Our Common Ground Needs Change

What generalization best captures the hardwood industry today?

“Wait and hope things get better”?

Or “spend more and make less”?

I’ve heard both from members describing the realities of their businesses. The old joke still circulates: “How do you become a millionaire in the hardwood industry? Start with two million.”

Times are tough—and have been since 2008. Thousands of sawmills have closed or shifted production. The wood pallet industry has dropped from roughly 70% hardwood to around 30%. Hardwood flooring has lost so much market share that one more decline could push it into single digits.

Our status quo is shrinking markets, weakened infrastructure, and rising competition. Many are lowering prices just to stay afloat. It’s not a pretty picture.

CHANGING THE STATUS QUO

So how do we change it? Not by waiting. Not by holding on and hoping conditions improve.

We change by acting—by redefining who we are and where we want to go.

Think back 200 years: if you manufactured horse-drawn buggies, you couldn’t keep making them and expect the world to stay the same. When automobiles arrived, most buggy makers disappeared—but a few evolved. Some shifted into car bodies or parts. Others moved into furniture or specialty craft markets. They survived because they adapted to new demand.

That’s exactly where the hardwood industry innovation stands today. Our customers and markets are shifting, and we must evolve with them.

CHANGING WITH PURPOSE

Change doesn’t scare me—but unplanned change should. We can’t pivot for the sake of doing something new. We must change with intention, fueled by strategy, innovation, and measurable outcomes.

Innovation isn’t a buzzword. True innovation creates better results:

Process innovation improves how we produce and grade lumber—through modern equipment, optimized operations, and efficiency.

Market innovation identifies new customers, new opportunities, and new applications for hardwood.

Product innovation repositions wood against its competitors.

The buggy makers who survived didn’t evolve alone. Their suppliers had to evolve too. The same is true for us. Vinyl, plastic, tile, aluminum, steel, and composites now dominate markets once owned by wood. They win because they claim to be “innovative.”

CHALLENGING THE INNOVATION MYTH

But not all innovations are progress. Microplastics—now found in oceans, food, and human blood—are the direct result of replacing natural materials with synthetics. Just because something can be made from another material doesn’t mean it should be.

We know wood floors are healthier for people and the planet. But belief isn’t enough—we must prove it with data, research, and transparency. The public has been told for decades that “saving trees” means using less wood. We need to show that responsible wood use actually protects forests and communities.

You can support that work by participating in NHLA’s carbon-data research tools at www.uspioneer.com/AWCLciSurvey.

TAKING BACK THE NARRATIVE

NHLA is working to change the story. Our goal is to outcompete substitutes with credible data, sound science, and clear communication. We must demonstrate that using more wood—not less—is essential for economic, environmental, and social well-being.

Use wood. Students learn better in classrooms that incorporate natural materials like wood. (Search “biophilic design with wood benefits.”) Support rural communities. Wood-based jobs sustain them. Sustain forests. Managed harvesting and replanting maintain forest health for generations.

To move forward, we must commit to three essential changes:

Process innovation — Improve how we work.

Market innovation — Reach new audiences and applications.

Product correction — Push back against harmful “innovations” that undermine natural materials.

This is how we evolve, protect our livelihoods, and rebuild our common ground.

Dallin Brooks, NHLA Executive Director dallin@nhla.com | 901-377-1818