The SLB Targets 2.9 BBF of New Annual Lumber Demand

The SLB’s Board of Directors has approved a new strategic plan targeting 2.9 BBF in new annual lumber demand by 2035. The approach builds on existing momentum in key, high-growth segments—multifamily, attainable and affordable housing, education, offices, and warehouses—where lumber, whether in light-frame, mass timber, or hybrid construction, offers compelling economic and environmental value propositions. “In today’s demand-constrained environment, the SLB’s role is more critical than ever,” says SLB President and CEO Cees de Jager. “Our next-phase strategy is a clear, data-driven roadmap to protect markets, diversify opportunities, and increase softwood lumber consumption in the U.S. It defines what’s possible with the industry’s continued support of the SLB.” The plan sets ambitious yet realistic growth targets, focused on market segments where gains are both achievable and sustainable. Execution is the priority: doubling down on what works, moving quickly on emerging opportunities, harnessing new technologies, and measuring results with industry-relevant metrics. This plan is focused on initiatives and programs that deliver direct benefits for softwood lumber producers.

Building Segment Priorities

The strategy, titled “From Niche to Mainstream,” also addresses intensifying competition from other building materials, whose campaigns are challenging lumber’s benefits and seeking to limit wood products’ use in upcoming building code cycles. The SLB’s funded programs—including WoodWorks, the AWC, Think Wood, and SLB Education—are responding with coordinated efforts to strengthen technical support, defend and accelerate adoption of building codes, and improve awareness of wood’s environmental, economic, and performance advantages. Together, these efforts ensure softwood lumber is not just competitive, but indispensable in America’s built environment.  Check out the infographic to learn more.