Simple, clear industry message required

The recent consultation on the English state forest provides important lessons for our sector.

Faced with a popular revolt the government lacked a clear argument to counter claims they were presiding over the destruction of England’s forests. The mainstream media fuelled a populist campaign based on state ownership and protected public access versus private ownership and lost forests. Attempts ConFor made to talk about issues of security of wood supply or the problem of unmanaged forests were simply ignored.

The media narrative for our sector was that we were businesses – UK based or international – who simply wanted to get their hands on the timber and could not be trusted. And securing and retaining trust is a key lesson I take from this, whether it is with media or politicians.

Over half a million people signed a petition because they trusted in state ownership to protect forests. They did not trust industry. Private businesses were not viewed as contributing to the stewardship of the forest, but instead were commercial loggers out for short-term gain.

Though good progress is being made, we still have a way to go to inform key audiences about the symbiotic relationship between forests and the use of wood. Single-issue campaigns on illegal logging, recreating native woodlands or other habitats have defined narrow attitudes to forestry and distracted from what is needed to make forest management sustainable.

We know that management needs to be paid for and that, whether it is public or private forest, wood sales provide the biggest overall contribution. But many people don’t appreciate that using more wood can mean more and better managed forests.

The more we provide well-supported, consistent messages the better, whether promoting wood or in lobbying. Governments want a simple, clear industry message they can put in the mix with all the other voices out there.

For example, ConFor was asked to brief the minister from a cross-sector perspective, shortly before the consultation was pulled. He asked for it straight, got that and took it on board. We need to be in the room delivering the message and not be one of a hundred voices lost in the crowd outside.

? TTJ Industry Updates are a forum for trade bodies to address key issues.