Image

How Millennials view the wood products industry

20 October 2021

The industry is facing the dilemma of how best to market to and recruit a generation that is uniquely different.

U.S. Wood Products industry members constantly strive to determine how to best promote and position their industry and products. Studies show that many in the public know little about the industry or the variety of wood products produced and hold a generally negative perception of the industry (Baldwin 2004, Stout et al. 2020).

In addition to combating public perception and unfamiliarity, the industry also faces a labour problem. As older employees retire, enticing younger generations to work in a field that they know little about or are not interested in makes it challenging to fill empty positions with skilled employees.

Millennials (individuals born between 1980-2000) are the biggest generation in the United States’ workforce and consumer market and, thus, a major driving force of the economy. Conversations among industry professionals at offices, conferences, and tradeshows over best practices to engage new generations of potential employees have intensified. The industry is facing the dilemma of how best to market to and recruit a generation that is uniquely different.

In contrast to previous generations, millennials grew up during the age of digital technological advancement. For them, computers, cell phones, and the internet have always been the norm and they are accustomed to having relationships with companies and public figures through social media platforms. They are considered brand-loyal, socially conscious, and environmental advocates.

While older generational employees are considered loyal to their employers and tend to stay at a company for years, millennials tend to change companies and positions frequently. How do these characteristics impact the wood products industry that is dependent on unique skills that are not easily taught or easily replaced?

More >>

Source: building-products.com

Read More
Image

FIEA wood residues conference – Call for speakers

Following on from last year’s record turnout, planning for Residues2Revenues 2024 is now well underway. The NZ forest industry is looking to capitalise on the growth and demand in biofuels, bioenergy and a range of renewable bioproducts. This event helps ...
Read more
Image

February NZ log market update

Opinion Piece: Marcus Musson, Director, Forest360 February has kicked off with a hiss and a roar with log exporters pulling out the pencil sharpeners and publishing prices in the mid to high $130’s for A grade (except for Bluff and Lyttleton where you ...
Read more
Image

Whiteheads partners with Springer for sawmill upgrade

A decade-long partnershipIn a move dating back to 2008, Australian company WHITEHEADS Timber Sales initially conceived the idea of modernizing its sawmill. Strategically aligning with SPRINGER and its partners, this ambitious project for the company brings top-notch technology to Australia’s ...
Read more
Image

Blenheim company turning wood chips into graphite

In New Zealand, a Blenheim company is turning wood chips and sawdust into graphite to be used in EV batteries. CarbonScape was founded in 2006 – with a focus on making carbon products using waste biomass like wood chips to ...
Read more
Image

€150 m LVL and I-beam plant underway

Construction, the first sustainable construction factory of its kind in the Baltics and only the third in Europe, has begun operations with plans to produce €150 million of products a year for Scandinavia, North America, Australia, and major European markets. ...
Read more
Image

Steam rises again from Pan Pac

Almost a year since Cyclone Gabrielle flooded Pan Pac’s mill site at Whirinaki, steam has begun rising from one of the stacks. For nearly 50 years, Hawke’s Bay residents have been able to locate Pan Pac’s mill site by the ...
Read more