Towards the tipping point

Sustainability, globalisation and innovation form three pillars of EDANA’s Vision 2020 report, which the organisation has developed specifically for its members, together with the Copenhagen Institute for Futures Studies (CIFS) and a pool of industry experts.

At the forthcoming Outlook personal care conference taking place in Budapest, Hungary, from September 28-30th, EDANA’s marketing and communications director Abby Bailey will outline the key findings of the report and the specific activities most likely to affect businesses in the next ten years.

“Sustainability is above all else a source of market opportunities,” she says. “Today, for example, we see stronger, lighter products replacing parts in cars and aircraft – where even a little weight saved has a compound effect on its performance. We also see greater opportunities in agriculture and construction, since products must fulfil multiple roles – reducing water consumption and protecting the plants from pests, or providing flexible yet strong materials for building.

“Still, to contribute to making the world more sustainable, nonwovens will require innovation, which means revolution, but also evolution, by using the technology and processes already open to us in new and challenging ways.”

This will be accelerated, she adds, by involving more people in the discussion.

“This represents something of a change for many used to restricting discussions, but involving those with ideas from right across the production process is critical, because as far as nonwovens are concerned potential changes can make a difference across the whole value chain – from raw materials to end products. Concerns or topics specific to one stage of production have the potential to be a tipping point for the entire industry.”

Megatrends are not independent, the Vision 2020 stresses, but tightly linked.

“Globalisation means an eastward shift of both economic power and, in terms of innovation, R&D intensity.” says Ms Bailey. “The rise of a global middle class increases the demand on the resources of our planet, making the need for innovative approaches to the sustainable use of raw and recycled materials paramount.

“Across these interlocked megatrends, however, one thing is clear – nonwovens are more valuable than ever. They help improve and protect not only people’s lives, but also the environment. And they hold the potential to provide innovative solutions to the challenges and opportunities raised by globalisation and sustainability.”