Survey finds FSC awareness growth

25 February, 2008

The number of people who have seen the Forest Stewardship Council (FSC) logo has increased in the past year, according to a survey commissioned by FSC UK.

A survey carried out in January by GfKNOP to assess the awareness of the FSC logo found that 23% of people interviewed had seen the logo, up from 19% 10 months before. A 10% increase was seen among the under-45s, where recognition stood at 31%.

Recognition was greater among those who had visited B&Q, Homebase or Focus DIY in the preceding 12 months.

The number of people who had bought FSC products also grew from 10% to 17%, with a noticeable leap in those buying FSC timber for DIY purposes. But the figures do not reflect people buying FSC wood without realising it.

Once the concept of FSC was explained, 22% of respondents said they would definitely choose FSC products in the future, while 37% said they “probably” would.

The survey yielded some unusual answers about the FSC logo, with responses including “looks like a heart monitor”, “riding a bike” and “a fat lady stroking a dolphin”.