Until now the forestry sector has often been criticized for avoiding difficult conversations. At Metsä Group, we want to encourage constructive conversation and also engage in dialogue proactively and thus we initiated a new program series, "It's Time to Talk." Behind this initiative was the idea that the forestry industry must evolve towards greater responsibility, and bringing together diverse perspectives accelerates this positive development. We invited various thinkers interested in the forest industry to discuss the future of the sector. The participants included our own experts, researchers, citizen activists, and forest owners.
Prominent social influencers, who had criticized the forestry industry's actions, were also part of the conversation. Criticisms of Metsä Group's business were raised, but these contentious issues were handled with a constructive attitude. Many difficult topics, the need for development, and even the direction of progress were areas where consensus was evident. "It's Time to Talk" also garnered positive feedback and sparked interest widely. Substantive, constructive, face-to-face discussions have their place alongside often confrontational and faceless social media debates.
As the "It's Time to Talk" campaign continues in 2024, we anticipate lively discussions and prepare for them with an open mind. In addition to structured discussions within the program, Metsä Group engages consistently in dialogue with key stakeholders, including critical ones.
Beyond dialogue, we are also implementing concrete changes in our practices. Metsä Group is actively developing its forest services and promoting forest biodiversity in various ways, e.g. by increasing the amount of decaying wood and the preference for mixed forests. We are also committed to the principles of regenerative forestry, aiming to demonstrably enhance the state of Finnish nature by 2030. In line with this, we launched the Metsä Group Plus service for forest owners, featuring advanced ecological criteria that surpass both FSC and PEFC forest certification standards.
Concrete actions and dialogue that broadens perspectives are essential for the development of the forest industry. Dialogue also strengthens mutual trust and respect, creating conditions for better collaboration in the future.