DHA Insights: August 10, 2023


The Real American Hardwood® Coalition, supported by DHA and many other hardwood industry associations and members, has been hard at work for more than two years to develop and launch a consumer campaign highlighting the beauty and benefits of hardwoods. In early August, the coalition officially launched its new Build Your World™ advertising campaign to promote Real American Hardwood® flooring, cabinetry, furniture, and millwork. In partnership with Magnolia Network, the integrated digital campaign will run through January 29, 2024, and will reach 93 million people.

This campaign is important to our industry's future as customers are confronted with a range of fake wood products, such as vinyl plank flooring and laminated cabinets, that use plastics and coated paper products to try to mimic the authentic beauty of hardwoods. Distinguishing Real American Hardwood® from fakes helps protect customers while promoting the enduring value and beauty of real wood.

If you have questions or comments, contact me. I look forward to hearing from you.

Keith A. Christman, President
Decorative Hardwoods Association