National Hardwood Magazine - November 2023

NHLA: Why Knot...
TEACH PEOPLE HOW TO USE OUR WOOD
We hear a lot in the news
about the income gap widening.
The rich are getting richer, and
the poor are getting poorer. We
have a shrinking middle class,
with less time and space for hobbies
not involving a phone. Kids
sports schedules fill up evenings and weekends. The
ability to use wood to create something is disappearing.
Wood shop, Lincoln Logs and Jenga have been replaced
by computer courses, Lego, and video games. What
does that mean for Hardwood products and markets?
Well, it clearly means that we are going to lose market
share to cheaper products. Solid Hardwood products
are more expensive, usually require more to install and
often require more maintenance. It also means we are
going to see less use; as hobbyists, artisans, craftsman,
and tradesman disappear or pick other materials.
The question is what are we going to do to grow and
stabilize the Hardwood industry?
Promotion is only part of the solution; you also
must have someone who can use the Hardwood we
are promoting.
The Real American Hardwood “Build Your World”
campaign can get the attention of consumers but if they
never cut, sanded, glued, nailed, stained, or used wood
how are they going to start? The answer is either, pay
someone who does or learn to do it themselves. While
the rich can afford to pay someone, the poor cannot and
we are stuck losing their market.
If you are at the upmost limits
of your budget, would you spend
extra for real wood? I can tell
you from experience that I didn’t.
I have bought laminate flooring
twice. Once I installed it by myself
and once, I paid a contractor
to do it. Price was the deciding factor both times. Now I
enjoy solid Oak flooring.
As for my hobbies, I took a high school wood shop
and even took a university wood working class. I enjoy
working with wood. I have a Hardwood table in my office
that I built. But I haven’t created anything new in 20 years
due to lack of time, (caused by keeping 7 kids alive) and
lack of proper tools.
How do we sell Hardwood products to the lower- and
middle-class income brackets who want to use wood?
Lower their cost (for products or installation) or provide
them with training. (While raising their income is also a
solution, the current pandemic inflation and market collapse
shows that it is not a long-term solution.)
Lower Their Cost
Prices can’t get much cheaper on our side, in fact our
intent is to raise profitability, so the cost savings must
come from the value-added side or the installation. Hardwood
product innovation needs to focus on simplifying
solid Hardwood installation or replacement of flooring,
cabinets, and decking.
Please turn to page 57
BY DALLIN BROOKS,
EXECUTIVE DIRECTOR,
NATIONAL HARDWOOD LUMBER ASSOCIATION,
MEMPHIS, TN
901-377-1082
WWW.NHLA.COM
16 NOVEMBER 2023 n NATIONAL HARDWOOD MAGAZINE RealAmericanHardwood.com/industry
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