How can sustainable marketing increase the value of forestry products?

2 The challenges of sustainable forestry

Despite the benefits of sustainable forestry, many forestry businesses face challenges in implementing and communicating it. Some of the challenges include the lack of clear standards and criteria, the high costs and complexity of certification and verification, the low awareness and demand from customers, and the limited access to finance and technology. For example, forestry businesses may struggle to comply with different certification schemes that have varying requirements and indicators. They may also incur additional costs for auditing, monitoring, and reporting their sustainability performance. Furthermore, they may not be able to reach or persuade customers who are unaware of or indifferent to the environmental and social impacts of forestry products. Additionally, they may lack the financial and technical resources to adopt sustainable practices and innovations.

3 The principles of sustainable marketing

Sustainable marketing can help forestry businesses overcome the challenges of sustainable forestry and increase the value of their products. Sustainable marketing is based on four principles: customer orientation, stakeholder engagement, value creation, and continuous improvement. Customer orientation means understanding and satisfying the needs and wants of customers who are concerned about the environmental and social aspects of forestry products. Stakeholder engagement means collaborating and communicating with all the parties that are affected by or interested in the forestry business, such as suppliers, employees, communities, regulators, or NGOs. Value creation means delivering superior benefits to customers and stakeholders that go beyond the functional attributes of forestry products, such as quality, durability, or price. Continuous improvement means measuring and enhancing the sustainability performance of the forestry business and its products over time.

4 The strategies of sustainable marketing

Sustainable marketing can be implemented through various strategies that cover the four elements of the marketing mix: product, price, place, and promotion. Product strategies involve developing and offering forestry products that have positive environmental and social impacts, such as certified, recycled, or biodegradable products. Price strategies involve setting and communicating the prices of forestry products that reflect their sustainability value and appeal to customers who are willing to pay a premium for them. Place strategies involve distributing and selling forestry products through channels that are convenient, accessible, and credible for customers, such as online platforms, specialty stores, or cooperatives. Promotion strategies involve informing and persuading customers about the sustainability benefits and features of forestry products, using tools such as labels, logos, claims, stories, or endorsements.