The natural warmth and durability of timber is something building designers, builders and carpenters are drawn to.

But that doesn’t mean the sector can sit on its hands and wait for business to walk through the door.

Other material choices including steel and concrete are going their hardest to position their offerings as being responsible environmental choices.

The Forest & Wood Products Australia (FWPA) organisation, which speaks for all timber specie sectors and imports, has been researching the market with the view to updating its marketing message.

The culmination of this work sees the FWPA launching The Ultimate Renewable as its branding for the future.

A ‘renewable product’ offers a strong message in this day and age, that the public relates to.

“By reinforcing the association between wood and the word ‘renewable’, we are aiming to encourage the community to embrace forest and wood products across the supply chain,” says FWPA national marketing and communications manager Eileen Newbury.

An educational series of television adverts featuring well-known architect Peter Maddison (originally of Grand Designs Australia fame) is due to commence shortly.

Expect to see a lot more representations of ‘Wood the Ultimate Renewable’ on timber product branding soon.