NZ Wood messages find acceptance with consumers

 
The results of the first market test of NZ Wood have shown that the key wood message of renewability is getting through to consumers. An online survey of 200 people revealed that 87 percent agreed that wood is a renewable and sustainable resource, while 84 percent agreed that growing and harvesting wood was beneficial for the environment.

NZ Wood has developed a range of information resources detailing amongst other things, the environmental benefits of using wood in construction and has run advertising across trade publications, television, billboards and selected internet sites. The television campaign is regarded as being highly successful, as over 70 percent recalled seeing the advertisement which screened for the first time on 4 February.

"We are trying to tell the wood story as clearly and as often as we can, and the story is very simple. Wood is our most renewable raw material. It stores carbon both in trees and in wood products. It is a key defence in the fight against climate change,says Geoff Henley, Programme Manager for NZ Wood.

Now that we have established in the public mind that wood does these things, we now have to convince people that these are very good reasons to use wood and those messages will be at the heart of the next stage of the programme. This online survey will be taken every three months to check progress. Other testing will also be undertaken over the next two years as the programme rolls out.


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