Formed in 2011, the reThink Wood initiative aims to project a unified front and present a common message as it relates to wood performance, cost and sustainability, making it easier for the industry to speak with a cohesive voice and educate about the advantages of using wood in building.
reThink Wood is not an organization; it has no staff. Representatives from funders and partner associations such as the Binational Softwood Lumber Council, Forestry Innovation Investment and the Softwood Lumber Board work with key delivery agents such as WoodWorks, American Wood Council and the Canadian Wood Council.
To learn more about our key messages, read our message platform.
Please direct all comments, questions and media inquiries to: