NZ Wood messages find ready 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.
ENDS