The Long Game Is Paying Off: Raising Up The Next Generation In The Wood Products Industry
The old philosophical thought experiment asks, “if a tree falls in the forest, does it make a sound if no one is there to hear it?” For years, our industry has operated efficiently, without fanfare, like the tree silently falling in the forest, but we can’t afford to be soundless.
By Allison DeFord, Executive Director, North American Forest Foundation Collierville, TN, 901-860-4131, adeford@northamericanforestfoundation.org
If you’re part of the forest products industry at large, you know all about the long game.
It takes time for trees to mature. Decades, not just years. It also takes time to cultivate interest in people who will become the future workers in the forest products industry and fill the pipeline with individuals who have a passion for trees.
In my years of working with forest products industry professionals, I’ve been overwhelmed by the character qualities of those who make up this industry. Dedicated. Genuine. Sincere. Hard-working. Loyal. People who demonstrate a great love for their work and believe in its significant contribution toward cleaner air and the health of the planet.
Meanwhile, louder, noisier industries and messages prevented most people outside the industry from understanding the truth about trees and the significance of wood and the wood products industry.
As the need for more people to enter the industry increases and the skills gap widens, it’s time to ensure that more young people can learn about the opportunities this industry offers.
Trees harvested today were planted 40 years ago; that’s the long game in practice. The cycle for raising up a generation of new talent—students and young people—with a degree of forest literacy is somewhat shorter, about 13 years, or the time for a student to go from kindergarten through high school.
The Seedlings Are Growing Up
What you may not realize is that the pipeline of education is reaching a point where we are seeing the results of our education efforts.
Today, MBA grads are working in the industry, and college students are choosing programs in various aspects of the forest products industry: biophilic design, wood science, architecture, and programs focused on treating wood with natural chemicals for use in poles or other applications.
What reason do these students and grads give for choosing their path of study? The answers go something like this:
“Once I learned about forests, I couldn’t not pursue it. I was excited, curious, and captivated.”
And how were they introduced to the study of forest? Class field trips and classroom studies in elementary school.
How do we know? Conversations flow at trade shows and conferences, where parents stop by to make a point of telling us about their children who are so interested in trees, forests, and earth science because of what they learned in school. They’re telling us, because often it is the Truth About Trees classroom education kit that brought the topic to light. Provided free to classroom teachers, these kits enrich the curriculum with kid-friendly information that can spark a life-long interest and inspire a career path.
Raising kids with an interest in and understanding of the significance, power and benefits of wood is a long game. The good news is that the North American Forest Foundation has been helping to cultivate the pipeline of talent by placing educational kits – The Truth About Trees – in classrooms for more than 20 years.
Every kit has the potential to impact multiple classrooms of children in grades K-5; by our estimate, one kit typically touches the lives of 250 kids.
And that means thousands of kids whose lives have been touched by The Truth About Trees program are now entering the workforce or seeking additional education that will lead to careers in the forest products industry.
Without a curriculum like this, kids who live far from actively managed forests may never be exposed to the information that could spark the interest of a lifetime.
The early elementary years are critical for capturing their attention and teaching them about the possibilities associated with wood, trees and forests. Kids have powerful imaginations; they are receptive to learning and enjoy considering what they might become when they grow up. Focused classroom curriculum helps them make that connection.
The pipeline of young talent is the lifeblood of our industry, but it doesn’t happen without effort. Collectively, we must share responsibility for continuing to attract people to the industry and maintain this flow of talent.
So What’s Your Role?
It’s true, business fluctuates and budgets are tight, especially for small businesses. But without future workers and future educated customers who demand wood products, future success is in danger. Support for educational programming becomes an investment in your business and future workforce.
Widespread small donations can have tremendous impact. To put it in context, for $150—the price of a business lunch—you can donate one kit with the potential to reach 250 young people.
Think of it as taking the next generation out to lunch.
Our ambitions and industry support don’t stop there. Other plans are in the works beyond providing classrooms with Truth About Trees kits: an educational app directed toward junior high students, along with a companion website and educational videos. Donor funding is what’s needed to put these tools in the hands of those who need them.
Ready To Help Turn Up The Volume?
Donation or sponsorship opportunities are available for you to help change hearts and minds about wood, for good.
To find out more, drop me a line at adeford@northamericanforestfoundation.org or visit us at www.northamericanforestfoundation.org.
