Many of these factors, however, can prove to be a double edged sword, so it is critical that timber processors and distributors have a clear understanding of customers’ needs and the demands of the individual markets in which they operate.
For example, cost pressures from the impact of legislation and regulation within the industry mean that the sector is having to move more towards strategic long term partnerships to offer true added value to customers as well as demonstrating new and innovative uses for timber in markets and products where perhaps it has not been previously considered.
Undoubtedly, the environment is playing a big part in the direction marketing is taking within the industry as customer and ultimate end users increasingly make their purchasing decisions based on environmental specifications and credentials but there is still a big educational job to be done and this has to be the responsibility of the industry.
James Latham is currently exhibiting at The Building Centre in London. The centre is a key focal point for all aspects of architecture and design, construction and planning and self build, with over 10,000 people from the industry visiting every year.
Chris Sutton is a director at James Latham plc.
