From a purely environmental concern to a complex notion that encompasses a range of different facets; from lack of clarity to the empowering potential of transparency; from occasional virtue signalling to active engagement and attitudinal changes – the perception of sustainability has been undergoing an undeniable and dynamic shift. And as the global community firmly sets its eyes on the desperately needed goal of zero carbon by 2050, forest and wood products are naturally emerging as positive contributors to this important change – both locally, and on a global scale.