Confor recently ran Forestry Friday, mainly targeting Scotland. Items on forestry appeared on TV, radio and in print. We tweeted links to the items and succeeded in seeing those retweeted to tens of thousands more people – though #ForestryFriday didn’t quite become a top trend on Twitter!
Over the years we have placed numerous items in the media and have sought to portray a positive message about the industry’s economic and environmental role. Forestry Friday was a trial of how to take that work to another level. However, it remains a major task. The public has had its (mis)perceptions of UK forestry and timber production set by images of deforestation abroad and criticisms of non-native monocultures at home. I regularly hear of the removal of conifers celebrated in TV and radio programmes.
In recent years Confor has made great strides in explaining to UK governments how productive forestry is valuable for people and the environment. Public policy, as well as grant and regulatory mechanisms, are responding and aligning themselves to this sustainable agenda. However, if the media continually acts as a vehicle for a short-sighted, rose/ green-tinted view that producing timber in general, and softwoods in particular, is a bad thing then it will always be difficult to make progress on the ground. Repeated messages need to be made in the media that provide an accurate representation of our sector.
We know there will be a dip in supply of UK timber from the 2030s to the 2050s and that, given the time it takes for trees to grow, action is required now. One of my drivers in asking the UK government to help establish what became Grown in Britain was a determination to finally do something about changing public attitudes.
More than any other mainstream sector we want to draw a link between the consumption of the product and the impact of its sourcing and manufacture. While misperceptions abound we will always be at a disadvantage. I hope Grown in Britain will help us achieve the breakthrough we need.
