Industry Services
Industry Services
Helen Hewitt
British Woodworking Federation (BWF)
As demand grows for low-carbon housing, new research highlights timber’s untapped potential. Helen Hewitt discusses the urgent need to challenge outdated myths in both housebuilding and homeownership.
“Housebuilders want measurable, credible, and transparent sustainability data. Timber, with its inherent renewability and carbon-storing capabilities, is in a strong position to fill this need but as an industry, we need to be able to provide the right documentation and evidence.”
With the Government’s ambitious housing targets and the construction industry’s move toward its net zero future, there has never been a more important time to reassess the materials used to build and renovate homes.
Timber, with its aesthetic appeal, low-carbon footprint, and renewable credentials, is ideally placed to meet this challenge. Yet, despite its proven advantages, timber continues to be overlooked in key areas of the housing sector, particularly in the specification of windows and doors.
To better understand the current landscape, the British Woodworking Federation (BWF) undertook research into the attitudes and priorities of two vital groups: those with specification responsibility at UK housebuilders, and homeowners. Drawing on responses from 150 housebuilding professionals and 1,000 homeowners, the findings offer compelling insight into the opportunities that lie ahead for the woodworking and joinery manufacture sector.
UK housebuilders are under increasing pressure to quickly deliver homes that perform better environmentally, comply with evolving regulations, and meet evolving buyer expectations.
It’s therefore no surprise that energy efficiency and cost top the list of specification drivers for windows, with 33% citing each as the primary influence. Doors, meanwhile, are most influenced by aesthetic appeal (34%) which is potentially a reflection of their kerbside visibility. For garden buildings, canopies and stairs cost again tops the priority list followed by a mix of safety credentials, aesthetic appeal and lifespan.
Our latest data also found that positively timber is already well embedded in certain aspects of housebuilding. It is the dominant material for staircases (67%) and garden buildings (59%) and specified “often or always” for windows and doors by 65% of housebuilders.
Yet, where timber isn’t specified, the reasons shared for not using the material include lack of consumer demand, concerns about product availability, aesthetic fit and future maintenance needs.
These perceptions are largely based on outdated assumptions. For instance, the perception that timber windows require excessive maintenance, when today’s modern coatings and finishes can extend product lifespans beyond 50 years with minimal upkeep.
When digging deeper into the factors shaping specification, they become more focused, driven by sustainability expectations which are becoming more sophisticated. Environmental Product Declarations (EPDs) – both generic and product-specific – are now the most valued form of proof, especially for high-investment areas like windows and doors. Housebuilders want measurable, credible, and transparent sustainability data. Timber, with its inherent renewability and carbon-storing capabilities, is in a strong position to fill this need but as an industry, we need to be able to provide the right documentation and evidence.
Beyond performance metrics, trust and assurance continue to play a pivotal role in procurement. Membership of specialist schemes, such as the BWF Fire Door Alliance and the BWF Stair Scheme, along with membership of trade associations, such as the British Woodworking Federation, were cited as key factors by housebuilders when selecting suppliers. This clearly demonstrates the growing importance of visible credentials and third-party verification in a compliance and quality-focused market.
The homeowner picture is equally enlightening. While initial cost remains a consideration (90%), it is not the only lens through which value is judged. Homeowners overwhelmingly value aesthetics (91%), durability (92%), and safety (91%) when choosing products for the home.
Similar misconceptions of timber, however, also shape the homeowners view of the material. For example, when considering timber windows, 63% of homeowners believe alternative materials have better sustainable credentials, while 86% believe alternatives offer better energy efficiency performance (u-values). Added to this 86% believe alternatives offer ease of maintenance and 88% think they offer a longer lifespan.
This mismatch reveals a clear educational opportunity. In truth, modern timber windows and doors offer exceptional thermal performance, can match or exceed alternatives in lifespan, and provide the reduced maintenance needs as well as aesthetic flexibility that many homeowners seek. Timber’s ability to be repaired, repainted, and refreshed also means it delivers lasting value and reduces waste.
These are key selling points in an increasingly sustainable and cost-driven market, but the timber message is not cutting through these deeply rooted myths.
When focusing in on sustainability, it becomes clear that it is not yet a key influence when it comes to decision making. However, our latest data shows that this is likely due to a lack of knowledge and understanding of how to choose a sustainable product.
To do this we need to come together as one to:
EPDs, lifecycle analysis, and recognised certifications must become standard practice to provide robust proof of performance.
Whether through digital content, showrooms, or direct engagement with specifiers and homeowners, we need to highlight timber’s real-world benefits: strength, longevity, sustainability and aesthetic flexibility.
Too often still seen as the ‘heritage choice’, timber needs to be reframed as a future-facing material that suits all homes and not just for conservation areas or luxury properties.
The importance of trade memberships and accreditations has been made clear. By spotlighting the robust standards required by leading schemes and associations, we reinforce the skills, quality, and accountability needed to be part of reputable industry bodies and in turn build credibility for the both the associations and its members.
As while 77% ranked environmental impact as a top consideration when choosing wooden fixtures, 41% admitted they don’t know which materials are most sustainable. Added to this, a third believe sustainable options are too expensive, and 26% don’t know what sustainability credentials or markers to look for.
This presents a significant opportunity for our sector to not only champion the sustainable credentials of timber and help educate homeowners, but to also to dispel existing myths such as those around expense.
By clearly communicating the evidence-based sustainable benefits of timber, and highlighting recognisable certifications, such as Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC) certification, we can elevate the profile of timber in the minds of homeowners.
The findings of this year’s report send a clear message to the timber industry: we must tackle outdated perceptions head-on, through clear evidence, education, and messaging.
“Timber is ready to meet the challenge of net zero—now it’s up to us to prove its value and correct the misconceptions.”
As housebuilders seek solutions that meet the latest regulations and standards, and homeowners are looking toward environmentally friendly, low-maintenance materials, timber is positioned for growth. But unless we correct the perception gap, timber will not reach its full potential.
It’s time to bust the myths, prove the performance and put timber at the heart of low-carbon homes by encouraging housebuilders and homeowners to Build It Better with Wood. The opportunity for growth is real and now we must act together to secure it.
