56 | Sector Focus: North America
SUMMARY
■Canada is home to about 9% of the world’s total forest area
■FPAC launched Forestry for the Future in 2021
■It is using media such as TikTok and podcasts to spread the message
THE NEXT WAVE IN FORESTRY’S FUTURE
Canada’s vast forests are an invaluable environmental, social and economic resource. That’s the message of the country’s C$75bn forestry sector to the new generation reports Kerry Patterson-Baker, vice-president, communications and public affairs Forest Products Association of Canada
As the next generation of Canadians are increasingly looking for renewable and sustainable answers to economic questions, Canada’s forest sector has a unique opportunity to share our story of economic growth and environmental stewardship. That’s where Forestry for the Future comes in.
Canada is home to some of the world’s largest and most diverse forests, covering 347 million hectares of land – about 9% of the world’s total forest area. These forests are some of the most valuable resources on our planet. They provide a range of benefits, from recreation and tourism to wildlife habitat and biodiversity. They also support a thriving forest sector, which contributes C$75bn of economic output annually and supports more than 205,000 jobs in hundreds of communities across the country. But perhaps most importantly, our forests can play a critical role in mitigating the effects of climate change.
Launched by Forest Products Association of Canada (FPAC) in 2021, Forestry for the Future is educating Canadians about forestry’s many contributions to our economy, environment and society. Using diverse and creative communications across a multitude of platforms, this effort is focused on increasing awareness of Canada’s forest sector and the essential role it can play in helping resolve Canada’s current and future climate change challenges.
EMPOWERING FUTURE LEADERS Forestry for the Future recognises the paramount importance of educating emerging leaders who hold the key to shaping our response to economic and climate challenges that rest on the horizon.
Forestry for the Future has employed Above: Canada has 9% of global forest cover PHOTO: DREW BRAYSHAW TTJ | July/August 2023 |
www.ttjonline.com
TikTok to distribute forest facts directly to mobile phones from coast-to-coast, while on another front, our ‘Canadian Forestry Can Save The World’ podcast (www.spreaker. com/show/canadian-forestry-can-save-the- world-1) has helped promote sector scientists and experts who delve deeper into key forestry themes. By using podcasts and other engaging media, we are building on forestry’s legacy of environmental stewardship by modernising the ways in which we tell
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