Three quarters of people in the UK agree that healthy forests are of crucial importance in the fight against climate change.
And ensuring that products from forests have been sourced responsibly is important to most, with 63% wanting reassurance about the forest products they buy. A study of 1,281 adults* found that 6 in 10 people in the UK assume that some, or even all, of the wood-based products they buy are from sustainable sources.
Three quarters recognise that sourcing sustainable wood and paper is good for both forests and the planet in general, but most aren’t sure how to tell if these products are sustainable.
There’s also uncertainty when it comes to other forest-products, with 87% unaware that viscose and textiles, and 73% unaware that shoe soles (which can be made from natural rubber), can be sourced from trees. And yet, three quarters say they think natural rubber and materials made from trees, such as viscose, should be responsibly sourced.
6 in 10 also reported becoming more conscious of the sustainability of both products and packaging. And 35% say they keep an eye out for certification labels when shopping for forest-based products.
76% of people in the UK now recognise the FSC logo. Two thirds of respondents who had seen the logo are also confident they understand, at least roughly, what it means.
“It’s great that recognition of the FSC logo is continuing to increase, jumping from just 55% to 76% within the last 5 years.”
“This is thanks in the main to the hard work and commitment of our licence holders, from the construction, furniture, packaging, fashion and many other industries, who source FSC-certified products and use the FSC trademarks to promote them.”
“But we still have a way to go in ensuring not just that people are aware of the logo but also that they really understand what it means and how it can help them to fulfil their want to source sustainable products and ensure healthy forests.”
Tallulah Chapman, Communications Manager.
Once the meaning was explained, 7 in 10 people said they would prefer to buy a forest product bearing the FSC logo, as opposed to one without, only 1 in 10 stated that this was unlikely to positively influence their purchasing decision. Half of respondents even said they would be prepared to pay more for FSC-certified products and 65% said they would have a positive opinion of a brand or retailer if they saw the FSC label on their products.
Scottish results
Results from Scotland revealed some particularly promising results.
An impressive 79% say they recognise the FSC logo when shopping for forest-based products and 44% say they keep an eye out for certification labels, higher than the UK averages.
71% also reported becoming more conscious of the sustainability of both products and packaging.
In Scotland 8 in 10 agree that healthy forests are of crucial importance in the fight against climate change, compared to a UK average of 72%. Ensuring that products from forests have been sourced responsibly is important to most, with 69% wanting reassurance about the forest products they buy.
83% of shoppers in Scotland recognise that sourcing sustainable wood and paper is good for both forests and the planet in general.45% said they felt at least fairly confident they could identify sustainable wood, paper and other forest products.
Ecosystem Services
The survey also reveals findings on how shoppers might view brands and companies investing in ecosystem services (the benefits that we obtain from nature and natural processes).
63% of people in the UK say they would have a more positive opinion of a company if they knew they had invested in nature or climate-positive projects. The FSC Ecosystem Services Procedure builds on FSC forest management certification by allowing forest managers or owners to make specific, credible claims on how their management activities are contributing to maintaining and/or enhancing various ecosystem services in their forests.FSC verified ecosystem service claims help financial sponsors demonstrate their commitment to sustainability and to reducing deforestation and forest degradation.
Generations of consumers
The survey revealed some generational differences, with older people, including the at times maligned Baby Boomers, most concerned about whether forest-based products have been sourced sustainably, and most convinced of the importance of sourcing sustainable wood and paper.
But younger people tend to be more confident in identifying sustainably sourced forest products, with 3 in 10 millennials sure of how to tell.
Millennials are also most clued up about viscose, but still just 15% realise that it could be sourced from trees. When it comes to shoe soles, Gen Z lead the pack, with 3 in 10 identifying that they can be made using materials from trees. Nearly half of those aged 25-34 keep an eye out for certification labels when shopping for forest-based products and 91% of Gen Z recognise the FSC logo.
“Credible certifications, such as FSC, can offer consumers assurances about the sustainability of the products they choose to buy, and those used by the brands and retailers they shop with. Concern about the environment crosses the generations, so let’s work together to make sure our choices reflect our beliefs and aspirations.”
* Survey conducted (24/03/2022 - 28/03/2022) in United Kingdom by Kantar via OnLineBus, a sample of 1281 UK adults aged 16+ were interviewed.
For more information on consumer insights from past surveys, click here.