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A focused and strategic messaging, Think Wood promotes the economic, environmental and societal benefits of using softwood lumber in commercial, community and non-residential building applications.

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

Since its inception, Think 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, Think Wood has helped shift perceptions and establish that a wider variety of building types can be constructed with wood.