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Today, the average office worker uses up to 45 sheets of paper per working day, adding up to more than 10,000 printed A4 sheets per year (Waste and Resource Action Programme, UK, 2014). At such huge volumes, the paper you choose makes a difference. The old ‘Think before you print!’ slogan is starting to acquire a newmeaning. “New Future appeals to both the rational and the emotional side of users. There are facts readily available verifying that New Future products are responsibly produced, whichmeans that customers can use them every day with a clear conscience,” says Kalela.

NEW FUTURE The product family includes three different grades of office papers: New Future Premium, New Future Multi and New Future Laser. Ideal for high-quality printing at the office or at home. First paper product to carry the Responsible Fibre trademark.

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RESPONSIBLE FIBRE

A UPM trademark Created on the basis of official certifications and standards The criteria cover the following four focus areas: climate, water, biodiversity and social responsibility Guarantees that the wood fibres used in UPM products come from sustainably managed forests Further information is available at www.responsiblefibre.upm.com

Not only does New Future offer peace of mind to users with high-volume printing needs, but consumers can also be confident that every sheet has a minimal impact: office papers are among the fewUPM consumer products that require no further processing. “We can all make a positive impact on the environment through our choice of paper,” notes Kalela. The lifecycle of the fibres often continues after the sheet is printed. UPM is one of the world’s top users of recycled paper: approximately 80% of the fibres used in its newsprint are recycled. “In a way, we come full circle once a fibre continues its life in another product,” Kalela muses. Will the market get the message? The main potential hurdle is whether the market and consumers will understand the message of responsibility that lies behind the New Future brand and the Responsible Fibre trademark. Rissanen says that particularly among consumers, this requires a certain degree of awareness and familiarity with the sustainable use of natural resources. “We aim to make the Responsible Fibre story as approachable as possible. And thanks to the attractive appearance of the New Future product packages, you no longer want to hide them in printing room cupboards. We feel that we have succeeded inmaking our message visible.” Social responsibility, in particular, is becoming an increasingly topical and debated issue. Customers have their own risk management schemes and want to ensure that the paper production chain is ethical throughout. They also expect guarantees that UPMensures the safety of its employees. “We are committed to openly discussing these issues with our customers and other stakeholders, and we have already received great feedback on our openness around these issues,” says Rissanen. “I hope that our customers will feel that they play a role in this story, but also that they can gain commercial advantage by using these products. We will follow howwell Responsible Fibre is received on the market with great interest, and based on the response we will consider using the trademark on other UPMproducts as well,” concludes Kalela.

in your hands

”Responsible Fibre is unique. It offers unlimited number of opportunities to tell our Biofore story

New Future papers are made of Responsible Fibre™ sourced from sustainably managed forests which maintain ecosystem integrity. Our New Future range New Future Premium is an extra white paper for a high-quality finish. New Future Multi is an all-round paper for multifunctional applications. New Future Laser is the ideal choice for high volume black & white copy and print.

to a wide audience,” says Elisa Nilsson,

A New Future in your hands. www.responsiblefibre.upm.com www.upmpaper.com

Vice President, Brand and Communications, UPM.

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