FLOOR ED
How the Beautifully Responsible™ Campaign Covers all the Bases for Selling Resilient Flooring
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Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine
he pandemic has made us more aware of our planet and our environment. COVID-19 has brought about a global disruption that has affected our entire world. We are aware that less traffic has improved the air quality in many cities and other environmental and climate effects. Buying locally, supporting the independent shop owner, and buying online continues to increase. Several studies support the theory that consumers have adapted to more sustainable behaviors. According to a study by The Boston Consulting Group, 40% of consumers plan on integrating other sustainable behaviors in the future and increase recycling and buying locally. Consumers are more aware now than before COVID-19 that there is a need for environmental action. According to Suzanne Shelton, President, and CEO of the Shelton Group, the leading marketing communications agency focused on sustainability and corporate social responsibility, noted, that health was the key driver in home improvement today. According to Shelton, 63% of Americans said they were concerned about indoor air quality. And 41% of Americans want to be someone who buys eco-friendly products.
What are the Components of the Beautifully Responsible™ Campaign? The campaign has been divided into three categories, easily explained to your consumer. Mindful Manufacturing™, Living Well,™ and Made for Life.™ Mindful Manufacturing™ is about manufacturers taking responsibility to create sustainable products. Simply for consumers, it starts with manufacturing, the life cycle of the products, and eventual discarding of these products.
Several studies support the theory that consumers have adapted to more sustainable behaviors.
Living Well™ has to do with how products perform and see they function according to expected standards. Poor indoor air quality can give us breathing problems and headaches; this results from chemicals called VOCs or volatile organic compounds, dust, and allergens. Through Living Well™, products are tested and approved through third-party endorsements. Through FloorScore® and the ASSURE CERTIFIED™ (for rigid core), these products are certified to promote indoor air quality due to the reduced VOC content. Made for Life,™ relates to durable floors that will be long-lasting, with advanced scratch and stain resistance. Resilient floors have a lifespan of at least 20 years or longer if cared for properly.
34 Premier Flooring Retailer | TISE Edition 2021
