Apr 18, 2012

New 2012 Green Study Results From SFC and Mitchell Gold & Bob Williams

The Sustainable Furnishings Council and sponsor Mitchell Gold + Bob Williams are releasing the fourth wave of their annual Green Home Furnishings Consumer Study conducted in April 2012.

The study was conducted among 432 female home owners across the country between the ages of 30 to 60 years. As in the first three studies, the purpose was to provide trend data on consumer awareness, attitudes and behavior as each relates to a variety of environmental issues and the home furnishings industry.

Survey results will be released and presented by industry leader Mitchell Gold, at a luncheon during the bi-annual High Point Furniture Market, in a talk entitled “Growing a Business Environmentally.” While Mitchell does a lot of public speaking he rarely if ever, speaks about his business strategies to anyone other than their own retail customers, however, he feels compelled to share this kind of valuable information with the industry. The luncheon will be a unique and rare opportunity for people to hear Mitchell’s insights as he is known to be a dynamic and motivational speaker.

“I was particularly inspired after hearing presidential candidate Rick Santorum speak openly and seriously about our environmental issues being a hoax,” said Mitchell Gold, co-founder and chair-man of the renowned home furnishings brand Mitchell Gold + Bob Williams. “Our environment is clearly a major issue of concern and not a hoax. I was outraged. Also, after getting involved with SFC and being elected to the board, I realized so many companies in our industry are not engaged in protecting our environment and it occurred to me that I had to speak out.”

In addition, Mitchell will reveal the results of an independent private study his company conducted to over 100,000 consumers. That survey had a 2.2 response rate and reflects a higher demographic and the opinions of a more aspirational customer than the SFC study.

The luncheon, which is co-sponsored by Sustainable Furnishings Council and IFDA, Carolinas Chapter, and takes place on Sunday, April 22nd from noon to 1 pm, will feature Mitchell not only delivering the two survey results, but also describing the inspiration behind his entrepreneurial venture with Bob Williams which was launched 23 years ago in the midst of a recession, and what compelled them to build a different kind of furniture company – a company organized around the concept of ‘Comfort’ and what that means to consumers, employees, and the environment. Sponsored by Sustainable Furnishings Council and IFDA, Carolinas Chapter. $20 includes lunch. IHFC, Green Wing, 11th floor, Ballroom B. Advance registration recommended. Email lchastain@imcenters.com or call 336.821.1527.

Actual data from the study is available to SFC members as a membership benefit, and to those media members interested in writing more extensively on the subject by contacting Susan Inglis at susan@sustainablefurnishings.org or 919.967.1137.