This is the first year that you have spoken at PRIMA. Please tell us what motivated you to participate?
I've attended PRIMA several times over the years and always found it worthwhile, so speaking this time felt natural. The timing is part of it too. The strategy question feels particularly relevant right now: AI is changing both how decisions get made, which makes it a good moment to look harder at the assumptions underneath investment choices.
You will be speaking about geopolitical and policy disruption - what are you particularly keen to emphasise for this audience of strategic decision makers?
Mainly that in capital-intensive markets, the biggest risk isn't uncertainty but being confidently wrong about structure. Small errors in what we assume about end consumption, fibre availability, energy costs or regulation tend not to stay small - they compound, and often only become visible once the capital is committed. I'd like people to leave asking which of their own assumptions actually move the bottom line, and to notice that structural shifts usually show up in leading indicators a year or two before they reach the P&L. In short, strategy here isn't a forecast. It's a structural bet.
What sessions are you looking forward to hearing at PRIMA this year?
From a systems-thinking point of view, two stand out. 'Europe's bioeconomy strategy' gets at how policy shapes where market behaviour. And the 'Paperisation' session interests me too: keeping fibres in play and shifting from plastic to paper is exactly the kind of cross-sector, outside-the-box change that reshapes the whole system. I'm keen to hear how others are thinking about it.
