Through their charitable efforts, flooring companies and associations are not only helping non-profits thrive but they are building a positive brand image by aligning with cause-minded organizations like Tunnel for Towers and St. Jude Children’s Hospital.
Over the years the flooring industry has done its fair share of cause-related marketing, collaborating with the likes of the Gary Sinise Foundation and No Child Hungry organizations.
Here’s a sampling of some of this year’s cause marketing efforts:
CCA Global Partners
Since partnering with the Tunnel to Towers Foundation in 2014, CCA Retail groups—consisting of Carpet One Floor & Home, Flooring America & Flooring Canada, Floor Trader and International Design Guild—has made a significant impact, completing its first smart home in January that year. Over the years, CCA has proudly raised more than $2 million and constructed 72 smart homes, with an additional 10 currently under development.
In 2024 CCA Global Partners exceeded its fundraising target by collecting more than $138,000 for Tunnel to Towers, extending its efforts beyond the annual New York City 5K race each September. With numerous in-store fundraising events planned over 2025, CCA is committed to further supporting Tunnel to Towers initiatives, including the Smart Home Program for wounded veterans and the Gold Star Family Home Program for the families of fallen first responders. Tunnel to Towers holds a special place within CCA and its members, and its dedication to such a meaningful organization will continue.
FEI Group
FEI Group announced a partnership with No Child Hungry after aligning with Nationwide Marketing Group (NMG) in June 2022. A No Child Hungry partner since 2018, NMG’s members, vendors and staff have packed over 2 million meals and hygiene kits. Today, the FEI community has followed their lead, hosting a half-dozen packing events and packing over 100,000 meals and hygiene kits. No Child Hungry (nochildhungry.net) was established in 2013 as the feeding program of My Neighbor’s Children. Working with corporate and community-based groups, No Child Hungry packs nutritious meals and critical hygiene kits and works with those groups to give meals and kits to people in need.
Mohawk
Mohawk’s newest partnership is with Plastic Bank, a social enterprise that empowers communities around the world to use plastic waste as currency. This latest initiative coincides with Mohawk’s newest products, PureTech and SolidTech R, planet-friendly waterproof flooring. Made in the USA, PureTech is PVC-free and made of renewable and recycled materials. A percentage of every purchase of PureTech goes to keeping plastics out of the ocean, in collaboration with Plastic Bank. SolidTech R is a new SPC where each square foot of the product contains up to the equivalent of 20 reclaimed bottles.
NWFA
The National Wood Flooring Association (NWFA) actively supports the Gary Sinise Foundation’s R.I.S.E. (Restoring Independence Supporting Empowerment) program, which constructs mortgage-free, specially adapted smart homes for severely wounded veterans. NWFA members contribute by donating materials and services, ensuring these homes feature high-quality, durable wood flooring tailored to the unique needs of each veteran. This collaboration underscores NWFA’s dedication to community service and enhancing veterans’ quality of life. By participating in the R.I.S.E. program, NWFA honors the sacrifices of those who have served, providing them with comfortable, accessible living spaces.
Shaw Industries
Through its national sponsorship of the St. Jude Dream Home Giveaway program, Shaw donates beautiful and durable Shaw Floors products that are used in more than 45 Dream Home markets across the country. Visitors to these homes see Shaw’s products featured in design-forward custom homes that help drive customers to Shaw’s retail network. Homes are raffled away, with all ticket sales going to St. Jude. The Dream Home program raises $56 million annually for St. Jude’s life-saving mission. Shaw’s partnership with St. Jude also includes a co-branded cushion collection, the mill’s “Clean For A Cause” products and the St. Jude Memphis Marathon. Since 2012, Shaw has raised more than $22 million for the kids of St. Jude.
