But it’s heartening to see a market pulp producer taking a step further and reaching beyond their own customers, further down the value chain. Södra has just revealed that it took its story of family forestry directly to the consumers at one of the UK’s busiest stations a few days before London Pulp Week.

A new campaign will launch in the New Year spotlighting consumers and their views on Swedish forestry. With 65% of European consumers believing that Europe’s forests are shrinking, and only 23% understanding that trees continue to store carbon once felled*, we need more direct action to help educate the consumer about the huge potential and importance of the forest industry for a more sustainable future. We’re looking forward to seeing the results. Bravo Södra.

*Green Insights Europe, an Opticom study of 10,000 consumers for Skogsindustrierna conducted in 2023.