Foresight driven innovation - boosting pulp and paper with science

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Foresight driven innovation
Boosting Pulp and Paper with Science
Fredrik Rosén, MBA, MSc
Director Market Strategy
fredrik.rosen@innventia.com

Fredrik Rosén, MBA, MSc
Director Market Strategy
I have added speech bubbles to guide you
through the slides. Questions? Don't hesitate
to get in touch!

What is Innovation for us at Innventia? Let’s start with an example!
Together with Swerea, KTH, Blatraden and Bioinnovation we are now able
to present the worlds first model car (toy size…) with a roof made of a
composite using carbon fibre based on 100% softwood lignin. The car has
also been equipped with a battery in which lignin-based carbon fibre is
used as the electrode material.
Cool right?

Want to see more innovative demonstrators from Innventia? CEPI
included five of our demonstrators in their recent publication ”the Age of
Fibre”. http://unfoldthefuture.eu/uploads/the_age_of_fibre-
unfoldthefuture.pdf

Ok… what does this guy have to do with the pulp and paper
industry??? Wait and see…

Innventia is a world-leading research institute that works with innovations
based on forest raw materials. We apply the knowledge bank and process
technology of the forest industry, develop it further and look for new
opportunities for our customers and partners.

We call our approach “Boosting business with science”.

When looking for new opportunities for cellulose and for the forest industry, we apply two different
balancing filters: the first one relates to the balance of the traditional production lines for the pulp and paper
industry with the new and innovative opportunities. Finding this balance is crucial to the long-term well
being of the industry.
The Louvre in Paris is a perfect symbol of the harmony between tradition and new opportunities. As a
matter of curiosity, the modern paper machine (as we know it today) was invented at the same time as the
Louvre opened as a museum.

Yet another balancing act, that needs to be considered, if found when considering
the need of both massive high-tonnage productions and smaller volumes of
(hopefully) high-margin products. Who knows, the small niche products of today
may grow to become big and strong in a near future.

STOCKHOLM
TRONDHEIM
Industrial owners 71%
A no dividend organization
Unique pilot facilities
210 employees

Test & Demo
Analysis & Testing
Innventia’s Research Areas

The innovation chain
Project idea Knowledge platform Technology platform Demonstration Implementation

eThe Innventia Way

e

2013 2014
“The two Innventia Global Outlook Reports “Packaging 2020” and “Papermaking Towards the Future”.

Vision Forecast
Since Global Outlooks are a studies about the future, one
could assume that we are trying to describe a vision for the
future, or maybe a forecast. Naturally, both visions and
forecast are interesting, yet neither is the Innventia way to
work with foresight studies.

To us, working with future studies is like training to drive a car in a foggy
autumn day. When you do it, you rely on your experience of interpreting signs
and signals. Indeed traffic signs are designed so that we can understand their
meaning even when we just can see their shape.
When you have trained and you manage to react quickly to what happens
around you, then you can drive home safely. Or, leaving the world of analogies,
steer your company to a successful future.

Scientifically
possible
Global
trends

We are proud of the methodology we use for our studies. We identify people in our organization with deep
understanding of science and technology in their fields. Here you see Fredrik Rosén and Paul Krochak, the
project managers of our first two studies ”Packaging 2020” and ”Papermaking towards the future”.

…and we ask them to speak “with the rest of the world”. We interview people in
business, within and outside of our industry, in all functions in their companies,
engineers, designers, marketing people, CEOs, R&D directors... We interview
associations, end users, architects, non-governmental organizations, political
parties...

When we have listened to the world outside of Innventia, we try and find links
and trends, relationships and meaning…

Then we quantify our findings via expert studies or consumer surveys…

We are happy to have our main office within the campus of KTH, The Royal
Institute of Technology, the largest technical university in Scandinavia. This
gives us access to the opinion of the new generations, a good “reality check”
for anyone who hopes to discuss the future.

And naturally, we read a lot… both from digital sources and on the good old
cellulose-based substrate, paper.

Market Survey

What material do you perceive as the
least environmentally friendly?
48%
15% 16%48%
48%
4% 47%64%
48%
29% 13%62%
….and yes, the reason why the sum can be > 100% is because you could
choose multiple options.

Share of respondents who rather or very often refrain
from buying products because the product's packaging is
perceived to be bad for the environment
22%
20%
60%
0%
10%
20%
30%
40%
50%
60%
70%
US SWEDEN INDIA

I. Old, Urban and Middle-class
II. E-tailing Forever
III. Intense Legislation
IV. Proud Packaging
V. Lean, Green and Conven(ient)
VI. Pricey Materials & Valuable Waste
VII. Sustained Sustainability
If you want to read more you can
order the report for free.

Let’s focus on our latest Global Outlook!

How many years will it take until…
14%
5%
17%
3%
6%
34%
30%
21%
36%
9%
24%
31%
25%
30%
38%
23%
32%
19%
26%
21%
21%
38%
21%
1%
10%
5%
2%
23%
9%
1%
4%
6%
7%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
...60% of packaging are traceable back to the paper mill?
...60% of paper products are traceable back to the forest?
...60% of papermachines are flexible between multiple
paper qualities/grades?
...80% of newspaper production capacity in North
America has vanished?
...50% of textiles used in the world are non-cotton bio-
based?
30% of new business are paperless?
Already the case 1-5 years 6-10 years 11-20 years 20+years Never will be the case

What feature of paper will be most desirable?
What’s most interesting is that 2 of the top 3
relate indirectly to the product performance itself!
Traditional features of paper ranked at the very
bottom of this survey. We are seeing a clear shift
in awareness within the industry for the safety of
human health and of the environment.

TRENDS WITHIN THE INDUSTRY
Resource
efficient
processes
Declining
demand in
printing
and
newsprint
Increasing
value of
waste
Diminishing
pool of
skilled
labor
From paper
to pulp to
biobusiness
From
scale to
scope of
products
Restructuring
of the
industry
Demand
driven
innovation
Risk
aversion &
product
safety

Yet another issue with recycling within the paper industry is that
we talk a lot about “recycling” but what we actually do is
rather…

…downcycling, which means that the quality of the material, already after the
first iteration, is significantly lower that when it was virgin. This issue is
discussed already in the classic work “Cradle to Cradle” by McDonough and
Braungart (2002). Now the question is if downcycling is the best we can do in
the forest industry with the materials of today (paper) and tomorrow, or…

…maybe we could go over to cycling materials applying the
science, technology, expertise and understanding of today.

Wouldn’t it be great if we could be able
to say that the forest-based materials
of today (paper, for example) as well
as those of tomorrow are actually
“100% recycled” instead of
“recyclable”?
We believe that this is one exciting
field for the future!

The global paper recycling rate stands at about 58%. Some
developed countries have achieved as high as 70 to 75%. Many
developing countries are establishing infrastructure to help improve
paper recycling rates.
(CEPI, ICFPA, RISI)

2013 2014

A CELLULOSE-BASED
SOCIETY
2013 2014 2016

A Cellulose-Based Society
”A Cellulose-Based Society” is the name of the third
Global Outlook Initiative at Innventia. The project started in
March 2015 and it will publish its final report on May 24th,
2016 at iwb week in Stockholm.
Please feel free to share this file within your network and
keep the conversation alive in our discussion group on
LinkedIn.

The most common
building block in nature
A base for a circular
bio-based economy
The vision of the ”A Cellulose-Based Society” is that cellulose, the most common building block used
by nature, can become a base for a circular bio-based economy. We believe that it is possible to
replace many of todays linear processes, where products go from cradle to grave ending up as
waste, with new processes and business models in balance with natural resources. We believe that
cellulose, together with the other raw materials growing in our forests, is a key in the shifts to come.

Thank you!
Fredrik Rosén, Director Market Strategy
Questions? Don't hesitate to get in
touch!

Where can I get the reports?
http://www.innventia.com/packaging2020 http://www.innventia.com/papermakingtowards
They are (of course!) only available on paper …but we send them for free!

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