Homeowners want sustainability & style – timber is ready to deliver

By Helen Hewitt, British Woodworking Federation (BWF) Chief Executive 

Across the UK, homeowners are clearer than ever about the expectations they have for the products they bring into their homes. Our latest research reveals that they are prioritising durability, aesthetics and environmental impact when choosing home products – three qualities that lie at the heart of timber as a material. This alignment gives our profession a genuine advantage.

A survey of 1,000 homeowners, conducted for the BWF’s new report Championing Timber in the Home, also highlights an opportunity to address the ongoing misconceptions and misunderstandings surrounding wood’s performance, longevity and sustainability credentials.

Closing this perception gap should be embraced as a strategic imperative for the woodworking and joinery sector, helping to drive growth while supporting the UK construction industry’s net zero ambitions.

Tackling the perception gap holding back a high-performing material

Timber has always been one of the world’s most capable and characterful building materials, and today its potential is greater than ever.

Homeowners already choose timber for many of the most important features in their homes. Sixty-six per cent have timber staircases, and over a quarter (27%) use timber for external doors. Encouragingly, homeowners also view timber as the most attractive window material and the natural choice for heritage and conservation settings. These are strong foundations on which our industry can continue to build.

However, misconceptions remain. Only 14% of homeowners associate timber with good energy efficiency, and just 12% believe it offers the best lifespan, despite its excellent thermal performance, natural insulating properties and ability to be repaired and refreshed over a long product life.

Confusion over certifications & sustainability data

Added to this is uncertainty around sustainability data and certification. Many homeowners want to make responsible choices but find it difficult to navigate the different labels, standards and environmental claims. Our research found that 41% say they lack knowledge when choosing sustainable products, while 26% are unsure which certifications to trust. Only 35% recognise FSC or PEFC certification, and just 32% are aware of Environmental Product Declarations (EPDs).

These tools are crucial for demonstrating responsible sourcing, low embodied carbon and verified lifecycle impacts, yet many consumers remain unclear about how to interpret them.

As an industry, we have an opportunity to provide clarity and demonstrate best practice. By making sustainability information clear, consistent and accessible – from brochures and websites to customer conversations – we can give homeowners the confidence and reassurance they are seeking.

Price perceptions masking long-term value

Cost perceptions also continue to mask the true long-term value timber provides, with 33% of homeowners avoiding what they perceive to be “sustainable products” due to assumed higher prices.

While sustainable products are often viewed as more expensive, this overlooks timber’s inherent durability, lower through-life maintenance requirements and its ability to be repaired rather than replaced. When homeowners understand timber’s longevity and whole-life value, the comparison becomes clearer and positions timber as a more attractive option.

Professional accreditations & homeowner confidence

Beyond material selection, homeowners are also clear about the importance they place on professional credibility. Installer competence, trusted recommendations and recognised accreditations all play a key role, with homeowners valuing installer certifications (43%), word-of-mouth recommendations (42%) and membership of recognised industry bodies such as the British Woodworking Federation (39%).

These accreditations are seen as important markers of quality, reinforcing that trust and professional assurance remain central to homeowner purchasing decisions.

Timber’s role in a low-carbon future

The findings of Championing Timber in the Home come at a time when the UK is accelerating its focus on low-carbon construction through frameworks including the Future Homes Standard, the Timber in Construction Roadmap and Wales’ new Timber Industrial Strategy.

With its low embodied carbon, renewable sourcing and proven thermal benefits, timber is more aligned than ever with the country’s environmental ambitions. Its role extends beyond new build to the modernisation of existing homes, where improvement will be essential to meeting national targets for reduced carbon emissions.

The opportunity for 2026 is clear. As a sector, we must challenge outdated assumptions and highlight timber’s inherent sustainability and performance. By providing clear, evidence-based messaging, we can support homeowners in making informed, confident choices that align with their expectations.

For more information, visit www.bwf.org.uk.