By Brad Kirkbride
Wood is one of the oldest building materials on the planet. Selected for its strength, durability, and workability, it has been the natural choice of builders for millennia. Its versatility made it essential to First Nations living on the Pacific coast, and a number of Western Red Cedar long houses and totems, some centuries old, are still standing today.
Today, there are numerous other reasons for choosing wood, such as aesthetic preferences and a desire to reduce a building project’s environmental impact. Still, many non-wood competitive products are also vying for builders’ and specifiers’ attention and market share.
As a new, younger generation of builders and specifiers enters the construction industry, they will be inundated with an onslaught of promotions, advertising, and general information from non-wood substitute material companies. The author has no intention of criticizing or saying anything disparaging about these companies and their products, but given the amount of misinformation on how natural wood products such as Western Red Cedar (WRC) compare to their non-wood competitive counterparts, and the lack of awareness among this younger demographic on the reasons for using natural wood products, it is timely and more important than ever to continue to reach out to builders and specifiers to remind them of the benefits, and in particular, the value, gained by choosing products such as WRC.
The Western Red Cedar Lumber Association (WRCLA) focuses on understanding market trends and behaviors to support the increased use of WRC. To broaden awareness and application of WRC, the association has engaged with architects, designers, and, more recently, custom home and multi-unit dwelling builders and specifiers.
Builder and specifier engagement: Key insights and trends
Knowing how to reach a particular audience and understanding what they need to know to make an informed decision is key to any outreach strategy or campaign. A Builders Research and Trends report by Venveo, a Virginia-based digital marketing agency specializing in the building materials sector, surveyed builders throughout the United States to compile data on what they were looking for from building material manufacturers and how they chose their products. Several key points emerged from the study. First, customers are most likely to deal with the builder versus the manufacturer, so the risk of the unknown (and possible damage to the builder’s reputation) is the biggest hurdle to overcome for new or untried products. Second, manufacturers’ websites are by far the most popular source of information for building products but, in some cases, can be short on needed information.
Regarding builder profiles, 43 percent of respondents had 20 or more years of experience in the field. This is important because experienced builders are more likely to approach a project with a material preference and familiarity. However, this experienced group will also be “aging out” of the profession and replaced by the younger builder group.
Also of note, and perhaps what underscores the most important reason to speak to builders and specifiers, is that 57 percent of the respondents surveyed said they are “extremely involved” in choosing products for new construction homes, with another 30 percent saying they are “somewhat involved,” meaning close to 90 percent of builders help choose the building materials for their projects.
The growing importance and benefits of sustainable materials
Awareness of WRC is generally quite high, particularly among experienced builders and specifiers; however, the attributes that influence product consideration are more likely to lead a customer to specify WRC and ultimately result in a sale.
Due to this high awareness, WRC rates well on the attributes and benefits builders deem most important: beauty, durability, and the character it adds to projects. Factors such as installation and maintenance are also key, as, of course, is cost. Interestingly, while most builders’ research stated cost was important in influencing the buying decision, it was not critical, and “… if the material wasn’t seen as providing value, it wasn’t valuable to [them] as a homebuilder.”1
The new generation of builders that will influence product decisions is the group referred to as Zoomers, or Generation Z, the oldest of whom are now in their mid-20s. They are the generation following millennials into the market, but what makes them different is they are the first, true “digital natives;” they have grown up not knowing a world before the internet, and they have very strong attitudes on subjects such as sustainability and corporate citizenship. It is important to inform this group about the environmental benefits of natural wood products such as WRC, particularly their role in reducing greenhouse gases (GHGs) and mitigating climate change through carbon sequestration. This aligns with findings from two 2020 studies by Fresco Capital and Bloomberg, which identified climate change as a primary concern for this demographic, with many expressing a willingness to pay more for sustainable products. To support these claims, life cycle assessments (LCA) and Environmental Product Declarations (EPDs) provide credible evidence of WRC’s environmental benefits and can enhance understanding of sustainable building practices, such as the use of tall wood buildings and natural wood finishes.
While Generation Z will have reasons for moving to greener building materials, meeting their clients’ needs will be highly motivating for them as building professionals. However, as awareness of the climate crisis grows, there are more and more instances of those needs, including those of sustainable and natural materials such as WRC.
Awareness of building with sustainable materials is on the rise, as is the emerging trend of biophilic design, in which studies have shown that using natural materials such as wood can reduce stress and stress-related illnesses and support cognitive function, physical health, and psychological well-being. The move away from hard, non-natural materials such as concrete, plastics, composites, and artificial lighting is seen in numerous world-class examples, including Apple Inc.’s Apple Park (also known as Apple Campus 2) in Cupertino, Calif.; the Rolls Royce headquarters in Chichester, England, and the Spheres, Amazon’s Seattle offices. With the trend toward healthier living becoming increasingly integrated into people’s daily lives, coupled with the fact that the average North American spends close to 90 percent of their time indoors, the industry is expected to see greater use of natural materials in both residential and commercial design.
Thermal conductivity
An additional benefit to using WRC over harder, non-natural materials is the species’ superior thermal conductivity. This is an important characteristic since good thermal insulators help keep homes and buildings cool in the summer and reduce heating costs in the winter. WRC is a very low-density wood with a high proportion of cell cavities. In dry wood, these cavities are filled with air, one of the best-known thermal insulators. WRC is the best thermal insulator among commonly available softwoods and is superior to brick, concrete, and steel. It has a coefficient of thermal conductivity (K-value) at 12 percent mc of 0.74 BTU in./ft2/h degrees F. The R-value (the reciprocal of K) for WRC is 34 mm (1.34 in.) in thickness.
Advancements in engineered WRC products
Beyond the health and environmental advantages of using materials such as WRC, the market now offers a variety of newly engineered WRC products. These developments present valuable options for builders and specifiers for several key reasons.
In North America, engineered WRC appearance products have opened new niche markets. These products fall into three main categories: engineered clear solid WRC, engineered tongue-and-groove (T&G) with a clear WRC veneer overlay, and engineered knotty WRC. These products are increasingly available in long lengths, typically 4.8 and 6.1 m (16 and 20 ft), which offer new possibilities for architects, builders, and designers.
Additionally, detailed span data for cedar lumber is now accessible online, providing valuable information for construction projects.
There are also various application-specific engineered WRC products, including hollow, solid, and finger-jointed (FJ) structural posts in 6×6 or 8×8 dimensions, sustainable engineered shingle panel systems, engineered trim, and resawn or rough-textured siding, available in long lengths.
These engineered products offer several advantages, including improved fiber utilization and recovery, allowing for the use of smaller trees. Further, these products can be produced in closed-loop manufacturing facilities, minimizing waste and ensuring all the fiber is either used in the final product or converted to energy.
The importance of fire protection in building materials
Although flame protection is not an attribute normally used to promote natural wood products such as WRC, it is a subject that is growing in importance, particularly as more areas are affected by wildfires each year. WRC has been shown to perform well in terms of flame spread rating, fire retardant rating, and smoke-developed classification. It is included in Chapter 7A of the California State Fire Marshall’s list of approved products for use in Wildland Urban Interface (WUI) areas. Scientific testing has assigned WRC a Class B/Class 11 flame spread and fire retardancy rating, a smoke-developed classification of 125, and has found it to be self-extinguishing. WRC siding has also successfully passed ember penetration tests, making it suitable for use in WUI areas. Building to WUI standards has been demonstrated to reduce the loss of homes and structures to wildfires, which is a critical concern in many regions, including California. An additional advantage of natural materials such as WRC is they do not emit harmful substances when exposed to fire, unlike some synthetic and composite materials.
WRC’s ratings for flame spread and fire retardancy are favorable compared to other species and materials, making it a viable option in areas where other materials may not be permitted. In high-risk fire areas, WRC can be further protected by applying a permanent fire retardant. These fire-retardant systems are safe, environmentally friendly, and typically applied using a vacuum-pressure impregnation process. This method enhances fire protection while preserving the natural aesthetic qualities of the wood.
WRC has been a trusted material for millennia, and the reasons for its use continue to evolve. The availability of various WRC products and categories contributes to a steady supply, meeting the growing demand for this material. For builders and specifiers, understanding and addressing customer needs is crucial for long-term success. It is equally important for customers to be aware of the various factors involved in choosing materials, including the environmental impact. WRC, as a renewable resource, offers wide applications and contributes to carbon storage and climate change mitigation. Additionally, it is known for its aesthetic appeal and durability. As the construction industry increasingly focuses on sustainable practices, educating the next generation of professionals about the benefits and considerations of using materials like WRC becomes essential.
Notes
1 Refer to the report at venveo.com/marketing-to-builders-trends-reports.
Author
Brad Kirkbride is the Western Red Cedar Lumber Association (WRCLA) managing director and has held the role since August 2019. Before working for the WRCLA, he was vice president of sales and marketing for Western Forest Products. Prior to that role, Kirkbride was the president and CEO of Mary’s River Lumber Company for almost 20 years. During his extensive career in the lumber and Western Red Cedar (WRC) industry, he was responsible for the marketing and sales of nearly $1 billion domestically and off-shore.
Key Takeaways
Western Red Cedar (WRC) remains a valued building material due to its strength, durability, and environmental benefits. As the construction industry evolves, especially with a new generation of builders, the importance of choosing sustainable materials like WRC is increasingly recognized. WRC offers advantages such as carbon sequestration, aesthetic appeal, and long-term durability. Additionally, new engineered WRC products are expanding its applications, providing builders and specifiers with valuable options. Educating industry professionals on these benefits is crucial for promoting sustainable practices and meeting customer needs.
