Consumer demand

We continue to significantly increase the promotion of FSC as a consumer brand, as well as develop collaborations with partners to achieve meaningful empowerment of people and conservation outcomes. At the same time, this will create benefits along the entire value chain from forests to consumers.

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Growth in FSC coverage worldwide

The total area of FSC certified forest and the number of chain of custody certificate holders has increased steadily over the years.

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423 million cubic metres of wood harvested from FSC-certified forests globally

We periodically analyze the volume of FSC-certified wood produced worldwide. The last analysis revealed that approximately 423 million cubic meters of wood are harvested per year in FSC-certified forests around the world. 

Compared to the Food and Agriculture Organization of the United Nations’ wood production data from 2016, this volume corresponds to:

  • 22.6 per cent of global industrial roundwood production (all roundwood excluding fuelwood); and 
  • 11.3 per cent of global roundwood production (which includes industrial roundwood and fuelwood)

These numbers represent the maximum volume of FSC-certified wood which is potentially available across the globe.

Our certificate holders remain satisfied

Our global market survey is a biennial survey that aims to collect market intelligence about FSC markets, products and stakeholders. It helps us to gather and understand the views of certificate holders and promotional license holders, to assess their satisfaction with FSC certification or promotional licenses, for example.

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A new trademark standard for certificate holders

2018 saw the launch of newly revised trademark requirements for certificate holders to use. 

The FSC-STD-50-001 V2-0 Trademark Requirements for Certificate Holders became effective on 1 March. It provides a simplified framework to make use of FSC trademarks for labelling and promotion.

Our trademarks are the main way for FSC certificate holders to communicate about their products meeting FSC requirements and about their status as certificate holders. Labelling products and promoting them with FSC marks, helps consumers to make informed decisions about their purchases.

We wanted to make the use of the marks easy for our certificate holders and to provide examples of use cases. So, we published a visual Trademark Quick Guide to help users get started, highlighting the main aspects with examples. To help further, we published a specific guide on the use of the Forests For All Forever mark in promotion across different media and use cases.

An online training course was launched about the revised requirement for certificate holders in English, Spanish, French and Chinese. The course provides an introduction to the FSC trademarks and gives an overview of how they can be used on products and promotional materials. An online training course was also published for certification bodies to support their work with the requirements. The courses were received very well and by the end of 2018, the certificate holder course had 1,319 participants. The one for certification bodies had 1,244.

A new, improved version of the FSC Trademark Portal for certificate holders was launched at the same time to support labelling of FSC certified products and creating promotional material with FSC marks. The portal has almost 13,000 visitors per month and sees an average of 10,000 labels generated every month. The labels are available in over 60 languages.

We provide a trademark service to encourage and help retailers and brand owners to promote FSC certified products.

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New ecosystem services procedure launched

2018 saw the launch of a world-first in forest certification: FSC-PRO-30-006 The FSC Ecosystem Services Procedure. The ecosystems services programme is an initiative which aims to create incentives for the preservation of valuable ecosystem services in responsibly managed forests.

Ecosystem services represent a range of benefits, such as clean water, that people derive from nature. FSC-certified forest managers already preserve ecosystem services and bear the associated costs. 

This new procedure provides forest landowners, smallholders and communities with the tools to verify and derive value from their positive impacts on ecosystem services. The impacts on carbon sequestration and storage, conservation of biological diversity, watershed services, soil conservation, and recreational services can now be verified.

The ecosystem services procedure is available in English, Spanish, Chinese, Portuguese and Italian. A guidance  document has been developed for forest managers to help with the implementation of the procedure to improve their access to ecosystem services markets.

This approach is already being used and the worlds’ first FSC ecosystem services impacts have been verified successfully.
And in Italy, the Waldplus group forest management certificate had its impacts on five ecosystem services verified.

We produced this short video to introduce the procedure at launch in May 2018.

The procedure was introduced to various key stakeholder groups through a series of webinars that ran between August and December. The general introduction can be seen here.

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Putting the ‘green’ in greengrocer: German retailers increase commitment to FSC

Tapping into the power of social influencers with immersive forest tour

We have seen first hand what an immersive forest tour can do to move people to know, understand and value our label. 

And when paired with social influencers, forest tours can become a powerful tool to tell the FSC story to consumer.

In general, green consumers appreciate value and understand the evidence that is presented to them. But it must be credible and concisely presented. At the same time, consumers are overwhelmed by media and visual content daily.

So they are increasingly turning to social influencers as a way to identify products, services – and eco-labels – that resonate. A social influencer has more than 50,000 followers, is seen by followers as being credible when promoting products, and regularly shares information about products they love.

In 2018, FSC US worked with Procter & Gamble to develop and run a consumer influencer campaign whose central focus was a forest tour of their FSC-certified suppliers’ forests near Arkadelphia, Arkansas.

As a result of this tour, the campaign generated 8.6 million social media video views and engagements, 7.8 million story views, and 8 million unique blog post visitors who spent an average of 6:40 minutes reading about FSC.


You can see one of the stories posted by social influencer Bella Bucchiotti here, and this is her Youtube video.

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Italy the first country in the world to certify benefits from forests
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Brands turning to FSC to cater to changing fashion market

A growing number of fashion brands are now including FSC as a requirement for all their raw materials coming from forests, including fibres and natural rubber, and this is creating a new trend in the fashion industry.

At the end of 2018, fashion brand H&M had committed to the goal of having all its man-made cellulosic recycled fibres FSC certified by 2025.

Our work with cellulosic forest fibres for the textile industry and natural rubber has been consolidated during 2018 through an active agenda which has brought FSC to be a visible and active player in several events, including Innovation Forum’s Sustainable Textiles and Apparel event in Amsterdam, the Textile Exchange conference in Milan, the Outdoor Industry Association’s Sustainability Working Group meeting in Denver, US), and the Global Platform for Sustainable Natural Rubber’s various preparatory meetings in Washington, Munich, Geneva and Singapore.


Also, our cooperation with the Canadian NGO Canopy is strong, and FSC certification is considered to be an important part of the solution for sustainability in the textile industry when it comes to viscose and other man-made cellulosic fibres.

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FSC Friday continues as truly global initiative

Market news from the regions

Belgium

In Belgium, a survey by the Belgian Federal Environment Service revealed that the proportion of FSC-certified timber has doubled between2012 and 2016. Roughly half of thecertified timber in Belgium carries theFSC label, which therefore accounts for approximately one-third of the total volume of primary timber products on the national market.

Denmark

In Denmark, the Kalles Kollektiv consumer campaign launched in the second quarter of 2018 infour languages – Danish, Finnish,Swedish and Norwegian. More than 633,500 consumers have seen the campaign across the Nordic region, more than 190,000 have interacted with it, and more than 25 per cent of all individuals who were exposed to the campaign videos watched it in full.

Elsewhere

Elsewhere, FSC France conducted a market analysis on the demandfor verified impacts on ecosystem services – and how that might addvalue to FSC forest managementcertificates.

Gabon

FSC Africa used the popular Gabon Wood Show, held for the first time, in Libreville, to promote the benefits of FSC certification as one of 100 exhibitors from the forestry sector.

The FSC Africa team took part in Racewood, an annual conference organized by the International Tropical Timber Technical Association in conjunction with the Gabon Union of Forestry Industries.

US

In the US, Kimberly-Clark conducted the largest FSC-focused consumer campaign to date, including six of the biggest grocery store chains in the country. Sales lift was the highest in ‘most-green’ consumer markets, indicating targeted campaigns to ‘greener’ consumers are more likely to maximize results.

Meanwhile, Procter & Gamble’s (P&G) Puffs brand has made it easier for consumers to choose FSC-certified facial tissues. Puffs strengthened its commitment to responsible forest management by earning and labelling FSC certification on all its facial tissue paper products. Consumers can now find the FSC labels on-pack ensuring that 100 per cent of the virgin fibre sourced for Puffs comes from responsibly managed sources.

North America

FSC US and FSC Canada launched a new digital campaign to promote FSC in construction. To better serve those interested in using responsibly-sourced wood products in construction, a new FSC North American website was built to attract architects, property developers, contractors and interior designers.

To celebrate Earth Day, P&G, FSC Canada, WWF Canada and other organizations came together at theP&G Toronto office for a sustainability fair.

And Calgary Zoo has been encouraging visitors to be forest friendly. It hosted an FSC campaign in the summer, asking guests to pledge to choose FSC branded toilet paper. The zoo saw over 17,000 participants who encouraged consumers to use their shopping power to help forests and the animals that inhabit them.

Elsewhere, FSC US and FSC Canada held the 2018 FSC Leadership Awards highlighting people and companies whose work demonstrates a commitment to responsible forest management.

Thailand

In Thailand, the government made a significant pledge to support smallholder rubber planters to comply with the standards of FSC. Prime Minister Chan-o-cha stated that he believes complying with FSC standards “will make Thai products more viable for export to other markets in addition to China and will help raise their value in international markets”.

Australia

In Australia, FSC Australia hosted an informal session for the Chinese State and Provincial forestry delegation, to discuss the development of forest management standards, the FSC experience and benefits, and the drivers and incentives for certification. The CEO of FSC Australia CEO also met with Australian MPs to discuss the release of the Australian FSC National Forest Stewardship Standard.

Japan

In Japan, FSC Japan’s Forest Week campaign – its version of FSC Friday – attracted 19 household brands and more than 45,000 people in a series of the activities.

China

In China, WWF, FSC and Kimberly Clark Professional joined forces to promote FSC-certified paper, especially tissue products amongst office buildings and hotels. By the end of 2018, 24 Level-A buildings in Beijing, Shanghai, Hangzhou, Suzhou, Guangzhou, and Shenzhen had joined the campaign, potentially reaching more than 7,200 white collar workers.

FSC Asia Pacific

2018 saw FSC Asia Pacific grow significantly, with the number of chain of custody certificates rising from 10,280 to 11,990 – an almost 17 per cent increase. 

Certificate holder satisfaction rates remain high. On average, satisfaction rates across Asia-Pacific stand at 74per cent, with the rates for Malaysia, Indonesia and the Greater Mekong region even higher at more than 90 per cent. Those in China and India exceeded 85 per cent.
 

Guatemala

In Guatemala, the local FSC team has been working with several companies to promote the FSC brand, including McDonald’s.

Chile

In Chile, 2018 saw the creation of the first group certification for chain of custody, kicking off with eight members from different sectors.

Meanwhile, millions of FSC-certified paper bags with the FSC Forests for All Forever logo were delivered in the Chilean market from retailer Falabella, a retailer that is also present in Colombia, Perú and Argentina.

Peru

In Peru, a school campaign with Impresso Gráfico saw it promote FSC via its Macedonia product line.

Mexico

In Mexico, FSC was included in the commercial communication reaching final consumers for key accounts, including Tetra Pak and its Herdez brand.

Colombia

In Colombia, there was a successful consumer campaign with WWF and Smurfit Kappa.

Costa Rica

In Costa Rica, a digital campaign was launched with Tetra Pak and Dos Pinos, including point of sale materials.