Sustainability has become a primary concern when planning any construction project, driven by stringent government targets in an increasingly environmentally conscious society. However, despite widespread recognition, the modern definition of sustainability is under constant change, and frankly, not understood well by many.
For instance, within the current definition, it is important to examine if companies make a positive social, environmental and cultural impact and demonstrate continued cuts in the use of non-renewable resources.
The context of product manufacture is also a major contributory factor to sustainability. Companies should have a long-term commitment to creating a pleasant, healthy environment for local communities. Isolated corporate social responsibility initiatives don’t constitute a sustainability strategy and nor do token community efforts.
When it comes to timber products, specifiers and buyers are under increasing pressure to source materials proven to cause minimal environmental impact, but that still deliver on performance and profitability. In a bid to set sustainability standards, the forest products industry has signed up to a number of internationally recognised certification schemes. Setting a benchmark for sustainable practice, these are becoming a prerequisite for purchasing forest products. That said, there are additional factors related to supply that specifiers and buyers of wood products should also consider.
To be considered truly sustainable, more and more buyers are realising that continuous, ongoing product supply is vital. This is clearly not the case for some wood products. Although product certification may satisfy “box ticking” re-purchasing requirements, it does not guarantee that there is long-term sustainable supply potential.
As a concept that fully embraces a long-term focus, sustainability itself must constantly evolve. Suppliers of wood products that can demonstrate a long-term, consistent and sustainable supply potential backed up by product certification will forge strong and profitable relationships with their clients – leaving behind those that can’t.
John Guerin is European commercial director for Weyerhaeuser
