Beyond Environment - New Challenges for the Global Pulp & Paper Industry, 2002 Environmental Conference Proceedings

K. Vice -- Environment policy is developed within the vision of the elected segment of government, and is thereby fundamentally shaped by public perception. Public perception is by definition highly subjective, and can shift radically depending upon local, regional, national or global influence. Factors such as a region’s economic condition, history of environmental impact, changing recreational interests, as well as the population’s health and stability combine to shape its public’s views of potentially impending or existing risks, to which it has historically turned to government for leadership. This confluence of economic, environmental, and societal considerations will increasingly shape the challenges and obligations under which the global pulp and paper industry operates - essentially providing it with a "social license to operate".

There are still environmental challenges, both real and perceived, to be addressed by our industry, and these will require an increased flexibility and creativity to arrive at low- to no-capital solutions. In addition to addressing these more familiar environmental considerations, increased requirements to integrate social considerations will be the most challenging yet, for an industry with a strong foundation in technical and analytical solution development. Incorporating social science into a technically driven industry requires new skill sets and a broader tolerance for issues that are not black and white.

The intersection of the public.s subjective and changeable concerns with the industry’s focus on business and technical issues will not necessarily be a smooth ride, and will require creative solutions, both in the mill and in the forest. Succeeding at this new type of challenge will rely on the development of government policy that, in spite of being driven by political objectives, is based on sound science, relies on the creativity of the industry, is flexible, and provides a predictable platform upon which the industry can plan and execute solutions.