The Sustainable Furnishings Council recently announced a major consumer marketing initiative featuring prominent celebrity designers to a standing room only crowd of over 180 media and industry players gathered during High Point market in the IHFC Ballroom B. The room sat 150 with more than thirty additional standing in the back and others turned away at the door. The complete transcript is available on our website.
The campaign centers on a new DESIGNINGreen Leadership Team of prominent interior and product designers committed to promoting more sustainable practices throughout the industry. The launch panel included legendary fashion designer Alexander Julian with a line for Vaughan-Bassett; Thom Filicia of the Style network’s “Dress My Nest” with a line for Vanguard; and Vladimir Kagan, award-winning product designer with designs for American Leather. All participated in a moderated round table discussion of their life, their work and their forays into sustainability.
All DESIGNINGreen Leaders are currently associated with legitimately sustainable product lines, have participated in training sessions to learn more about sustainability issues, and have agreed to the use of their names and images to help promote consumer awareness in consumer shelter books such as Architectural Digest, Veranda, Traditional Home and Country Living beginning late this year. The hook for the campaign is the line “Why not?” an acknowledgment that the green movement is past the stage of soliciting participation and is becoming a mandate for home furnishings as it has already in many other industries.
“Most responsible companies are well aware of the issues,” says Jeff Hiller, SFC President “The phenomenal turnout at this event confirms that the market is ready. Now it’s time for everybody that’s been watching and waiting to get on board.”
The consumer effort is a major turning point, the first attempted in the industry. The SFC believes that with 400 members, including many large manufacturers and retailers like Pottery Barn with stores in most major markets, and with a searchable database on its web site to direct traffic, it is now time to engage the consumer to help incent manufacturers and dealers to make the commitment.
“The biggest hold-up we hear is that companies are waiting for consumers to ask,” adds Hiller, “Research has shown for more than a year that consumers are ready to buy as they already have been in virtually every other product category, but it’s not their job to bring things to market. It is up to manufacturers and dealers to lead innovation, knowing only that it is something consumers want. With the help of our DESIGNINGreen Team, we are now doing our part to push the needle.”
The SFC welcomes all manufacturers, retailers, designers and design organizations to join the cause and become part of their database with live links to member sites. It is not important that the organization be 100% sustainable, a misunderstanding for many. What is important is that they have a sincere commitment they are willing to post in the public record, that they have an action plan and that they are making improvement. SFC is ready, willing and able to help.
SFC will also be staging another major DESIGNINGreen event at the winter Las Vegas Market at World Market Center with other prominent designers such as Kathy Ireland and HGTV’s Angelo Surmelis, details to be announced.
For more information, contact Susan Inglis at susan@sustainablefurnishings.org or 919.967.1137.