At present the so-called ecologically sensitive markets have been formed in developed countries. It means that demand on goods produced without any harm to nature is on the increase there. Before purchasing timber or a product made of it, European and American buyers seek for the FSC label on it.

On the Russian market responsible producers of certified forest and paper-based products compete with producers who illegally use harvested raw materials or those made in a doubtful way. In order to except such an unfair competition Russian consumers need to know what Forest Stewardship Council (FSC) is and how its logo looks like on products, to be able to tell the difference between such products from the other ones, to recognize them, to be ready to prefer them and theoretically to be prepared to pay small extra price for such ecological products.

In summer of 2012 World Wildlife Fund (WWF), Forest Stewardship Council (FSC) and their partners (“Tetra Pak”, “Kinnarps”, “Avon” and other companies) made a decision to launch the second in Russia FSC-campaign focused on improving recognizability of FSC brand name and finally on ecologization of consumption.

Main goals of FSC-campaign are:

  • to inform consumers (primarily corporative sector and government, then end-consumers) about what FSC-certification is and what advantages buying products with this logo gives to consumers
  • to give an impetus to large consumer companies as well as to municipal bodies  to develop and accept corporative/state purchasing policies that would prefer FSC-certified products
  • to improve recognizability of FSC label among target groups so that they could accept it as a master sample of ecolabelling
  • to influence by that on corporative and state procurement as well as on customers’ preferences in the field of their “greening up”

The planned measures in the framework of the campaign in FSC-certified products promotion are based on the experience of holding the first FSC-campaign in Russia as well as  of the same successful campaigns in EU countries (the Netherlands, Switzerland, Denmark, Belgium), in the USA and in Canada, taking into account Russian market conditions and Russian buyers’ behaviour.