Louisiana-Pacific's Green Marketing Campaign

“Environmentally sound” is a motto that sells building products. Or so the marketing engineers at L-P believe. In the past few years they have chosen product lines based on environmental benefits and marketed those benefits aggressively, with images worthy of a group like Greenpeace.

On a per-board-foot basis, OSB products comprise the largest share of L-P’s output, according to the company’s 1991 Annual Report. In marketing these products the use of formaldehyde-free binders and wood from “non-controversial” timber sources are major themes. The same themes are being used to sell their engineered lumber products.