Have we ever been more excited for a new year? Welcome to 2021. We have 365 days to make this year different.  

Current state of affairs: Style-savvy flooring shoppers want it all. They want beauty and performance. They question which brands and products they can trust. They want to protect their families’ health and reduce their impact on the environment. In response, the Resilient Floor Covering Institute (RFCI) kicks off a consumer campaign this month to promote resilient flooring and its benefits.   

The 22 manufacturer members of RFCI are aiming to make this year different. They teamed up with Suzanne Shelton, president and CEO of the  Shelton Group, to create “Beautifully Responsible,” a campaign that promotes the beauty, style, savings, health benefits and environmental advantages of resilient flooring.  

I don’t envy their position—grabbing consumer attention can be a time-consuming and expensive proposition—but it’s always exciting to see a group of leaders collaborate for the greater good of the industry. 

Many say price wars are the cost of participation in a competitive market. By investing in a campaign such as Beautifully Responsible, RFCI is setting up its members to attract and retain consumers—creating a sense of value that consumers are willing to spend their hard-earned dollars on.