The European furniture industry is a dynamic sector: furniture manufacturers have a good reputation thanks to their creative capacity, design and quality of materials, so much so that almost two out of three high-end pieces of furniture sold worldwide are produced in the EU (source: European Commission).
But the sector is increasingly discovering that, alongside modern lines, cutting-edge style and finishes, choosing raw materials from responsible sources and communicating this commitment to consumers and reference markets represents a plus. Responding to a survey launched by FurnitureToday, companies confirmed that consumers are increasingly educated on questions related to sustainability and that they prefer brands that include green messages related to materials or processes.
This attention partly also explains the first-rate role that wood has found in the design of furniture and furnishing accessories. After being almost abandoned in favor of materials such as plastics and metals, it is now rediscovering a new fortune also due to the fact that it remains one of the best sustainable materials.
Of course: not all wood looks the same and is sustainably sourced. Even if the production of furniture is not the first cause of deforestation, the furniture industry still has the responsibility to guarantee the legal and sustainable origin of the wood used. And this is precisely the starting point of the two videos (one aimed at B2B world, the other at B2C) launched by FSC International and the offices of the European FSC network to underline the importance of choosing wood certified according to environmental, social and economic sustainability standards.
Have a look at out new furniture videos!
Business to business (B2B) video:
Business to consumers (B2C) video:
We thought of these brief contents as a tool for the 10,000 certified companies in the world (5,000 in Europe) active in the wood-furniture sector, useful for spreading knowledge of wood from responsible sources and FSC brand” said Alexia Schrott, a project leader. “Images and graphics tell us how a sustainable supply chain is built, the meaning of the FSC labels and the commitment to ensure forests for all, forever. A good starting point to tell suppliers, brands, retailers and consumers the value of a commitment that is much more than a simple green, checkmark and tree symbol”.
The videos are the final product of a project launched in 2018, which saw FSC at the forefront of promoting the use of wood from responsible sources in the furniture sector, increasing awareness of FSC certification and recognition among consumers. This activity led FSC to work closely with trade associations, companies and retailers, and to create the FSC Furniture Awards, a competition created to recognise the commitment of FSC-certified companies in the European indoor and outdoor furniture sectors. The latest edition, whose awards ceremony was held at the ADI Museum in Milan, saw the recognition of 9 FSC-certified European companies representing countries such Italy, Germany, Poland, Denmark and France.
A special thanks
To demonstrate what an FSC certified forest management looks like on the ground, a Croatian forest management company Sunčane šume d.o.o. took part in the B2B video. Certified for over 10 years, the company readily collaborated and allowed its forests and forest practices to be shown in the video. A very warm thank you to Sunčane šume!