The Ultimate Renewable

Responsibly sourced wood and wood products are not just a beautiful and functional part of our everyday lives. They’re also renewable. They help us feel better by connecting with nature. They contribute to rural and regional economies.

Support The Ultimate Renewable™

Join us in championing sustainability. We invite you to share the benefits of wood with the world and to help us inspire people to think about the choices they make every day that can benefit both people and planet.

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81%

Felt the ‘Future Generations’ campaign is most effective in its appeal, with the strongest levels of impact on future consideration of wood products and an increased understanding of the industry.

53%

Feel that wood is appealing because it is a natural material.

39%

Of our audience said that they would choose wood products over other materials when making a purchasing decision after viewing the ‘Future Generations’ ad.

78%

Of our audience actively engages in eco-friendly behaviours like recycling and saving water daily.

54%

We found that only 54% of our younger audience see the forest and wood products industry as renewable. This means we have a perfect opportunity to reach out and offer education and raise awareness about the industry’s sustainable practices.

37%

Of our audience currently understand the forest and wood products industry. That understanding is lowest amongst younger Australians (aged 18-34 years).

74%

Of our audience felt that this ‘Future Generations’ campaign increased their understanding of the forest and wood products industry.

News & Events

The Ultimate Renewable™ Unveiled: Adam Dovile returns for bold $1.8M 2023 campaign.

After a successful campaign in 2022, FWPA’s The Ultimate Renewable™ 2023 campaign will launch in Canberra Airport on 31st of July and will go live across Australia on 20th August. The imagery in the new television commercial and campaign challenges the current consumer perceptions of forestry, showing harvested and then replanted trees to reinforce The […]

The Ultimate Renewable™ 2023 campaign: redefining sustainability in forestry – find out about our journey and message

Forest & Wood Products Australia (FWPA) is gearing up to launch the highly anticipated The Ultimate Renewable™ 2023 campaign on a national scale, debuting on August 20th. Following a successful campaign in 2022, this year’s initiative aims to challenge consumer perceptions of the industry through powerful visual storytelling. The campaign’s centrepiece is a compelling television […]

Welcome to the new The Ultimate Renewable™

Welcome to the new The Ultimate Renewable™ website. We can’t wait to show you around. This new website and its resources have been carefully designed with our members in mind. The launch of our new website coincides with the launch of the 2023 campaign and is a fantastic resource to help you promote The Ultimate […]