22 Oct

The Lasting Value of Paper: Cultivating Trust, Impact, and Inspiration in a Digital Landscape

Print

Kati Murto (UPM Communication Papers) championed print as a medium of trust, learning, and inspiration — not nostalgia.

Nearly half of Europeans still prefer magazines in print, and print advertising delivers six times ROI compared to digital.

She positioned paper as a sustainable, circular product, noting UPM plants four trees for every one harvested and aims to cut emissions to 100kg CO₂ per ton by 2030.

Her message: Print’s future is not past — it’s purpose, sustainability, and value reborn.

Speakers

KM
Kati Murto VP Brand, Marketing, Communications & Sustainability, UPM Communications Papers, Finland
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