While it’s essential to note that climate change and green building are important and useful vehicles to establishing top of mind awareness; these are not the only messages that can be relied on to increase utilization of North American softwood lumber products.
Research has shown that programs need to focus on wood’s suitability for non-traditional applications as well as it versatility, usability, performance and even price. Simply put, wood’s environmental credentials are an enabler rather than the driver of an increase in consumption.
The core strategy involves establishing a clear and consistent positioning for wood as follows:
- North American softwood lumber is the ultimate "green" building material and is a part of the solution to climate change. Furthermore, wood products are the economic driver to maintain forests as forests.
- North American softwood lumber offers unmatched versatility and is suited for a broad range of structural and appearance applications in residential and non-residential sectors.
- North American softwood lumber offers high and proven performance characteristics.
- North American softwood lumber offers a significant price point advantage.
The target audiences are the key decision makers who can directly influence more specification and utilization of softwood lumber. For the most part, Council will focus on B2B efforts with architects (including architecture students), design professionals and builders. The exception to this would be the “outdoor living” program which targets consumers. Educating these audiences of the benefits of wood, and softwood lumber specifically, is essential to achieving Council’s objectives.