New Campaign Promotes FSC as One Simple Action with a Profound Impact

For the first time, six publicly traded companies – some of which are competitors – have come together to promote the Forest Stewardship Council (FSC) directly to consumers. The companies are HP Inc., International Paper, Kimberly-Clark, McDonald's, Procter & Gamble, and Williams-Sonoma Inc. All sell FSC-certified products.

Launching this week with a video titled One Simple Action, the campaign represents an unprecedented corporate-NGO partnership, which includes FSC and World Wildlife Fund. The goal is to encourage consumers to purchase products bearing the FSC label, which means the forests the products came from were managed responsibly.

"These companies know that to meet customer expectations about sustainability, sometimes you have to put competition aside and do what's right for the planet," said Corey Brinkema, president of FSC U.S. "We also know that forest conservation can be good for the bottom line, especially when it demonstrates good corporate citizenship," he added. 

Some 80% of all land-based wildlife lives in forests, A total of 1.6 billion people depend on forests for their livelihoods, and forests represent the single best opportunity to store carbon to prevent dangerous climate change. Since household consumption drives 60% of economic activity globally, the campaign is aimed at consumers to shift purchasing decisions. 

FSC helps people identify products from forests managed to the highest standards. In doing so, FSC helps to protect forests, even as people use forest products every day. "One Simple Action" refers to the fact that FSC-certified products are widely available across the U.S., making purchases simple. Yet the impact of buying FSC is profound, driving benefits to people and wildlife that depend on forests to live. After consumers are exposed to basic information, research found that FSC has a strong influence on product purchase and retailer selection.

This campaign represents the first time publicly traded companies are working to promote an NGO brand together. While it is common for retailers to market products under an umbrella brand, the idea is new to cause-oriented marketing. Because all of the companies share a commitment to responsible forest management, they were willing to collaborate on the initiative. More information is available online.