In a competitive market environment, I believe in aggressive promotion and a robust defense of the industry I represent. At the same time, I don’t think it’s in the best long-term interest of the industry to use objectively false statements to promote an industry or product, like the ever-popular fable, “wood doesn’t burn, it chars.”
That’s why I was astounded by a claim attributed to the Climate Trust that “a piece of land with no building on it has a higher carbon footprint than a piece of land with a CLT [cross-laminated timber] building.” To that, add the recent statements made by various wood-friendly architects that “the widespread adoption and growth of CLT (cross-laminated timber) quite literally has the potential to save the planet.”