Well-being tips for forest professionals in public debate

Forest professionals’ well-being cannot be separated from their operating environment

Freia’s recent research collaboration with the Metsämiesten Säätiö demonstrates that the well-being of forest professionals can no longer be examined in isolation from the environment in which they work. Public debate about forests, communication, supervisory practices, and professional identity are intertwined in ways that influence both individual well-being and the future attractiveness of the sector.

 

 

Background

 

In autumn 2025, the Metsämiesten Säätiö, together with Taloustutkimus Oy, conducted a nationwide survey of forest professionals that received responses from more than 1,500 participants. The study revealed that dissatisfaction with forest-related news coverage and public debate had increased significantly among forest professionals.

 

One notable finding was the exceptionally large number of open-ended responses submitted by participants. On behalf of the Metsämiesten Säätiö, Freia conducted an analysis of these responses, focusing on public forest debate, occupational well-being, and professional identity. The findings were presented on 2 September 2026 in a national webinar where industry leaders, researchers, representatives of professional organizations, and forest professionals explored solutions to the current situation together.

 

 

Forest professionals face multiple and competing expectations

 

The survey found that as many as 94% of forest professionals perceive public forest debate as highly polarized, 80% are dissatisfied with the quality of the discussion, and nearly half believe that the debate negatively affects their well-being at work.

 

These numbers reflect far more than a communication challenge.

 

They describe an operating environment in which professionals are required to make demanding decisions while facing constant scrutiny, conflicting expectations, and highly visible public debate. The everyday reality of a forest professional is shaped by numerous pressures, including productivity targets, stakeholder expectations, sustainability requirements, public criticism, technological challenges, and difficult ethical decisions.

 

A broader trend can be identified behind these experiences:

 

  • Work is becoming increasingly visible.
  • Stakeholder expectations continue to grow.
  • Professionals must explain and justify the value of their work more frequently.
  • Public debate can influence well-being even when the work itself remains meaningful and rewarding.

 

During the webinar discussion, Stefan Borgman, Chair of METO, highlighted an important perspective: occupational well-being is not merely an individual issue but a concern for the entire sector. He also emphasized that forest professionals are willing to participate in discussions, provided the conversation takes place in a psychologically safe environment.

 

 

Victimhood is not a solution

 

One of the key occupational psychology findings of the project was the importance of agency.

 

While external criticism may feel unfair, continuously focusing on factors beyond one’s control consumes psychological resources. Well-being is strengthened when people experience that they can influence their surroundings and contribute constructively to the discussion.

 

In practice, agency means that:

 

  • professionals engage in constructive dialogue;
  • organizations provide employees with support and communication skills;
  • supervisors actively defend and value the expertise of their teams;
  • successes are shared and made visible;
  • difficult conversations are practiced and prepared for in advance.

 

A recurring theme throughout the webinar was that employers should stand more visibly alongside their employees when public discussions become difficult or polarized.

Minna Luomalahti, HR Director at Koskisen Oyj, shared a similar view. According to her, employers have an important responsibility to support their employees when discussions become challenging. She also noted that forest professionals have traditionally focused on doing their work rather than talking about it. As a result, many would benefit from support in describing and communicating their everyday forestry work to forest owners and other stakeholders.

 

 

More openness, everyday stories, and psychological safety are needed

 

Perhaps the most important lesson of the project is remarkably simple.

The forest sector should promote more constructive dialogue by making forests and forestry more visible in everyday life. Conversations should not focus solely on harvesting volumes and management practices. They should also include people, experiences, values, nature, and the meaningful aspects of forestry work.

Achieving this requires a work culture that supports well-being. Psychological safety, participation, and trust strengthen people’s ability to adapt, collaborate, and openly share both successes and setbacks.

 

Openness increases understanding.

 

Understanding builds trust.

 

Trust strengthens motivation.

 

Motivation improves performance and results.

 

This positive cycle benefits employees, organizations, and the entire forest sector. For that reason, addressing the well-being impacts of public forest debate should not be viewed as a standalone HR initiative. It is a strategic leadership and competitiveness issue for the entire industry.

 

 

Six occupational psychology tips for forest professionals:

 

  1. Every employee is a participant in the forest conversation.
  2. Remain authentic, open, and calm in discussions about forests.
  3. Make the impacts of your work visible and participate in local conversations.
  4. Discuss your experiences and observations with colleagues.
  5. Focus on the issues you can influence.
  6. Remember that individual discussions do not define the value or significance of your profession.

 

Learn More: Webinar Recording and Project Summary Report

Watch the webinar recording and access Freia’s summary report on the Metsämiesten Säätiö website.

Webinar recording (in Finnish):

Project news release (in Finnish):

 

Experts

 

Päivi Frantsi, Lic.Psych., D.Sc. (Econ.)

Päivi is an experienced coach and developer of people and work communities. She is known for her ability to combine deep occupational psychology expertise with practical solutions that help individuals, teams, and organizations succeed and achieve their goals.

 

Antti Äikäs, CEO, Doctoral Researcher

Antti is an experienced expert in predictive analytics and strategic workforce development. His expertise lies in identifying weak signals within workforce data, designing impactful leadership and people development initiatives, conducting agile organizational assessments, and advancing work ability management.

 

 

About Freia

 

Freia is a trusted partner in leadership development, workforce capability, and occupational well-being. We deliver impactful solutions for private and public sector organizations, helping them strengthen leadership, improve organizational performance, and create sustainable success. Our mission is to create shared success.

 

 

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