Consumer research confirms the positive perceptions of wood and the impact of TV advertising

Consumer research confirms the positive perceptions of wood and the impact of TV advertising

The twelfth wave of tracking Australian consumer attitudes continues to report positive perceptions of wood, while post-campaign research shows an increased awareness of the message of Wood. Naturally Better.™/Planet Ark television advertising.

The trend of regarding wood positively has continued, with the latest wave of research reporting no negative emotional associations.  This is accompanied by a strong preference for the visual appeal of wood and wood products, when compared to other materials.

Follow-up research after the recent airing of the Wood. Naturally Better.™/Planet Ark television commercial showed an increase in the awareness of the advertisement and a rise in the number of people who said they would prefer to purchase wood products.

The researchers (Pollinate Pty Ltd) concluded that:

  • With only 250 TARPs (target audience rating points), 34% of respondents state they have seen the TVC, which is a strong result 
  • Message take out is on target: high relay of wood being a better product, storing carbon and being environmentally friendly
  • The ad is perceived as believable and clear

Howard Parry-Husbands from Pollinate presented the research findings in an R&D Works webinar, view the presentation here

View the television advertisement 

 

Our acknowledgment

In the spirit of reconciliation, Forest & Wood Products Australia acknowledges the Traditional Custodians of Country throughout Australia, and we acknowledge their connection to the land and their custodianship of Country and forests. We pay our respect to Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples.

Our acknowledgment