And here we are again, looking back on another year and ahead to the future. It’s been a year of milestones here, not least because Opticom celebrated its 35th year of service to the forest products industry.

Over the decades, I’ve watched the sector evolve and innovate in response to a world in constant flux. I co-founded Opticom after being inspired by this industry’s potential all those years ago, and I continue to be impressed today by its resilience, sophistication, expertise and ability to move with the times. There has never been a better moment to work in an industry that has such a huge role to play in the green transition, while improving the everyday lives of people around the world. Its potential cannot, must not, be underestimated.

There’s little doubt that AI will prove to be one of the big disruptors in the near future. We’re always keen to embrace change at Opticom, but as Research & Sustainability Team Lead, Niklas Schulz, points out, AI is a tool to enhance human productivity, not replace it.

We know that most consumers strongly support the green transition, that they like the idea of bio-based products, but they are still not keen on the idea of cutting down trees to help produce them. There’s a disconnect when it comes to understanding that harvesting sustainably-managed forests has huge potential to be part of the solution, not the problem.

We understand that trees evoke an emotional response, and there is no question that we need to protect old-growth and high-value conservation areas, but as the bioeconomy and increased competition from new sectors drive demand for forest materials, how can we meet this rising demand without cutting down more trees? Competition for wood resources is intensifying at a time when supply has tightened, whether from natural disasters, geopolitical forces (Russian exports of wood have halted since its invasion of Ukraine) or mounting regulation.

We know Södra understands the importance of communication and listening to their customers, because we’ve been working with them for some 20 years, conducting regular in-depth customer feedback studies and qualitative market research on their behalf.

In our latest Health Newsletter we're excited to bring you an exclusive interview with Johan Juhlin, CEO of Mavatar, sharing his insights on the evolving landscape of health innovation. We also feature a testimonial from Petter S. Lindqvist, CEO of Isofol, highlighting their impactful journey in oncology.

Plus, don't miss our latest updates on discussions with Life Science companies, industry organizations, and patient advocates as we prepare for Almedalsveckan 2025.

Read the full newsletter here!

Every three years, we conduct an in-depth customer study for SCA Containerboard. Mikael Frölander, VP Sales & Marketing SCA Containerboard, explains why:

“We got the results of our latest study from Opticom in June, and we are currently analysing the findings. This is the fourth in the regular series, so we have been working with Opticom to better understand our customers for over a decade. Consistency is important. As well as understanding the mood of the day, we can also track and monitor our performance and the market as viewed by our customers over time. We can see what customers perceive we have done well, where we’ve improved or where there is more to be done. The beauty of this study is that Opticom knows us, understands the industry, and can gather meaningful, reliable and detailed feedback on our behalf.”

In March the EU introduced new rules to ‘empower consumers for the green transition’. Among other aims, the Directive seeks to forbid vague environmental claims, stating that “companies will no longer be able to declare that they are ‘green’ or ‘environmentally friendly’ if they cannot demonstrate that they are”. Displaying unreliable voluntary sustainability logos will also be forbidden. EU countries are required to transpose the Directive into their national law by March 2026 and the rules are currently set to apply from September 2026. In parallel, the Green Claims Directive aims to ensure that companies substantiate any green claims or labels they use.

This past June, Opticom was excited to participate in Almedalsveckan 2024, an annual event that brings together industry leaders in Sweden to discuss key public policy, business, and technology trends. Our team's engagement in these discussions was met with enthusiasm, highlighting our commitment to leading and innovating within our industry.

Malin joined us in March, bringing a wealth of marketing and communications expertise from her experience in manufacturing and automotive sectors, as well as real estate. She has a track record of understanding complex value chains, discerning customer needs, and a particular interest in digital media.