New research from the British Woodworking Federation (BWF) reveals that homeowners are prioritising style and sustainability in their material choices for the home, but further education around timber’s benefits and sustainable choices is needed for the material to reach its full potential.
The survey of 1,000 homeowners features in the BWF’s members-only report, ‘Championing Timber in the Home’, and reveals the drivers shaping homeowner material choices and how broader trends – such as sustainability – are beginning to influence the repair, maintenance and improvements (RMI) market.
Directly aligning with timber’s inherent properties, the research found that 91% of homeowners prioritise aesthetics, 92% of homeowners value durability, and 77% consider environmental impact when selecting a material for the home.
Yet despite timber’s clear credentials, there’s a perception gap surrounding its performance with only 14% of homeowners viewing timber as energy efficient, and only 12% believing it performs best in terms of lifespan.
“This research confirms what we in the sector have long known: that timber is valued for both its beauty and performance," says Helen Hewitt, Chief Executive of the British Woodworking Federation.
"Homeowners value natural materials, yet persistent myths and misconceptions around longevity, maintenance and energy efficiency are slowing the wider adoption of timber.
“This perception gap should be a clear area of focus for our sector and those in the broader built environment. Not only to support the growth of the woodworking and joinery sector but also the Government’s net zero and sustainability ambitions.”
Positively the data found that homeowners already feature and have trust in timber in key areas of the home. For example, 66% of homeowners have timber staircases, and 27% have timber external doors, demonstrating familiarity and understanding of its functionality and visual appeal. Added to this, more than half of homeowners say timber is the best choice for heritage or conservation areas, and 37% rank it as the most attractive window material.
However, the research also found that 41% of homeowners say they lack knowledge when selecting sustainable products, and over a quarter (26%) are unsure which sustainability credentials to look for - knowledge gaps the BWF is urging the industry to come together to close.
A clear example of this is that only 35% of homeowners recognise sustainable timber certifications like Forest Stewardship Council (FSC) certification and Programme for the Endorsement of Forest Certification (PEFC). These crucial certifications provide confidence that forests are being effectively managed environmentally, socially and economically. This, alongside a lack of awareness of Environmental Product Declarations (EPDs) (32%) underlines a clear opportunity for education to help consumers understand the certifications and factors that demonstrate sustainable performance.
EPDs are crucial for providing transparent information about a product's environmental impact throughout its lifecycle. Based on a Life Cycle Assessment (LCA) and following international standards, EPDs enable people to more easily compare different materials and make more sustainable choices.
Helen Hewitt added, “Consumers want to do the right thing, but they need clearer guidance and more evidence to make informed decisions. Positively nearly half of homeowners recognise energy performance ratings such as u-values, but these only share a small insight into the sustainability and energy credentials of a product.
“As a sector, we have fantastic products that deliver on homeowner needs – aesthetic appeal, sustainability and energy performance to name but a few. We now need to make the data and evidence visible at every stage of the customer journey from brochures and website collateral to customer conversations to help homeowners selecting products for their properties.”
When selecting a sustainable product, price perceptions are a barrier with 33% avoiding sustainable options due to believing them to be too expensive. However, this overlooks timber’s superior through-life value, extended lifespan, and repairability. These benefits can significantly reduce long-term costs compared alternatives that require extensive maintenance and offer shorter lifespans.
The focus on proof of performance also plays a significant role for homeowners selecting a tradesperson, with 43% looking for installer certifications, 42% relying on word of mouth, and 39% checking for industry accreditations and memberships, such as membership of the British Woodworking Federation.
The findings come as the UK accelerates its focus on decarbonising the construction industry through frameworks such as the Future Homes Standard, the Timber in Construction Roadmap and Wales’ first Timber Industrial Strategy - Making Wood Work for Wales, which prioritise energy efficiency and sustainable material use. Timber products, with their low embodied carbon and exceptional thermal performance, are well-positioned to help meet these ambitions.
“As the construction industry moves toward net zero housing, we should not overlook the importance of improving the sustainability of existing housing stock," concludes Helen Hewitt. "With its low embodied carbon, exceptional thermal performance and design versatility, timber stands ready to deliver.
“Now is the time to Build It Better with Wood. Together we need to challenge outdated misconceptions, champion timber’s environmental and performance credentials, and empower homeowners with clear, evidence-based messaging that can inform their product selections.”
