Opinion

Women Rise & Shine

Tuesday, February 8, 2022

Recent FCW headlines have been primarily topics such as the impact of Covid and shutdowns, raw material and price increases and supply chain challenges. On the upside, we’ve spotlighted the strong consumer demand and housing market and the many ways both suppliers and retailers have pivoted to keep their businesses thriving.

Another emerging story has been the clear impact women are having in the floor covering and other industries — whether in leadership positions, installation, construction and more.

In April 2021, FCW spotlighted several women-owned and led Carpet One stores — Cathy Buchanan from Michigan graced our cover in fact. There are several groups of women that have banded together to support and share experiences. But there are many reasons for the deficit of women in particular industries. Part historically accepted norms and bias, part the lack of visibility and awareness of opportunities.

According to the National Association of Home Builders (NAHB), women make up just 10.9 percent, or about 1.17 million people, of the construction industry. A recent story in FCW’s January 24 issue reported that by some estimates, only 1 in 100 jobs held by women are “front line” positions. And since women make up nearly half the total workforce in the United States, there is clear opportunity for growth.

Today, there are organizations dedicated to initiating change. The NAHB has its Professional Women in Building Council (PWB) that is “the voice of women in the building industry, dedicated to promoting industry professionalism and supporting members at the local, state and national levels.”

An example of just what can be accomplished when great minds come together is The House that SHE Built. The Professional Women in Building’s Utah chapter had an idea: they wanted to bring women together to build an entire home. After eight months, the 3,200 square foot, four bedroom, three-and-one-half bathroom home was complete. It was listed and sold almost immediately for $676,000. Proceeds of the sale — $430,000 — are going toward a scholarship fund and educational outreach to spread the message to women and girls about opportunities in the construction industry as well as other organizations focused on women. Sponsors included Benjamin Moore and Lowe’s.

There are indeed industries that benefit from the influx of women in their workforce. The flooring industry is top of the list. Installation is a perfect example and the Floor Covering Education Foundation (FCEF) is working to attract women to this career path. At this time, the number of women in the trade is still 1 percent or less compared to the number of men.

Awareness of opportunity, education, mentorship and even inspiration are all important in bringing women into the various fields within the floor covering industry. That philosophy is what prompted Women in the Flooring Industry (WIFI), founded by Emily Morrow Finkell, CEO of EF Floors & Designs, to take on that challenge. It was formed to take the concept of empowering women to the next level by creating a non-profit corporation with an inclusive but very focused goal.

WIFI is set to be actionable and effect real change in educating, inspiring, mentoring and overall championing women in the flooring industry. I’m proud to be a founding director along with Emily; Andrea Blackbourn, executive director of the Floor Covering Industry Foundation; Brenda Knowles, vice president commercial, Shaw Industries; Dana Teague, vice president, Informa Markets Design Group; Tanja Kern, associate publisher and editorial director BNP Media; and, Terri Daniels, vice present PR & communications, CCA Global Partners. It’s quite a group with a solid mission.

Whether in construction, installation, leadership and more, women indeed are rising to the occasion and shining bright.

Stay safe. Stay inspired.