How The Anti-Greenwash Charter is Supporting Karndean Designflooring on Their Sustainability Journey.

Karndean Designflooring, a leading supplier of luxury vinyl flooring, has always been at the forefront of innovation and pioneering business practices. As the company moves towards a greener future, their commitment to transparency and authenticity has become paramount. To ensure their sustainability efforts are both genuine and impactful, Karndean joined The Anti-Greenwas Charter, a decision driven by their dedication to supporting industry peers and their customers alike.

Jamie Shaw, Global Head of Sustainability at Karndean Designflooring, explains the motivation behind their decision:

“The built environment accounts for around a quarter of the UK’s total greenhouse gas emissions. To meet the government’s legally binding target to reach net zero by 2050, it’s clear that the construction industry needs to take bold action and quickly.”

Karndean’s leadership recognised the importance of transitioning from merely talking about sustainability to actively showcasing their commitment. Signing up to The Anti-Greenwash Charter was an essential step in combating industry misinformation and establishing Karndean as a trusted, transparent partner to architects and designers.

Building a Sustainable Business Model: Karndean’s Approach

Karndean’s Evolve™ strategy underpins their sustainability journey, focusing on six key areas: climate change, sustainable resource use, supply chain transparency, individual health and wellbeing, inclusion and diversity, and education. The Anti-Greenwash Charter has been pivotal in guiding Karndean to not only develop these goals but to ensure they are met with integrity. Jamie says;

“The Charter has shown us that it’s not just about words; we also need to be mindful of the imagery and colours we use when discussing our sustainability claims.”

By taking a holistic approach to responsible communication, Karndean is ensuring that their marketing and visual content remains aligned with their sustainability ethos. The Charter has encouraged the company to publish previously undisclosed information and regularly review their Green Claims Policy, ensuring that they provide customers with clear, honest data.

Transforming Internal Policies and Customer Engagement

Being a signatory to The Anti-Greenwash Charter has also sparked internal changes at Karndean. They’ve implemented an ongoing employee training programme focused on transparency and accountability. This has fostered a company-wide culture where accurate, substantiated claims are non-negotiable. Jamie elaborates:

“Making information available to our customers through all our communication channels ensures they have access to the information they need to understand our evolution and to embark on their own sustainability journey.”

Through the Charter, Karndean has committed to always being honest, fair, and accountable. Their Green Claims Policy reinforces this, ensuring that all claims are fair and substantiated, while maintaining high standards of responsible marketing.

The Challenge of Maintaining Transparency in a Competitive Market

For Karndean, upholding honest environmental claims is crucial, especially in the highly competitive flooring market. With public demand for sustainable products on the rise, businesses that fail to adapt risk being left behind. Recognising this challenge, Karndean has empowered a multi-disciplinary team to review environmental claims, ensuring that all published information is accurate and transparent. As Jamie puts it:

“Change is hard, especially in a highly competitive market like flooring, but with the effects of increasing greenhouse gas emissions becoming clearer every day, it’s obvious that this transition is no longer optional.”

A Call to Industry Peers

Karndean Designflooring’s commitment to transparency sets a strong example for the rest of the industry. As the first flooring manufacturer to sign The Anti-Greenwash Charter, Karndean is sending a clear message to its peers: authenticity in sustainability is not just about reputation—it’s a business imperative. Jamie concludes:

“These are still early days in our transformation, but we know that great things can be achieved when we take a collaborative approach. We encourage others in the flooring industry to join us on this journey.”

By partnering with The Anti-Greenwash Charter, Karndean is not only holding itself accountable but also inspiring change across the flooring industry. Together, they’re paving the way towards a more sustainable and transparent future.