An in-depth study into the impact of the wood. for good campaign has revealed that it continues to increase wood consumption and raise awareness amongst target audiences.
The research, commissioned by wood. for good, is carried out annually by Jaakko Pöyry Consulting which said it has seen year on year growth in both the sales and perception of timber.
Last year wood. for good launched its “Changing Attitudes” campaign aimed at politicians, civil servants, architects, engineers, builders and developers. More than 70% of research respondents found the campaign attention-grabbing, informative and easy to understand and thought it would promote the use of wood products and influence key decision makers.
Most of those surveyed thought wood. for good should focus on the environment and building with wood, particularly timber frame housing.
During the four years of the campaign the number of timber frame housing starts has grown by 70%, reaching almost 33,000 units in 2004 and the researchers believe wood. for good has made a positive contribution to that growth.
One-third of existing wood. for good members want to increase the intensity of their campaign involvement, and one-third said they would like to increase their support or funding. Researchers also discovered that almost one-quarter of respondents within the industry would consider becoming a campaign funder or sponsor.
