Greenwashing is “an attempt to capitalize on the growing demand for environmentally sustainable products by making unsubstantiated or misleading claims about the environmental benefits of a product, service or technology”.
We see greenwashing going on all the time in the hardwood flooring industry. Yet we recognize that there is a way for consumers to get to the bottom of what is truth, and what is spin –and it comes in the form of third-party verification from reputable, independent organizations. This can provide end-users with facts that cut through the empty claims served up as marketing spin with the sole mission of selling products, and can ultimately lead to consumers making environmentally informed decisions that are certain to align with their values.
At CRAFT, environmental “UPGRADES” always come as STANDARD SPEC and are third-party verified from reputable, independent organizations. As the industry leader for sustainably made hardwood flooring, “Sustainability” isn’t just a trendy catchphrase, it’s our promise.