Shaw Helps Retailers Tap into Healthy Home Market

Shaw Industries‘ residential division has expanded its healthy home program to help retailers tap into growing consumer interest in sustainable products.

The ‘Made Smarter, Live Better’ program includes new training events and resources, including a series of videos, tear sheets, one-pagers and social content.

“We spend 90 per cent of our time indoors, even before Covid-19, so it’s no wonder the spaces where we live, work, learn and play have a significant impact on our well-being,” says Nina LoCicero, vice-president of marketing and digital commerce for Shaw’s residential division. “The pandemic has elevated our awareness of how the space we’re in makes us feel and the materials used in our environments — what they’re made of and, in the midst of heightened virus awareness, the importance of safe and effective cleaning habits. ”

The ‘Made Smarter, Live Better’ program was developed to aid retailers and their sales associates in explaining how Shaw’s flooring products can address consumer desires to live or work in a space that supports their well-being. It focuses on five pillars: material, moisture, sound, air and clean — all underscored by a keen focus on design.

“Life is about choices and consumers today are more conscious about spending and the impacts of their decisions,” says Troy Virgo, director of sustainability at Shaw. “In today’s environment, healthy home initiatives are top-of-mind with consumers … (and it) is a nearly $200 billion industry.”

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