We need to inspire our customers – and ourselves

Stimulating demand for sustainable timber products to grow our market share has long been Wood for Good’s over arching goal.

Encouraging architects, developers and other specifiers to make wood their first choice is an ongoing task. Like many age-old things, wood can sometimes feel like part of the furniture. As such, the positive contribution it can make practically, aesthetically and to carbon reduction and sustainability is often overlooked. Which is why Wood for Good, and the industry as a whole, needs to continue to refresh and promote itself.

The benefits of increasing demand for sustainable timber are too compelling to ignore. Take carbon reduction: trees absorb CO₂ as they grow while producing oxygen; the carbon is then stored in the wood indefinitely – carbon capture and storage far cheaper than any industrial solution.

In construction, using timber frame or engineered timbers reduces labour time. Wood also has some of the best thermal insulation properties of any mainstream construction material, thus helping improve operational performance of the building and again meeting CO₂ targets.

These qualities may seem self evident to those in the timber industry but need to be repeated time and again in a way that inspires architects and specifiers as well as appealing to the logic of policy makers and planning departments and the cost-sensitive natures of contractors.

Over the next few weeks several initiatives are launching which can do this.

First, Wood for Good will be launch a campaign for a Wood First rule in planning. This has precedents in other countries. Second, the Wood Awards is launching its 2012 call for entries. This is an important showcase of wood in architecture and design. It aims to inspire architects and engineers and attracts attention and entries from far and wide.

And, the Timber Trade Federation’s new Engineered Timber Products Division is looking at showcasing the benefits of engineered products.

Each will help the industry to promote its messages. But to be successful each needs input and support from the industry.

If we are to inspire our customers, we need to encourage each other first.

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