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Thursday, 09 December 2021
Consumer Survey Results Show Strong US Progress

In 2021, FSC International commissioned GlobeScan, a global insights and advisory consultancy, to refresh the global consumer awareness study first conducted in 2017. Released in September, the study indicates we have made significant progress with consumers, both in the US and around the world.

Awareness and Understanding

  • When asked to recall a certification seen on paper/wooden products unprompted, twice as many US consumers recalled FSC in 2021 as in 2017
  • FSC was the only tracked certification which saw a significant increase since 2017, with 17 percent seeing the label often
  • Other labels tested including MSC and UL EcoLogo, were less recognized than FSC
  • Almost half in the US have a relatively good understanding of FSC, with almost three in ten stating its relation to sustainable forestry

Building Trust and Impact

  • Over half of US consumers have high trust in FSC to protect forests, which has remained stable since 2017
  • FSC has a positive impact on the brands it certifies for over eight in ten consumers. Amazon is FSC’s most recognized partner in the US (Note: this is almost certainly a direct result of US launching the Amazon Climate Pledge Friendly products program in September 2020!)
  • 76% of shoppers who are aware of FSC will chose an FSC-certified product over its non-certified equivalent. 74% of those who know the FSC label are willing to recommend FSC-certified products to friends and family. 75% of consumers in the United States believe strongly in the importance of independent certification, a 9% increase from 2017

These are just a few of the key findings from the survey, which surveyed 12,000 people in 15 countries, including the United States.

Other important takeaways:

  • Around the world, 8 in 10 consumers expect companies to ensure that their wood and paper products do not contribute to deforestation or damage wildlife habitats
  • 86% of consumers say they check product information before buying to make informed choices
  • Climate change and biodiversity loss are now the top two drivers of purchase for paper products, even above quality and price

FSC and Globescan recently unveiled the research in a global webinar. You can watch a recording of that webinar here. FSC US and FSC Canada will also be organizing a follow-up webinar focused on North American research findings in early 2022. Stay tuned!