WOOD. NAT URAL L Y BE T T E R. Me dia Adve rtising & Co nsume r Re se a rc h T O WRIT T E N BY Ho wa rd Pa rry-Husb a nd s, Ga rre tt Pa rke r DAT E 6th June 2014
T oday... 1 Re se a rc h sc o pe 2 Wo o d a nd wo o d pro duc ts 3 Attitude to wa rd the e nviro nme nt 4 Unde rsta nding o f industry b o die s 5 Ca rb o n T VC e va lua tio n 6 Co nc lusio ns a nd q ue stio ns 2
What we ar e c over ing today 3
Wher e we have come fr om Sinc e Oc to b e r 2008, F WPA ha s unde rta ke n c o nsume r re se a rc h a mo ng a na tio na lly re pre se nta tive , b ro a dly c e nsus ma tc he d sa mple , c o mple ting 12 wa ve s o f re se a rc h. T he o b je c tive o f this inde pe nde nt ma rke t re se a rc h is to tra c k c o nsume r a ttitude s to fo re st a nd wo o d pro duc ts a g a inst o the r ma te ria ls a nd industry se c to rs, o ve r time . T he re se a rc h is e sse ntia lly a ttitudina l in na ture a nd fo c use s o n ke y de c isio n fa c to rs with pa rtic ula r re g a rd to e nviro nme nta l a ttitude s. T he re se a rc h ha s sho wn g e ne ra lly c o nsiste nt re sults, with so me a ppa re nt tre nds tha t a ug ur we ll fo r wo o d a nd the industry. 4
What we have done most r ecently… Wave 10 tr ac king Ad c ampaign e valuation What 15 minute o nline surve y 10 minute o nline surve y n=1,000 n=534 na tio na lly re pre se nta tive sa mple : na tio na lly re pre se nta tive sa mple : • 18+ • 18+ Who • Austra lia sa mple • Austra lia sa mple Me tho do lo g y wa s ke pt c o nsiste nt Me tho do lo g y wa s ke pt c o nsiste nt with tra c king study wa ve s in o rde r with pre vio us wa ve s in o rde r to to ma ke it c o mpa tib le ma ke it b a c kwa rds c o mpa tib le ie ldwo rk to o k pla c e b e twe e n 4 th Whe n F F ie ldwo rk to o k pla c e b e twe e n Ma rc h a nd 14 th Ma rc h 2014 the 5 th a nd 8 th o f Ma y 2014 Pollinate took ove r the tr ac king study in Mar c h 2014 (Wave 10). Cur r e nt data is bac kwar ds c ompatibl e to pr e vious wave s 5
Wood and wood pr oduc ts 6
Wood is the most popular mater ial for building and fur nitur e pr oducts Wo o d ’ s po pula rity is po sitive a nd ha s no t no ta b ly shifte d in the la st 7 ye a rs T he lo o k a nd fe e l o f wo o d is sig nific a ntly hig he r tha n c o mpe ting ma te ria ls Wo o d is ve ry c le a rly po sitio ne d o ve r a ll o the r ma te ria ls a s the mo st e nviro nme nta lly frie nd ly, susta ina b le a nd visua lly a ppe a ling ma te ria l in the mind o f c o nsume rs. It a lso linke d first with c a rb o n sto ra g e Whe n c o mpa ring b o th physic a l a nd e mo tio na l c ha ra c te ristic s o f wo o d a nd o the r ma te ria ls, wo o d b y fa r le a d s the wa y in ne a rly a ll po sitive tra its Wo o d is the first c ho ic e a c ro ss a va rie ty o f a c tivitie s; fro m b uying ind o o r a nd o utd o o r furniture to re no va ting the ho me & la nd sc a ping the g a rd e n 7
P ositivity about wood has r emained consistent thr oughout the waves Wo o d L o ve it L ike it L o ve / L ike (T o p 2) (%) 87 88 89 85 87 85 89 84 80 83 86 100% 90% 80% 35% 35% 35% 33% 70% 36% 33% 34% 36% 45% 40% 45% 60% 50% 40% 30% 54% 54% 54% 53% 52% 51% 50% 49% 41% 40% 20% 38% 10% 0% Oc t 08 Ma y 09 Ma r 10 Jul 10 (W4) Ma y 11 Oc t 11 Ma y 12 Jul 12 (W9) Ja n 13 Ma r 14 Ma y 14 (W1) (W2) (W3) (W6) (W7) (W8) (W10) (W11) (Ca rb o n T VC) T he r e is little to no ne gativity, with all othe r r e sponde nts be ing indiffe r e nt to wood 8 QA7: T hinking b ro adly ab o ut the lo o k and fe e l o f vario us mate rials, whic h o f the se b e st de sc rib e s yo ur fe e ling s to wards the fo llo wing ? (n=619-1056)
Wood has the str ongest appeal compar ed to all other mater ials L ike it L o ve it T OP 2 83% Wo o d 38 45 63% Bric ks 46 14 35% Ste e l 29 6 36% Aluminium 31 5 Co nc re te 28 4 32% 12% Pla stic 11 1 Whilst the r e is a distinc t gap be twe e n wood and all othe r mate r ials, br ic ks ar e also pe r for ming we ll on ae sthe tic s 9 QA7: T hinking b ro a dly a b o ut the lo o k a nd fe e l o f va rio us ma te ria ls, whic h o f the se b e st de sc rib e s yo ur fe e ling s to wa rds the fo llo wing ? (n=1,031)
T hose who love/ like wood r elate to the natur alness and it’s aesthetic appeal Why (top c omme nts) L o ve it L ike it Na tura l/ e nviro nme nt frie nd ly 32% I do n’ t mind 40% I t is b e a utiful/ lo o ks g o o d 28% Do n’ t re a lly like it Wa rm/ c o mfo rting / ho me ly 10% Go o d/ fe e l g o o d (unspe c ific ) 9% Ha te it Use it 7% Go o d te xture 6% E a sy to wo rk with/ use 6% Pra c tic a l/ use ful/ func tio na l 5% L ike the c o lo urs 5% L a sts lo ng / d ura b le 5% 40% Va rie ty o f the pro duc t 4% Cla ssic / time le ss/ tra d itio na l 4% Ve rsa tile pro duc t 4% No ne 13% 18% Vulne ra b le to te rmite s/ it will ro t 9% 2% 2% Howe ve r the r e is minor c onc e r n about wood r otting fr om te r mite s QA7: T hinking b ro a dly a b o ut the lo o k a nd fe e l o f va rio us ma te ria ls, whic h o f the se b e st de sc rib e s yo ur fe e ling s to wa rds the fo llo wing ? 10 Qa 8a : Why do yo u sa y tha t a b o ut wo o d? (n=1,031)
Wood is known as natur al, war m and for fur nitur e & floor ing Wood Aluminium Ste e l Conc r e te Plastic Br ic ks Str e ngth is assoc iate d with br ic ks, ste e l & c onc r e te 11 QA11: Whe n c ho o sing an applic atio n/ use o f the fo llo wing mate rials, what are the wo rds that first c o me to yo u mind? (n=1031 fo r wo o d. All o the r mate rials n=515)
Wood is near ly always in the consider ation set, with pr efer ence incr easing fr om Jan 2013 Wo o l Pre f. (T o p 2) 63 59 59 59 58 52 57 61 56 59 55 (%) 100% 90% 19% 20% 23% 22% 25% 23% 23% 27% 26% 28% 26% 80% I wo uld a lwa ys c ho o se wo o d o ve r o the r 70% ma te ria ls if it we re suita b le 29% 60% 35% 35% 45% 31% 30% 34% 36% 36% 33% I wo uld b e like ly to 33% c ho o se wo o d o ve r 50% o the r ma te ria ls 40% Wo o d is o ne o f ma ny 30% ma te ria ls I wo uld 46% c o nside r c ho o sing 42% 41% 40% 40% 20% 39% 38% 37% 38% 37% 34% 10% 0% Oc t 08 Ma y 09 Ma r 10 Jul 10 (W4) Ma y 11 Oc t 11 Ma y 12 Jul 12 (W9) Ja n 13 Ma r 14 Ma y 14 (W1) (W2) (W3) (W6) (W7) (W8) (W10) (W11) (Ca rb o n T VC) QB4: T hinking ab o ut situatio ns whe n yo u mig ht c ho o se wo o d o ve r o the r type s o f mate rials fo r e xample in furniture , b uilding and c o nstruc tio n, flo o rs, fe nc ing , e tc . whic h o f 12 the fo llo wing state me nts b e st de sc rib e s yo ur pe rso nal fe e ling s ab o ut c ho o sing wo o d o ve r o the r mate rials? (n=619-1056)
P ur chase intent for wood incr eases if people know that it has been sustainably pr oduced Any c ha ng e (%) 79 86 82 86 77 75 79 80 81 100% 90% 80% 70% 37% 38% 30% 33% 36% 29% Que stio n no t a ske d 31% 29% 60% 43% Slig htly mo re like ly 50% 40% So me wha t mo re like ly 37% 39% 38% 30% 37% 35% 36% 40% 39% Muc h mo re like ly 23% 20% 10% 13% 12% 11% 11% 10% 11% 11% 8% 8% 0% Oc t 08 Ma y 09 Ma r 10 Jul 10 (W4) Ma y 11 Oc t 11 Ma y 12 Jul 12 (W9) Ja n 13 Ma r 14 (W1) (W2) (W3) (W6) (W7) (W8) (W10) (W11) 13 QB3: T o what e xte nt wo uld kno wing that wo o d c ame fro m sustainab ly manag e d fo re sts influe nc e yo ur like liho o d to c ho o se wo o d o ve r o the r mate rials? (n=619-1056)
Attitudes towar d the envir onment 1 14
Clear and concise messaging that pr oducts ar e fr om sustainably managed for ests will incr ease wood being pr efer r ed Wha t c o nsume rs unde rsta nd a b o ut c a rb o n a nd its re la tio nship to tre e s ha s inc re a se d o ve r the c o urse o f tra c king T he ne e d fo r susta ina b ly ma na g e d fo re sts is o n the rise Pre fe re nc e fo r wo o d (whe n suita b le ) ha s inc re a se d sinc e the la st wa ve 15
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