The products we buy can be linked to deforested land. But, what if companies efficiently traced the origins of their wood? So, we could make more informed decisions on the products we buy? With isotope reference testing, we could identify what a product is made from, and where it originated. Imagine a future where people could have full digital access to a product’s backstory before making a purchase. ‘Traceability will no longer be limited to the forestry worker or furniture manufacturer — it’s consumers who would like to know more.’ — Ulf Johansson, Head of Global Wood Supply and Forestry, @IKEA Learn about @worldforestid in our Future Forest report. #SPACE10 #forest #future