In contrast with our observation in this column just three years ago, when reporting low and even declining trust in business, there now seems to be a window of opportunity, perhaps a unique one, for business in general and our category of industries in particular to benefit from unprecedented consumer and citizen confidence. Whereas the daily and widespread use of face masks (if not always recognised as nonwoven-based) will be followed by habits of just keeping some handy in case, there are increasing signs that the new awareness of the necessity of higher indoor air quality (both in terms of dust particles and microorganisms) will drive a higher growth than ever in nonwoven filter media in both house-hold and institutional systems. Whilst there is little risk of NGO and consumer protest against the use of nonwoven filter media in spite of their need to be replaced regularly one must draw lessons from the experience of the public outcry at the realisation that single-use masks (even proven to be far better at stopping small particles and droplets that textile ones) were made of (nonwoven) polypropylene and are all too often littered. With the increased awareness of hygiene and barrier gestures, there must be new ways of demonstrating the value and irreplace-able character of the single-use or, as some put it in the healthcare context, ‘single-patient’, concept. This is a familiar path followed with wet wipes, where the industry’s efforts in ensuring awareness of the invaluable nature of these products is now matched in ambition to ensure they are disposed of responsibly with our commitment to further expand our advisory labelling and consumer awareness raising measures on types of wet wipes. This commitment will also see EDANA and pertinent members lead national consumer facing PR campaigns in a number of selected EU countries, beginning with the Netherlands in 2022. In terms of further transparency and factual communication on sustainability, there are perhaps examples to be found in other sectors of application of nonwovens. As our industry once again (finally!) enjoys the opportunity to meet in person at INDEX, perhaps the exchange of knowledge, new ideas and best practices will help inform on these topics. Earlier this year Freudenberg Performance Materials launched an Eco-calcu-lator to “help customers assess the suitability of its Evolon (nonwoven) micro-filament solutions for bedding and bath towels”. This looks like an ambitious and valuable initiative. The ‘Waste to Resource’ initiative (detailed on page 14) exploring circular solutions to AHP waste is another notable exploration of paths to sustainable innovations. Admittedly, the road towards successful and convincing industry communi-cation based on science may be long and tortuous. This is what many EDANA working groups – from developing test methods for trace chemicals in hygiene products to helping define how to communicate on bio-based and renewable material contents in products will continue to do to support member companies in their efforts to build trust. If, as indicated by the Edelman Trust Barometer, business is “the only institution seen as both ethical and competent” we should not miss that opportunity. After all, isn’t this what EDANA member companies have been looking for in the last 50 years or so? A body that helps give its members the common reputation of being both ethical and competent businesses, shouldn’t that be the on-going Vision of EDANA for the next 50 years, too? The EDANA team welcomes your feedback and ideas on this for the next half century! Pierre Wiertz General Manager