Information for Contibuting Association Websites

As a contributing association to the Real American Hardwood Coalition, we urge you to post the following information to your website.

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The Real American Hardwood Coalition
We’re Building Something Big

The Real American Hardwood Coalition is a voluntary, industry-wide domestic promotion initiative for American hardwoods led by national, regional, and state hardwood association executives. Our goal is to increase sales and improve industry stability by raising awareness to the benefits of Real American Hardwood. We need your help to make this happen!

The Time is Now
To secure our industry’s future, we must unite toward a common goal. The Real American Hardwood Coalition was launched in 2019 as an industry association-led effort to meet the imperative goals of increasing markets and sales of Real American Hardwood, celebrating the sustainability of hardwood goods, generating new products, and improving overall industry stability. The campaign focuses on driving consumer demand, knowing that as consumers increasingly select Real American Hardwood products our entire industry supply chain will benefit.

What Consumers Want
From extensive consumer research we have learned much about what consumers, including homeowners, renovators, builders, designers, and architects, want when they select building products. Appearance, durability, and value are the most important factors to potential hardwood consumers. Sustainability and natural are additional important factors that tip the decision toward hardwoods at the final stage of the process. Unfortunately, consumers don’t always know the benefits of choosing hardwood. The great news is hardwood ticks all these boxes and consumers are open to learning.

Our research also showed that there are three keys to winning consumers over to hardwood. Our promotion campaign must connect with consumers early in their decision-making process when they are thinking and dreaming about the possibilities. Our products look and feel must connect with their emotions and carry through to the final moment when they make their selection. Hardwood must be everywhere – in stores, online, in print, on social media, on television – to keep our products front and center from the idea stage to final payment.

For more information, FAQ, or to reach out to the RAHC please visit our website.