The Forest-based Sector Technology Platform (FTP) was set up in 2005 to define a vision for the future of the sector and identify priority areas for innovation and research. It was established as an industry-led initiative encouraged by the European Commission to define research objectives and roadmaps for delivering agreed goals. Together, the Vision 2040 (in progress) and the SIRA 2030 present our long-term common goals and the far-reaching technical, business and societal innovations that must be undertaken to meet major challenges facing European society. Chapter 7 deals with purposeful, safe jobs and links between rural and urban regions, including creative jobs,, developing jobs in response to changing consumer trends and adapting to AI.