RFCI Provides Update on Beautifully Responsible Campaign

La Grange, GA, March 15, 2021-In its report to resilient flooring manufacturers, the Resilient Floor Covering Institute (RFCI) and Shelton Group, validated the strong consumer preference for a healthy environment in the home. 

RFCI, along with 22 leading resilient flooring makers, launched the Beautifully Responsible consumer digital media campaign in November of last year. The campaign has been focused on three messaging pillars: Mindful Manufacturing, Living Well and Made for Life. The report showed that for over the past 90 days, Living Well has been the most popular message of the three.

Living Well with resilient flooring means that consumers benefit from FloorScore standards for indoor air quality and that rigid core flooring is Assure Certified and free from ortho-phthalates and heavy metals. It also communicates that advanced wearlayers reduce the necessity for harsh chemical cleaners and that no adhesives are required in many residential settings. Living Well with resilient flooring also means increased access for those with limited mobility and reduced sound transmission.