News & Insights

Navigating the Goal Conflicts: Sustainability Challenges in Sweden's Pursuit of a Fossil-Free Future
Published - 21 Nov 2023
Forest Industry
We had the pleasure of attending a seminar about key conflicts in the forest industry and the way forward in Stockholm on October 15th, organised by IVA. There were plenty of issues to think about, all involving an understanding of the bigger picture. Here’s a snapshot and some reflections:

Forest Insights 3, 2023
Published - 3 Oct 2023
Forest Industry
In this edition, Mikael Selling reflects on climate changes and the rising focus on sustainability in the forest product sector. The newsletter discusses the challenges companies face in communicating sustainability effectively to avoid greenwashing, amidst a growing importance of sustainable branding. It also explores the potential gap in generating demand for sustainable products despite consumer willingness to pay more, hinting at a communication disconnect. Furthermore, it highlights the crucial role of authenticity in product labeling to educate consumers and build trust in the market.

Why are branding studies gaining traction?
Published - 28 Sept 2023
Forest Industry, Industry & services, Healthcare Industry
After 35 years in the business, we’ve seen the impact a good brand can have, and how it can be used to enhance sustainability communication. No wonder more companies than ever are taking branding seriously. Project Manager David Weller explains.

Labels: When is enough more than enough?
Published - 28 Sep 2023
Opticom, Forest Industry, Industry & services, Healthcare Industry
Product labels and certificates proclaiming environmental friendliness are everywhere. Indeed, they are now so ubiquitous that they have become the norm, not the differentiator. Moreover, their overuse has prompted criticism that some are simply environmental marketing and in the worst cases, greenwashing. However, used correctly, labels remain an important tool in the fight for the consumer’s attention as well as an effective means to help educate. The key is authenticity and transparency.

How powerful is Sustainability? Decoding Consumer Behaviour through Data Insights - White paper
Published - 17 Aug 2023
White Papers
We know that consumers are driven by emotion. Their behaviour can be complex with numerous factors influencing purchasing decisions. A business that understands what and how the consumer thinks is more likely to meet their needs. This is especially true when it comes to sustainability. Consumers say they are increasingly concerned about the environment and yet we often hear from businesses that they struggle to generate demand for environmentally-friendly products.

Trend report 2025 – What's happening in the Swedish pharmaceutical industry?
Published - 11 Feb 2016
Healthcare Industry
We approached this project carefully, as it was our very first undertaking of this scale. We studied our client’s business to create a focused and effective solution - and then watched it grow. We loved working with this client and look forward to collaborating together on many more successful projects in the future.

The Swedish business climate taking the wrong turn
Published - 29 Feb 2016
Healthcare Industry
The Confederation of Swedish Enterprise’s report “Företagsklimatet – nu än viktigare” (The business climate – now even more important) shows how the Swedish business climate is taking a slightly negative direction after decades of positive developments.

Opticom launches the 2016’s edition of the Office paper brand tracking study
Published - 11 May 2016
Opticom
The research consists of telephone interviews with end-users across three offices size: small, SOHO and large. About 1500 professionals, responsible for selecting and/or purchasing office paper, will be interviewed in five European markets: Germany, France, the United Kingdom, Spain and Italy.

Taking the Internet of Things for a ride. Without a driver.
Published - 8 Jun 2016
Opticom
Imagine one of the leaders within the automotive industry. Paint the picture that they’ve been building vehicles for really long, been really successful and become really appreciated. Drivers just love handling these impressive machines. The mechanics are superb. The driver interface is beyond compare, and the comfort is exquisite.

NAVIGATOR is the most valuable office paper brand in Europe
Published - 3 Nov 2016
Forest Industry
Opticom International Research now presents the results of the 12th edition of the “Brand Equity Tracking Survey – Office Paper”. This industry standard benchmark survey for office paper brands has been conducted among 1500 professional end-users across 5 countries in Europe. The countries covered are Germany, France, the UK, Italy and Spain.

Opticom Group pre-launching new business focused on staffing & recruitment
Published - 10 Oct 2017
Opticom
Opticom Group pre-launching new business focused on Staffing & Recruitment The global research, consulting and communication company Opticom Group is launching Opticom International Talents, a company that will offer staffing and recruitment of talented and qualified professionals with an international background and expertise.

Glad Midsommar! – Happy Midsummer!
Published - 24 Jun 2021
Opticom
Midsummer is an event that predates Christianity, and it has been celebrated ever since. Swedes typically meet up with family and friends over food and drinks, preferably close to nature and outdoors, always hoping for good weather but often getting disappointed. Still, midsummer is such an important festivity that there have been proposals to make the Midsummer's Eve the National Day of Sweden.