Karndean Designflooring has become the first U.S. company to sign The Anti-Greenwash Charter, establishing itself as a leader in transparent environmental marketing at a time when consumers are increasingly scrutinizing sustainability claims.

The independent, not-for-profit Anti-Greenwash Charter, established in 2022, provides strict guidelines ensuring that claims about products and operations are fair, accurate, and substantiated—helping consumers distinguish between meaningful environmental action and vague marketing language.

"We see this as a way to reinforce the trust that's been established over many decades between Karndean, our customers and consumers," said Jamie Shaw, Karndean Ggobal sustainability director. "Sustainability marketing in particular is a responsibility that demands rigorous transparency, and it's incumbent on everyone to ensure that marketing claims are clear, accurate and substantiated."

The Anti-Greenwash Charter establishes four core standards for communication: transparency, accountability, fairness, and honesty. By adopting these principles, Karndean aims to provide consumers with reliable information in an era when distinguishing between genuine environmental responsibility and superficial "eco-friendly" messaging has become increasingly challenging.

Karndean's sustainability initiatives are consolidated under a single program called "Karndean Evolve," which encompasses six pillars representing a holistic approach to sustainability:

1. Confronting climate change
2. Ensuring individual health and well-being
3. Sustainable use of resources
4. Supply chain transparency
5. Inclusion and diversity
6. Employee education

This comprehensive framework addresses both environmental protection and social responsibility, reflecting the company's understanding that true sustainability requires attention to both ecological and human factors.

The flooring manufacturer's decision comes at a critical time when consumer awareness of environmental issues is at an all-time high. Studies show that while consumers increasingly prefer sustainable products, they often struggle to evaluate the validity of environmental claims due to complex scientific terminology and inconsistent standards across industries.

By signing the Anti-Greenwash Charter, Karndean not only commits to responsible marketing but also sets a precedent for the flooring industry and manufacturers at large. The company has published a detailed sustainability policy on its website, providing transparency about its environmental initiatives and marketing practices.