The article and the lecture are about the pros and cons of upgrading to an eco-friendly certification for all timber products made in the United States.
First of all, the lecturer considers that American consumers can be attracted by the variety of wood products advertising and become potential buyers because of their capacity to distinguish its quality. On the other hand, the author of the passage asseverates Americans do not rely on advertising.
Naturally, everyone concerns about the price of the goods. Furthermore, the speaker mentioned a marketing study that demonstrates consumers tend to buy cheaper goods if the quality of the product is quite different. So, the international organization is looking for a way and mechanism that eco-friendly wood differs not much more than a 5% price tag from the non-certified eco-friendly timber.
Finally, the lecturer encourages the American wood companies not to just focus on their local or national business deal because there is a high risk in not taking part in this new international trend. If they do not care about making this innovation, foreign wood companies could devour them because of their competitive and eco-friendly timbers.