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The Forest Stewardship Council (FSC) commissioned IPSOS to carry out one of the world’s biggest consumer studies of its kind, surveying 26,800 consumers across 33 countries. It provides new insights into what consumers are concerned about, who they trust to address these concerns, and how they are acting individually through their purchases to affect change.
The study reveals that biodiversity loss, climate change, and deforestation are persistent top concerns for forests among people. While ongoing global economic instability and conflict appear to have shifted consumer priorities, issues relating to the environment have not fallen off the radar.
When it comes to forests in particular, consumers’ connection to biodiversity is strong, with biodiversity loss being a top forest concern in most countries sampled in Europe and the Americas. In countries where local forestry issues are prevalent, concerns about them are reflected in the results. This indicates that the impacts of climate change are increasingly felt on the ground in events like floodings in Indonesia or wildfires in Spain and the USA.
One of the ways in which consumers are addressing their forest concerns is through their purchasing decisions. Nearly three quarters (71%) claim they would rather choose products that do not damage plants and animals while nearly two thirds (63%) try to buy products packaged with renewable materials. Almost as many (59%) prefer to choose products that do not contribute to the climate crisis.
Consumers place more trust in independent certification than businesses and governments
When it comes to protecting forests, consumers currently put the highest trust in independent and credible certification systems and environmental NGOs, where most have high or moderate confidence in certification labels to ensure that forests are protected. On the other hand, half (49%) of the consumers surveyed have little to no confidence in government bodies to protect forests.
FSC is the most recognized and trusted forest certification worldwide
Across 33 countries globally, nearly half (46%) of consumers surveyed recognize the FSC logo; higher than any other forest certification system tested. Recognition is highest among 18 to 24 year-olds. FSC is especially well recognized in China, UK, Germany, Brazil, Italy, and Denmark.
Similarly, over three quarters of consumers (77%) show moderate to high levels of confidence in FSC to protect forests, which is considerably higher than in governments or businesses[1]. And even though economic hardship is the top global concern, half of consumers who recognize FSC claim to be willing to pay more for a product if it is FSC-certified.
This trust extends to brands that choose FSC, with most consumers (80%) saying they are more likely to trust a brand if it offers FSC-certified products.
Being part of FSC means striving for better. Companies and products that carry the label have a shared commitment across all operations to protect forests for future generations. FSC provides organizations and consumers worldwide with the confirmation that the forest products they buy and sell come from responsibly managed forests that meet strict environmental, social and economic standards.
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Key takeaways
- 71% of consumers claim they prefer to choose products that do not damage plants and animals.
- 66% expect companies to ensure that the wood/paper products and packaging they sell are not contributing to deforestation.
- 64% expect information about sustainability on products should be certified by an independent organization.
- 63% claim they try to buy products packaged with renewable materials such as paper instead of plastic.
- 62% believe that they can help protect forests by purchasing products that have been certified by an independent organization.
About the Forest Stewardship Council™ (FSC®)
FSC is a non-profit organization that provides a proven responsible forest management solution. It is widely regarded as the most rigorous forest certification system among NGOs, consumers, and businesses alike to tackle today’s deforestation, climate, and biodiversity challenges. The FSC forest management standard is based on ten core principles designed to address a broad range of environmental, social and economic factors. FSC’s “check tree” label is found on millions of forest-based products and verifies that they are sustainably sourced, from forest to consumer. www.fsc.org.
Abou IPSOS
IPSOS is the third largest market research company in the world, present in 90 markets and employing more than 18,000 people. “Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients to navigate more easily our deeply changing world. www.ipsos.com
[1] Businesses only includes companies that make/sell wood/paper products and packaging.
Contact Details
Forest Stewardship Council
Dania Musa
Company Website
View source version on newsdirect.com: https://newsdirect.com/news/from-concern-to-action-new-research-reveals-consumers-prioritize-forests-in-sustainable-shopping-176774774
