Hardwood Floors August/September 2017

BUSINESS BEST PRACTICES MARKETING

Sustainability Matters (Continued)

5 THINGS YOU CAN DO TO PROMOTE YOUR COMPANY’S SUSTAINABILITY You don’t have to build your entire business around sustainability to be eco-friendly and to promote that fact to today’s conscientious homebuilders, homeowners, and remodelers. But here are five things you can do to promote sustainability in your company:

1. Preach what you practice. If you buy recycled materials, recycle in your business, reuse materials, reduce waste or participate in other “green practices,” talk about it in your advertising, on your website, in your blog, and in all your communications. 2. Get active. Join local, regional, or national organizations, associations, and committees that promote sustainability in your area or industry. 3. Seek support and certification from third-party environmental groups. Working with materials from responsibly managed forests can show you’re using hardwood harvested from sustainable and renewable sources. Your affiliation with organizations like the Forest Stewardship Council (FSC), Sustainable Forestry Initiative (SFI), NWFA’s Responsible Procurement Program (RPP) program, American Tree Farm System (ATFS), California Air Resources Board (CARB), Cradle to Cradle Certified Products Program, and GREENGUARD Certification Program also demonstrate that you care about protecting the environment. 4. Know your marks. If your flooring is sourced from the U.S. or Canada, it is coming from a forest that is managed responsibly through government regulation. However, there are many marks in the marketplace that demonstrate sustainability that are credible, and are not simple greenwashing attempts. LEED requires FSC product, but is really only a driver in the commercial market. Marks of responsible forestry include FSC, SFI, ATFS, and NWFA’s own RPP program. Also look for “no added urea-formaldehyde” (NAUF) if you’re working on a LEED project. LEED-friendly materials also include reclaimed wood, locally sourced, and recycled. 5. Seek “green business” certification. Look for a nonprofit organization that helps companies adopt principles, policies, and practices that improve the quality of life for their customers, employees, communities, and the planet. Gain certification and promote it in your communications.

It’s Our Job to Educate Consumers Homeowners have many flooring choices, and they may not immediately think of wood flooring as an option for reducing their carbon footprint. But members of the wood flooring industry know sustainability is not just about the materials, the manufacturing process, the use of natural resources and the impact on the environment. Sustainability is also about beautiful, high-quality wood floors that are built to last. Use the NWFA consumer website, woodfloors.org, as a credible verification to customers. Let’s spread the word.

Katrina Olson is a freelance writer and principal of Katrina Olson Strategic Communications. Reach her at katrina@katrinaolson.com.

34 hardwood floors www.hardwoodfloorsmag.com