Over the last few decades, crucial changes have taken place in the views and demands on forests by society at large. This includes the increased environmental awareness and recreational interests of society. These changes also affect the public’s way of looking at the traditional role of forests as producers of raw materials. At the same time the urge to re-orient societies towards increasingly “bio-based economies” results in higher demands for raw material, not only for increasingly sophisticated products, but also for renewable energy. These changes in public opinion and related societal demands have profound effects on the forest sector, including forest policy makers, forest owners and managers, and the forest industry. Forest owners increasingly cease to be the suppliers of a crude raw material and become service providers, with a multitude of needs to respond to, including the provision of a highly regarded renewable resource. Forest owners face new opportunities to respond to and become engaged in increasingly integrated value-added production and the appropriate governance of resource use. It requires new knowledge and new capabilities to adequately respond to such changing structural conditions and the opportunities that arise with them. These groups experience the need for increased communication and improved marketing and public relations skills to meet the new demands of society. First and foremost, however, it requires an increased understanding of and an effort to listen to society, both consumers and the public at large.