SFC, Mitchell Gold + Bob Williams Release Consumer Study

April 19, 2012  by in UnCategorized   

By Home Furnishings Business in Green on April 20, 2012

The Sustainable Furnishings Council and sponsor Mitchell Gold+Bob Williams will release the fourth annual Green Home Furnishings Consumer Study.

The study was conducted in April 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 Mitchell Gold, at a luncheon during Market, Sunday, 1 p.m., Ballroom B on the 11th floor of IHFC's Green Wing, in a talk entitled "Growing a Business Environmentally."  While Gold does a lot of public speaking, he rarely speaks about his business strategies to anyone other than the company's own retail customers, but felt compelled to share this kind of valuable information with the industry. The luncheon will be a rare opportunity for people to hear Gold's insights.
 
"I was particularly inspired after hearing presidential candidate Rick Santorum speak openly and seriously about our environmental issues being a hoax," said Gold, co-founder and chair-man of 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, Gold will reveal the results of an independent private study his company conducted with more than 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, will feature Gold 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 $20 fee for the Market presentation includes lunch. Advance registration is recommended. E-mail lchastain@imcenters.com, or call 336.821.1527.
 
Actual data from the study is available to SFC members as a membership benefit. Contact Susan Inglis by e-mail or at 919.967.1137.