When consumers demand fibre-based packaging, pulp, and paper, this creates a need for plentiful, renewable wood fibre. The need encourages paper manufacturing companies to maintain abundant, healthy forests—and industry standards such as FSC, PEFC, and Sustainable Forestry Initiative. This supply-demand relationship incentivizes landowners to grow and keep their forested land. As a result, forests are protected, and a more responsible approach to forest maintenance is adopted to protect trees from being clear cut.