By Kent Clauson General Manager, Marketing, Armstrong Floor Products
Green is one of today’s biggest public issues (the economy, of course, not withstanding). There is widespread media coverage and regulatory pressure, but the open question is, “In what ways and to what degree are people concerned?” And, “How does that impact flooring?”

Given consumer attitudes today, green is best characterized as a niche opportunity in the consumer marketplace. It is a strong niche opportunity, but independent research suggests it is not a mainstream interest that is passionately held or strongly felt by the majority of consumers.

So then, is green really all that important? Should you, as a retailer, builder, contractor, residential architect or interior designer, care at all? Absolutely.

Even as a niche, we’re still talking about 30% to 45% of the 234 million people 16 years or older in this country. That’s about 70 million to 100 million people. Even as a niche, there’s an opportunity to make money and do the right thing.

Concern for the environment continues to drive interest, and people will decide to spend on things that are good for the environment. It’s no longer something people do only in good times when they can afford to.

In a recent survey that asked what consumers would want if buying a home today, topping the list of priorities are high-performance windows that reduce heat loss or gain, high-efficiency heating and cooling equipment, and energy-efficient home appliances. Why? These products deliver benefits beyond being green; they save the buyer money with returns that pay back over the long haul.

True, there’s still a gap between people’s belief in green and a willingness to pay more for it. While it may be a tiebreaker when all else is even, people usually are not willing to pay more than 10% for a greener product.

Here’s our challenge: This number could go up if customers really understood what constitutes a good choice and what does not. The typical consumer has limited knowledge about green building materials and is skeptical about sources of information on the subject. Making wise product selections is tough, especially when you’re faced by a mass of marketing claims, greenwashing and the lack of credible sources for industry-independent, third-party information. People are confused and frustrated.

People are not willing to pay more for products based on vague information. How can we in the flooring industry help people navigate through conflicting information to recognize the value in products we supply? By keeping it simple. Provide fact-based information to demystify the differences among flooring products and processes.

Transparency is fundamental to making this a reality.

• Rely on manufacturers you know and trust, and that demonstrate good environmental stewardship in dealings with customers, employees, the government and the community.

•Click-on a supplier’s web site to seek quantifiable information on green practices and initiatives, such as programs to replenish forests or the impact of a company’s manufacturing operations.

• Universally accepted standards like LEED and GreenGuard are calculable means to measure a product’s true impact.

• As a dealer, include a higher mix of products, including hardwood, laminate and natural linoleum, each of which offers different attributes that provides both environmental and cost benefits.

Product Education is Key

What will a customer spend money on? There is no one answer because there is no one perfect green product. We need to help our customers make well-informed decisions by providing just the facts, with everyone speaking the same language and providing the same measurements. Ask yourself, “What do my customers want and how can I help provide the information they need?”

The marketplace defines green, and the marketplace has a limited tolerance for complexity, so we work hard to generate an offering that is relevant and simple, taking care not to overstate our attributes.

Armstrong customers repeatedly ask about six key areas: indoor air quality, raw materials, product life cycle, installation, maintenance and manufacturing:

• Indoor air quality. Building materials, flooring included, release volatile organic compounds (VOCs) — gases that, when present in high concentrations, are associated with poor indoor air quality and can be odorous or harmful to the well being of installers and occupants.

• Raw materials. Companies are increasing their ability to make products with rapidly renewable or highly abundant natural resources, such as bamboo, limestone and clay, as well as recycled materials.

• Life cycle refers to environmental impacts that occur during the manufacturing, use and end-of-life of a product. Products that have long lifetimes result in less impact on the environment since fewer raw materials, less transportation and lower embodied energy are used.

• Installation is a factor, especially when it comes to adhesives. Some flooring products install without using adhesives at all, such as locking laminates and true loose-lay resilient floors. When they are needed, specify adhesives that meet the strictest indoor air-quality standards.

• Maintenance matters mainly because of the possible effects of cleaning agents on the well being of the general occupants of the building.

Knowing how each of the product categories you represent stacks up against these barometers can help you achieve that balance between doing the right thing and making money. The old adage is still true: An informed consumer is your best customer.