Our crossroads

Earlier materiality analyses were conducted by SCA in 2008, 2010, 2012 and 2013. The results of the 2015 materiality analysis show that our stakeholders consider the following areas most important:

1. Innovation
2. Customer and consumer satisfaction
3. Business ethics
4. Transparency
5. Health and Safety

Other key areas are human rights, resource efficiency, forest assets, corporate governance and product safety. A total of about 1,100 customers, consumers, suppliers, investors, analysts, journalists, NGO representatives and SCA employees participated in the analysis. The stakeholder groups’ results have been weighted to provide a more balanced view of the results. Innovation was ranked highest in an overall assessment of all of the stakeholders’ results. Investors and analysts listed innovation as the most important issue, while customers and consumers ranked customer and consumer satisfaction as most important, and innovation as second most important. SCA employees felt that health and safety were most important, followed by customer and consumer satisfaction and innovation. In comparison with the 2013 materiality analysis, health and safety together with human rights ranked higher in 2015, while product safety and brands were ranked lower.

1. 
   INNOVATION was ranked as the overall most important area by the Group’s stakeholders. Innovation is one of SCA’s three strategic priorities. By maintaining close proximity to our customers and consumers, understanding their needs and transforming this knowledge into products and services, SCA makes a difference in people’s everyday lives, which in turn strengthens the company’s market positions and brands.
2. 
   CUSTOMER AND CONSUMER SATISFACTION received the second highest ranking by the stakeholders. Customer understanding and consumer insight determine the innovations that are developed by SCA and how finished products and services are delivered to the market. A dialog with consumers is conducted through focus groups, in-depth interviews and other alternatives. A great deal can be learned from SCA’s sales representatives and SCA performs regular customer satisfaction surveys. Insight is also gained into the needs of consumers and their perceptions of our products by following the discussions on such websites as www.libero.com and www.girls1st.se and on social media.
3. BUSINESS ETHICS are also considered highly important by the stakeholders. Free and fair competition is an important cornerstone in every society, and for every sustainable business operation. SCA has zero tolerance for all forms of corruption and unethical business practices and expects its suppliers to adhere to the same rules as SCA, in accordance with SCA’s Global Supplier Standard. SCA has a long-standing training program for employees who, during the course of their work, encounter and require extra expertise when it comes to issues concerning competition law. As part of the program, employees receive written guidelines and an opportunity to participate in recurring training seminars in small groups, during which various relevant issues are discussed. During the year, SCA also introduced a new, interactive e-learning program addressing all areas of competition law. To ensure that employees understand all of the rules and regulations, the program also includes a section in which they must answer various questions. More than 2,000 employees completed this program in 2015, and more will be trained in 2016. SCA offers its employees a number of channels for reporting potential breaches of the Code of Conduct, such as through their line manager, HR Director, legal counsel or union representative. In 2015, SCA made further improvements in the process for investigating reports and potential violations, such as development of new guidelines and training, to ensure all reports are handled in a correct, professional and efficient way.