Page 28 - CFJ_Dec25

THOUGHT LEADERSHIP

sustainability is a journey and that no business has taken, it forms the basis independent, critical response. At its heart
one, or no business is perfect. Flooring of a transparency that is frankly far lies a Green Claims Policy that provides a
manufacturers that embrace this are more more believable than just a string of framework for communications, internal
likely to succeed in their communications environmental achievements. Ergo, validation and definitions.
on the topic. transparency builds trust (and likely These factors were instrumental in
Patagonia, an outdoor apparel brand business growth). Select First becoming part of this growing
valued north of $3bn, has openly admitted Practically, it means an understanding movement, which also includes other
the mistakes it has made on its journey of good sustainability communication forward-thinking businesses. By working
to reducing the impact of its products and practices and ensuring the business is with The Anti-Greenwash Charter, flooring
operation, yet is still considered a shining aligned to these to further cement the trust companies can ensure they establish a
light in purpose-driven businesses. It’s a established by being transparent. ‘safe space’ for everyone to communicate
brave move to admit what you aren’t doing Our partnership with The Anti- on sustainability related matters and that
so well at, but it’s arguably powerful in Greenwash Charter achieves exactly this what they say is accurate and honest and
building trust. and provides a pathway for validation most importantly of all, trustworthy. 
In balance with the positive actions a of claims, helping to build trust through Tom Bourne is creative director of Select First

MANUFACTURER’S CORNER

Rob Russell, technical consultant at Bostik UK, shares insights on innovation, sustainability, and what makes
flooring products truly successful

‘How our smart adhesives drive innovation, sustainability

and faster flooring installations’

Q When and why did you join the professional attitude and the people Bostik products stand out through its
company? within the company sharing the same focus on ‘smart adhesives’ - combining
A Starting in June 2024 and having been values and integrity, it truly makes a strong adhesion with additional benefits
in the industry for quite some time, I difference. such as durability, sustainability, and
had already used Bostik products and Q Why are your company’s products specialised functionality to meet evolving
they had never let me down. When I different than your competitors’ market needs. The company continues
took a deeper dive into Bostik’s product products and what’s the secret to to differentiate itself through constant
offer, I was impressed by the vast range creating a successful flooring product? innovation, leveraging research and
and how effectively the products could A Bostik offers a complete system, development to create technologies
resolve issues. The technical resource backed by deep technical understanding such as bio-based materials, low-VOC
gave me confidence, especially when a of what customers need for preparing formulations, and solutions supporting
lot of money was at stake. I was, and and installing floor coverings. Recent the circular economy. In doing so, Bostik
still am, impressed with the heritage groundbreaking product additions moves beyond simple sticking to deliver
of the company and its continued highlight the significant time, investment, high-performance, functional, and
research to deliver innovative products and ongoing research that provide all the environmentally conscious adhesive
and techniques. Combined with its ingredients for successful installations. solutions. 

Ultimate comfort,

complete practicality

Incorporates memory foam with a DPM
membrane which acts as a spillage barrier

EXCELLENT COMPRESSION RECOVERY / 8-12MM THICK / DPM MEMBRANE WILSONS-UNDERLAYS.CO.UK/PLUSHWALK

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