Forest certification is a voluntary market-based instrument to promote sustainable forest management (SFM). Although, large areas of forests have been certified against different certification schemes in British Columbia, there has been a recent slowdown in the uptake of forest certification due to a number of factors, including a lack of awareness. Architects and builders have a key role in creating or translating demand for certified products due to their position in the value chain for forest products as they are could be both buyers and sellers of certified products.