The hardwood industry is facing significant challenges, primarily due to a lack of unified support for its associations and representatives who advocate for the truth about hardwood’s environmental benefits. As the industry grapples with declining markets, professionals are urged to shift their focus from individual manufacturing adjustments to collective action. The NHLA’s recent strategic plan emphasizes the necessity of a unified message to combat the misinformation surrounding hardwood lumber. The call to action highlights that individual efforts alone will not change the consumer perception or political narrative; instead, collaboration is essential for long-term industry viability.
To facilitate this collective effort, industry stakeholders are encouraged to contribute to organizations like the Hardwood Federation and the Real American Hardwood® Coalition. The NHLA has already invested in campaigns targeting architects and designers to promote the use of Real American Hardwood® and counter false narratives with high-quality marketing materials. The article underscores the importance of a cohesive approach to communication and advocacy, advocating for industry-wide support to ensure the environmental truth of hardwood is effectively conveyed. By working together, the industry can capitalize on its unique story and position itself for growth, ultimately shaping consumer choices in favor of sustainable hardwood products.
