“We have some very specific brand focused/voice of the customer activities, we have some marketing initiatives to intentionally reach out to them and pilot studies to confirm a lot of assumptions around the residential end user.
We’re also working very hard to effectively educate our sales force and make them aware of all that we’re doing and everything encompassed by our sustainability report. Alternatively, they can make us aware of their customers’ concerns. If needed, we can either reframe what we’re already doing or change what we’re doing because we may find we’re missing something incredibly important to them.
In essence, we’re really working to help our marketing and sales groups understand the topic, so they can, in turn, be much more comfortable engaging in that conversation. It’s like any topic — if I’m uncomfortable with it, I’m unlikely to lead a conversation with you about it and vice versa.”