Article3 min read Mar 5, 2024Tissue Demand and Supply in a VUCA EraThe global tissue industry is navigating unprecedented growth and transformation in an increasingly volatile world marked by VUCA challenges: Volatility, Uncertainty, Complexity, and Ambiguity. Industry veteran Mark Rushton examines how tissue manufacturing has achieved remarkable four percent annual growth since 1971, expanding from 6.15 million to over 43 million metric tons annually. As globalization gives way to regional supply chains due to logistics volatility and geopolitical tensions, senior executives are strategically positioning for sustainable growth while prioritizing climate action and technological innovation in manufacturing processes.
