Research · 20 September 2024 · Forest Policy and Economics
Who cares what happens with planted forests? A public typology to assist community engagement and communication
Selected by Luis Da Silva
People do not approach planted forests with the same concerns. Drawing on 1,192 valid survey responses in New Zealand, this study identifies five audience segments with different attitudes towards forest management and trust. For General Value, the editorial implication is to begin communication with audience research rather than assume that one sustainability message serves everyone. A project could explain its decisions, invite questions and address the concerns that matter locally. That is our proposed application, not an intervention tested by the researchers. The survey was conducted in 2020, and its segments should be re-examined before informing work in another market.
Study and evidence
An observational survey identifies five audience segments among 1,192 valid New Zealand respondents.
How to read it
A peer-reviewed observational survey using 2020 data, published in 2024. The segments concern New Zealand planted forests and need local validation. No campaign, sales effect or increase in demand was tested. Funding includes the Forest Growers Levy Trust.
Why it matters
Our editorial interpretation: understand different landowner and community concerns before writing a shared message. Explain local decisions and make room for questions rather than treat a persuasive sustainability message as evidence of sustainable practice.
Luis Da Silva, Partner & Chief Marketing Officer
About the publisher
Karen M. Bayne, Andrea Grant. Forest Policy and Economics.
Useful for
Communication, audience-research and service-design teams. The proposed application is General Value's interpretation and needs local validation.
Credit and license Karen M. Bayne, Andrea Grant. 2024. Who cares what happens with planted forests? A public typology to assist community engagement and communication. Forest Policy and Economics, 169, 103332. DOI: 10.1016/j.forpol.2024.103332. Copyright: The authors, 2024. CC BY 4.0, https://creativecommons.org/licenses/by/4.0/. Original publication: https://www.sciencedirect.com/science/article/pii/S1389934124001862. General Value supplies an original editorial summary; the full paper opens at its publisher.
Original research belongs to the credited authors. The bilingual summary and proposed application are General Value's editorial interpretation, not findings tested for our firm.