The decline in the reading skills of young people in Finland has been a major topic of discussion in recent years. One of the more positive cases to make the headlines has been UPM’s Words Matter project (Sanat haltuun in Finnish).
By 2030, the focus of the global consumer marketplace will have shifted to Asia and the middle class of its growing cities. Products and services will become digital, but demand will also grow in another rising segment: renewable biomaterials.
Values have changed and sustainability demands have increased in China, which is also evident in the copy paper market. Consumers used to choose products on the grounds of price and quality, but now they are also interested in responsible fibre.
The threat of infections and ‘super bugs’ have health-care facilities looking for ways and means to control infections while rationalizing costs. Environmentally sound pulp-based materials are helping them do just that.