Fueling the Demand for Certified Wood

Fueling the Demand for Certified Wood

As we note in our feature article, certification of well-managed forests and the products made from them has gone a long way towards raising the level of debate about forest management practices around the world. In terms of changes to on-the-ground practices, however, the impact of this movement is still quite small. And compared with the total volume of wood products sold globally, the market in certified wood is mini-scule. Better forestry needs a stronger link to buyers, in the form of a message that certified wood will be preferred in the marketplace.

Experience in Europe suggests that a buyers group may be an ideal mechanism to drive this market. Several large American architecture, engineering, and construction companies could make the global construction industry a benefactor, rather than a stressor, to the world’s forests. Some firms—HOK, Gensler, and Turner Construction, for example—already have strong environmental programs. It’s time for firms like these to step forward with a clear wood-purchasing mission.

All that is required is a public statement that whenever wood from certified forests is available to meet the specifications of a project, it will be preferred over comparable non-certified wood. In situations where a client has to approve the choice, the firm should commit to educating the client about independently certified forest products and the values they represent. The risk involved is minimal, as a firm would never be obligated to use inappropriate material or pay exhorbitant prices. There would be significant public-relations benefits. And the message to wood products companies would be clear: Get independently certified or risk losing market share.

– Nadav Malin