Home furnishings manufacturers, retailers need to do more to educate consumers about green home furnishings, finds Sustainable Furnishings Council survey; 49% of respondents highly interested in buying green home furnishings, but 46% 'lack awareness'

Audrey Dixon

CHAPEL HILL, North Carolina , September 4, 2013 (press release) – Results underscore need for continuing education on the part of home furnishings retailers and manufacturers; pacesetter Mitchell Gold + Bob Williams underwrites study; Atlanta-based Impact Consulting Services conducts survey

Consumers are becoming more environmentally conscious in their purchases, and they’re willing to pay more in order to own the greener product, according to the Sustainable Furnishings Council’s fifth annual consumer research study. But the report, available now for SFC members and non-members, shows that retailers and manufacturers need to educate consumers about sustainable home furnishings, if they want to earn consumers’ dollars.

“The need for greater awareness about the importance of ‘living green’ is among the top takeaways from this year’s study,” according to SFC Executive Director Susan Inglis. “Our report shows the consumer is more aware about sustainability, especially as it pertains to energy savings and reclaimed materials, but the need for home furnishings retailers and manufacturers to do more is clear-cut.”

Indeed, 49 percent of this year’s respondents stated they were “Definitely Interested” or “Very Interested” in buying green home furnishings, if the style and cost was about the same as other options. Meanwhile, 46 percent of respondents cited “lack of awareness” as the reason why they have not purchased green home furnishings.

Such findings are paving the way for SFC as it embarks on a national, regional and local marketing campaign aimed at educating consumers about how they can be better stewards of our precious environment and create safe, healthful homes.

To obtain a copy of 2013 Green Home Furnishings Study, which was generously underwritten by Mitchell Gold + Bob Williams and conducted by Impact Consulting Group, SFC members obtain login credentials when they contact the SFC offices at (252) 368-1098 or admin@sustainablefurnishings.org. The report is available to non-SFC members for $250 at https://furniturecore.com; select the Industry Info tab and choose Industry Reports in the dropdown menu.

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To learn more about the report, both SFC members and non-members are invited to attend SFC’s next Sustainability Essentials webinar; Bob George, president of Impact Consulting Services, will provide an overview of the consumer research study Sept. 12. Visit the “Courses & Events” page at http://www.SustainableFurnishings.org for more information.

2013 Green Home Furnishings Study methodology at a glance:
• The study was conducted in the spring of 2013.
• 460 consumers took part in the national survey.
• 72.5 percent of respondents were age 25 to 54.
• 62.3 percent of survey respondents reported an annual household income of $50,000 to $150,000.
• 54.3 percent said they plan to spend the same or more on home furnishings in 2014.

About the Sustainable Furnishings Council
Acting as a bridge between manufacturers, retailers, and consumers, the Sustainable Furnishings Council is dedicated to providing the most comprehensive information on environmental, safety and health issues in the industry and championing initiatives that improve products and processes. The SFC and its qualifying members respond to environmental and social issues and offer specific information to consumers, the media, and other partners. The SFC is the authoritative source to help companies “green as they grow.” Be sure to follow SFC on Facebook https://www.facebook.com/pages/Sustainable-Furnishings-Council/156054884466978


About Mitchell Gold + Bob Williams
Mitchell Gold + Bob Williams is a major national manufacturer and retailer bringing a unique perspective to market. The 24-year old company which started in 1989 and is based in Taylorsville, NC, is a leading lifestyle furniture brand best known for comfortable, stylish and value-conscious slipcovered and upholstered furniture, casegoods, lighting, accessories, and a wide array of carefully-edited wall art. In addition to their manufacturing and wholesale business, the company has developed an extensive retail presence with 17 freestanding Signature Stores throughout the country and internationally in Canada, Mexico City and Puerto Rico – with an aggressive retail expansion plan to open five new stores in 2013. Visit http://www.mgbwhome.com and http://www.mgbwhotel.com for more information.


About Impact Consulting Services
Impact Consulting is the only full-service provider of consumer-focused support for both manufacturers and retailers of home furnishings in North America. With more than 20 years of consumer research experience and the largest available home furnishings specific database, Impact Consulting is able to visualize what is happening in any market by category, demographics, price point and its own proprietary Lifestyle Cluster psychographic profiles. Impact Consulting helps its clients develop tactical plans for profitable sales growth. Find more details at http://impactconsultingservices.com.

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