There are some in the Softwood industry who would say Cedar sells itself. If you’re a fan of species like Western Red Cedar—and there are many out there—you may very well believe that to be true and wouldn’t consider a different material. However, if you’re a consumer who is looking for a decking or siding product while trying to navigate a market crowded with a plethora of non-wood products and a media landscape so filled with noise it’s practically deafening, you may need something more to help you make your decision.
If you’re thinking the fact we’re in a market where many retailers are selling out as soon as they have supply means now is not the time to promote a Softwood like Cedar, managing director of the Western Red Cedar Lumber Association, Brad Kirkbride has this to say: “It’s absolutely essential we continue getting the message out on Softwoods like WRC; more so now than ever. We have an amazing story to tell about why choosing Cedar matters, and there are new consumers coming up into the market who are highly receptive to it. In fact, the time is ideal to promote WRC siding to mitigate another situation like what happened to the decking market when composites gained traction.”
The WRCLA’s strategy of emphasizing siding is timely given Hardie Board’s recent new product launch and expansion plans. “I’m sure we’re going to see more non-wood entrants in siding,” said Kirkbride. “This is why we research who our audience is, and what they need to know to choose WRC over something else. Cedar siding has a competitive advantage over non-wood with the great versatility you get in terms of textures, profiles, finishing options, grades, or even if you want a horizontal or vertical design. But we also have a younger audience that’s coming of age soon that will change the game. It’s a generation of consumers who have a very different relationship with brands than we did, and who interact with content in a whole new way.”
This new generation of consumers is the group referred to as Zoomers, or Generation Z, the oldest of whom are now in their mid to later 20’s. “They’re the generation who are following millennials into the market,” added Kirkbride, “but what makes them different is they’re the first, true ‘digital natives’; they’ve grown up not knowing a world before the internet, and they have very strong attitudes about subjects like sustainability and corporate citizenship that align with the values of Real Cedar. When we talk about why substrate matters, this is one of the groups we’re talking to.”
The substrate matters messaging the WRCLA is employing includes points on Western Red Cedar’s sustainability, the fact fiber comes from responsibly managed sources, and its role in carbon capture and how wood products help mitigate climate change, among others. The last point being of noted interest as two 2020 studies by Fresco Capital and Bloomberg showed climate change was the leading concern for this group, and they were willing to pay substantially more for sustainable products.
“Composite companies have gained a lot of traction on the misinterpretation that they’re environmentally friendly because they use recycled materials,” added Kirkbride. “But the opposite is true when you look at what’s emitted to manufacture them, and that they’ll end up in a landfill.”
In addition to a green message, the association is also continuing to promote what sells WRC the most: its looks. “It is hard to beat the look of a natural product like WRC,” continued Kirkbride, “but what we’re seeing that’s even more persuasive is when homeowners discover the wealth of options they have to customize the look they want. Never mind about profiles and grades, but the range of finishes from shou sugi ban (charred WRC) to bleaching stains and everything in between creates almost limitless possibilities.”
To complement the versatility message, the WRCLA is also promoting an emerging product that’s seeing growth in the market: engineered WRC siding. WRCLA members produce, distribute and sell three main product categories for engineered WRC: engineered clear solid Western Red Cedar, engineered T&G WRC with a clear veneer overlay, and engineered knotty Western Red Cedar, all of which are creating new opportunities for architects, builders and designers.
Kirkbride pointed out that “…the importance of a product like engineered WRC can’t be understated. Man-made siding products don’t have to deal with harvest and supply restrictions that natural wood products do. Engineered WRC uses surplus fiber and is readily available in longer lengths like 16’ and 20’. They fill a need in the market, and we’re getting the word out on the quality and how good looking these products really are. They definitely underscore the sustainable and versatile message and are demonstrating to consumers why substrate does matter.”
Established in 1954, the WRCLA is the voice of the Cedar industry and has members in 132 locations throughout North America.
Find out more at www.realcedar.com.
