Findings and Recommendations

• A review of available evidence found that typologies of different land manager types show the general motivations and attitudes of different groups towards woodland creation. Segmentation models use a combination of large surveys and qualitative behavioural data to identify land manager types with some clearer explanatory power around their situations and resources, motivations, values and beliefs affecting their woodland creation decisions.
• Both socio-economic and attitudinal or values driven behavioural factors are important to understanding land managers’ willingness and intention to plant trees, yet there is little evidence of such factors being considered or applied by policy makers and practitioners.

For more effective engagement within the study area, we recommend that those looking to encourage new woodland creation:

• Target landowners with marginal land and few development opportunities, those who have previously created woodland with the aid of grant support, and previously untapped landowners with substantial landholdings, such as Local Authorities, Scottish Water, quarry owners and third-sector organisations.
• Explore the possibility of improving maps designed to identify woodland creation opportunities by incorporating additional influencing features, such as marginal land, utility pathways, fine scale soil characteristics, aerial photography, land ownership boundaries, and Basic Payment Scheme regions.
• Consider developing a regionally distinct woodland creation initiative, with a distinctive name and identity.
• Determine whether the contact details for previous woodland creation grant holders can be accessed and used to (re)engage with landowners and managers, given their established interest in woodland creation.
• Explore currently underused means of communication and engagement such as social media, open forums and use of public spaces (e.g. auction marts).

For more detailed findings and recommendations, see the reports below.