In this edition, Mikael Selling reflects on climate changes and the rising focus on sustainability in the forest product sector. The newsletter discusses the challenges companies face in communicating sustainability effectively to avoid greenwashing, amidst a growing importance of sustainable branding. It also explores the potential gap in generating demand for sustainable products despite consumer willingness to pay more, hinting at a communication disconnect. Furthermore, it highlights the crucial role of authenticity in product labeling to educate consumers and build trust in the market.