About the session...

Despite growing adoption worldwide, mass timber projects are still too often met with skepticism from investors, regulators, clients, and the public. Persistent misperceptions — around environmental impact, cost and constructability, and financial performance — can stall projects before their full value is understood.

This interactive roundtable, led by Jacqueline Murello, Senior Director for Communication at the National Alliance of Forest Owners, brings together industry leaders to directly address and reframe three of the most common market misperceptions facing mass timber today. Through candid discussion and real-world examples, panelists will explore how project teams can communicate more effectively with stakeholders and align messaging with proven data and outcomes.

Topics include…

• how modern forestry underpins credible ESG claims and strengthens the mass timber value proposition (Troy Harris, Jamestown);
• how advances in manufacturing, design integration, and modularization are reducing cost and complexity (Giulia Natalini, Western Archrib);
• construction efficiencies related to schedule, labor, and risk (William Silva, Swinerton); and
• the measurable financial upside for owners and investors, including leasing performance and market differentiation (Crow Holdings, speaker to be confirmed; and Troy Harris, Jamestown).

Attendees will leave with practical strategies to address skepticism, strengthen the business case, and move mass timber projects forward.

Giulia Natalini

Pre-Construction Specialist
Western Archrib

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William Silva

Director, National Mass Timber
Swinerton Builders

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Troy Harris

Managing Director, Timberland and Innovative Wood Products
Jamestown

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