Branding of the Circular Economy Ecosystem in Wood Construction (WoodEcosystemBrand)

The project supports Finland’s goal of a green transition towards an ecologically sustainable economy, growth, and circularity. Finland aims to be carbon neutral by 2035 and has developed a strategic program to promote the circular economy by that year. The construction industry is a significant source of greenhouse gas emissions, consuming approximately 30% of global energy and accounting for 27% of operational CO2 emissions. In Finland, the sector is responsible for around 30% of greenhouse gas emissions, including construction and energy use. Key aspects of the green transition also include new EU legislative requirements, such as increasing the recyclability of demolition waste to 70% (currently about 60%). Additionally, carbon footprints and handprints will have defined limits as part of the new construction law, which is expected to come into force in 2026.

The project focuses on building and branding a business ecosystem for low-carbon construction and circular economy in the wood products sector. The project will create a network and competence cluster of actors in the forest, wood products and construction sectors, covering the entire wood ecosystem from raw material procurement to product manufacturing, construction and product marketing. The project develops a common industry brand for the entire wood ecosystem, and it invests in a market perspective that arises from wood products and construction in accordance with sustainable development and the circular economy. In the brand, sustainable, safe, healthy construction and living, which accelerates the green transition and the circular economy, are at the center. The long-term goal is to establish a PuuHupi (WoodHUB) in South Ostrobothnia, which will continue to operate after the end of the project.

The results will assist decision-makers in both the private and public sectors in making informed, sustainability-oriented choices to mitigate climate change. Additionally, the findings will accelerate the transition of the wood-based ecosystem towards a circular economy, promoting the wise and efficient use of resources, increasing the level of value-added processing, driving business growth, and boosting exports. The project has significant regional importance, as the province is home to many wood products and construction companies. The industry also has a notable economic and employment impact in the area. The project will provide target groups with new knowledge and expertise on the opportunities of the circular economy, supporting the green transition and systemic change towards circularity.

The project also has a significant regional development impact, as it brings together various stakeholders, enhances collaboration within the wood-based ecosystem, encourages innovative thinking, and increases the visibility of the industry both in South Ostrobothnia and more broadly across Finland.