Research shows low awareness of FSC badge on paper products

A survey of 992 adults, conducted in January by GfKNOP on behalf of FSC, suggested that public recognition of the marque on wood products had grown to 23%, up from 19% in March 2007.

Around 45% reported seeing it on wood products, but only 9% noticed it on paper products.

Once consumers understood the concept, the idea attracted a positive response. 22% of respondents said they would definitely choose FSC products in the future and 37% said they probably would.

However, on paper the logo has to jostle for position with rivals, as well as being limited in space.

Alex Walsh, head of postal affairs for the Direct Marketing Association (DMA), told printweek.com that on direct marketing the recycling logo is the most important, followed by the Recycle Now logo indicating that the product itself is recyclable.

"This is probably the thing that is the most important to the DMA. Levels of recycling for direct marketing are still quite low, at around 30%," he told printweek.com.

The FSC logo is third on the list, said Walsh, adding: "When I've seen the logo, people have had to give a paragraph explaining more about it."

Walsh said logos needed to be a certain size to be useful and it would depend on the size and nature of the mailing whether to include all logos. He added that in some other parts of Europe, other logos were more prominent such as the PFEC logo in Scandinavia.

"There's a danger of logo overload," he said.