2.

2013 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS

born into competition

CHINAS DRAGON BABIES

DO YOU KNOW WHERE THE

GERMS HIDE?
Already time for puberty?
Adaptable business

LOOK FORWARD OR DIE

How do you avoid unwanted germs in your surrounding?

Shape is a magazine from SCA, primarily geared toward customers, shareholders and analysts, but also for journalists, opinion leaders and others interested in SCAs business and development. Shape is published four times a year. The next issue is due in October 2013. Publisher Josphine Edwall-Bjrklund Managing Editor Marita Sander Editorial Anna Gullers, Ylva Carlsson, Inger Finell Appelberg Design Markus Ljungblom, Kristin Peva Appelberg Printer Srmlands Graska AB, Katrineholm Address SCA, Corporate Communications, Box 200, 101 23 Stockholm, Sweden. Telephone +46 8 7885100 Fax +46 8 6788130 SCA Shape is published in Swedish, English, Spanish, German, French, Dutch and Italian. The contents are printed on GraphoCote 90 grams 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 reect the views of the editors or SCA. You can subscribe to SCA Shape or read it as a pdf at www.sca.com. Address changes can done at www.sca.com/subscribe or by e-mailing sophie.brauner@sca.com

Nils-Petter Ekwall
Illustrator, Sweden
Im a borderline compulsive hand gel user. I wash my hands frequently and particularly before eating. Ialways carry a bottle of hand gel with me. Its not that Im afraid of illness, but Id rather be well than unwell. Nils-Petter has illustrated the article on germs on pages 2427.

Anna McQueen

Writer, France. Interviewed Peter Holmgren, pages 1619

Living in France, you are expected to shake hands with everyone you meet and for those you know, you have to faire la bise or kiss them on both cheeks, twice or sometimes even four times. During the winter months, this lls me with dread, because its the perfect way to pick up a virus. I have been known to wrap myself up in a scarf, covering my nose and mouth, pretending that I am suffering from la grippe. Ilike to think Im doing my bit helping people to keep their germs to themselves.

Contributors
SCAS SOCIAL MEDIA SITES
Youtube.com/ SCAeveryday shows commercials and videos from SCAs press conferences, presentations and interviews with executives and employees. Facebook.com/SCA is intended to attract talent, engage users and provide information in a way that complementssca.com. Twitter.com/SCAeveryday provides continious communication from SCA with a focus on sustainability. Slideshare.com/ SCAeveryday is for investors and analysts, who can download presentations from quarterly reports and annual general meetings. Scribd.com/ SCAeveryday makes some 50 publications available, including SCAs sustainability report, its Hygiene Matters report and Shapemagazine. Instagram/SCAeveryday SCA photos from all across the globe.

2.2013 A MAGA ZINE FROM SCA ON TRENDS, MARKETS AND BUSINESS

born into competition

CHINAS DRAGON BABIES

DO YOU KNOW WHERE THE

GERMS HIDE?
Already time for puberty?
Adaptable business

LOOK FORWARD OR DIE

Cover photo: Getty Images

2 SCA SHAPE 2 2013

CONTENTS
06. Spying on the future
Making contingency plans for multiple scenarios is crucial to success for lots of companies.

16. Forests under threat

Peter Holmgren, Director general of the center for International Forestry Research, on challenges to come.

20. Early puberty

Girls are growing up fast. Today, Scandinavian girls get their rst period at an average age of 13.

24. Where the germs are hiding

Be aware of the most common bacterial traps in everyday life and learn how to avoid them.

32
N I L S - P E T T E R E K WA L L

36. Half the crew on board

Five of the 11-woman crew have been selected as part of Team SCA participating in the Volvo Ocean Race.

BORN DRAGONS During 2012 an unusual number of babies were born with high expectations from their parents.

ALSO....
12 HOURS with Omar Flores page 28 SHAPE UP pages 3031 ANNUAL GENERAL MEETING page 38 NEWS FROM SCA pages 40 43

DO YOU KNOW...
that wet hands harbour up to 1,000 times more germs than dryhands. Find out more on page 24.

UPDATED
CAS MILL in Ortmann, Austria, works with a local energy provider to supply heat to 80 private and public buildings using only waste heat from the mill. The buildings that receive the mills excess heat include a kindergarten, a civic center, schools and a Red Cross station. Using heat exchangers, waste heat from the mill warms the water of the heating system to as high as 105 degrees Celsius, contributing to a carbon dioxide reduction of1,500tons per year. The project is an excellent example of resource saving and is a valuable contribution to energy conservation, says Stephan Pernkopf, who is responsible for energy affairs of the provincial government. Factories that invest in renewable energy create added value in the region and deserve our support. The number of district-heated households is increasing, and this year the system will expand to cover another neighboringcommunity.

Business news from SCA

PHOTO: ISTOCKPHOTO

Waste heat warms buildings

4 SCA SHAPE 2 2013

Recognition from investors

CEO JAN JOHANSSON and Johan Karlsson,

Communications, responsible for Investor Relations within SCA. VP Investor Relations, got top marks International Investor, a consultwhen investors and analysts ing rm focused primarily on inmade their own assessments ternational nance, conducted of companies CEOs and the ranking. The 860 portfolio investor relations profesmanagers and 1,580 sell-side sionals. analysts surveyed could nomAn open and professional inate up to four candidates in dialogue with investors and the categories Best CEO, Best analysts is a high priorCFO, Best IR Professional and ity, says Josphine EdwallBest IR Company. Bjrklund, SVP Corporate Jan Johansson, CEO

GREEN WORK IN PHILADELPHIA

SCA will purchase the equivalent of 100 percent of the electricity used at the companys Americas headquarters in Philadelphia from renewable energy sources. The company is participating in the Keystone Solar Project, a 5-megawatt groundmounted solar project that will produce about 8,000 MWh of electricity annually.

EXPANDING BUSINESS IN THE UK

From July 2013, SCA Timber Supply UK will become the sole category supplier of timber and wood-based products to more than 200 Wickes stores across Britain. The deal doubles the capacity of SCA to service retailers and builders merchants large and small.

DIVESTMENT APPROVED
SCAs divestment of former Georgia-Pacic units has now been approved by the EU Commission. The commission imposed requirements concerning the divestment when SCA announced its acquisition of GeorgiaPacics European tissue operations in July 2012.

Laakirchen deal closed

SCA HAS COMPLETED the previously announced divestment of the Laakirchen mill in Austria. The mill, producing magazine paper, was sold to Heinzel Group. The initial purchase price is 100 million euros, with a possible additional payment of another 100 million euros based on a two-year prot-sharing model.

SUSTAINABILITY REWARDED
SCA CONTINUES TO BE a member company of the global

2 billion 600 million

sustainability index FTSE4Good for the 13th consecutive year. This year, the company was placed at the top among comparable organisations in the personal and household goods sector. FTSE4Good is an equity index series that is designed to facilitate investment in companies that meet globally recognized corporate responsibility standards.

The number of people over 60 is expected to grow from 600 million in 2000 to 2 billion in 2050. Source: UN

SCA SHAPE 2 2013 5

Companies today face so many uncertainties that they cant wait for things to happen before they decide how to act. Thinking hard about the future and making contingency plans for multiple scenarios are crucial to success.
text NANCY PICK photo MITCHELL FUNK

The corporate

6 SCA SHAPE 2 2013

LOOKING FOR THE FUTURE

crystal ball
G
LOBAL BUSINESS is full of what-ifs. What if the euro collapses? What if Chinese workers start demanding higher wages? What if a rival invents a sexier product? In a world of uncertainty, rapid change and fierce competition, large companies are devoting considerable time and resources to thinking about the future. Their profits and every companys long-term survival depend on it. Paul Saffo, a leading US expert in futures thinking, works for DISCERN Investment Analytics in San Francisco. In essence, he says, the practice of forecasting comes down to a single question: How do you avoid surprise in an ever more complex and uncertain world? Over the past 20 years, long-range forecasting has become an important trend. Futures thinking has gone from this exotic thing associated with weird California consultants to an unremarkable fact of business life, Saffo says. Where companies once turned to outside consultants for help with business forecasting, the trend now is to devote in-house resources to making sense of the future, with increasing sophistication.
SCA SHAPE 2 2013 7

Forecasting has been a victim of its own success, Saffo says. People no longer need experts to collect data they can find data for themselves on the Web. New analytics tools make it easier than ever for non-specialists to apply futures thinking to their work. Many companies that once hired outside futurists now do their own forecasting in-house, typically through their divisions of public affairs, strategy or business intelligence, Saffo says. The goal is for companies to identify long-range threats and opportunities, marshal their resources and then implement successful strategies. Data is key. Not only do companies have access to more data about their clients and consumer behavior than ever before, but companies business intelligence departments also have greater ability to analyze that data in ways that can drive profits. When interpreted wisely, that data can be used to make good predictions. Although Saffo knows many examples of companies profiting from smart forecasting, he is obliged to keep them secret. Its a measure of the success of the process, he says. Companies consider this something they shouldnt share with anybody.

Future thinking has gone from this exotic thing to an unremarkable fact of business life. Paul Saffo

The oil giant Royal Dutch Shell is something of an exception. Shell pioneered the use of forecasting scenarios back in the 1970s, and the company does make some of its successes public. Predictive analytics is hot right now. The practice was popularized by the movie Moneyball, in which the management of an American baseball team used players statistics to put together a ragtag winning team on a paltry budget. Analytics uses computer algorithms to look for patterns that may predict future trends.
SURVEYS SUGGEST that analytics can be a powerful tool. When MIT Sloan Management Review surveyed some 3,000 executive managers worldwide in 2010, they found that top-performing companies were three times more likely than lower performers to use sophisticated analytics. Experts say that analytics can help companies better predict who their customers are, what those customers want, and what they require in order to remain customers.

LOOKING FOR THE FUTURE

GETTY IMAGES

In some companies, public affairs departments are also playing an increasingly important role in shaping future priorities. For a company working in disparate locations around the globe, public affairs can serve a vital role in collecting and communicating information companywide, to make sure there are coordinated strategies in place.
WHAT-IF SCENARIOS are another important tool

for businesses, which need to be prepared for such developments as a change in currency exchange rates, a rise in oil prices, or even catastrophes like a tsunami or a war. When the financial software company Quantrix conducted a survey on budgeting and forecasting in 2011, it found that large companies typically develop more than a dozen what-if scenarios a year, often devoting considerable time and resources to them. One prediction seems certain to come true: large companies will continue to make predictions.

Toyota Prius is preferred to a Hummer.

COMPANIES WITH AN EAR TO THE GROUND

Investing in consumer insights is essential. Some of the most inuencial companies show the way.
The telecommunications company Ericsson makes huge investments in forecasting the future. Although Ericsson works primarily with B2B (business to business) customers, the company has run its own consumer lab since 1995 to keep an ear to the ground in order to pick up trends early. Consumer insight is essential for survival, says Soa Mankert, a senior consultant at the strategic analysis company United Minds. Look at the car brands Hummer and Toyota Prius. While the gas-guzzling Hummer went from status symbol to environmental villain, Toyota developed a fuel-efcient hybrid car. By foreseeing the tipping point that would come after Al Gores climate-change movie An Inconvenient Truth, the company could create a bestseller. Hummer went into bankruptcy and is no longer in production. The expanding environmental movement changed consumer behavior in the mid 2000s. The same period saw growing demand for better protection of our natural resources and rising awareness of our ecological footprint. Corporate social responsibility, or CSR, became an important sales argument

Top-performing companies are three times more likely to use sophisticated analytics.

SCA SHAPE 2 2013 9

LOOKING FOR THE FUTURE

as customers increasingly focused on the origin of products. Nike saw the value of CSR early and hopped on the recycling trend by posting videos such as Nike Shoe Recycling Sustainability on YouTube, Mankert says. Nike has realized that it no longer only is a question of minimizing negative effects, she says. The company has gone one step further by moving from CSR to CSV, or Creating Shared Value, and places its products in the bigger picture. By showing that using running shoes makes people move and that exercising prevents problems like obesity and diabetes, they show that their products contribute to a common good. Mankert is convinced that this move from shareholder value to stakeholder value is a step that many companies will have to take to succeed. Unilevers diversied distribution network in India and other emerging markets is a win-win business example, she says. The winners include not just Unilever, which gains increased sales, but the millions of small-scale businesses and individual sellers around the world who derive an income from those sales. SUSANNA LINDGREN

Balancing data with intuition

How do you avoid surprise in an ever more complex and uncertain world? Youcan call Paul Saffo, aCalifornia-based expert on foresight.
photo JEFF SINGER

The health trend is wisely used by Nike.

10 SCA SHAPE 2 2013

AUL SAFFO lives in a fitting place for a professional forecaster: perched on the edge of a canyon near San Francisco, three miles from the San Andreas fault. Over the next 20 years, the probability of a major earthquake striking there is nearly 65 percent. Ive spent way more on seismic upgrades to my house than a reasonable person should, Saffo says. Given his line of work, he ought to take risk seriously. Saffo works for DISCERN Investment Analytics in San Francisco, holding the unusual title managing director of foresight. He also teaches in the business school at Stanford University. The science of prediction is currently experiencing a major breakthrough. We have ever-faster processors, steadily improving algorithms and, most importantly, a vast and growing pool of digital data, Saffo says. On the other hand, this is a bad time to be a futurist if youre not a math whiz. In the past you didnt need to know calculus to be a forecaster, Saffo says. Now youd better be comfortable with it, and youd better know how to write [computer] code, or your career as a forecaster will be very short. Citing a dramatic example, Saffo points to statistician Nate Silvers successful prediction of the winner in all 50 US states ahead of the

2012 presidential election. All the traditional pundits were sitting around like stunned raccoons, Saffo says. Silver demonstrated that statistics-based analytics now works better than traditional political analysis.
SAFFO TYPICALLY works on the ragged edge between qualitative and quantitative methods. The art of forecasting today is knowing when to trust the computer, and when to trust ones intuition, he observes. Hes constantly seeing advances made possible by programming. Such tools, Saffo says, deliver insights that would otherwise be overlooked. The first step, before you even start doing a forecast, is to check in and examine your own bias. This might be as simple as: are you a glasshalf-empty or glass-half-full kind of person a pessimist or an optimist? Most forecasts go off the chart right at the beginning because people hold unexamined assumptions that blind them to the most important potential outcomes. Once you examine your assumption, it moves from being a bias something bad to an intuition, something good. As far as earthquake preparedness goes, Saffo considers himself something of a moderate. If the big one hits, he says, I may not be fully prepared, but at least I wont be surprised.

Ive spent way more on seismic upgrades to my house than a reasonable person should.

LOOKING FOR THE FUTURE

From risk to opportunity

Keeping ahead of changes in public policy can be a full-time job. From the environment to health care to forest policy, companies like SCA need to monitor trends from minute to minute.
ITS A COMPLICATED world out there, and staying ahead of the curve isnt easy. No one knows that better than Benjamin Gannon, who joined SCA in 2011 as vice president of public affairs. Whats new is that were looking at externalities that could impact the entire company public policy issues that might lead to changes in regulation or customer response, Gannon says. One example of signicant interest to SCA is the dramatic increase in the number of senior citizens around the world. As countries deal with the challenge of caring for their growing older populations, is it likely that more people will be cared for in their homes, or how will incontinence care be funded? SCA is in increasingly active dialogue about these issues with governments and policy makers in many countries across the world. Given the speed of regulatory change, you cant just get information from traditional channels anymore, he explains. By the time something gets to Parliament, its too late! Every policy sector has different sources that must be monitored: - Chemical and environmental regulations. Initiatives appear rst in blogs and academic discussions, with Scandinavia often on the cutting edge. - Social and health-care policy. Experts in Sweden, Germany and Britain tend to be trendsetters. - Forest policy. NGOs like Greenpeace and WWF inuence global agendas. Gannon embraces a systematic approach to public affairs: from monitoring to research, analysis and advocacy. Using this process, he says, were moving from risk management to opportunity management.

Polish cows having a siesta outside SCAs rst production facility in Europe to manufacture products using only renewable energy.

Thinking about

tomorrows energy today

SCA is sensitive to energy prices, both as a consumer and as a producer. AsEurope moves into the uncharted energy world of tomorrow, its important to be aware of the many changes that the future might bring.

12 SCA SHAPE 2 2013

GETTY IMAGES

By the time something gets to Parliament, its too late.

APER IS AN energy-intensive business, and the future of energy regulation is anything but clear. Thats why Ferdinand Graf von Keyserlingk monitors energy policies so closely. I detect changes in energy regulations at an early stage, and then communicate those to the rest of the company, so that we can shape our energy strategy on a broad scale, says von Keyserlingk, who serves as SCAs manager for regulatory affairs and energy projects in Mannheim, Germany. Its pretty unique that SCA has somebody who does this all day long, he says. All of Europes long-range energy goals will bring regulatory changes, he says, whether they

involve developing renewable energy sources, creating a single European energy market or becoming a world climate champion. Meanwhile, short-term changes can bring regulatory shocks, such as Germanys overnight decision in 2011 to close its nuclear power plants. Many of SCAs costs are linked to energy prices, von Keyserlingk notes. SCA is a paper producer, but the company also generates power from natural gas, wind and biofuels, uses a lot of wood and has vast forest holdings. We have a lot of different interests in energy. Thats why its so important that we network across Europe and develop a coordinated energy plan across our businesses.

SCA SHAPE 2 2013 13

Il y a au moins un moment que vous tes sre dviter

de 83 390 129 - RCS Bobigny 509 395 109

NOUVEAU ! by TENA. Protge-slips lights

de Parce que la vie est pleine moments Ooups!
TM esh Fast Crystals , Fr ts an rb so ab ra ult ux Grce leurs crista t lights by TENA absorben les nouveaux protge-slips p classique. plus vite quun protge-sli

SCA HYGIENE PRODUCTS S.A.S. au capital

Echantillons gratuits sur

www.lights-by-tena.fr

Forest swap
to create Swedish nature reserve
Valuable forestland changes hands as 23,000 hectares of SCA property, worth SEK 1 billion, becomes nature reserves.

Its very gratifying that weve now made a breakthrough in swapping land.
Maria gren, director general of the Swedish Environmental Protection Agency

CA AND THE Swedish Environmental Protection Agency have agreed to a land swap, an important part of efforts to meet the environmental objective of sustainable forests. The transaction involves the takeover of 23,000 hectares of productive SCA forestland by the Swedish agency for a nature reserve, equivalent to 50,000 soccer fields. In exchange, SCA will obtain 32,000 hectares of productive forestland from the agency. Land swaps are a rational, time-saving and cost-effective way for central government to protect land for the creation of nature reserves. The land on each side of the transaction has been valued at around 1 billion Swedish kronor (120 million euros). Productive land is often considerably more

interesting to both large and small forest owners than money, says Lars Rubensson of SCAs land surveying department. SCA voluntarily sets aside land equivalent to one-tenth of our forests. We therefore consider it reasonable to receive replacement land from the government when we relinquish areas with the very highest natural and financial values. Maria gren, director general of the Swedish Environmental Protection Agency, says the deal marks a milestone in the agencys efforts to create nature reserves. Its very gratifying that weve now made a breakthrough in swapping land for reserves with the big forest companies, she says. The land were swapping was originally obtained by the Swedish Environmental Protection Agency from Swedens largest forest owner, Sveaskog, through a parliamentary resolution, to be used for precisely this type of transaction. All the land to be swapped is located in the four northernmost counties of Sweden, except for an area in the northernmost part of Gvleborg County, some 300 kilometers north of Stockholm.
SCA SHAPE 2 2013 15

P H O T O : S W E D I S H E N V I R O N M E N TA L P R O T E C T I O N AG E N C Y

10 QUESTIONS

The protector
of forests

The worlds forests are under threat. Deforestation, biofuel demand and a changing climate contribute to a complex array of pressures. Peter Holmgren has moved to Indonesia to work with these issues as director general of the Center for International Forestry Research.
text ANNA MCQUEEN photo CHRIS STOWERS/PANOS

How did you come to care for forests? I was born and grew up in Gothenburg, Sweden, and as a teenager I spent a lot of time exploring the natural world with scouting friends and camping in the wilderness in all seasons. That must have inspired me because I went on to study forestry at the Swedish University of Agricultural Sciences in Ume, getting my MSc in 1987. I got interested in international work during my university studies, taking courses in international development and doing field studies in Africa. I was then fortunate to be able to work internationally with forestry issues in the Philippines, Kenya and Pakistan. Why is deforestation such a hot topic rightnow? Forests matter a lot to us. They purify our air, filter our water, provide timber, energy, food and medicine, and sustain

Peter Holmgren
Age: 50 From: Gothenburg, Sweden Occupation: Director general, Center for International Forestry Research (CIFOR) Career: Developed forest management systems for the Swedish forest industry. Spent 14 years at the United Nations Food and Agriculture Organization (FAO) in Rome. Joined CIFOR in 2012. Residence: Jakarta, Indonesia. Family: Married to Ann-Sofie, three children ages 18, 16 and 12. Hobbies: Photography, cooking. Favorite forest-related pastime: Reading I still prefer printed books! Secret talent: I think I can still maneuver a truck and trailer in tight spots.

10 QUESTIONS
local communities and landscapes. Forests absorb a sizable proportion of the carbon dioxide that people pump into the atmosphere, helping to reduce the impact of climate change, but scientists also worry that the trees themselves may fall victim to a changing climate. Forests also contain most of the biodiversity on land. So deforestation, which means converting forests to other uses, is of great concern to many people. Where is deforestation taking place currently? Recently there has been a lot of talk about deforestation in areas like Brazil and Southeast Asia, where there has been a major increase in land used for agriculture and livestock, which has encroached on forests. Current estimates suggest that global deforestation is running at 13 million hectares per year, or one hectare every 2.5 seconds. Historically, the same occurred in other regions such as Europe and North America, but as agriculture stopped expanding, thanks to economic development, urbanization and more efficient farming methods, forests have gradually returned.

SCA FORESTS
SCA is Europes largest private forest owner and manages 2.6 million hectares of forest, all of which is certied according to the FSC (Forest Stewardship Council) and PEFC (Programme for Endorsement of Forest Certication) SCA has set aside nearly 7 percent of its forests for ecological landscape plans. Inaddition, we keep at least 5 percent of the trees during harvesting to conserve biodiversity. Each year SCA grows more than 100 million seedlings.

Is the forestry industry doing anything aboutit? Around the world, there has been investment in planted forests, in part to supply raw material to the forest industry, but also to support small forestry farms and businesses. While deforestation continues and natural forests are still used for industrial logging in many places, production forests are also expanding. Worldwide, planted forests cover almost 300 million hectares, or 7 to 8 percent of the worlds forests, and they have the potential to provide most of the wood used for industrial purposes. However, some argue that planted forests can pose a threat to biodiversity and that local people do not tend to benefit from them. If well managed, planted forests make a lot of sense from a social, economic and overall environmental perspective, but there needs to be due consideration to all aspects. Is halting deforestation the key to reducing the impact of climate change? Recent years have seen considerable political focus on climate change and the role of forests, since as much as 12 to 15 percent of the greenhouse gas added to the atmosphere is due to forest losses. Compared with other ways of reducing our impact on the climate, it seems both smart and straightforward to call for a halt to deforestation and forest degradation. But while this ambition is high on the international agenda, we have also realized that its not possible to only manage forests in terms of climate, and also that it is impossible to halt deforestation without involving the agricultural sector and rural development aspects. Reducing the impact on the climate is one of many objectives and should be handled as such.

CENTER FOR INTERNATIONAL FORESTRY RESEARCH

CIFOR is a nonprot, global facility that

conducts research that enables more informed and equitable decision making about the use and management of forests in less-developed countries. The researchaddresses issues such as how tomanage forests in ways that enable us to mitigate and adapt to climate change and how people who depend on smallholder and community forestry can improve theirlivelihoods.
18 SCA SHAPE 2 2013

How do you think we should manage our forests? There has to be a healthy mix of products and services from forestry. Not just timber but other elements like food, energy and medicines, and ecosystem services such as water, biodiversity and local climate regulation that support landscapes and livelihoods. The forestry sector and its institutions should broaden their perspectives and embrace multiple goals. What about biofuels? The growth in production of biofuels is significant. The ethical debate over growing crops for energy rather than food is a little exaggerated in my opinion, but when governments in richer countries offer subsidies for biofuels from developing countries, the competition can become unfair and have unintended effects for poor people. If money can be made from biofuels, then land used for this purpose will grow. There is of course an interesting potential to produce biofuels from forests instead of agricultural land. Where are we at right now? Today the picture is mixed. Deforestation is slowing somewhat, but concerns over biodiversity and climate change remain high. Developments in agriculture, the role of agriculture for economic development and demand for agricultural products will determine the future of deforestation much

Forestry is not about trees, it is about people. And it is only about trees insofar as it serves the needs of people.

more than the forestry sector. Investment in forestry seems to be growing, and there is a significant trade in forest products, which account for around 2 percent of the global trade in commodities a key component in a future green economy. What are the biggest threats? In terms of the future, if we are only talking about food supply under current consumption patterns to a growing population, then I think demand for new land could slow down rather quickly because investment in agriculture can make productivity keep up. But if Western-style meat-heavy diets and high levels of food waste continue to spread, then the land requirements will grow. The pressure from a changing climate adds to the uncertainties. Consumption patterns and climate change could pose bigger problems than a growing population in the future. So what does the future look like for ourforests? There are factors that make it difficult to predict the future, but we are seeing a slowdown in deforestation at the moment, and I see no reason why it couldnt continue that way if policies for food and fuel production are carefully managed and rural people benefit from continued overall economic development. On a personal level, I am concerned for the role that forests have in our future. To quote celebrated forester Jack Westoby, Forestry is not about trees, it is about people. And it is only about trees insofar as it serves the needs of people.

SCA SHAPE 2 2013 19

Growing up fast
Young women today are getting their periods at an earlier age than their mothers did, and much earlier than their grandmothers. Over the past century and ahalf, the onset of menstruation has advanced by four years. Good nutrition is just one factor behind the change.
text SUSANNA LINDGREN

14 years old
when she got her rstperiod

13 years old
when she got her rstperiod

CHEMICALS BANNED
IN MARCH 2013 the European Parliament

backed a proposal to list endocrine disrupting chemicals as substances of very high concern because of their suspected interference with the hormone system. Endocrine disruptors have been linked to impaired sperm quality in boys and early breast development in girls, as well as to certain cancers and other disorders.

20 SCA SHAPE 2 2013

MARKET

13.5 years old

when she got her rstperiod

G
GETTY IMAGES

IRLS IN THE 1850s were about 17 years old before they had their first period. For a long time the age of first menstruation fell rapidly, but this development has slowed down, says Claude Marcus, a professor of pediatrics and endocrinology at the Karolinska Institutet in Stockholm, Sweden. Girls in Scandinavia today get their first period at an average age of 13. When their mothers were teenagers, about 25 years ago, the equivalent age was 13.5. Many international surveys show that even if the age at the first period has stopped advancing so dramatically, puberty is still starting earlier. A Danish study found that girls develop breasts a year sooner than 15 years ago. An equivalent American survey found that girls in the US get breasts up to two years earlier than 40 years ago. As menstruation is seen as the climax of puberty, and since puberty generally extends over about two and a half years, girls today enter the world of hormones and changing bodies before they even hit their teens at age 11. THE MOST obvious explanation to why we reach sexual maturity earlier than our ancestors is improved living conditions. This is very much driven by nutrition, Marcus says. Women need to have a certain amount of fat for ovulation. The fat also provides enough energy to give birth and look after a child. Common evolutionary theories state that humans experience a late puberty because girls need to work with their mothers to gain the knowledge required to look after a baby, he says. To do that they need to reach a certain height, which also is the reason they grow faster than boys. Boys on the other hand need to learn how to handle their hormones and their libido before they get so big and strong that they can hurt somebody, Marcus says. Hence the different development of puberty between boys and girls. If nutrition, in the sense of access to vitamins,
SCA SHAPE 2 2013 21

MARKET

proteins and minerals, explains part of the changes over the past 150 years, other factors in our environment also have an impact on both puberty and reproduction. Many scientific surveys show a connection between chemical exposure and the hormone levels in our bodies, and this may contribute to earlier puberty, Marcus says. This is a hot topic and something that is taken very seriously. Endocrine disruptors are chemicals that interfere with the hormone system and can be found in foods we eat or things we use. Bisphenol A, or BPA, is a chemical that for precautionary reasons has been banned in baby bottles, as animal tests have shown that it has an impact on reproduction, organs and body weight. Obesity is also a type of endocrine disruptor, and its incidence has tripled in the last three decades. Fat induces early puberty, Marcus says. Hormones in the adipose tissue, like leptin, directly affect and initiate early puberty. How does earlier puberty affect us? Does it matter? It does not have any effect on how tall we get, Marcus says. We do still get taller and taller. Social factors have a greater impact, as young girls may be less ready for the sexual awakening that follows puberty. There are surveys that show negative social factors for girls who hit puberty early. Its important that girls and boys get educated about puberty at an earlier age so they are not taken by surprise.

P H O T O : B I L D BY R N S I LV E R

Is this what a uterus looks like? SCA has educational school programs in many countries. Heres a lesson in a Russian classroom.

SCA DRIVES EDUCATIONAL SCHOOL PROGRAMS

SCA conducts several educational programs for teenagers in many markets across the globe, including Latin America, Asia, Australia and Europe.School programs in France and Mexico are just two examples.

BY THE END OF 2013, SCAs

SUPPORT ON THE WEB

IN THE NORDIC COUNTRIES and in Australia, SCA has launched special websites to help young girls demystify all things related to periods, while promoting the product ranges Libresse and Libra. As digital natives, girls today are turning to the Internet as a key source of information when it comes to the important life and body changes they face when they reach puberty, says Yulia Kretova, global brand innovation manager, Feminine CareTeens, at SCA. Webhubs like Libragirl and Girls1st provide girls with credible professional advice and also give them an opportunity to share their own experiences in a safe environment.
X

To visit the site, go to www.girls1st.se. For the Australian site: www.libragirl.com.

French brand Nana and Frances Red Cross will launch an educational campaign about relationships, emotional states and sexual life called EVRAS. The program includes school sessions presented by Red Cross volunteers to help develop psychosocial competences among the teenagers in order to allow them to make positive choices about their own and others health and emotions. It will be an opportunity for teenagers to discuss, exchange opinions and understand various taboo topics. Nana Product Manager Perrine Flipo believes that the program will help build confidence and empower young people, and allow them to be more open with one another. EVRAS aims to reach 9,500 young people.

In Mexico, a school program conducted by the Saba brand aims to provide girls between the ages of 11 and 15 with valuable information that answers their questions and resolves their doubts about the physical and emotional changes they are going through. Its very important to support schools with information that helps young girls to cope with these emotional and physical transformations, explain how and what feminine hygiene products to use, or even give advice about personal care, health and nutrition, says Ivette Medrano, marketing director for Saba. The program reaches more than 12,000 young girls in around 170 schools each semester. As part of the program they receive an information booklet and a sample of Saba Teens products.

22 SCA SHAPE 2 2013

libero.se

0 5 , 4 o e o h o n a t o c We y . b u y h w s t e m a s
N
Take one lovely, soft, well-tting diaper. Add some positivity and a sense of fun. And what do you get? One happy, smiley baby. Oh, and one very happy mum.

FEATURE

The bathroom. Flush buttons,

water taps and door handles are typical surfaces for intestinal bacteria to get stuck, as not all visitors wash their hands before they ush or turn on the water. Wet and dirty towels are also a popular place for microorganisms to gather. The same goes for the shower curtain on which soap residues may be crawling with microbes that can survive for days. Wash regularly!

Cooking. Make sure you

wash the cutting board and knife thoroughly between cutting raw meats and vegetables. One common mistake is to wash the utensils but not the hands between handling the chicken and preparing the salad.

The kitchen. Wet cloths and sponges provide a great environment for growing bacteria. Rinse after use, hang to dry and change often before they start to smell. Foul smell is a real alarm bell. The dishwashing brush also needs a good cleaning once in a while. The oor mop is another trap for bacteria growth. Wash and let dry.
24 SCA SHAPE 2 2013

FEATURE MARKET

Look out for the germs!

Money doesnt just make the world go round. Bills and coins are also highly effective carriers of bacteria. All the objects around us that we touch help bacteria and viruses to spread from one person to another. Shape looked at some of the most common bacterial traps in our everyday life and how to avoid them.
text SUSANNA LINDGREN illustration NILS-PETTER EKWALL

F
Money passes through
hands, pockets, cash registers and wallets and generally picks up a cocktail of microorganisms on its way from one owner to another. A British survey showed that nearly 10 percent of the bills were carrying E. coli bacteria.

ROM THE MOMENT we wake up in the morning, we meet all kinds of bacteria. Some are harmless, some are good for us and some affect us in the most unwanted ways. Its the last category that we want to avoid the ones that pass on stomach bugs and other nasty diseases. It may all start in the bathroom. Public toilets are not the only breeding grounds for unwanted bacteria. Even at home, intruders like E. coli and campylobacter can live for days on the toilet seat, the door handle or the shower curtain. These same microbes also live happily in kitchen sponges or washcloths, especially if they arent rinsed and dried after use. People often forget to clean the flush button or the light switch, which also are places we touch with our hands before we wash them after visiting the toilet, says Inga Zetterqvist, an infection

80
When you sneeze, viruses are ejected at aspeedof80mph.

mph

SCA SHAPE 2 2013 25

MARKET
control nurse at the Swedish Institute for Communicable Disease Control. When a Swedish newspaper investigated the presence of bacteria in our everyday life, the worst results came from samples taken from a shopping basket, a subway handrail and an office coffee machine. These three places were infested with skin bacteria that might contain viruses that could pass on anything from influenza to stomach flu. The coffee machine switch also contained intestinal bacteria and six different colonies of mold. In addition, a smartphone that was tested contained staphylococci and one species of bacillus. All places you touch with your hands are where you find various microorganisms, Zetterqvist says. But their presence is generally not a threat to anybody, as long as you dont get them into your body by rubbing your eyes, picking your nose or sticking your finger in your mouth. Money is another common spreader of unwanted organisms. When Ronald Cutler, a researcher at the School of Biological and Chemical Sciences, Queen Mary University of London, looked for contamination on currency, he and his team discovered that nearly 10 percent of the bills investigated, as well as the hands handling the money, contained E. coli bacteria. There is only one way to stop malicious bacteria from entering your body, Zetterqvist says. Wash your hands with soap and water, and dry them with a clean towel. Again and again. Especially after visiting the toilet and before every meal.

All places you touch with your hands are where you find various microorganisms.
Inga Zetterqvist, infection control nurse.

Handles. All kinds of surfaces that are touched by many people gather bacteria and other microorganisms. These include handrails on trains and buses, door handles, light switches and pushbuttons in elevators or on door openers. The gym. Handlebars on the treadmill or exercise bike are wet, warm and popular among microorganisms. Someone elses sweatdrenched clothes arent appreciated on the exercise mat, and a spray cleaning is agood way to stop the spread of skin bacteria from one person to another.

1,000 times more

26 SCA SHAPE 2 2013

germs harbour on wet hands than dryhands.

WASH THEM!
Bacteria are all around us and the fact is that we need them. But there are times during the day when a proper handwash is important in order to avoid unwanted germs and stay healthy. Good hand hygiene practices are especially important when you meet a lot of people. Get a habit of washing your hands before cooking before meals after toilet visits after you have sneezed or blownyour nose before and after you have visitedsomeone ill when you get home when the hands are visibly dirty after having petted animals.

Viruses can survive on surfaces such as water taps for up to 72 hours.

72 hours

The supermarket.
Shopping carts and baskets change hands all the time. Its not surprising that tests showed an infestation of skinbacteria.

PLENTY HANDLES THE GERMS

Cloths and kitchen sponges are germ hotspots, harboring millions of bacteria. In fact, London School of Hygiene and Tropical Medicine research has revealed that within eight hours, one bacterium on a damp cloth can multiply to six million. SCAs new Plenty Super Strong combines the disposability of paper towels with the cleaning power of a cloth to tackle tough weekly cleans and help eliminate germs. The technology using a specially bonded structure ensures that each paper towel is highly durable. Everything from greasy ovens and fridges in the kitchen to toilets, taps and tough shower grime can be tackled. Lisa Myers, SCA marketing controller, says: The paper towels can tackle all those tough jobs when you would normally use acloth and can be disposed of as easily as apaper towel. Plenty Super Strong is made from renewable raw materials and is also food-safe, although its not suited for being ushed down the toilet. Plenty is available on the market in GreatBritain.

Home and ofce. Both keyboards and phones are places that meet many hands. Even if youre the only one who uses them, imagine all the other surfaces you have touched before you hit the keys. Touch screens are no exception even the seemingly smooth surface can be a real bacteria trap.

SCA SHAPE 2 2013 27

FEATURE

12 HOURS with Omar Flores

Omar Flores enjoys every minute of his role as direct sales manager for SCA in Chile. But his real passion is music.
text INS COLLANTES photo NICOLAS WORMUL

ORIGINALLY A math teacher, Omar Flores joined

SCA in 2010 as reseller manager in the Away From Home segment. A year later he was named to the additional post of direct sales manager, a job in which he oversees a team of five who sell hygiene products to institutional clients such as clinics and supermarkets for their internal use. Having direct contact with the customers means getting great insight into their needs, Omar says. This gives us valuable information on how to improve our products, and hence become more profitable as a company.

Follow an SCA employee during a day at work

Sales meeting with Tottus supermarkets. Discusses sales forecasts for 2013 and the opening of new stores. At his ofce, checks e-mail and prepares nationwide business proposal. Eats at the companys cafeteria. As usual, its a simple lunch so that he can quickly get back to work. Prepares meeting with WalMart supermarket ofcials in his ofce.

Leaves home for work. Picture 1

8:30 am
28 SCA SHAPE 2 2013

9 am

11 am

1:00 pm

1:30 pm

12 HOURS

OMAR FLORES
Age: 46 Title: Away From Home direct sales and reseller manager Born: Concepcin, Chile Lives: Santiago, Chile, permanently since 2012 Family: Married with a daughter, 22, studying sociology and ason, 12, who studies music. Interests: His great passion is music, especially rock. He collects CDs and DVDs and enjoys playing the guitar every day.

The clients, he says, see us as a helping hand to guarantee that their business functions with no interruptions on an everyday basis. We are part of their productive process, and as such we deliver not only a product, but satisfaction. I get to develop a close relationship with the customer, something that I find very satisfying. Omars goal for the coming five years is to gain more direct clients and to see the direct sales area become the largest in the company in terms of revenue. Working with a great team of collaborators is another benefit in his view.

We all strive for the same goals and support each other spontaneously, says Omar, whose team elected him Manager of the Year in 2011.
BUT OMARS GREATEST passion is music, especially rock music. After work he wraps up the day by playing the guitar. He calls himself a real music fanatic and collector. I own more than 600 CDs and none of them is a copy or a downloaded version. I usually listen to my CDs in the car, so when I get to make a long road trip on my own, its pure joy.

Having direct contact with the customers means getting great insight into their needs.

Meeting with Wal-Mart, together with colleagues from the logistics department, to discuss how to implement point-to-point orders. Picture 2

After the meeting, on the way to the parking lot, discusses with his colleague the agreements made with Wal-Mart and how to implement them. Picture 3

Meeting with credit and collections department to examine clients with unpaidbills.

Checks e-mail and prepares for tomorrows weekly sales meeting.

Heads for home, where he will eat dinner with his family. Listens to his favorite music while he plays the guitar.

2:30 pm

3:30 pm

4:30 pm

5:30 pm

7 pm
SCA SHAPE 2 2013 29

SHAPE UP
REFLECTION IN TIMBER
A NEW TIMBER CHAPEL is

Check out whats happening outside SCA.

under construction at the University of North Florida. The Interfaith Chapel, with an area of 7,000 square meters, is designed to be an intimate, spiritual place that can be used for reection. Los Angeles-based architectural rm Brooks Scarpa is responsible for the design, in collaboration with KZF Design. X www. brooksscarpa.com

Dont forget that washing your hands is the best protection against illness.

Achoo!

Robocat helps with dementia

STROKING A ROBOTIC CAT

Between 2000 and 2010 the city of Shanghai grew by 65.6percent.

65.6%

has proved to improve the well-being and quality of life of people with severe dementia. Robocat looks like a cat, weighs the same as a cat and is interactive. It can purr and react to different types of handling. Today there is no cure for dementia. Research on the condition is focused on improving the well-being of people affected by it. In pursuit of that goal, researchers at Mlardalen University in Sweden developed the robotic cat.

WHAT HAPPENS WHEN CITIES GROW?

THE WORLDS LARGEST cities are growing rapidly. Between 2000 and 2010, New York grew by 4.8 percent, while metropolitan Shanghai grew by 65.6 percent. Twenty years ago less than 20 percent of Chinas population lived in cities. Today half the population lives in an urban environment. A Swedish research team has developed a technique to map urban growth and its impact on the environment. This information is vital for implementing sustainable urban planning, says Yifang Ban, a professor of geoinformatics at the Royal Institute of Technology in Stockholm.

30 SCA SHAPE 2 2013

A new antibacterial ber can be used in everyday products such as running shoes and sportswear.

Keeping bacteria at bay

ANTIBIOTIC-RESISTANT bac-

teria are a growing problem, and researchers are looking for new, eco-friendly ways to control them. Now a research team at the Royal Institute of Technology (KTH) in Stockholm has developed an antibacterial fiber that can combat the spread of drug-resistant bacteria: an antibacterial polymer that attaches stably to cellulose and

cannot be released into the environment. Our discovery is based on cellulose fibers embedded in a polymer, which kills bacteria, says researcher Josefin Illergrd. Cellulose is the most common organic substance in nature and the primary structural component of plant cell walls. The material can be used in everyday products such

as sportswear, diapers and bandages. The teams vision is that it could even be used for water purification in the Third World.
ANTIBACTERIAL agents such as silver ions and triclosan are commonly used in shoes and sportswear to remove unpleasant odors from bacteria formation, but they leak into the environment.

Sustainable time
The US company WeWood manufactures watches from 100 percent natural wood. A tree is planted for each watch sold, in partnership with the conservation group American Forests. X http://we-wood.us/

Parks are positive

Urban parks are not only beautiful, but they also have a positive impact on biodiversity, real estate prices and physical activity. This has been established by a research team from Swedish University of Agricultural Sciences looking to prove how urban parks promote health in an era of global urbanization.

if you turn off the faucet while brushing your teeth, you save 110 liters of water a month?

Did you know that

SCA SHAPE 2 2013 31

CHINESE ZODIAC
These are the 12 animals in the Chinese zodiac. RAT 1936, 1948, 1960, 1972, 1984, 1996, 2008 OX 1937, 1949, 1961, 1973, 1985, 1997, 2009 TIGER 1938, 1950, 1962, 1974, 1986, 1998, 2010 RABBIT 1939, 1951, 1963, 1975, 1987, 1999, 2011 DRAGON 1940, 1952, 1964, 1976, 1988, 2000, 2012 SNAKE 1941, 1953, 1965, 1977, 1989, 2001, 2013 HORSE 1942, 1954, 1966, 1978, 1990, 2002, 2014 SHEEP 1943, 1955, 1967, 1979, 1991, 2003, 2015 MONKEY 1944, 1956, 1968, 1980, 1992, 2004, 2016 ROOSTER 1945, 1957, 1969, 1981, 1993, 2005, 2017 DOG 1934, 1946, 1958, 1970, 1982, 1994, 2006, 2018 PIG 1935, 1947, 1959, 1971, 1983, 1995, 2007,2019

DRAGON
1940, 1952, 1964, 1976, 1988, 2000, 2012 Energetic, self-condent and unafraid of challenges. These are personality traits that are usually associated with people born in dragon years. They love to be in the limelight and let nothing stop them from getting what they want. Suitable jobs: king, ofcer, politician or musician. The dragon ts best with the rat, monkey or snake.

CHARACTERISTICS
Rat Ox Tiger Rabbit Dragon Snake Horse Sheep Monkey Rooster Dog Pig charming, practical, purposeful strong, patient, persistent brave, optimistic, generous accurate, caring, intelligent energetic, self-condent, unafraid cautious,sophisticated,vain strong-willed, talented, irritable understanding, sensitive, romantic vibrant, energetic, whimsical proud, ambitious, impulsive loyal, responsible, forgiving easygoing, warmhearted, honest

32 SCA SHAPE 2 2013

OUTLOOK

Chinas dragon baby boom

What happens in a country with a one-child policy when the most auspicious year to have a baby rolls around? In China, many prospective parents timed their offspring to arrive in the Year of the Dragon, creating a baby boom that lasted through 2012. Even parents who hadnt been planning to have dragon babies found themselves caught up in the trend.
Text JILL ZHANG Photo GAO ERQIANG

SCA SHAPE 2 2013 33

OUTLOOK

Unlike many other Chinese parents Daniel and Nicole didnt plan their baby according to the zodiac.

N
According to statistics, around 16.4 million babies were born in China in 2012.

ICOLE WU, A 31-YEAR-OLD reporter at

the China Daily Shanghai News Center, gave birth to a baby girl in June 2012. As 2012 was the Year of the Dragon according to Chinas lunar calendar, babies born in that year are called dragon babies. Daniel Dong, her 35-year-old husband, works as a lawyer and director at a law firm. They had been married for four years, and Nicole had been thinking she would like to have a baby in her 30s. However, she had no idea that she would be having a baby in the Year of the Dragon. But other would-be parents throughout China had been planning their dragon babies for years, so Nicole and Daniel found they were contributing to a yearlong baby boom. This meant that they had

to compete for limited medical resources and pay more for a nanny to help with the baby. The dragon is considered the most auspicious sign in the Chinese zodiac, which assigns years to various animals in a 12-year cycle. Once symbolically reserved for the emperor alone, the dragon is believed to bring strength and good luck, particularly to babies born in its year. Dragon babies are said to be the strongest, smartest and luckiest. Small surprise then that so many Chinese couples wanted to have babies in that year.
BORN IN A BABY BOOM YEAR, our daughter will

have to bear more pressure in the future, competing with her peers for access to better schools and working opportunities, Nicole says. To some

34 SCA SHAPE 2 2013

Baby brands in China and Southeast Asia

Xiaoxiao, an inadvertent dragon baby, may face strong competition from her contemporaries, but her parents just wanther to be healthy and happy.

Born in a baby boom year, our daughter will have to bear more pressure in the future.

extent, having a dragon baby is not a wise choice. They recruited a nanny to take care of the mother and baby for the first month after delivery. As nannies were suddenly in great demand for all the dragon babies, the family had to pay more than in previous years. Now Nicoles parents look after the baby when the couple goes to work. We call our daughter Xiaoxiao, as the name means smiling in Chinese, Daniel says. We hope she will be healthy and happy. As for the strong competition she might face in the coming years, we wont force her to be a top student or go to the best schools. She can do whatever she likes according to her abilities. What we want to see is she stays physically and mentally healthy and leads a happy life.

CURRENTLY SCA in China imports Nordic Libero open diapers (size 1 to size 7), UP & GO (sizes 5 to 7) and wet wipes (normal and hand/mouth wipes). A newly designed Libero dragon storage box is given to consumers as a free gift. SCAs Drypers is a leading baby diaper brand in Southeast Asia. In 2012, Drypers relaunched its baby diaper products with new product features, differentiated diaper designs and revitalized packaging, along with a new and full range of baby toiletries. Signicant effort has been made to excite consumers with differentiated and attractive packaging and diaper designs that break away from the product norms in Southeast Asia. The aim is to strengthen the brands emotional engagement with parents across the region.

SCA SHAPE 2 2013 35

SCA IN VOLVO OCEAN RACE

Sam Davies (Britain)

First five on board

The rst ve women forming Team SCA, the all-female crew to participate in the next Volvo Ocean Race, have been selected to join the crew.
text SCA photo RICK TOMLINSON/SCA

Annie Lush (Britain)

OME 20 CANDIDATES,

who all wanted to join the all-female Team SCA for the Volvo Ocean Race challenge, have been through a rigorous training camp at the teams base in Puerto Calero, Lanzarote, in the Canary Islands in Spain. The schedule has included tests of their fitness and stamina as well as medical exams and sailing onboard the teams VO70 training boat, SCA Care. We have been really impressed with the quality of the candidates coming through, says Richard Brisius, managing director of Team SCA. There is a 10-year gap since the last time there was an all-female crew in this race, and the level of professionalism and competence is much higher now, so clearly none of us are underestimating the task ahead. The first five women selected for Team SCA have a wide range of experience in

sailing, from single-handed offshore to Olympics and Match Racing. Each of them has carved her own niche in what is still considered to be a male-dominated sport.
THEY ARE ALL very talented

Carolijn Brouwer (Netherlands)

natural sailors, Brisius says. Team SCA is providing the tools and structure to give these sailors a chance at competing on an equal footing in what is a classic round-theworld yacht race. It would be great to think that through all our efforts we could engage a new generation of women to break into competitive, crewed offshore racing. A female team in this race should be the norm, not something unusual. The squad will be based in Lanzarote until the start of the race in autumn 2014. Delivery of the Team SCA VO65 race boat is expected in early autumn this year.

MAGNUS OLSSON PASSED AWAY

IT IS WITH GREAT sadness

that we inform that Magnus Mange Olsson, one of the greatest sportsmen in the world of sailing and one of Team SCAs coaches, passedaway inApril. Mange was the greatest person I have ever met. He brought energy, humour and love to everyone around him, said Richard Brisius, Managing Director of Team SCA. He has inspired our female crew, many other sailors, both young and old, and all of us who had the opportunity of meeting and knowing him, said JanJohansson, President and CEO of SCA. Share your thoughts and memories of Magnus: www.mangeolsson.se

36 SCA SHAPE 2 2013

VOLVO OCEAN RACE ROUTE AROUND THE WORLD

Liz Wardley (Australia)

FINISH, Gothenburg, SWE 9. Lorient, FRA 7. Newport, USA 8. Lisbon, POR 3. Abu Dhabi, UAE START, Alicante, EPS 4. Sanya, CHN

2. Recife, BRA

6.Itajai, BRA

5. Auckland, NZL

When Team SCA crosses the nish line after completing Volvo Ocean Race in June 2015, the crew members will do it in Sweden. Gothenburg is the nal stop after nine months at sea.

Carolijn Brouwer, Netherlands:

Sophie Ciszek (Australia)

I know what it is like to spend weeks on a boat with ten other people and, of course, there will be challenges, but equally this is an incredible opportunity for womens racing.
Sophie Ciszek, Australia:

Employees take on sailing challenge

SCA WILL PARTICIPATE with

two boats in the Swedish race F Offshore Race (former Round Gotland Race), which starts on June 30. Each of the two boats will host three professionals and six SCA employees. The women of Team SCA will not participate in this race, as they are busy practicing for other events. The participating boats will start in Stockholm, sail around the Swedish island of Gotland and nish at Sandhamn in the archipelago outside Stockholm, a distance of 310nauticalmiles.

A sneak peak of the race yacht. Below you see what Team SCAs future race boat, the VO65, looked like at the end of April, when the hull had just arrived in the UK. Itwillbe ready to start sailing at the beginning of the autumn. Each participating team will need to complete the boat with its own individual visual identity design and other features. The construction is the result of an international design and construction consortium.

This is an incredible once in a lifetime opportunity and I am really excited about the next couple of years.
Sam Davies, Great Britain:

With the top-level coaching structure and technical team that is in place, this will help to fast-track our steep learning curve and I really believe we have the opportunity to achieve some amazing results.
Annie Lush, Great Britain:

It is probably the first time in the races history that there has been an all- female team being put together in the same way as an all-male team.
Liz Wardley, Australia:

I am really excited to be joining probably the first 100 percent professional womans team to enter the Volvo Ocean Race.
SCA SHAPE 2 2013 37

ECONOMY

Why do you hold shares in SCA?

Gunnar Lfquist

A big year for SCA

SCA had a very exciting year in 2012, withmajor changes that made the company stronger and less sensitive to economic cycles, SCAs President and CEO Jan Johansson told the companys Annual General Meeting, AGM.
text: CHATARINA ALMQVIST photo: MARGARETA HED

Tby

Its a good share with a good return and increase in value.

Anders Kllman
Nynshamn

Ive been a loyal shareholder since the late 1950s. I was a member of an investment club at work, which distributed shares in SCA when the company where I worked closeddown.

EARLY 500 shareholders attended SCAs

Birgit Nilsson
Stockholm

AGM at the Waterfront Congress Centre in Stockholm on April 10. In his speech, President and CEO Jan Johansson reviewed the major changes that took place last year. These included some of the most important corporate transactions in the companys history, as SCA acquired Georgia-Pacifics European tissue operations and divested the Packaging business, excluding the two kraftliner mills in Sweden. The company also acquired the Asian personal care products company Everbeauty, increased its shareholding in the Chinese tissue company Vinda, acquired the remainder of the Chilean hygiene products company PISA, and divested the Aylesford Newsprint (UK) and Laakirchen (Austria) publication paper mills. We will continue to look at acquisitions, but it is equally important to continue maintaining high organic growth, Johansson said. Along with acquisitions and divestments, SCA launched comprehensive efficiency programs. In the hygiene business, we are going to save EUR 300 million, with full effect in 2015, Johansson said. The acquisition of GeorgiaPacific creates synergies of EUR 125 million, with full effect in 2016. Last autumn we launched a comprehensive SEK 1.3 billion program in Forest Products. SCA also took the opportunity to launch a brand new hygiene organization in 2012. It has brought

SCA has roots in Sundsvall. I have a connection with the city so I like to hold shares in the company. Also I found a former CEO, Bo Rydin, charming.

Shareholders
SCA 2012
SALES

the company closer to its customers and consumers and given it much more efficient marketing processes, while reducing costs.
DESPITE THE CURRENT recession in many parts

EUR 9,815 million

EBIT (EXCL ITEMS AFFECTING COMPARABILITY)

EUR 994 million

OPERATING CASH FLOW

EUR 1,108 million

DIVIDEND PER SHARE

SEK 4.50
EARNINGS PER SHARE

SEK 7.06
1 SEK= 0.11 EUR

of the world, Johansson said SCA has done well. We have improved our cash flow, we have improved our earnings, we have increased growth, and we have increased our market shares in an extremely difficult market. Looking at SCA today, we are a slightly smaller company in sales terms, but we are a stronger company and a company that is less sensitive to economic cycles than previously. For SCAs shareholders, 2012 was a good year. The share price climbed 38 percent during the year, and the dividend rose 7.1 percent from 2011 to SEK 4.50 per share.

38 SCA SHAPE 2 2013

How did we save 40 billion napkins in 10 years? One at a time.

Heres to another 10. Happy Anniversary Xpressnap.

Visit torkusa.com/tryxpressnap for a free trial of the new Xpressnap Signature family of dispensers.

2013 SCA Tissue North America LLC. All rights reserved. Tork is a registered trademark of SCA Tissue North America LLC, or its affiliates. To learn more, visit torkusa.com

SCA INSIDE
Hygiene for Madagascar
Buy one pack, give access to hygiene. For the past three years in France, this has been the call to action of SCA tissue brand Lotus to support the actions of the SOS Childrens Villages development organization in Madagascar. In a partnership between Lotus and SOS Childrens Villages, purchases of toilet paper, household towels and tissue packs in France help to finance the construction of sanitation facilities and develop awareness programs around hygiene in southern Madagascar. In Madagascar, 63 percent of the population has no access to drinking water and 73 percent of inhabitants lack proper sanitation. The Lotus-supported effort has helped give 13,500 people access to sanitation facilities including 16 drinking fountains, 16 WCshower units and 10 laundries. The goal for 2013 is to build a further 15 WC-shower units, 13 laundries and 13 drinking fountains for 13,850 inhabitants in another district. X Learn more about SOS Childrens Villages: www.soschildrensvillages.com

News from SCA

Employees turn out for schools

IN THE NINGXIA HUI Autonomous Region of north-

western China, SCA is helping to plant trees in the semi-desert area. SCA employees have also made donations to rural schools to help improve living and education standards. The SCA employees collected clothes, books, schoolbags and stationery from families and friends. A truck of donated items was delivered to the Ningxia local government, which helped to pack and distribute the materials to village schoolstudents.

In Madagascar, 63 percent of the people have no access to drinking water.

ISTOCKPHOTO

ZEWA BRINGS AFRICA TO GERMANY

From March to June 2013, SCAs brand Zewa Soft is rolling out a limited edition of toilet paper in Germany featuring a safari pattern and the sandy colors of thesavannah.
40 SCA SHAPE 2 2013

Photos SCA, ISTOCKPHOTO

NEW YORK TIMES HIGHLIGHTS TENA

INCONTINENCE isnt the cheeriest of topics,

Walnut trees provide income forChinese families

TOGETHER WITH the Azalea Edu-

cation Charity, SCA has donated 17,000 walnut tree seedlings to help establish an economic forest in Liangshan, in Chinas southwestern province of Sichuan.

By planting walnuts, some 100families in poverty can benet from the harvest in the coming years to increase their income. The forest also plays a role in environmental protection.

The New York Times observed in a recent article. But SCAs innovative approach to talking to customers about incontinence caught the attention of Americas leading newspaper. When SCA rolled out a new portfolio of TENA lifestyle products with refreshed packaging in North America, the papers business section reported on the companys approach to communication around incontinence. Moving away from the technical language of absorbency ratings typically used on incontinence packaging, TENA has renamed its products based on everyday lifestyle terms: Stylish, Active and Anywhere. An advertising campaign launched in April showcases the difference between the three levels of protection. Consumers are looking for a more intuitive approach to get products that t with their lifestyle, Robert Wilson, vice president of consumer sales for SCAs personal care business in North America, told The New York Times.

The number of hygiene kits provided by SCA to homeless people in cooperation with the Red Cross in France this year.

ETHICS INCORPORATED
SCA HAS BEEN RANKED among the worlds most ethical companies for a sixth consecutive year. In an annual study, the US think tank the Ethisphere Institute analyzes thousands of companies in various sectors and selects companies that systematically focus on ethical issues and highlight their importance to their brands and protability. Further recognition came from Fortune magazine, which included SCA in its recently released list of Most Admired Companies. The 2013 ranking features 57 industry segments and more than 350 companies. SCA was included in the category of Forest and Paper Products Industry.
SCA SHAPE 2 2013 41

AND BUILDS PLAYGROUNDS IN RUSSIA

THE ZEWA CHARITY INITIATIVE Give Children a Touch of Care 2013 is raising money to build playgrounds in 44 orphanages all over Russia. For each Zewa promotional package sold, one ruble will go to the playground project. SCA aims to sell more 20 million packages and raise around 22 million rubles (540,000 euros) for theplaygrounds.
X

www.zewa.ru.

Prize for equal opportunities

FOR SUCCESSFUL AND EXEMPLARY efforts to give women an opportunity for professional development and a successful career. This was the citation when SCA was awarded The Tree by Qvinnouniversitetet (the Womens University) in Sundsvall and Timr, Sweden, on International Womens Day, March 8, 2013. The prize is awarded annually to a person or organization that has made a particular contribution to gender equality through its efforts. SCA has been working for a number of years to change its traditionally maledominated workplaces and is striving to recruit women to the production units and encourage them to apply for senior posts. Today three of the companys businesses in the region are managed by women: the Ortviken paper mill, strand pulp mill and Bollstasawmill.

Forests in focus at Stockholm summit

HOW CAN WE ACHIEVE a globally

sustainable forestry? That was the topic of the World Forest Summit held in Stockholm in March, convened by the British magazine The Economist. Some 200 business leaders, policy makers, experts, researchers and NGO representatives from around the world gathered to discuss the challenges facing global forestry. A panel discussion called Reinventing the Forest Industry featured SCA CEO Jan Johansson;

Per Lindberg, president of Swedish packaging maker BillerudKorsns AB; Fabio Schvartsman, president of Brazilian pulp company Klabin; and Avrim Lazar, former president of the Forest Products Association of Canada and now a communications consultant with the executive coaching firm ExCo2. The panel agreed that wood fiber has huge potential and that biofuels are examples of what can be achieved through innovation.

SHUTTERSTOCK

German men are big on TENA

GERMAN MEN like the incontinence product TENA Men. A recent online survey in the country found that 94 percent would recommend TENA Men products. Among the testers who ordered samples of TENA, 84 percent had never come across special bladder weakness products for men. Most of them had tried to manage with tissues, conventional panty liners or feminine hygiene products, or had simply not used protection. After trying the products, 92 percent said they would buy TENA Men from now on. As one tester said, After some initial reservations, Im thrilled. Why havent Idiscovered these before?
42 SCA SHAPE 2 2013

SCA INSIDE

Follow the steps below and see a Tork dispenser emerge in 3D from your device.

FRANCE

TENA named Product of the Year

THE TENA intimate care product range has been

chosen by French consumers as Product of the Year 2013 in the eld of hygiene consumer goods. By introducing a gentle wash gel and wet wipes to the intimate care category, TENA aims to augment the brand with more feminine, cosmetic and modern products. The TENA intimate care range was selected by a survey of more than 10,000 French consumers over the age of 15.

Tork magic
DO YOU WANT TO KNOW what Tork

Support for Tunisian caregivers

A CAREGIVER DAY in Tunisia organized by SCA aimed to help care-giving relatives nd suitable products to take better care of incontinent family members. The event also worked to raise awareness of the role that relatives play in the Tunisian healthcare system. An aging population will result in a higher number of people suffering from incontinence, said one of the geriatric doctors at the event. Family members play an important role as caregivers for their loved ones. It is important we have structures in place to give them the best support possible. The event was held in cooperation with the Tunisian Alzheimers and Parkinsons associations.

dispensers look like in real life? A new app for your iPad or iPhone can show you. A Tork Viewer app available from the App Store makes the dispenser appear in 3D, through the magic of augmented reality technology. The 3D models are animated and provide instructions on how to change tissue and so on. You can also change the color of the dispenser to help decide which one best matches your decor. By using this technology, the products come to life and our sales people dont have to drag physical products to meetings, says Petra

King, digital manager for Away From Home products at SCA. The app requires an iPad 2 or later, iPhone 4 or later, or iPad Mini.
HERES HOW YOU DO IT:

1. Download the Tork Viewer app from App Store. (The app requires iPad 2 or later, iPhone 4or later, or iPad Mini.) 2. Go to the image on the back cover of this magazine. 3. Start the app. Hold your device 20 to 30 centimeters away from the image, and make sure you see only one image. 4. A dispenser appears in 3D. Turn the page and try it.

By using this technology, theproducts come to life and our sales people dont have to drag physical productstomeetings.
Petra King, digital manager
SCA SHAPE 2 2013 43

See the Tork dispensers in 3D on your iPad or iPhone!

The image to the left can be used to see the Tork dispenser in 3D. 1. Download the Tork Viewer app from App Store. (The app requires iPad 2 or later, iPhone 4 or later, or iPadMini.) 2. Start the app. Hold your device 20 to 30 centimeters away from the image, and make sure you see only oneimage. 3. A dispenser appears in 3D.

Want to see our dispenser emerge from this page?

We have made it easier for you to get an idea of how the Tork dispensers will look in real life. Check it out in 3D.

November 2012 SCA Hygiene Products AB. TORK is a registered trademark owned by the company SCA Hygiene Products AB.