Why U.S. Furniture Brands Care About Forest Certification 

Discerning buyers are increasingly scrutinizing the sustainability of the furniture they purchase. Sourcing wood from certified forests is one way the industry can boost brand value and be certain their products are manufactured with wood procured from responsibly managed forests.

Why forest certification matters for U.S. furniture brands

Certified wood products are gaining prominence amongst U.S. furniture players, propelled by selective buyers that are prioritizing eco-friendly choices, according to a growing body of market research. Consumers are getting increasingly more informed on global challenges and concerns, including the negative impacts of deforestation and its contributions to climate change. At the same time, increasingly governments are prioritizing and enforcing responsible sourcing policies, including the use of more sustainable materials, such as wood from certified forests.

Forest certifications are a rigorous process to ensure an organization follows comprehensive and strict sustainability standards. In doing so, they offer a strong seal of approval and added credibility to a product’s environmental claims. When furniture designers and fabricators specify wood from certified forests, they’re not just promoting responsible consumption but also investing in their brand and enhancing its value.

Moreover, the eco-friendly furniture market is growing, with a projected global market size of USD 83.76 billion by 2030. And wood is at the top of that list.  Using certified wood products can not only help meet this consumer demand, but also enhance a company’s long-term brand reputation. And in more affluent markets, such as the United States, buyers are even showing a willingness to pay a premium for furniture made with environmentally friendly, certified wood products.  

Canadian wood species are sustainable with the certifications to prove it. 

Forest certification involves an independent body evaluating whether a forest adheres to established sustainability and responsibility standards. This certification process includes a distinctive label on wood packaging, signalling to wood product manufacturers that the wood originates from a responsibly managed forest.

There are primarily two forms of certification: one verifies the sustainable management of the forest itself, and the other, known as chain-of-custody certification, ensures the traceability of the wood from these certified forests throughout the entire production chain, up to the finished product. For wood products to bear a certified label, they must fulfil both of these requirements. 

FOREST CERTIFICATION IN CANADA QUICK FACTS 

Understanding the different Canadian certification and chain of custody programs 

In Canada there are three third-party certification systems for sustainable forest management: Sustainable Forestry Initiative (SFI),  PEFC Canada and Forest Stewardship Council (FSC).  

While there are some small differences between each certification program, the three used in North America all promote principles, criteria and objectives based on sustainable forest management, including reforestation, reasonable harvesting quotas and protection of wildlife habitat, soils, water and surrounding ecosystems. 

Globally, certification programs are endorsed and overseen by one of two independent non-profit international organizations: Programme for the Endorsement of Forest Certification (PEFC) and Forest Stewardship Council (FSC). Internationally, SFI and PEFC-Canada are recognized by PEFC, which has made a concerted effort to address the unique needs of the furniture market. 

SIMILARITIES BETWEEN CANADIAN CERTIFICATION STANDARDS

(Table Sources¹)

Beyond attracting eco-conscious consumers, certified products can provide added value and incentives in business, especially since many companies and governments often prefer or even require it.

The latest market research suggests there is a growing demographic looking for responsibly sourced wood products with the certifications to back it up. This trend reflects rising environmental awareness among consumers who prioritize environmentally responsible choices for their homes. And a willingness to pay is linked to the quality of information provided about sustainable forest management. So backing up claims with globally recognized certifications makes sense.

Overall, consumer demand for certified sustainable products is not just a niche trend, but a growing force shaping the U.S. furniture market. The good news is Canadian certification programs offer this transparency and provide credible information and marketing messages you can pass along to your buyer. 

1.  This is table is a high-level synthesis of various sources and research studies on certification including: 
   • A Comparative Analysis of Five Forest Certification Programs https://www.mdpi.com/1999-4907/11/8/863
   • Comparing Forest Certification Schemes: The Case of Ratcheting Standards in the Forest Sector https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1525292
   • Forest management certification in Canada
   https://natural-resources.canada.ca/our-natural-resources/forests/sustainable-forest-management/forest-management-certification-canada/17474
   ↩︎