UPM-Biofore-Magazine-2-2019

SIRKKA HEINONEN is the first ever Finnish woman to be invited to become a member of the prestigious Club of Rome, famous for its 1972 report The Limits to Growth. The think tank aims to influence heads of state and company executives to create a better world.

“I believe the true winners in business are the companies that already prioritise sustainability and produce goods and services in line with this principle.”

Looking ahead to 2050 Futurology examines societal change on several levels. In addition to megatrends such as climate change, urbanisation, population growth and ageing, it also looks at corollary trends such as the increasing variety and adaptability of living, digitalisation, smart buildings, new communities and the ethos of sharing. The greatest challenge, states Heinonen, is predicting changes in people’s lifestyles and their effects on construction. “Our residential practices aren’t changing significantly, but lifestyles are. People are taking more interest in the materials and energy used in housing. Timber construction is likely to gain enormous momentum in the future among people who are striving to reduce their ecological footprint,” Heinonen predicts. Heinonen encourages everyone— including companies—to examine their actions and their consequences within a longer timeframes of 20 to 30 years.

“You should look as far ahead as 2050 and consider how well current construction practices and the industry’s use of materials and energy are meeting global challenges. I believe the true winners in business are the companies that already prioritise sustainability and produce goods and services in line with this principle,” she says. The future is not etched in stone. Everyone can make a difference with their choices and actions. In addition to looking at plausible and likely future scenarios, everybody should

also consider how they would like to see the future unfold. This kind of “dreaming” can open up new ideas and opportunities for innovation. “Although timber construction has clear benefits, we need to highlight good examples of successful construction for it to gain popularity. This means looking beyond the familiar log cabin and spotlighting versatile buildings that exemplify innovative concepts and forward-thinking aesthetics. It is experimentation that drives development.” 

42 | UPM BIOFORE BEYOND FOSSILS

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