Why we all need Why Tile Understanding the who, why, what, when and how of one of the industry’s more important initiatives sponsored by BUSINESS TIP Launched during Coverings 2017, the Why Tile® program is the tile trade’s first industry-wide initia- tive to demonstrate the benefits of ceramic tile. While the initiative is a definite positive for the general tile industry, many tile contractors have yet to discover how the pro- gram can benefit them. By under- standing the program better, and the resources it offers, contractors just may discover that the program is not only a good resource, but an important tool in helping them provide valuable information to their clients. Who is Why Tile? As mentioned, Why Tile, coordi- nated by the Tile Council of North America (TCNA), is the tile indus- try’s only joint initiative to provide the market with education and information about tile. Before its launch, key stakeholders from the installer, contractor, manufacturer, distributor, and retailer sectors all collaborated to create this massive undertaking. Today, leading indus- try organizations and manufactur- ers contribute to the program to continue the growth of its already-robust content. Some of the noted industry orga- nizations that support Why Tile include Ceramic Tile Distributors Association (CTDA), National Tile Contractors Association (NTCA), Ceramic Tile Education Foundation (CTEF),Tile Contractors Association of America (TCAA), and Tile Heritage Foundation (THF). Why the industry needs Why Tile While Why Tile started out as a massive marketing and educa- tion initiative designed to inspire consumers and provide informa- tion on all of tile’s benefits, it has By Avia Haynes, NTCA Director of Marketing and Communications The Why Tile logo is one of the resources avail- able to Why Tile Partners. 28 TileLetter | February 2019