Södra's members are delivering increasingly higher volumes of wood to the company's industries. A focus on improved forest management has led to a steady increase in forest growth. This, in turn, has enabled more harvesting. In southern Sweden, growth is so strong that forest stocks are rising as harvesting operations increase. "Our members are managing their forests so well that forests are now growing better than ever. And, although we continue to harvest more forest, there is still more forest remaining. This is a very positive trend," says Håkan Larsson, President of Södra Skog. There is so much potential for trees as a raw material and we need to use the forest more actively if we want to meet the challenges of climate change and the transition to a fossil-free society." Most of the wood delivered by Södra's members is softwood - pine and spruce. Supplies are delivered in the form of pulpwood and sawlogs to Södra's own pulp mills and sawmills, and as biofuel to external thermal power stations. In 2015, wood deliveries from members rose 4 percent year-on-year, and since deliveries have remained at the same level at the beginning of the current year, the increase seems stable
Results from a recent U.S. consumer survey suggest that the majority of Americans agree that print and paper can be a sustainable way to communicate when produced and used responsibly. In fact, it seems many people distrust and are not swayed by corporate green claims used to promote online services over paper. See below for my five favorite results from the June 2016 Toluna survey.
1. 88% agree that when forests are responsibly managed it is environmentally acceptable to use trees to produce products such as wood for construction and paper for printing (81% of 18 to 24 year olds).
This is my favorite one! It tells me the large majority of Americans accept the use of trees as a renewable resource to make forest products – as long as it is done responsibly, i.e. by using sustainable forest management and best practices. Great news!
It’s no wonder that “go paperless – save trees” claims may be lost on most consumers, even millennials. Not only are these type of claims misleading (for more on that click here) but I would also argue that they are an ineffective marketing startegy. In fact, they probably make most people skeptical or cynical of the real corporate goal…see stat below!
2. 85% of respondents receiving environmental claims such as, “Go Paperless – Go Green”, or “Go Paperless – Save trees” believe companies are seeking to save costs.
Not only that, 57% of respondents reported that they question the validity of these claims.
Perhaps corporations and governments should not confuse “green” with “green-backs”! This is one of the reasons we suggest that organizations wishing to promote e-services focus on the convenience and practicality of e-transactions rather than environmental messaging or greenwashing. Our most engaged corporate partners have done this and even removed the word paperless and replaced it with online or digital. Call it what it is!
3. 91% agree that, when responsiby produced, used and recycled, print and paper can be a sustainable way to communicate.
Another encouraging statistic showing that people trust our products if they know industry is being environmentally responsible and paper products are used responsibly, including recycling and re-use. This result increased by 19% compared to 2013, suggesting a growing environmental acceptance of print and paper.
4. 49% of all respondents still don’t have a reliable internet connection and want paper records.
This one shocked me. It demonstrates that there are millions of people that absolutely reply on print and paper for their communications (my parents being among those). Forcing these people online just won’t work, and they should not have to pay to receive paper bills.
5. Roughly three times more people (35%) are seeing ads promoting print and paper compared to 2013 (12%)
This is great news and an indication that campaigns such as Paper & Packaging – How Life Unfolds™ are starting to reach more and more people. Over 35% of respondents indicated that they have seen ads promoting the effectiveness or environmental friendliness of print and paper (vs 12% in 2013), and the large majority rated the ads as credible and useful.
Some of the other key points to note are:
•Additional positive trends related to environmental awareness and the preference for print and paper between 2011, 2013 and this most recent survey (June 2016).
•The great story about sustainable forestry and recycling is not well known and more education is needed, especially with millennials.