Sustainable forest management and chain of custody certification play a crucial role in the responsible use of forest products, but if we only talk about these issues within our own industry, we’re preaching to the choir. We must take the conversation beyond our sector and engage with audiences who don’t typically hear our message. If we fail to do so, the misconceptions (perhaps even misinformation and deliberate disinformation) about forestry will remain unchallenged. Ultimately, how effectively we address these challenges will determine forestry’s ongoing social licence to operate.
Dr John Raison’s recent article, Sustainable Management of Australia’s Native Forests: The Community Should Not Be Misled by Ideology and Misinformation, highlights the ongoing battle against misinformation surrounding sustainable forestry. These misconceptions, ranging from claims that harvesting equals deforestation to the idea that native forests can easily be replaced with plantations, are dangerous because they influence public policy and consumer attitudes. If we don’t actively communicate the truth to those outside the industry, we risk allowing these falsehoods to shape the future of forestry in Australia.
To tackle this, we must step outside our comfort zones and engage with new audiences. I recently attended the Sustainability Networking Event in Melbourne, the Impact X Summit in Sydney, and am about to attend the Sustainable Industrial Manufacturing – Asia Pacific Conference (SIM-PAC) in Brisbane. These events provided an opportunity to discuss the benefits to society provided through sustainable forest management and the role of certified wood in reducing embodied carbon in construction. I spoke with architects, engineers, policymakers, and sustainability leaders many of whom were unaware of the stringent sustainability frameworks that govern forestry, from federal and state legislation to internationally agreed upon criterion and indicators all the way to voluntary certification systems like PEFC. These outside-of-the-echo-chamber interactions were invaluable in starting dialogues and shifting perspectives. It’s a small but important step when it comes to highlighting certified forest and wood products as the ultimate renewable resource.
The forestry industry cannot afford to be an echo chamber. Industry professionals know that sustainable forestry supports biodiversity, mitigates climate change, and provides economic benefits to rural communities. We understand that responsible harvesting practices regenerate forests rather than destroy them. However, unless we actively communicate this to those outside our industry, misconceptions will continue to dominate the conversation. Keeping the synergy between sustainable forests, their products and environmental responsibility top of mind is so critical, not only to guide informed consumer choices but also to ensure our message resonates clearly beyond industry borders, shifting perceptions to trust and understanding. Market research consistently shows most people aren’t fundamentally against sustainable forestry; rather, they haven’t been engaged effectively or clearly enough to understand its benefits and positive impacts. Our opportunity lies in proactively shaping the narrative to improve meaningful understanding.
Dr Raison’s article underscores the need for evidence-based discussions, but we must take it a step further by ensuring that scientific research and industry expertise reach mainstream audiences. Continued and frequent engagement with policymakers, urban planners, builders, climate advocates, and educators is an important step. We need to show how responsible forestry is part of the climate solution – not the problem.
At Responsible Wood, we are committed to expanding these conversations. Through our partnerships with organisations like SIM-PAC and Forestry Australia, we are working to integrate sustainable wood solutions into broader sustainability discussions. Additionally, we host field trips where attendees experience firsthand the operations of certified sustainable forestry. These hands-on experiences provide a deeper understanding of responsible forest management and its role in sustainable construction.
We are also engaging with the next generation by speaking directly to students about the importance of forestry. I have also had the opportunity to present to a schools, where I highlighted the diverse career opportunities within the sector, the environmental benefits of sustainable forestry, and how responsible wood sourcing supports climate and biodiversity goals. Educating young people ensures that future decision-makers understand the critical role forestry plays in a sustainable future.
Social licence is more than industry events, social media posts, clicks, and conversations, it’s about building genuine trust and credibility through authentic, meaningful engagement with the wider community. Most people aren’t against forestry; they’re simply unfamiliar with the real benefits sustainable forest management can offer. By actively engaging beyond our usual channels, communicating transparently, and listening authentically to community concerns, we build the trust and confidence needed to secure the long-term social licence forestry deserves.
We need more voices from the forestry sector to step up and participate in these conversations. If we want the public and policymakers to understand the value of sustainable forestry, we must go beyond our traditional circles. The future of forestry depends on how well we communicate our story. Let’s break out of the echo chamber and ensure that the right messages reach the right audiences.
