Industry veteran Matt Elliott of Fisher International discusses navigating unprecedented market disruptions in the pulp and paper sector during this premiere Better Together podcast episode. Drawing from 20 years of strategic planning experience, Elliott explores how COVID-19 has reshaped demand patterns, from declining office paper consumption to surging at-home tissue and e-commerce packaging needs. He emphasizes the critical importance of data-driven decision making, scenario planning, and maintaining operational flexibility in capital-intensive manufacturing environments. Elliott also highlights emerging opportunities in sustainable packaging solutions and biomaterials as environmental consciousness drives market transformation, positioning the industry for long-term growth through responsible forest management and circular economy principles.