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A focused and strategic messaging program to “rethink” misconceptions and myths regarding softwood use and promote the overarching economic, environmental and societal benefits of softwood lumber products, particularly in the context of building in mid-rise and non-residential applications.

reThink Wood provides the initial touchpoint to create interest and favorable opinions that precede the project concept phase.

Since its inception, reThink Wood has evolved from an industry awareness program to a familiar resource for the U.S. building and design industries, helping to encourage the use of wood. Throughout this evolution, reThink Wood has helped shift perceptions and establish that a wider variety of building types can be constructed with wood.