The forest products industry in North America is increasingly losing its share in its domestic markets. The pressure of low cost manufacturing combined with a slowing economy has painfully caused many mills to close and many workers to lose their jobs in recent years. We ask ourselves whether the forest products industry will be able to survive these gloomy times and what, if any are the factors that would drive the future of the forest products industry. Opening our minds to global markets beyond domestic consumption, targeting products towards changing demographic structure and resulting change in consumer tastes, developing and marketing products with the environmental conscious consumer in mind, product innovations, efficient management of the supply chain, and trade practices and policies will be some of the marketing drivers in the forest products industry in the new era.