1. WHAT WOULD BE THE ONE GREEN INITIATIVE THAT DIFFERENTIATES ARMSTRONG FROM OTHER MANUFACTURERS?

Two things come to mind. Armstrong has an integrated approach to environmental conservation — water, energy and responsible forestry to name a few — that cuts across our businesses. For example, we constantly measure our use of water and energy and have reduction targets over five and 10 years. From a product perspective, Migrations is the first and only non-PVC composition tile that provides an economic and durable option to that customer who is concerned about the use of PVC. The fact that it is 37% bio-based also sets it apart.

2. WHAT IS THE BIGGEST EXAMPLE OF GREENWASHING YOU HAVE SEEN?

Everybody claims recycled content. And when you get behind some of those claims, you really have to question whether they are valid or not. People jump on buzzwords like “recycled” and “sustainability.” But when you peel it back, some companies don’t really have a structured, integrated program for environmental responsibility. Then there is the issue of reusing your own scrap in the manufacturing process as opposed to it going to a landfill. What’s your ability to reuse that back into your own products?

3. HOW IMPORTANT IS GREEN IN THE RESIDENTIAL SEGMENT RIGHT NOW?

Not very, particularly in this economic environment. People are more concerned about value right now. That will change as the economy recovers and environmental sensitivity continues to increase. But right now we don’t see any indication consumers are willing to pay more for an environmental benefit.

4. ANY SUGGESTIONS ON HOW FLOORING RETAILERS CAN CAPITALIZE ON GREEN?

First, I would educate myself on the topic. Next is to understand what green means to the consumer. Then I would look for business practices or partners where I could respond in a way that is both responsible to the environment and good for my business. Finally, I would have clear communications and education materials so the consumer can understand what recycled or sustainability means when picking a floor.

5. HOW CAN MANUFACTURERS LIKE ARMSTRONG PARLAY THE GREEN MOVEMENT INTO INCREASED PROFITABILITY?

First, by developing products that respond to the environmental needs of a particular customer segment. Second, by becoming more environmentally responsible. That is an innovation opportunity. And with that, a company that can be a leader will find profit opportunities because they are differentiating themselves in something important to certain segments.