We last wrote a predictions piece in 2023 and it turns out some of them actually happened. So, we’re back at it this year with another round - call it a mix of bold forecasts and wishful thinking. I say we, this has mainly come out of my rather opinionated head, the rest of the team are far more polite and measured.
Shifting Perspectives in Forest and Timber
The forest and timber industries seem to be settling into a more thoughtful, mature phase now we are being taken more seriously. Gone are the days of frantic over-excitement. Instead, there’s a measured enthusiasm about our role in land use and materials. The almost singular obsession with carbon and carbon credits seems to be trailing off leaving it as a tool in an arsenal of management techniques rather than the be-all of planting plans. In its place ‘Biodiversity Net Gain’ seemed to be the wagon to hitch to in 2024. Hopefully, in 2025, it too will become an element rather than a focus of good new planting schemes.
A New Era for Construction
Out in the construction world there seems to be a more moderated approach to mass timber elements that acknowledges the impact on supply in a world of increasing demand for increasingly limited volumes. To use a most annoying cliche “right construction technique in the right place”. The world of reclaimed timber sits on the verge of its moment but the difficulties of reuse, processing and grading seem to always get in the way of major potential. We’d like to see these barriers overcome and reused timber to become a normal part of the material palette for any design. We’re all in for a reclaimed timber band wagon.
EUDR: Progress or Paralysis?
The European Regulation on Deforestation-Free Products (EUDR) has taken a breather, and for good reason. The technical demands of proving timber’s origin to such a high standard are daunting. This pause raises an important question: when does the need for data and evidence become so overwhelming that it undermines the whole system? Perhaps we need a blend of old-school trust and modern governance. What if we paired central regulation with individual responsibility, like simply refusing to work with unethical suppliers? Somewhere between STEM tyranny and common-sense ethics lies a better way forward for an industry rooted in generations of tradition.
Trees vs. Cats: The Viral Battle
At the moment, though, we are most concerned about cats. As our media production work accelerates we notice more how people are so excited to consume content about cute or hilarious cats but not so much about tree hugging. How we can make trees as viral as cats is high on our agenda for the coming year. Two years ago I think we aspired to do a small amount of filming work and now we find ourselves with a full media production arm of the business. In 2025 we’re focussed on growing this element of the business, helping our clients be small parts of the new civil war against the cute cat culture.
love Jez.