Hardwood Floors February/March 2019

Rooted in Research The need for such a campaign is grounded in research. In 2017, the NWFA partnered with Public Opinion Strategies on a survey of 1,000-plus homeowners across the United States to learn more about their perceptions of wood flooring. The results showed that American homeowners love wood floors, and those who don’t have themwant them. But this research also found that many homeowners still don’t know how to properly clean wood floors. Additionally, the NWFA’s 2019 Industry Outlook survey (featured in the October/November 2018 issue of Hardwood Floors ) yet again indicated that growing demand for non-wood/ wood-look floor coverings is among the top concerns of wood flooring manufacturers, distributors, retailers, and contractors. Respondents noted challenges in educating consumers about the differences in floor covering materials. The NWFA sees this as an opportunity to work with its members to be a resource for consumers so they can make an informed decision about floor coverings in their home.

“The level of growth in the sales and promotion of wood-look products, whether they be laminate, tile, plastic composite, or vinyl plank flooring, has created a need in the marketplace to tell the unique story of wood. This campaign will equip our members with the tools they need to raise consumer awareness of all the reasons they should choose real wood — it’s durable, beautiful, easy to clean, and increases home value.” — Michael Martin, NWFA President & CEO

2/3 OF HOMEOWNERS say they would have wood floors in their dream home.

25%

20%

15%

10%

5%

24%

19% 12% 8% 6%

0%

SWEEPING SOAP OR OIL-BASED CLEANER

WATER OR VINEGAR

STEAM CLEANING

WAX

ONLY 1/4 OF HOMEOWNERS know that the correct way to clean wood floors is sweeping.