Building Trust and Visibility Through Partnerships

Over the last year, AWC strengthened and expanded partnerships across a wide variety of organizations to ensure our industry is well positioned to engage in national and international conversations about sustainability. These relationships are essential to building trust with key stakeholders, understanding emerging expectations, and ensuring that the carbon and performance benefits of wood products are accurately represented in major policy and market forums.

In 2025, the Markets & Sustainability program initiated targeted outreach to Environmental Non-Governmental Organizations (ENGOs) engaged in forestry and wood products issues.

Working with member guidance, AWC held listening sessions to better understand perspectives on fiber sourcing, traceability, and other issues influencing the industry’s operating landscape. The input received from these sessions is being compiled and will inform next steps. This outreach marks an important shift toward proactive engagement, creating clearer pathways for collaboration where interests align.

AWC also continued to grow engagement internationally. For example, AWC strengthened our work with the Global Alliance for Buildings and Construction (GlobalABC), a leading UN-hosted platform focused on decarbonizing the built environment. After participating in the GlobalABC Annual Assembly in Germany, AWC was officially accepted as a member.

Membership gives us the opportunity to continue building our international network, help shape dialogue and action on buildings and construction, and engage in the GlobalABC’s hubs and materials-focused working groups. Members of the GlobalABC include influential voices in the buildings and construction space, such as the American Institute of Architects, Architecture 2030, Carbon Leadership Forum, and U.S. Green Building Council. AWC’s membership provides an opportunity for wood products to have a strong presence in the group and to be discussed in a fair and accurate manner.

AWC was also deeply involved in the development of Built by Nature’s Principles for Sustainable Wood Use, which were launched at COP in 2025 and have been endorsed by over 200 entities globally, including ENGOs, governments, and major industry stakeholders. The principles include accounting for whole life carbon (whole building life cycle assessment), maximizing the carbon storage potential of wood, and ensuring sustainable forest management – all concepts AWC supports. The principles promise to promote increased and responsible wood use globally in the built environment and be a center of gravity where common ground can be found around what constitutes sustainable wood use. Global harmonization around the attributes of sustainable wood use in buildings provides assurances the market is looking for to feel confident in their procurement decisions.

Together, these efforts are building a stronger foundation of trust, visibility, and influence, ultimately positioning the industry to participate meaningfully in conversations that shape future market access and sustainability expectations.