Changing the public’s perception of forestry

Rome – The public’s perception of foresters and forestry must change in order to convince young people that forestry is a viable career choice, a breakout session heard at the International Conference on Forest Education. Co-organized by the Regional Forest Communicators Networks and FAO, the session was entitled ‘10 reasons why you should take a job in forestry’ and focused on the need to change public’s perceptions through strategic communication.

Earlier this year, a major survey by the Global Forest Education Project – led by FAO, the International Union of Forest Research Organizations (IUFRO) and the International Tropical Timber Organization – revealed that in many places young people tend to view forestry as a low-status and undesirable career.

Participants at the session agreed that young people do not have a clear picture of what it means to study forestry, nor how the sector plays a key role in solving many sustainable development challenges, including poverty and climate change. In addition, the forestry work environment is perceived as being high-risk, low-tech, insecure and remote, while now largely out-dated views of forestry as a male-dominated, ‘macho’ field persist, participants said.

The session resulted in three main recommendations to address these issues: the need to strengthen forest communication globally, such as through a global communication campaign for a general audience to motivate more young people to choose a career in forestry; the need to mobilize regional and local partnerships and existing networks to join forces in tailoring messages to their context; and the need to raise awareness among youth about the huge range and diversity of successful and profitable career paths in forestry, from working outdoors in nature to developing high-tech solutions using remote sensing and artificial intelligence.

“We need to communicate to young people that forestry is not just about trees, or felling trees, but about managing forests and environments to help people, achieving the Sustainable Development Goals, contributing to green economies and solving key societal challenges,” Maria De Cristofaro, FAO Forestry Officer and Global Coordinator of the Regional Forest Communicators Networks, told a conference plenary reporting on the breakout session.

The session also agreed on the need to work towards greater visibility of female foresters in order to create visible role models and peers.

“By taking action and investing in communication, we can reignite interest in forestry as a career among young people, and attract the next generation of foresters who will champion the sustainable management of one of the world’s most precious natural resources,” De Cristofaro told the plenary.

Panellists at the session were John Colmey, Global Landscapes Forum; Magda Bou Dagher Kharrat, Saint-Joseph University (Beirut); Kerry Davies, Mondi Forests (South Africa); Apsana Kafle, University of Alberta (Canada); Tatenda Mapeto, Nelson Mandela University (South Africa); Mirian Yadira Molina de Cruz, Fundación MaderaVerde (Honduras); and Eduardo Rojas-Briales, Polytechnic University of Valencia (Spain). The session was moderated by Kai Lintunen, Head of International Communication at the Finnish Forest Association and Leader of the UNECE/FAO Forest Communicators’ Network, and Gerda Wolfrum, Coordinator PR & Communication at IUFRO and Deputy Leader of the UNECE/FAO Forest Communicators’ Network.

Participants at the International Conference on Forest Education endorsed a global Call to Action on forest education that recognised the need to heighten awareness of the societal importance of careers in forestry.