Features

Stepping Up Sustainability

Friday, February 2, 2024

Mohawk leans into rich stories & partnerships

[Las Vegas] According to Malisa Maynard, chief sustainability officer at Mohawk, “Every product has a sustainability story. It has always been core to who Mohawk is,” she said here at Surfaces late January. Indeed, the company put muscle behind not just product construction but performance, meaningful merchandising and powerful partnerships.

“We are sharing it in a way customers can connect with — not just product but perspective and how we can shape the future,” Maynard explained. “We look at people and planet and add value that speaks to the customer.”

Partnerships such as the Rhinory for SmartStrand, One Tree Planted for RevWood and Plastic Bank for the all new PureTech line. “We are not trying to complicate it but use partnerships to connect with product. It’s approachable for the consumer,” she noted.

Products & Partnerships

For its all new PureTech product — an RPC or renewable polymer core — Mohawk partnered with Plastic Bank. “We are looking at it from the perspective of ‘how can we take plastic out,’” shared Maynard, adding that the organization addresses ocean plastic which is something consumers understand and want stopped. “RPC is very exciting to me. This is about listening to the customer and offering choices that resonate with them.”

With SmartStrand, she shared, “We are building on the past.” The Rhinory, which funds the rhino preserve by creating and selling wine, she said, connects with the carpet’s performance — standing up to Blake the rhino as well as wine stains.

“And think of the Continuum process. Pet Premier is building on that sustainability story,” Maynard explained. “It lasts and performs. It’s important not to forget the performance aspect.”

FCW’s Amy Rush-Imber sat down with Mohawk’s Malisa Maynard and Matt Redding during Surfaces. Here, they shared the rich sustainability stories and partnerships around new product introductions.