What impact is Covid-19 having on consumer behavior related to office paper? Is the massive increase of people working from home instead of an office, affecting the attitude towards printing? Where do they buy their paper and what’s the status the Multicopy brand? We wanted to find out and performed a market study.
Using Pollfish, a digital survey was carried out in five countries during October 2020: the UK, Germany, France, the Netherlands and Sweden. 3400 participants in total, all currently working either partly or 100 % from home. The age span was 18–54 years.
The survey focused on four main areas:
• workplace distribution
• working location
• buying habits
• printing and working habits
The UK showed the highest distribution of people working 100% from home during the pandemic, followed by the Netherlands and Sweden. In the other end of the spectrum, more than half of the of the French respondents replied that they still work mainly from the office.
When asked about their wishes on working location in the future, a majority would prefer a mix of home and office. Only 15% answered that they wish to spend all of their work hours at the office, however, 83% expect to return to an office environment within six months, and most say three days per week would be preferrable.
The survey results show that the main benefits of working from home are considered to be no travelling/commuting (32%), and the flexible working hours (30%). Quite a few even plans to move further from the office – as a result of those benefits.
Not having access to a printer shows to be one of the major downsides of working from home, however, missing colleagues and the difficulty to separate work from private life are considered to be most negative.
A majority of the respondents are planning to stay in their current home, without making changes. But 34% replied “I will stay in my current home but make improvements to make space for home working”. Buying a printer, a screen or an IT-device or dedicating a space for work. When it comes to creating a home office, there is inspiration to be found in this article, posted in September.
Less printing occurs from home, but the respondents aged 18–24 years are actually printing more than the older ones. That brings some hope to the copy paper industry! The type of documents that are printed the most are invoices (40%) for reading and editing, and reports? contracts (34%) for signing.
The survey shows that Multicopy has the highest product brand name percentage. Since the ranking for buying a copy paper puts print quality “runner up”, Multicopy may very well benefit from its “no-compromise-needed qualities”. However, sustainability has the most polarized ranking – either getting top or bottom score. UK respondents found sustainability the least important, the Germans gave the highest ranking.
It’s safe to say that home working is here to stay, even after the pandemic has passed. The big increase of people working from home has changed the routines in many ways – printing less, buying copy paper online etc. We’re confident that a strong brand will be increasingly important in the future landscape. That the sustainability and premium quality that make Multicopy the only office paper you need, will meet the needs of individuals, just as well as enterprises. We just need to make sure that the message gets through to everyone – at home as well as at the office. Challenge accepted!
Since the launch of Multicopy Zero in 2016 Stora Enso has been supporting three global emission reduction projects. In order to achieve CarbonNeutral® paper certification, we offset an emission volume equal to the emissions produced during the manufacture and distribution of Multicopy Zero. And we are thrilled that our actions are not only helping to tackle climate change, but are also increasing quality of life for the people in these areas, in line with several of the UN’s Sustainable Development Goals. Here’s a follow-up on the offset projects supported by Stora Enso and a deeper look at one of them.
Stora Enso is the presenting sponsor of Nordic World Ski Championships 2021 in Oberstdorf, Germany, 23 February–7 March. The athletes are all set – prepared to wax on and off to optimise their grip and gliss. Are you properly prepared to enjoy the world-class entertainment from your living room sofa?
The construction at the Gasum biogas plant at Nymölla Mill in Sweden continues with the highest safety standards. Small delays have taken place due to measures taken to manage the construction process during the pandemichas. However, the biogas plant will be up and running during spring 2021, transforming residue water into renewable energy (Liquefied Biogas – LBG). Gasum’s Christian Strandberg and Stora Enso’s Henric Höglind are kind enough to give us a status update.