However, some are confused about which materials come from trees, with twice as many selecting cotton (which doesn’t) as viscose (which does). And although younger generations tend to top the charts in terms of sustainability awareness and action, they trail behind their more senior counterparts when it comes to identifying that cork and natural rubber come from trees.
Once it is explained that a material, such as viscose, is sourced from trees, 73% of UK consumers agree it is important that they are sourced sustainably, with at least two-thirds of those in each age group in agreement. When asked about forest products in general, 68% would like reassurance that what they buy is sourced responsibly.
“FSC certification is now common-place in the wood and paper sectors, and it is fairly easy to find FSC-labelled products of this kind in the UK,” said Tallulah Chapman, communications manager at FSC UK, who commissioned the study. “The first FSC-certified garments are now starting to appear on the UK market, enabling shoppers to choose clothing made with viscose that supports responsible forestry. Brands and retailers may take a leaf from FSC certificate holders who have been working over many years to promote sustainability awareness and the benefits of responsible sourcing.”
More than half of those surveyed look for certification labels when shopping for forest-based products, and 90% of those recognise the FSC logo. Younger people are most likely to recognise and understand the FSC logo; Gen Z lead the way with 88% recognising the logo and 66% confident that they understand at least roughly what it means. Across the generations, 79% would give preference to FSC-certified products, with 60% prepared to pay more for them.
Some 67% of UK consumers would have a more positive opinion of a brand or retailer if they saw the FSC label on their products. Generationally, this figure is highest amongst 25-34 years olds, with 80% positively influenced by the availability of FSC-certified products. With FSC chain of custody certificate and FSC promotional licence holders, citing improved brand image as one of, if not the top, benefit of their FSC association, brands and retailers seeking this and other benefits may consider not only introducing FSC certification in their procurement policies and requesting that their suppliers apply the FSC label to applicable products and packaging, but also considering FSC chain of custody or a promotional licence, as appropriate to the scope of their business.
