30.10.2026
Raising awareness of how wood from sustainably managed forests can support the transition to a lower-carbon economy is the aim of Grow the Solution, an international campaign supported by FAO through the Collaborative Partnership on Forests. A new podcast now adds to the initiative, with a first episode exploring wood’s role in the cities of tomorrow.
How can we raise awareness of wood’s potential while highlighting the importance of responsible forest management? The Grow the Solution campaign seeks to inform the public and professionals about the contribution sustainable forest products can make to climate action. It highlights a renewable material that can store carbon in long-lived products and replace more emissions-intensive materials in suitable applications.
Implemented by the Communicators’ Network of the Collaborative Partnership on Forests, the campaign offers videos, social media cards, posters and key messages in several languages. These resources enable forest sector stakeholders to share the campaign with their own audiences. The podcast provides a new way to bring these messages to life through personal perspectives and practical experiences.
Hosted by journalist Russell Beard, the Grow the Solution podcast features architects, builders, scientists, artists and other voices exploring the uses of sustainable wood. In the first episode, renknowed South Africa architect Mokena Makeka discusses how mass timber from sustainable sources could help reshape construction and urban development. The conversation invites listeners to discover how material choices can help shape the cities of tomorrow.
For ATIBT and the Fair&Precious collective, this approach echoes their work to promote legal and certified tropical timber. It offers an opportunity to highlight that promoting wood must go hand in hand with sustainable forest management and choosing the right wood for the right use. ATIBT encourages its members and partners to explore and share these resources to raise awareness of the benefits of responsibly sourced forest products.
Discover the Grow the Solution campaign and its resources
Listen to the podcast on Spotify, in English
Read ATIBT’s previous article on the campaign, in French
