Forest Stewardship Council (FSC )

Transcription

1 Forest Stewardship Council (FSC ) FSC Consumer Insights Chris McLaren Chief Marketing Officer Forest Stewardship Council US c.mclaren@us.fsc.org

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5 FSC by the numbers* Regional Global million hectares of FSC-certified forests in 82 countries, equaling more than 8 times the size of the UK (24,5 million ha) FSC members from over 80 countries 3. > 66,000 companies are FSC-certified staff worldwide 1. FSC-certified forest area Latin America & Caribbean 13,386,694 ha North America 69,212,841 ha 2. FSC Chain of Custody Latin America & Caribbean 1,513 certificates North America 3,608 certificates * January 2018 Copyright FSC GD. All rights reserved. FSC F000100

6 Europe Regional Office CIS Regional Office Global Office FSC AC Oaxaca, Mexico Asia Pacific Regional Office 4 Subregional offices Latin America Regional Office 31 National offices 6 National representatives and 1 national focal point Africa Regional Office Copyright FSC GD. All rights reserved. FSC F000100

7 While fewer than half of consumers feel that companies communicate honestly about corporate responsibility, most are interested to learn more about companies efforts 2016 of consumers feel that companies communicate honestly about social and environmental responsibility of consumers are interested in learning about how companies are trying to be more responsible Includes Argentina, Brazil, Canada, Chile, China, Germany, Ghana, Greece, India, Indonesia, Kenya, Mexico, Nigeria, Pakistan, Peru, Russia, Spain, Turkey, UK, and USA Q. Please tell me if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree with each of the following statements I am very interested in learning more about the ways that some companies are trying to be more socially and environmentally responsible. Companies communicate honestly and truthfully about their social and environmental performance. Copyright FSC GD. All rights reserved. FSC F000100

8 FSC certification can increase consumer trust in companies/brands to protect forests Net Trust in FSC and Other Actors Net negative trust Net positive trust 36% FSC 20% Charities/NGOs 15% Certifications generally Companies/brands -4% Government -22% Q. How much confidence do you have in each of the following types of organisations to make improvements towards protecting forests? Copyright FSC GD. All rights reserved. FSC F000100

9 Awareness US Canada Brazil Recognition Recognition Recognition Seen often Occasionally Seen often Occasionally Seen often Occasionally FSC 13% 22% 34% FSC 12% 24% 36% FS C 26% 35% 61% Awareness of FSC Global Average 50% Copyright FSC GD. All rights reserved. FSC F000100

10 Understanding Four in ten consumers have some understanding of the FSC label Global Good understanding Limited/no understanding Regional US Understanding 32% have good understanding of FSC 56% 44% Canada Understanding 35% have good understanding of FSC Brazil Understanding 60% have good understanding of FSC Copyright FSC GD. All rights reserved. FSC F000100

11 Messaging Forests For All Forever Wildlife and clean water Climate change and clean air Independently certified source Protects wildlife and plants Reduces pesticides Keeps water clean Protects from drought Independent certification, ensuring strict standards Indicates wood from trusted source Forests for all, forever Fights deforestation Protects forests for future generations Keeps air clean Reduces air pollution Fights climate change Copyright FSC GD. All rights reserved. FSC F000100

12 Overall, just over one in ten are Engaged while a further four in ten are Predisposed, showing huge potential for FSC Global Regional Engaged Predisposed Practical 11% Brazil 23% 47% 70% 48% Canada 4% 34% 38% 41% USA 13% 28% 41% Sample sizes: Engaged n=1,201 Predisposed n=4,266 Practical n=4,968 Copyright FSC GD. All rights reserved. FSC F000100

13 Copyright FSC GD. All rights reserved. FSC F000100

14 FSC Global Development GmbH Adenaueralle Bonn, Germany FSC F Copyright 2018 FSC G.D. All rights reserved