For the last decade, consumer research has placed sustainability as a “nice to have” wood flooring attribute, falling behind the top qualities of beauty, durability, ease-of-maintenance, and price.
Today, however, the next generation of consumers is far more interested in sustainability as a driver, as the world and its governments focus on capturing carbon and lessening the overuse of our natural resources. Carbon storage is on its way to becoming a major driver for product selection in the building process. This is good news for wood.
In a growing environmentally conscious market, sustainability will become a key factor influencing consumer decisions. Now is the time for us to plan how to sell hardwood flooring effectively by emphasizing its sustainability, allowing us to recapture market share lost to look-alikes that are less sustainable.
Wood flooring is a renewable resource with a significantly smaller carbon footprint compared to other flooring options. As pointed out in my last column, the NWFA’s Environmental Product Declarations (EPDs) provide scientific evidence that supports the sustainability of wood flooring, highlighting its low global warming potential and minimal environmental impact over its lifecycle.
Last month, NWFA joined flooring industry leaders as a sponsor of the first-ever Flooring Sustainability Summit in Washington, D.C.. This is the future. Wood flooring leaders have to have a seat at the table when flooring leaders, architects, designers, and policymakers discuss and promote sustainable practices in the flooring industry. As planning for the next Summit starts, key agenda items include the importance of setting sustainability objectives, prioritizing certifications, and adopting green building standards. These insights can be leveraged to position hardwood flooring as a top choice for eco-conscious consumers, especially in the architect and design space.
The good news is that NWFA is ready with third-party verifications and a growing relationship with architects and designers. Among many of the actions currently being explored:
- Establishing a formal wood curriculum for architect and design schools
- Establishing specifications for solid, engineered, and refinishable wood flooring that allows wood to be more easily selected by architects and builders
- Working with design influencers to promote the unparalleled sustainability attributes of wood flooring
- Working with homebuilder, remodeler, designer, and architect organizations to provide free resources for successfully working with wood flooring products to minimize carbon usage in flooring and finishes
No other flooring can boast how quickly a specified floor can be regrown. Quite the opposite – all other flooring categories deplete natural resources and do not benefit from the ability to capture carbon in a finished product as opposed to letting a dying tree release carbon into the environment. In fact, on the American Hardwood Export Council website (ahec.org), you can enter the square footage of a project and show a customer exactly how long it will take to regrow the lumber used in his or her wood floor. In most cases, it’s a matter of seconds or minutes when using domestic wood.
Here are some strategies to weave into your sales approach:
Highlight Renewable Resources: Emphasize that hardwood flooring is made from renewable resources and that responsible forestry practices ensure the continuous supply of wood.
Showcase EPDs and Life Cycle Assessment (LCA): Use EPDs and LCA data to provide customers with factual, transparent information about the environmental impact of hardwood flooring.
Discuss Long-Term Value: Explain that hardwood flooring is not only sustainable, but also a long-term investment due to its durability and timeless appeal.
Promote Certifications: Highlight any certifications or endorsements from reputable organizations, such as the NWFA Responsible Procurement Program, Forest Stewardship Council, Sustainable Forestry Initiative, Programme for the Endorsement of Forest Certification, and Rainforest Alliance that attest to the sustainability of wood flooring products.
Selling hardwood flooring based on its sustainability is not just about meeting market demand, but also about contributing to a better future. By leveraging resources from the NWFA, insights from the Flooring Sustainability Summit, and the robust data provided by EPDs and LCAs, you can effectively position hardwood flooring as the eco-friendly choice for discerning customers. By focusing on these aspects, you can help customers make informed decisions that benefit both their homes and the environment.
