The Natural Stone Council recently conducted significant market research among consumers and the trade regarding their impressions of stone. The research found that while people have a strong emotional attraction to stone, they also have a number of misperceptions about durability, maintenance, hygiene, cost, and the wide availability of styles and colors. Research also revealed that these misperceptions may be worsening.

Branding Effort
Based on these findings and in response to their charter, the Natural Stone Council plans to invest over $1 million over the next three years to support a national branding effort that launches in 2007. This comprehensive multimedia campaign will position Genuine Stone as a truly one-of-a-kind material that uniquely enhances any building or landscaping project.

Check-off Program
In order to expand the stone industry’s position in the marketplace—generating reliable, long-term resources—the Council is working with government agencies to implement an industry-wide check-off program.

Many other industries such as the National Dairy Board, the Mushroom Council, and the Propane Education & Research Council already have similar tariff-based sponsorships in place to give them sustainable growth for the future, and if the stone industry wants to be a major player, it’s time to step up.

Until the check-off program is in place—approximately three years—all funding will come from investments by members of the stone industry. Thank you for supporting the Natural Stone Council. Together we’ll make Genuine Stone the mark of true authenticity.