Aware consumers choose sustainable ways to consume and live. They appriciate products and services that are tailored to their needs and make daily life easier.
In 2025, wood is used instead of plastic or other non-renewable materials in various products. Furthermore, wood and wood-based materials are incorporated into a great variety of items used in both everyday situations and in our leisure time, for example, in clothes, daily cosmetics, pharmaceuticals, foods, sports equipment and small electrical devices.
An increasing number of people are living a varied lifestyle in which the spheres of home, work, free time and hobbies overlap. People consider community, hobbies, efficient services, and mobility to be important. Also demand for products and services aimed at the ageing population is growing.
Paper demand has declined in the West, but consumption is growing in developing countries, for example in Africa and Asia, as demand for tissue and hygiene products increases. From the numerous compounds found in wood and other forest raw materials, researchers have identified compounds that promote positive health effects and that can be used in both the pharmaceutical and cosmetics industries. The food industry produces added value for its customers by making the most of the health effects of wood. The food industry uses ingredients found in wood that, for example, lower cholesterol.
Aware consumers favour not only food packaging made from wood fibre but also wood-based cooking and baking papers as well as tableware. Easily mouldable pulp fibre and plastic composites, biocomposites, are used in kitchenware and kitchen furnishings instead of plastic.
Nearly 80% of Finland’s surface area is covered by forests. In Finland, the forest is close and accessible to all for recreation, hiking and berry picking. A large share of Finnish forests is privately-owned and about every eighth Finn owns some forest.
Aware consumers select and use products that can be recycled and reused as raw material for new products and finally be employed in the generation of bioenergy. After use, raw materials made from wood pulp can be taken to recycling points, which are handily located along thoroughfares. Finns are still the most active recyclers of materials in Europe.