrapers. Taller than Stockholm’s Globe around 1850, redwood trees were con-
a slice of an older
tree, you can pick out Arena. The world’s tallest redwood tree sidered cheap and easy to get to, so most
the year of Jesus’ is 115 metres (377 feet) high, as tall as a of these forests were devastated.
birth or the discovery 32-story building. Redwoods are now found mainly in
of America.
Millions of years ago, redwood for- national parks in California and Oregon,
ests covered much of the northern hemi- in the western United States. The trees
sphere. Fossils indicate they were al- grow mostly in mountainous areas near

[ 4*2008] SHAPE SCA *31

CAMERA

base
The diameter of the
of the tree can exceed
8 metres (26 feet).
y
Redwoods are the onl
s
conifer that reproduce
not just through its
cones. Sometimes a
d
ring of trees is forme
ere
around a hollow wh
the mother tree was
long ago transformed
into soil.

the ocean where they can absorb water
from the fog coming in off the sea.
In the past, their wood was used for
ties in railroad and bridge construction.
Today, old redwood lumber is recycled,
often for use in gardens and staircases.
Redwood National Park, stretching 80
kilometers (50 miles) from north to south
across 446 square kilometres (172 square
miles), was included on UNESCO’s
World Heritage List in 1980. The park
is in northern California and contains 45
percent of all the redwoods on earth.
One of the largest redwood forests is
Humboldt Redwoods State Park, also in
California, which in 1921 was the first
forest to be purchased by the government
to be protected and preserved for the
future. The famous “Founder’s Tree,”
104 meters (341 feet) tall, grows here.
Also here is the now fallen 1,600-year-
old Dyerville Giant, which reached 111
meters (364 feet) into the sky before it
was taken down by another tree blown
over in a storm in 1991. Close by is the
world’s oldest redwood, an amazing
2,200 years old.
In the Santa Cruz Mountains lies Big
Basin Redwoods State Park. Redwoods
also grow in Silicon Valley, but they
are shorter than the tall trees up in the
mountains.

32*SCA SHAPE [ 4*2008]

 FO US
C A
U
S
The crown of the tre
e is
high up to protect it
from
insect attacks and for
est
fires. Some owls and
certain
salamander species
live
their whole lives in the
crown of the tree to
elude
predators. When the
trees
are between 300 and
700
years old, however,
they are
often damaged by ligh
tning
or storms, which blo
w away
the crowns.

SCA's forests
Even if the pines growing in the
SCA forests resembles redwood
trees, they belong to different
families. It would take four or
five of the tallest pines you could
find there stacked on top of each
other to reach the heights of
the tallest redwood trees. Also,
the age of the trees differs.
A Swedish pine might live sev-
eral hundred years, still far from
the millennia shown by the rings
of the oldest redwood trees.

[ 4*2008] SHAPE SCA *33

economy

Hygiene braves financial crisis

the first nine months of the year
saw higher sales but lower profits for
SCA. Net sales increased 5 percent com-
pared to the same period in 2007 to SEK
82,290 million. At the same time, oper-
ating profit fell 7 percent to SEK 6,716
million.
The recession is affecting some divi-
sions of SCA more than others. Packag-
ing operations are an early part of the
business cycle, and earnings fell most
sharply here, 29 percent. This was largely
due to lower volumes, especially in the
third quarter, as well as to higher energy
and transportation costs. In Forest Prod-
ucts, solid-wood products were affected
the most, given the economic downturn’s
impact on the construction industry. Op-
erating profit fell 22 percent.
In the hygiene operations, which play
an increasingly important role at SCA,
the situation is brighter. Everyday prod-
ucts like toilet paper and diapers are far
less sensitive to fluctuations in the econ-
omy than other operations at SCA. As a
result, Personal Care products and Tis-
sue increased both sales and operating
profit in the first nine months of the year.
For Personal Care products,
tearnings increased just 1 percent, due
in part to costs for the technical restruc-
turing of production for baby diapers.
For Tissue, operating profit increased
an impressive 44 percent, mainly due to
higher prices and acquisitions.
“We’re working intensively on creating
a better product mix in both the Away-
from-Home segment, where the Tork
brand is steadily gaining ground, and in
the retail consumer segment, where our
efforts have been concentrated on grow-
ing the share of branded products,” says
SCA’s CEO, Jan Johansson.
This positive development also means
that Hygiene operations accounted for
56 percent of SCA’s operating profit,
a sharp increase compared to the same
period in 2007, when its share of profits
was 46 percent.
“We believe that our hygiene opera-
tions have continued favorable pros-
pects for improved sales and earnings,
while for our packaging and solid-wood
operations we expect sales and earnings
to remain under pressure,” Johansson
says.

Tissue one third Hygiene biggest profit fell

of sales part of profit during q3
9 months, share of sales, in percent 9 months, share of operating profit, Profit before tax, MSEK
in percent 2,500

2,342
Forest 2,000
Personal

2,019
Products

2,013

1,946
Care Forest 1,863
15%
1,803

20% Products Personal

1,703
24% 1,500
Care
31%

1,438
1,000
Packaging
31% Packaging
Tissue
20% 500
34% Tissue
25%
0
6

07

8
3/ 8
07
3/ 7

2/ 8
07
0

0
0
0
0
20
0

20

20
20
20

20
/2
/2

2/
1/

1/
4
4
Q

Q
Q

Q
Q
Q

net sales up, profit down CORRECTION: The dollar/euro diagram in the last issue
of Shape may have been confusing because it illustrat­
ed the movement of the euro against the dollar. A chart
showing the movement of the dollar against the euro
9 months 2008
would have made the point more clearly.
(MSEK) Change from 2007
Net sales 82,290 +5 %
calendar
Operating profit 6,716 -7 %
January 29
Profit before tax 5,087 -14 % Year-end report
Profit for the period 4,172 -17 % April 2
General Annual Meeting
Earnings per share 5.92 SEK -17 %

34*SCA SHAPE [ 4*2008] FOCUS USA

 Grease your palms, not greasy palms
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of your worries away. Find out how Tork® solutions can help you reduce operating
costs, improve productivity and lower your impact on the environment.

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Run a cafeteria, not a mess-hall
Although we can’t prevent “Food Fight Fridays”, we can help you start wiping a
few of your worries away. Tork® solutions can help you reduce operating costs,
improve hygiene and lower your impact on the environment.

Tork Premium Cuisine Tork Premium Tork Premium Tork Xpressnap Tork Xpressnap
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Sign up for a free product trial at torkrevolution.com/education

SCA Tissue is a leading provider of napkins, towels, tissue, wipers and

dispensing systems for the Away From Home tissue market.