In its report to resilient flooring manufacturers, the Resilient Floor Covering Institute and Shelton Group, a marketing communications agency focused on sustainability and corporate social responsibility, validated the strong consumer preference for a healthy environment in the home.
RFCI, along with 22 leading resilient flooring makers, launched the Beautifully Responsible consumer digital media campaign in November of last year. The campaign has been focused on three messaging pillars: Mindful Manufacturing, Living Well, and Made for Life. The report showed that for over the past 90 days, Living Well has been the most popular message of the three.