How Mohawk's SolidTechR is Transforming Conservation and Commerce

The sea turtle display at The Carpet Shoppe in Honolulu, Hawaii, isn't just a conversation starter—it's a testament to how authentic cause marketing can transform both conservation efforts and retail experiences. When owner and operations director April Katada first encountered Mohawk SolidTech R flooring and its sea turtle conservation connection at Edge Summit 2024, her reaction was immediate: "When do you ever see a presentation with a big turtle and plastic bottles?"

That moment of curiosity has evolved into something much deeper, reflecting a broader shift in how flooring manufacturers, retailers, and consumers are approaching environmental responsibility.

Beyond Green Marketing: Authentic Environmental Impact

At the Georgia Sea Turtle Center on Jekyll Island, Georgia, visitors walk across floors that tell a story of transformation. Each square foot of Mohawk's SolidTech R resilient flooring contains approximately 20 recycled single-use plastic bottles—the same type of waste that threatens the marine animals being rehabilitated just steps away.

"We saw an opportunity to reach out to the Georgia Sea Turtle Center and work with a cause that is right here in our own backyard," said Kelli Widdifield, senior vice president of marketing at Mohawk. "What we've found is that sea turtles are the most impacted marine animals from the plastic crisis and those water bottles that enter the oceans."

The connection runs deeper than corporate social responsibility. Dr. Shane Boylan, lead veterinarian at the Georgia Sea Turtle Center, emphasizes that "every single one of us can participate in conservation," particularly by preventing pollution from entering waterways. The flooring literally embodies this principle, transforming potential ocean waste into functional infrastructure for marine rehabilitation.

Michelle Kaylor, director of the Georgia Sea Turtle Center, sees the flooring as more than a functional upgrade. "You can actually tell a story just with the floor that they're stepping on," she said. "The fact that it's recyclable, it's reused product from plastic bottles—you can utilize that to talk about the conservation efforts and pieces that are helping with that."

This storytelling capability represents an evolution in environmental marketing. Rather than abstract claims about sustainability, SolidTech R offers a tangible connection between consumer choices and conservation outcomes. Each installation becomes a visible demonstration of circular economy principles in action.

Alexa Hawkins, director of marketing and communications for Jekyll Island Authority, brings a personal perspective to the initiative. "As a mom myself to a new son, it is important for me to understand the impact that the environment would have on his life as he grows up," she said. 

Each visitor who walks across the recycled-plastic floors becomes part of a larger story of environmental stewardship and industry innovation. Photo: Mohawk.

The Psychology of Cause Marketing

Mohawk's approach to the sea turtle campaign reflects deep understanding of consumer behavior and cause marketing effectiveness. Erica Breazeale, vice president of marketing-resilient, cites research showing that "more than 80% of consumers actively look for products connected to social causes." However, the real impact occurs in decision moments: "Consumers may not necessarily seek out a product that has a social cause connection. But if they're in front of two different products, and they have to make a choice, if one has a social cause and one doesn't, they do tend to go towards the product with the social cause."

The campaign particularly resonates with younger demographics. "It's the Gen Zs and the younger millennials that are really into cause marketing, I think that's an audience that we're important to tap into because it allows for a really fun campaign," Breazeale said.

The emotional component proves crucial for message retention. "They're more likely to retain a message if there's an emotional connection," Breazeale said. "They're actually 22 times more likely to retain it if there's something emotional about it.”

Mohawk's approach to the sea turtle campaign reflects deep understanding of consumer behavior and cause marketing effectiveness. Photo: Mohawk.

Retail Revolution: When Purpose Meets Profit

The retail response to SolidTech R reveals how authentic cause marketing can differentiate products in a competitive marketplace. Katada's experience in Hawaii demonstrates this dynamic perfectly. As a premier Mohawk Edge store, The Carpet Shoppe was among the first to embrace the product, and Katada's enthusiasm was immediate.

"In Hawaii, sea turtles—we call them Honu—are actually considered sacred animals and protected by Hawaii law," Katada explained. "They represent the connection between sea and land. When I saw that and how it relates to floors, I felt this cool feeling of the responsible part of giving back to the Aina [land]."

This cultural resonance translated directly into business impact. At The Carpet Shoppe's 25th annual appreciation golf event for 200 customers, the sea turtle display became an unexpected centerpiece. "Everybody was like, 'What's that turtle?'" Katada recalled. "It's so not cookie-cutter. It's a talking piece about the floor."

The pricing strategy reflects the product's unique position. Rather than positioning SolidTech R as a premium offering, Katada frames it as "a really great value product" because of its comprehensive benefits package, including flood-proof warranty and sustainability credentials.

The universal appeal of the conservation message makes the campaign adaptable across markets. "People see it and they start to ask questions and then it kind of gets the conversation started, which is great," Breazeale said. "If they’re in Hawaii, they don't have to talk about the Georgia Sea Turtle Center necessarily, but how plastic affects sea turtles. It's a story that everyone can tell."

SolidTech R also represents a technical achievement in sustainable manufacturing. By replacing virgin PVC with recycled single-use plastic, Mohawk addresses one of the flooring industry's most significant environmental challenges. Each square foot of flooring contains about 20 recycled plastic bottles, according to Adam Ward, vice president of product management-resilient. The product maintains all the performance characteristics customers expect from luxury vinyl tile while delivering measurable environmental benefits.

The Jekyll Island installation showcases these benefits in a real-world setting. The flooring's durability and easy maintenance support the center's rigorous cleaning protocols required for marine animal rehabilitation. Its aesthetic appeal enhances the visitor experience, while its environmental story provides educational opportunities for the center's mission.

Strategic Campaign Development

Mohawk's approach to the sea turtle campaign reflects long-term strategic thinking rather than short-term promotional tactics. "What's important for us is it's not a one-and-done type of thing," Breazeale said. "We take those campaigns and they keep them running for a significant period of time with just little tweaks. That's why we're really excited about this partnership, because I see it as something that's going to happen for many years."

The rollout strategy emphasizes sustained engagement over immediate impact, beginning with a slow release that will culminate at TISE 2026. This approach addresses the reality of modern marketing challenges. "In today's age, consumers are just bombarded with so much information and so many messages, it makes sense to extend the length of campaigns because it probably takes a while just to saturate the market," Breazeale said.

Brand consistency across channels proves essential for effectiveness. "If you maintain a consistent brand message across all your channels, your retention rate is 67% higher," Breazeale said.

Mohawk provides comprehensive support for retailers embracing the campaign. "The team does a great job of pulling together a whole slew of assets, everything from digital campaigns to videos, to InstaPOP kits and all sorts of things. And we make those available on Mohawk today for dealers to download and use," Breazeale said

The physical turtle displays represent a significant investment in retailer success. A handful of those turtles are going to select dealers around the country to help them promote the product line. 

The Jekyll Island installation showcases these benefits in a real-world setting. The flooring's durability and easy maintenance support the center's rigorous cleaning protocols required for marine animal rehabilitation. Photo: Mohawk.

Conservation Through Commerce

Hawkins frames the partnership within the organization's broader mission as "stewards of Jekyll Island's past, present, and future." The Sea Turtle Center's three pillars—rehabilitation, research, and education—all benefit from infrastructure improvements that support their work while telling the conservation story.

The flooring installation demonstrates how corporate partnerships can transcend traditional donation models. Rather than simply providing financial support, Mohawk has created a product application that directly enhances the center's capabilities while advancing broader conservation messaging.

The success of the SolidTech R sea turtle campaign demonstrates how environmental stewardship can drive business results across the supply chain. Manufacturers gain differentiation, retailers develop compelling sales narratives, and consumers connect their purchasing decisions to meaningful outcomes.

As Mohawk continues recycling over six billion single-use plastic bottles annually into flooring products, the company exemplifies how large-scale environmental solutions can emerge from industry innovation. The sea turtle connection provides a powerful symbol for this broader transformation, turning ocean waste into ocean protection, one floor at a time.

For an industry focused on aesthetics and functionality, the addition of authentic environmental purpose creates new opportunities for connection and growth. In showrooms from Georgia to Hawaii, the conversation is changing from "What does this floor look like?" to "What story does this floor tell?"

The answer, increasingly, is one of transformation—of waste into resources, of purchases into conservation support, and of flooring into a force for positive environmental change.