THE majority of consumers cannot identify the primary cause of deforestation – with an increasing number linking it to timber production. That’s going by the results of a major survey from the paper and pulp industry, which also found that more than 60 per cent of people believe only recycled paper should be used to produce new paper products. In contrast, 60 per cent of European consumers believe urban development poses the greatest threat, an increase from 55 per cent in both 2021 and 2023. 58 per cent believe palm oil plantations (up from 52 per cent in 2023), 54 per cent think construction and timber (up from 52 per cent in 2023), 52 per cent believe energy and wood fuel (slightly down from 54 per cent), and 46 per cent deem the paper and pulp industry is the most significant contributor – up from 42 per cent in 2023. …In reality, deforestation is primarily driven by agricultural expansion, especially in tropical and sub-tropical regions.