Thursday, 25 June 2020
Do you know this logo? Consumer recognition of the FSC logo is up
The FSC® tick-tree logo can be spotted on a huge variety of FSC-certified forest products and promotional materials, but how many people recognise it and know what it means? To answer these questions, FSC UK have conducted consumer awareness surveys since 2007, and we are pleased to be able to share the results of our 2020 survey.
Due to COVID-19, we were unable to carry out a face-to-face survey this year, so instead opted to survey online. The survey was carried out by Kantar via OnLine Bus, and interviewed 1281 UK adults aged 16 and above.
The survey revealed that:
- 67% recognise the FSC logo or recall seeing it. Of this percentage, 33% of participants know or roughly know what it means.
- 79% of UK consumers say it is either very or fairly important for the products they buy to be responsibly sourced - 28% say it is very important.
- 75% of UK consumers say it is either very or fairly important for the packaging of the products they buy to be responsibly sourced - 26% say it is very important.
- 82% of UK consumers say they are either very or fairly likely to buy a product bearing the FSC logo as opposed to one without.
We were delighted to receive this positive response, which is an improvement on the results of our previous survey, which revealed that 55% of people in the UK recognise the FSC logo. However, it is important to highlight that comparing the results of online surveys to the results of face-to-face ones can give a skewed picture. For example, online surveys exclude people without internet access, who we know from previous surveys are more likely to have seen the FSC logo before. However, they also allow participants to remain anonymous, potentially making them more confident to answer honestly.
Our annual surveys show that FSC consumers have changed over time. They are now more aware of FSC and environmental issues, have greater expectations of products and packaging, and place more importance on FSC certification.
If you would like to explore our survey results in more detail going all the way back to our first survey in 2007, you can view a recording of our recent webinar here.