Sustainability settles in the house, from the ground to the top
Much has been made of NextGen’s preference for sustainability and eco-friendly products, but unlike previous generations who may have only spoken, Millennials – and emerging Gen Z consumers – are following also walking.
They are increasingly investing their money in buying furniture products that reflect their social beliefs, looking for higher quality products that have clear pedigrees for both sustainability and overall environmental awareness. .
Recent findings from renowned demographic research firm Nielsen show that 73% of Millennials surveyed said they were willing to pay more for durable goods. This is against only 66% for the whole population. Additionally, Nielsen found that 75% of Millennials are eco-conscious to the point of changing their shopping habits to favor eco-friendly products.
And for those who think this whole movement is just a passing fad, real estate brokerage firm Dream Home Reality reminds its clients that the eco-movement can date back as far as the 1880s and the creation of the national parks and at the time. from Henry David Thoreau to Rachel Carson’s groundbreaking book Silent Spring in 1962, not to mention the first Earth Day in 1970.
It is therefore within the furnishing industry, from furniture to flooring, that companies are increasingly responding to these emerging consumer preferences for sustainable and more environmentally friendly products. Nourison, the complete rug and flooring resource, has traditionally made the majority of its premium rugs and carpets from wool and other natural fibers.
With the growing focus on sustainability, “we’ve launched more popular award collections that are woven from wool, wool blends, cotton and recycled fibers.”
Today, sustainability is not just about raw materials. “The focus has also been on performance rugs, including stain-resistant and washable rugs,” says Nourison. Products must be able to withstand the active lifestyle of today’s consumer with children and pets that can harm their carpets.
“Performance mats,” the company says, “allow the consumer to easily clean up messy accidents or toss the entire mat in their home washing machine. This helps these mats last longer and helps keep them out of landfills.
The Harvard Business Review calls the promotion of sustainable products and practices nothing short of a megatrend. “For the past ten years, environmental issues have continued to encroach on companies’ ability to create value for (their) customers.
Dream Home Reality has the final say on the matter: “While there will always be skeptics out there out there willing to say ‘I told you so’, every analysis shows that sustainability is our collective future, not just a fad.
“The future of sustainability looks bright.”