Truth in the News

The Wood Truth Task Force is launching a dedicated one-page feature to help NHLA members push back against misinformation and advocate for real hardwood.

THE CHALLENGE
Manufacturers of imitation wood products, from vinyl to composites, are using misleading language like “wood,” “natural,” and “durable” to promote materials with no real wood content. This blurs the line for consumers, erodes trust, and threatens long-term demand for genuine hardwood.

We’re stepping up to correct the record. This new section will equip you with facts, language, and tools to share the truth and strengthen our industry’s message.

WHAT TO EXPECT:
• Media Rebuttals – NHLA’s responses to misleading headlines, op-eds, and social media posts.
• Clear, Shareable Language – Easy-to-use messaging that explains what sets real hardwood apart:
Real hardwood is nature-made, not man-made— cut from a tree, not created in a lab. It feels solid underfoot, carries its grain and age with pride, and brings a level of authenticity no imitation can match.
• Fast Facts & Talking Points – Data-backed insights (e.g., “Wood is 50% carbon”) to help you speak with confidence.
• Hardwood vs. Imitation Comparisons – Quick reference points highlighting durability, sustainability, and aesthetic value.
• “Member Spotted” Submissions – Notice false or misleading claims about hardwood? Share real examples with Brennah Hutchison, NHLA Content Strategist & Editor: [email protected]. Your submission could be featured in an upcoming issue as we work together to set the record straight.

HOW THIS HELPS YOU ADVOCATE
This initiative reaffirms NHLA’s leadership role and gives you the tools to defend and promote real hardwood: at the jobsite, in conversations, or on social media. It also demonstrates the value of your membership through active advocacy and visibility.

Let us know if you’ve seen misinformation, want to contribute, or have ideas for future topics. Together, we can protect the integrity of hardwood and lead the conversation with truth.