The PEFC Alliance, at its 28th General Assembly in Vancouver, Canada, voted to approve the new 2030 Strategy. Developed collectively by the entire PEFC Alliance, the Strategy outlines how we aim to move forward to shape the organization and continue to address the evolving expectations that stakeholders place on certification and its ability to demonstrate its impact. …Our new 2030 strategy will set the collective pace for the PEFC Alliance. Developed with momentum through a series of reviews, discussions, and projections with our members and stakeholders, it is built on a strong framework of four strategic pathways and fourteen key performance indicators. More externally orientated and impact focused, we remain dedicated to contributing to healthy forests as well as vibrant forest communities whose livelihoods depend on sustainably managed forests.