Page 27 - CFJ_Dec25

THOUGHT LEADERSHIP

THE SUSTAINABLE PROBLEM

Sustainable is flooring’s favourite buzzword, but its true meaning often
gets lost, leaving a fine line between real progress and greenwash
TOM BOURNE explains

HE term ‘sustainable’ is one widely used a ‘sustainable business’ is anything but, emissions scandal cost it £193m in the
Tin the flooring industry, I for one write it’s simply less harmful on the planet than UK alone in a class action lawsuit and
it on an almost daily basis. Admittedly, it’s what went before it. that’s before you calculate the harm the
a great way to bundle up various things Perhaps the problem is more in the misleading claims had on trust in its brand
when it comes to environmental, social and word itself and a misunderstanding of the – potentially even more damaging to the
governance (ESG), but its broad definition is definition than it is in blatant misuse by business in the long-term than a walloping
also problematic. businesses. While previous years may have one-off payout.
The IPCC (Intergovernmental Panel on seen companies throw the ‘sustainable’ Making claims on environmental and
Climate Change) defines sustainability word about to try and gain competitive social impact is a devilishly difficult path
as, ‘meeting the needs of people living advantage, I believe that many companies to navigate and one that’s constantly
today without compromising the needs now have a more responsible approach to moving – every day is a school day when
of future generations, while balancing its use, or certainly a more hesitant one. you work in sustainability – so some might
social, economic and environmental With guidance and regulation around find it easier just to bury it under the carpet
considerations’. greenwashing and misleading terms, such (excuse the pun) and hope that it all goes
So, in the strictest sense of the word, as the CMA’s Green Claims Code and the away.
something can only be sustainable when EU’s Green Claims Directive, this reticence But with 93% of respondents in
it achieves this. A product or business is perhaps wise, avoiding a dip into hot Edelman’s 2023 Trust Barometer Report
that can’t demonstrate it meets the water down the line. believing that climate change poses a
needs of today without compromising Greenwashing is also a financial risk for serious and imminent threat to the planet,
future generations, can’t really be called businesses, even without government and PWC’s 2024 Voice of the Customer
sustainable – the definition is rather like an or regulatory intervention. Volkswagen’s survey reporting that 46% of consumers
on/off switch. are already buying products with a reduced
But the term has become so widely ‘Making claims on climate impact, no action really isn’t a wise
accepted as defining a reduced impact long-term action.
on the planet and its people that it environmental and So, with concerns around
has become ingrained in all kinds of misrepresenting the environmental impact
communications from every type of social impact is a of business and products but a growing
flooring company and for every type of sense that communicating on sustainability
flooring product. devilishly difficult is a must to preserve a future, what can
Primarily, it’s used to describe actions or manufacturers and business do to ensure
materials that have progressed a company path to navigate they don’t inadvertently mislead their
and/or product to a reduced impact on the customers?
environment and/or society. All too often, and one that’s Theoretically, the recipe for success
a product that’s a ‘sustainable alternative’ is all about transparency and building
or a ‘sustainable choice’ is far from it, and constantly moving’ trust. There is broad acceptance that 

www.contractflooringjournal.co.uk 27
@CFJMagazine CFJ December 2025