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Published - 22 May, 2024

Forest Industry

Consumers have spoken. Time to listen

Green Insights Europe 2024 is an in-depth study of more than 10,000 European consumers. Skogsindustrierna, the Swedish Forest Industries Federation, commissioned Opticom to examine their perceptions on climate, purchases, carbon capture and forest resources.

Consumers have spoken. Time to listen

Green Insights Europe 2024 is an in-depth study of more than 10,000 European consumers. Skogsindustrierna, the Swedish Forest Industries Federation, commissioned Opticom to examine their perceptions on climate, purchases, carbon capture and forest resources. 


Some key highlights: 

  • Consumer concern about climate change remains high, as does public support for the green transition. 

  • BUT: Consumers do not want to pay for environmental progress, especially when times are tough. The current cost of living trumps the environment as a top concern. 

  • Only a third believe a premium is justified for products with environmental credentials. 

  • The green transition must therefore go hand in hand with social and economic welfare support.  

  • Europe’s consumers think highly of the forest industry when it comes to carbon dioxide emissions and support forests as a source of material for renewable products. 

  • BUT: Most still believe European forests are diminishing (the opposite is true). 

  • Most do not understand carbon storage and believe carbon dioxide leaves a tree when harvested. 

  • ACTION NEEDED: 

Align climate and welfare goals,

Educate the consumer to make informed choices, 

Harness public support for forest-based solutions, 

Clarify public misconceptions, 

Champion the sector’s carbon capture. 


To access or discuss the study’s main findings in more detail, get in touch. 

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