It has been proposed that the future of the forest industry will involve the traditional value chains combined with the needs and demands of a bio-based economy. A global consumer survey was undertaken, together with interviews and workshops with various representatives through the bio-economy. Sources also included in-depth literature studies and research reviews. Based on this input, several current trends have been identified that will affect the route towards a cellulose-based society. These trends describe the effects of urbanization, consumer behaviour, new business models, material recycling, open innovation and the necessity for early demonstration of new research. Four different but equally plausible scenarios have been identified describing the society and the role of cellulose in 2030, highlighting the role of the wood-based biorefinery.