Sustainably Sourced Wood: A major factor for furniture buyers

The idea of responsibly sourced products is increasingly important to consumers.

With wood used to make today’s furniture flown in from across the globe, more and more customers are insisting that effort be made to ensure the products have had as little impact as possible on both the environment and the communities living near the source.

Here we discuss the increasing expectation that corporations will act responsibly, measures that have been taken to prevent illegally harvested timber from entering the market, and how the concept of ‘sustainability’ can be harnessed to increase sales and improve your bottom line.

Corporations acting responsibly

The perception of sustainability and ‘ecological responsibility’ has changed much over the last 20 years.

For a long time these concepts had a dedicated, yet small, group of followers who, though effectively vocal about the need to consider environment, still only made up a small percentage of the population.

All that has changed in recent years, with a new emphasise on corporate social responsibility (CSR).

Consumers increasingly look to companies to make an effort in combating both ecological and social issues as part of their company ethos. In fact, a study by Cone Communications and independent marketing analytics specialist Ebiquity found that 84% of consumers around the world will purposely seek out responsible products whenever possible.

The same research shows that two things stand out to consumers in relation to corporate social responsibility:

• When companies expend huge efforts to address CSR
• When sanctions are placed on companies that fail in their CSR

Sustainably sourced wood

The timber trade has been leading the charge among big industry with its focus towards ecological responsibility.

One important reason for this is that unlike many other types of natural resource, wood is renewable.

Another reason hinges on the fact that the loss of the world’s trees is an issue easily understood by the general public. Faced with reports citing a reduction in rainforests each year covering the area of a small country, people can intuitively understand the impact this will have both on animal diversity and the human world.

It is for this reason that institutions like the Forest Stewardship Council (FSC) and the Programme for the Endorsement of Forest Certification (PEFC) have launched forest certification schemes aimed at monitoring and certifying timber-related products such as:

• Solid wood items
• Flooring
• Pulp
• Paper
• Plywood

These schemes formulate a list of criteria against which levels of forest management are compared. The timber is judged not only on the sustainability of the wood, but also on:

In Europe, the EU Timber Regulation (EUTR) was announced in 2013. This made it against the law for products made from illegally harvested timber to hit EU markets.

Those affected by the legislations include:

• The companies who introduce the products to the market
• The traders who sell the illegal products

This move forced organisations trading with and within the EU to ensure that the timber they handle has met all the criteria contained within the EUTR. Under the scheme, companies selling timber products on the EU market must maintain full records in order to offer high levels of transparency and traceability.

Sustainability of mango wood

According to a survey by furniture specialists Casa Bella, almost a third of people buying furniture consider sustainability an important factor. This data suggests that sustainability is a worthwhile sourcing goal for both furniture sellers and producers alike.

Pine is known for its quick growth, making it a natural choice for renewable forestry. Hardwood, on the other hand, is much harder to produce in a sustainable way.

One hardwood that does naturally lend itself to sustainable methods of production is mango.

The wood from Asia is perfectly placed for sustainable timber production due to the fact that it is already cultivated for its fruit.

Mango trees have a limited lifespan for producing the optimum yields of fruit; hence, they are naturally harvested before becoming barren. This occurs when the trees reach the age of between 7 and 15 years.

As mango is farmed all around the world, sources of the wood are abundant. The use of this profuse wood also helps to protect more endangered trees like teak.

Mango wood is a relative newcomer on the scene of material used for commercial manufacturing; however, its versatility, availability and beauty have made it a popular choice among furniture designers, high street stores and shoppers.

Why promote sustainable furniture

Sustainably sourced wood is nice idea, but does it make business sense?

The research from Cone Communications and Ebiquity reveals that consumers are increasingly calling for companies to step up their efforts when it comes to responsible sourcing, and how their activities impact on the environment.

As many as 88% of those questioned said they would stick with a company who supported environmental and social issues, while four out of five people would buy a product from an brand they did not know if they knew it had strong commitments to corporate social responsibility.

The strength of feeling among consumers is evidenced by data showing that nearly three-quarters (72%) of people would even cut out some of their weekly purchases in order to make a positive difference to the environment or wider society.

When it comes to corporate social responsibility, a huge 84% admitted considering CSR when deciding where to shop, and even what to buy.

Rob Pearce, owner of furniture store Casa Bella, said: “As a small family business, we are very proud that we can operate and grow with the confidence that our products create jobs and opportunities for families in India and Indonesia, without negatively impacting their local environment. 

“Responsible, sustainable sourcing of products is becoming a key factor in buyers’ purchasing decisions, much more so than a decade ago, and we are proud that our business has been built with this ethos from day one.”

Responsibly sourced sustainable wood is no longer hard to acquire. Governments and global organisations have worked hard in recent decades to ensure that suitably strict and punitive laws prevent the circulation of illegally harvested timber on the market.

By acting responsibly and showcasing your company’s efforts around sustainably sourced wood, you can appeal to the large block of consumers who are hungry to align themselves with a brand that places the welfare of the world and the people who live in it above the goal of profits at any cost.