DECEMBER 2023 THE CONSTRUCTION SOURCE AMERICA - SOUTH 4 | American Lighting Association an executive committee each year with input from members and staff. In knowing what goes on in lighting homes throughout North America, the ALA is the authority on the issues, McGowan says. “They’re the ones who know and know because of the vertical integration process.” The ALA provides benefits that help their members focus on a number of significant areas to promote their interests, including increasing their market share, developing effective public relations programs to increase consumers’ awareness of lighting, and selling more products through the showroom channel of distribution. They also benefit from low-cost, convenient sales and design training opportunities, and encourage the continuing development and proper use of safe, energy-efficient products. “There is still room for small manufacturers who have good ideas, and it is part of the job of the ALA to make sure those good ideas reach the marketplace,” he says. “We’re not just in business for the big retailers or big manufacturers, we’re really trying to represent and make sure that all of those people are at the table.” Members also reap the benefits from the ALA’s close relationship with different levels of government through their government affairs program that handles federal and state/ provincial governmental agencies, environAmerican Lighting Association | 5 mental groups and standard and code organizations that influence how lighting products are designed. The association supports energy-efficiency standards for lighting products, including light bulbs and ceiling fans. The ALA works closely with governmental organizations such as National Electrical Manufacturers Association, U.S. Department of Energy, U.S. Environmental Protection Agency, ENERGY STAR, National Kitchen and Bath Association and the Illuminating Engineering Society of North America, among many others. “There are a few others who are also worried about these technical issues, but residential lighting has turned in the past few years from a non-technical industry to one that is fast becoming very technical,” McGowan says, who is a lifelong member of the Illuminating Engineering Society of North America. ALA also monitors the actions of legislative and regulatory bodies, and represents the industry’s interests in legislative matters, McGowan says. “That’s one of the veins of our existence – how do we keep track of that, how do we minimize the cost burden, how do we educate our members, many of whom are not technical, and how to educate our members to be able to respond to those demands,” he explains. The association’s drive to promote its Terry K. McGowan
RkJQdWJsaXNoZXIy OTYzNTg=