Increasing Awareness of FSC in the UK

Wed 5 Mar 2008

In January FSC UK commissioned GfKNOP to carry out a survey to assess the level of awareness of the FSC logo in the UK.  This followed a similar poll carried out in March 2007. 

Encouragingly, the number of people who had seen the FSC logo had increased from 19% to 23% over this ten month period, with an increase from 21% to 31% in those under 45.  The highest increase was in the youngest age bracket (under 25), where the figure more than doubled – from 9% to 21%.  As in the previous poll, recognition was greater amongst those that had visited B&Q, Homebase or Focus DIY in the preceding 12 months (28%, an increase of 3%).

The number of people who had bought FSC products increased from 12% to 17%.  Again the figure was higher (21%) amongst the under 45s.  There was a noticeable increase in the number of people buying FSC timber for DIY and FSC tissue and paper products.  Clearly, these figures do not reflect the number of people buying FSC products without realising it.

Once the concept of FSC was explained, 22% of respondents stated that they would definitely choose FSC products and the future and a further 37% probably would.  These high figures demonstrate the importance of ongoing marketing work to raise awareness of the FSC system.    

As in last year’s poll, many respondents had a general understanding of the meaning of the logo, i.e. that it was for wood from managed forests, environmentally friendly, saving forests, etc.  However, we did have some more unusual answers including “Riding a bike”, “Looks like a heart monitor” and perhaps most bizarrely, “Fat lady stroking a dolphin”!