People in Finland value the forest industry because of the export and tax revenues it generates. According to Finns, the forest industry also manages its environmental responsibilities better than other branches of industry.

According to an opinion poll commissioned by the Finnish Forest Industries Federation, Finns value the role of the forest industry as the backbone of the Finnish economy. No less than 85 per cent of respondents consider it significant for safeguarding export and tax revenues.

In addition to this, 83 per cent felt that the statement "generates employment and welfare throughout the whole of Finland" describes the forest industry very well or fairly well. Most of all, the forest industry is seen as an actor that strengthens regional economies: this was the opinion of 70 per cent of respondents.

Finns are also confident about the forest industry’s success in the future. Of the respondents, 86 per cent thought that the significance of the forest industry for the national economy will increase or at least remain the same over the next ten years. The sector is seen to promote the national economy in a responsible way, and this was the opinion of both young and older age groups.

One third of those responding estimated the forest industry’s share of Finland’s exports correctly: around 20 per cent. Close to half thought it was larger.

Another matter inquired about was the employment effect of the forest sector as a whole, which was estimated correctly by about one third of respondents: 140,000 jobs; however, on average, the number of jobs was estimated to be somewhat lower.

Good reputation in environmental matters and as an employer

The results are well in line with the Metsä ja puu (Forest and Timber) opinion poll, which has been carried out by the Finnish Forest Association regularly since 1993. In this poll, the forest-related opinions of Finns are examined through over 30 questions covering several different angles, and the support gained by the forest sector is consistently at the 60–80 per cent level.

However, there are also some unexpected contradictions among the results of the forest industry’s poll: on one hand, respondents did not think the forest industry is especially innovative, yet on the other hand, over half of them considered it to be the "flagship of Finnish research and innovation activities". Close to half of the respondents thought the significance of the forest industry would increase over the next ten years.

Emissions from the forest industry into its vicinity were considered to be small: just under one quarter of respondents thought that the forest industry causes harmful odours or emissions into waterways. Four out of five respondents felt that the forest industry’s role in combating climate change is very significant or fairly significant.

The forest industry’s reputation as an employer is also high, rated by respondents as the best in the private sector. 62 per cent of respondents considered the forest industry to be a good employer.

The majority also considered that the forest industry respects its employees. In terms of the future of the sector, it might, however, be significant that the reputation as an employer was lower than the average among respondents under 35 years of age.