What if protecting forests was actually good for business?

In this episode, host Alexander sits down with Tim Cronin, Global Lead of WWF's Forests Forward Program, to explore how some of the world's biggest companies — IKEA, SIG, Interulco and others — are turning forest conservation into a core business strategy.

From supply chain resilience to regulatory pressure and emerging carbon markets, Tim breaks down why the conversation around corporate sustainability has moved from the PR team into the boardroom — and what that shift means for the future of our forests.

🌿 What you'll learn:

How WWF's Forests Forward program works with companies across three action areas: responsible sourcing, forest management, and landscape finance
Why physical climate risk — not just reputation — is now the biggest driver of corporate forest investment
The 22-year IKEA-WWF partnership and how it transformed a supply chain from 10% to ~98% responsibly sourced timber
How FSC certification creates leverage for better forest governance at the national level
What policy changes — from harmful subsidy reform to land rights — are needed to unlock private sector action at scale

🎙️ Guest: Tim Cronin, Global Lead, WWF Forests Forward Program

This episode was recorded in November 2025