Biofore-Magazine-2021

ED I TOR I AL

An increasing number of consumers want to make responsible choices and drive change through their purchasing decisions. There’s a lot of talk about sustainable investing and consumption – and that’s a good thing! Consumer expectations and purchasing patterns can greatly shape how companies work and develop their services. That iswhywe decided to look into the importance of sustainable design on page 16 of this magazine. Responsibility aspects must be considered early in the design process – poor choices and their implications can be hard to repair further down the line. Designers have a variety of important questions to consider when looking at sustainability, whether it be about using renewable materials or increasing recyclability. Consumer choices are often driven by packaging and label design, both of which have a significant impact on the product’s attractiveness and responsibility. The significance of sustainable packaging is even greater these days due to the rapid growth of e-commerce. Peopleareconsumingmoreonline, andtheconsumerbehaviourof youngpeople inparticular is being guided by social media influencers. For many of them, responsibility is an important value. Even small children get excited by responsible choices when they learn about the topic in a manner suitable for their age. You will see a wonderful example in our story on a recycling guide developed for preschoolers. After all, it is often the children who teach their parents how to recyclemore efficiently. According to experts, reducing the use of fossil fuels and fossil-based materials is the most impactfulwaytotackleclimatechange. It is importantthatwedevelopnewmaterial innovations that enable consumers to make more responsible choices. In this magazine, you’ll get a first hand look at the new biorefinery we are building in Leuna, Germany. Once operational, it will be the first of its kind tomanufacture wood-based biochemicals. These biochemicals will make

WE CREATE A FUTURE BEYOND FOSSILS

it possible to replace fossil raw materials in many types of products. The current and potential uses of wood as a material will be addressed in several of the magazine’s stories – and somemay surprise you! UPM aspires to create a future beyond fossils. It’s a purpose that enables us to lead a bold, forward-looking and responsible everyday life. From a personal point of view, I’m immensely proud we are working towards this goal together with our colleagues and stakeholders. Hanna Maula , Editor-in-Chief

Editor-In-Chief Hanna Maula Managing Editor Sini Paloheimo Editorial Team Kristiina Jaaranen, Tommi Vanha, Päivi Vistala-Palonen Content & Design Spoon Agency Cover photo Carlos Pazos Printing Punamusta Cover UPMFinesse Silk 200 g/m² Pages UPM Star 1.2 matt 100 g/m² Address UPM-Kymmene Corporation, PO Box 380, FIN-00101 Helsinki, Finland Tel. +358 (0)204 15 111 upm.com We deliver renewable and responsible solutions and innovate for a future beyond fossils across six business areas: UPMBiorefining, UPMEnergy, UPMRaflatac, UPM Specialty Papers, UPMCommunication Papers and UPMPlywood. As the industry leader in responsibility we are committed to the UN Business Ambition for 1.5°C and the science-based targets to mitigate climate change. We employ 18,000 people worldwide and our annual sales are approximately EUR 8.6 billion. Our shares are listed on Nasdaq Helsinki Ltd. UPMBiofore – Beyond fossils.