Since its inception, FSC has gone from strength to strength. The number of certificates issued in both forest management and Chain of Custody has increased exponentially, surpassing 30,000 in 111 markets in 2015. With this growth in all major markets, FSC has become a global brand – the label being found on thousands of products. A tipping point has been reached: there is an imperative to go main stream and engage with the consumer through one consistent positioning. This will anchor all FSC’s marketing messages globally. FSC’s global consumer research, brand positioning and marketing toolkit will be discussed as tools and strategies available to its certificate and license holders with the purpose of educating the consumer and driving responsible consumption around FSC.