Builders and consumers in North America are becoming more positive towards timber, according to market research by the Wood Promotion Network (WPN).
The research among builders shows wood has improved its position regarding perceived quality, durability and overall value, when compared with steel and concrete. More builders also believe the North American forests are abundant and the level of concern about forest practices has fallen.
WPN says the likely reasons for the improvements are lower lumber prices; product improvements (particularly the growing use and awareness of engineered wood); WPN efforts to build timber’s reputation; and reduced attacks by the steel industry.
The consumer results demonstrate similar positive trends though the number of people who believe US and Canadian forests are abundant remains low and a large amount are still sceptical about forest management issues.
WPN will use the information to create a renewed business case and a strategy for potential activities going forward.
