Global market demand for New Zealand strong wool is headed for growth on the architecture and design stage.
In a move to significantly increase demand and value for NZ strong wool products, Wool Impact, tasked with rebuilding NZ’s strong wool industry, has engaged Gensler, the world’s leading architecture, design, and planning firm, to conduct a market study focused on wool’s positioning, relevance and opportunities for growth within the global architecture and design (A&D) industry.
Wool Impact chief executive Andy Caughey said the strong wool sector has not been well positioned to respond to the dramatic shifts in the way interior products are selected because it does not have people in-market understanding the needs of brands that do or could use wool.
“NZ’s strong wool leaves the farmer’s line of sight the moment the wool bales are trucked off the farm, losing the unique attributes of each farm to a commodity system.
“This prevents brands from selecting and rewarding farmers who are using best practices that are good for the world, and good for their customers.
“This needs to change,” Caughey said.
The key to unlocking value from these closer brand-grower relationships will be in having deep understanding of wool’s impact throughout the value chain and the selection of supply chain partners that have a shared ethos of value creation and transparency.
“Developing and engaging with global organisations like Gensler, and the manufacturers supplying the A&D industry, is a step change in the right direction to unlock value from closer brand-grower relationships.”
“NZ’s world-leading farming practices, known for their stewardship and expert land management, can contribute significantly to improving ecosystem health, including climate challenges.”
Caughey said Gensler’s strong commitment to sustainability and expertise in product development were key factors in selecting the firm.
“As architects and designers, specifying sustainable building materials is one of their most substantial opportunities for impact, and the same applies for the manufacturers crafting textiles, flooring and furnishings.”
Earlie this year Gensler launched its GPS standards, a set of baseline and market differentiator standards that defines the baseline sustainability criteria for the high-volume, high-impact and market-ready material categories used in the firm’s projects.
The intent of GPS is to provide clear and concise standards for Gensler’s designers.
“Providing our clients with the best-in-class and services for which we are known includes bringing sustainable solutions to the table from developing the GPS standards to further the A&D industry to supporting the growth of wool as an environmentally conscious fibre through our work with Wool Impact,” Gensler product development leader Benjamin Holsinger said.
To be specified by A&D leaders, wool products like carpet, acoustic products and textiles require environmental metrics at every stage of the value chain.
Caughey said this means what happens on farm is critically important, especially when it comes to carbon footprint.
Select grower groups will function similarly to those of the fine wool sector, with programmes such as NZFAP and NZFAP+ being key accreditation triggers.
“The need for quality data on farm will drive farm-specific sourcing of wool.
“We see a clear pathway to value when wool is positioned as a solution to brands’ climate and broader sustainability ambitions that drives attribute and farm specific sourcing of wool.
“It’s not a simple fix. The area of impact assessment is constantly evolving.
“However, we know that for growers to have confidence in the future for wool they need to see partnerships between brands and NZ.
“In working with Gensler the prices we are wanting to secure for growers will take away from the commodity market into very specific purpose, ensuring sustainable prices for growers to continue to invest in their flocks and properties from wool returns.”
Partnerships will be targeted across the board from existing NZ buyers using strong wool to brands not already using strong wool and companies working with synthetics but looking to expand their programmes around wool.
“Overall this will drive increased demand and value for NZ strong wool,” Caughey said.
Gensler will work closely with Wool Impact to translate the inspiring story of NZ’s responsible wool industry into meaningful business metrics.
These metrics support manufacturers in making informed decisions when sourcing raw goods, generating stronger business paths for growers and supporting the sustainability efforts of the manufacturers.
Wool Impact is planning to announce partnerships with brands supplying Gensler later this year.
