The most in-depth analysis of the wood. for good timber promotion campaign concludes that it has impacted on consumer perceptions. The study of the campaign was undertaken by leading forestry and timber consultancy Jaakko Poyry based on interviews with over 600 consumers and questionnaires returned by 250 businesses in timber and related markets. The initial target of wood. for good was to increase UK softwood consumption by 20%, or 1.8 million cubic metres per year. This is now regarded by the campaign backers as over-ambitious but the organisers point out that softwood consumption did rise in the first year of the promotion by 200 000 m2 with a further 400 000 rise forecast this year. Jaakko Poyry said that this increase could not be entirely attributed to wood. for good, but pointed out that 56% of those in the industry consulted believed it had contributed. It said that more consumers now regarded timber as easy to use, fashionable and the material for the future following the campaign. And it had also boosted timber's environmental image. Two years ago just 37% believed that tree cover in Europe was increasing and 38% accepted the campaign slogan `for every tree felled, two trees are planted'. But these figures are now up to 44% and 48%. The wood. for good campaign has also launched a new promotion to ensure specifiers use plywood graded to BS5268 for structural applications. FORESTRY & BRITISH TIMBER