From Consumer Insight to Lighting Innovation
With a career spanning global consumer brands and fast-moving markets, Paula Backman, Product & Marketing Director, brings a unique and insightful perspective to Fagerhult. Her diverse background in insight-led strategy, innovation, and transformation aims to inspire confidence in her leadership and the company's direction.
We caught up with Paula to discuss her journey into the lighting industry, what attracted her to Fagerhult, and how her consumer goods experience shapes the development and communication of lighting solutions.
A Non-Traditional Route into Lighting
Paula’s career began firmly within the consumer goods sector. After starting at Johnson & Johnson, she spent 15 years at SCA (now Essity), one of Sweden’s largest companies and owner of well-known UK brands such as Bodyform and Velvet. During this time, she worked across sales, marketing, and product development, gaining extensive experience in commercial excellence, brand strategy, innovation, and portfolio optimisation.
Following this, Paula took on the role of Chief Marketing Officer within a European family-owned food and beverage business. This gave her firsthand exposure to leadership in a more entrepreneurial environment. However, after many years in consumer goods, she started seeking a new challenge.
“When the opportunity in lighting came along, I was initially unsure,” Paula explains. “But the more I learned about the impact light has on wellbeing, society, and the environment, the more fascinating it became. Lighting is an industry with huge knowledge and potential – but also one that’s ready for change.”
While she admits the technical side of lighting was initially challenging, Paula enjoys learning the intricacies of product technology and emphasises how Fagerhult makes smart lighting accessible and user-friendly, bridging technical expertise with consumer-centric insight.
Driving Strategy and Innovation at Fagerhult
Since joining Fagerhult, Paula has been instrumental in shaping strategic direction across product development, brand and digital transformation. Her role focuses on strengthening insight-led decision-making, advancing smart lighting technologies, and supporting organisational change as the business evolves.
Paula emphasises that what customers say they want often differs from what they actually buy. By analysing real-world behaviours across multiple stakeholders, she helps the organisation identify where to intervene and create solutions that truly meet customer needs.
She explains: “Understanding customer behaviour – not just what people say, but how decisions are made – is critical to making customers feel understood and valued.”
Alongside this, Paula is helping modernise processes through digital tools and data-driven decision-making, exploring how AI and analytics can accelerate product development and deepen customer understanding.
Leading Sustainable and Smart Lighting Projects
Paula has already been closely involved in initiatives that bring the company’s sustainability ambitions to life. This includes the launch of Wrapped – the world’s first cardboard pendant luminaire – which demonstrates how circular design can deliver both environmental benefits and high-quality lighting performance.
“Sustainability sits at the same level as light itself at Fagerhult,” Paula explains. “It’s embedded into how products are developed, how solutions are designed, and how value is communicated.”
Looking ahead, Paula is focused on clarifying Fagerhult’s brand positioning, refining the product portfolio and ensuring the business is well-prepared to meet increasing competition – particularly as demand grows for smart, sustainable and future-ready lighting solutions.
Passion for People and Impactful Lighting Solutions
For Paula, one of the most rewarding aspects of working at Fagerhult is the people and their passion for delivering lighting solutions that make a real-world difference.
“The people here at Fagerhult are wonderful, and there is so much passion to deliver fantastic lighting solutions. There’s also so much knowledge around lighting for wellbeing, but it hasn’t fully come to life yet. Being part of that journey – helping to translate knowledge into solutions people truly understand and value – is incredibly motivating.”
Bringing Consumer Insight to B2B Lighting
Paula’s background in consumer goods continues to influence her approach at Fagerhult, applying skills such as data-driven decision-making, uncovering customer insights, and translating complex features into clear benefits that resonate with both industry and customer needs.
“Even in B2B, customers are still human,” she says. “They expect clarity, responsiveness, and solutions that genuinely meet their needs. That mindset is something I bring with me every day.”
From consumer insight to lighting innovation, Paula’s journey reflects Fagerhult’s ambition to create lighting solutions that go beyond performance – supporting wellbeing, sustainability, and better experiences in the spaces where people live and work.
To discover Fagerhult’s latest lighting innovations and explore how we’re shaping the future of sustainable, human-centric lighting, visit the Fagerhult website.
Our view of sustainability
Times change but people stay the same. We gather around light. Since 1945, we have been creating lighting for work, creativity, and well-being; in harmony with natural light and through smart technology that follows human needs. We create the right light in the right place – when it is needed. With good light in focus, we look ahead to protect our environment and the prospects of future generations. We take responsibility for minimising our own climate impact, and we gladly share our knowledge with others. Through carefully balanced decisions and wise economic priorities, we can create opportunities, innovations, and solutions that provide light today – and in the future.
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Creating Human-Centric Workspaces with Double Dynamic Lighting
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This area was addressed by the groundbreaking Double Dynamic Lighting (DDL) study carried out, in collaboration with Fagerhult, at Aalborg University in Copenhagen. The results - by harmonising artificial lighting with natural daylight, and creating daylight-like effects, DDL creates dynamic, responsive environments that cater to human psychological needs, positively influencing visual comfort, naturalness, stimulation and leading to positive outcomes related to work engagement, motivation and concentration. Understanding Double Dynamic lighting (DDL) Double Dynamic Lighting is a design approach that integrates both direct and diffuse lighting, with colour temperature adapting in real-time to natural daylight variations. This method aims to replicate some of the characteristics and dynamic qualities of natural light within indoor spaces, enhancing the overall ambiance and functionality of the workplace. 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