Wood promotion in the UK has really blossomed in recent years: high-profile generic advertising campaigns, information websites, all sorts of educational wood conferences and seminars, public installations and lots and lots of publicity throughout the media on great uses of wood.
There has been a real sense of cohesion and community spirit for wood that was perhaps missing in the past. We are better at understanding our target audiences and getting the messages across, in part because we have been working together for a common cause. All this positive energy and promotion have played a key role in boosting the image and profile of wood; from high-street consumers to professional specifiers.
There is a new fashion for wood and a realisation by many that it has the performance and environmental credentials to offer long-term solutions for sustainable product design. But are we about to discard some of this good work in the face of a recession because suddenly promotion is a luxury we can’t afford?
The UK Wood Awards is one of the most creative and effective generic wood promotion activities in Europe. The Wood Awards has generated huge publicity for wood design and craftsmanship and achieved a credibility within the architectural and design community that is envied by our competitors.
This year, in spite of the pessimists, our building and furniture entries are well up on 2008 and they include some of the UK’s leading designers and architects. Yet the support from the wood community for this flagship activity seems to have wavered.
A quick look at the list of sponsors on the Wood Awards website shows the number of sponsors down to 12 from 20 in 2008. What is particularly worrying is that among the names that are missing from the list are key organisations which, I believe, could and should, see the Wood Awards as a priority.
I accept that times are difficult but I do appeal to all concerned to join those who have continued to support the Wood Awards in ensuring that this vital promotional event thrives and can continue showcasing excellence in wood, inspiring yet more architects and designers to choose wood over other materials, in the interests of both business and environment.
