Hardwood Floors June/July 2024

By Todd Weyhmiller

As contractors, it’s important to continue educating consumers about the different types of products offered for the floor refinishing process, and how each product impacts their home in the short and long term.

As homeowners become increasingly educated on sustainability, many insist on greener products and services. Nearly 75 percent of consumers say they are prioritizing sustainability in their home projects this year. 1 This trend of environmentally-minded home renovation presents a clear opportunity for contractors to guide home and floor owners toward more sustainable options. While floor refinishing in itself is a more sustainable option than floor replacement, how that floor is treated makes a difference. Contractors that offer these sustainable solutions can not only diversify and grow their business but are in a prime position for the next generation of consumers. AN INDUSTRY FIRST Since the advent of the first waterborne finish in the 1970s, manufacturers have taken steps to create better products and systems. From silane adhesives to low VOC finishes to more ergonomic equipment, these industry innovations have created a healthier environment for both the contractor and the homeowner. While floor renovation has continued evolving over the years, a gap has remained for a sustainable end-to-end solution. The sustainability journey can be taken a step further by using products that allow for a healthier overall experience for homeowners and contractors. Products like Bona's new Chroma Waterborne Wood Floor Coloration, for example, show compliance by meeting the GreenGuard Gold-certified system. Hazardous components such as petroleum distillates, varnish, and linseed oil have been removed, which is an important change in formulation that not only assures a reduction in risks but also aids in a quicker drying process. In addition to low emission levels and low VOCs, it also is beneficial for contractors and homeowners to look for products that work together to create the most cohesive and problem-free floor effortlessly. SUSTAINABLE OFFERINGS MEAN BUSINESS GROWTH With the increased interest and demand of consumers expecting more sustainable home renovations, these industry innovations can prime a business for growth. A 2023 survey 2 revealed that a staggering 95 percent of consumers try to take some action to live sustainably.

With the increased interest and demand of consumers expecting more sustainable home renovations, these industry innovations can prime a business for growth. A 2023 survey 2 revealed that a staggering 95 percent of consumers try to take some action to live sustainably.

Today’s innovative floor refinishing systems can not only offer a beautifully durable floor but can also be more environmentally friendly than flooring systems of the past. As homeowners nationwide refinish their floors this summer, it’s more important than ever to continue the education process of sustainable options. Offering a more sustainable system will not only help them feel better about the quality and safety of their home flooring remodel but also will impact your bottom line as these systems can be sold at a premium price due to the increased demand. Todd Weyhmiller is director of product management for Bona US in Englewood, Colorado. To learn more about Bona, visit ERQD FRP HQ XV SURIHVVLRQDO ZRRG ÁRRULQJ FRQWUDFWRU

SOURCES: 1 “Sustainable Home Upgrades for Owners on Any Budget.” National Association of REALTORS, May 30, 2023. 2 ”The Changing Story of Sustainability.” NielsenIQ, 2023.

the magazine of the national wood flooring association

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