Beyond the claim: What credible sustainability looks like in flooring

Sustainability has become one of the defining conversations of our time. Consumers, architects, designers and retailers are increasingly conscious of the environmental impact of the products they specify and bring into their homes and projects. At the same time, growing scrutiny around environmental claims means that businesses need to be increasingly precise about what they communicate – and able to provide evidence to support it.

The flooring industry is no exception. Terms such as “eco-friendly”, “natural” and “sustainable” have become commonplace, but on their own they tell us very little about the actual environmental performance of a product. The more useful questions are: What is it made from? Where do those materials come from? How is it manufactured? How long is it designed to last? And what happens at the end of its useful life?

At Parador, we believe that design, quality and responsibility need to be considered together. Sustainability is therefore not a separate discipline within our business, but increasingly part of how we evaluate materials, develop products and make long-term decisions.
Evidence builds credibility

One of the most important principles we have learned is the value of accountability. Ambition matters, but credible sustainability communication needs to be supported by data and evidence.

Independent certifications, environmental product declarations, external assessments and transparent reporting all play an important role here. They allow environmental performance to be evaluated against established criteria rather than relying solely on claims defined by the manufacturer itself.

For us, external recognition is therefore not the objective, but an important means of validation. It helps us understand where we are making progress and, equally importantly, where further work is required.

This principle also informs our approach to sustainability reporting. Transparency should not mean communicating only successes. Progress is rarely linear, particularly in an area shaped by evolving technologies, supply chains, regulation and scientific knowledge. Being open about challenges and areas for improvement is an important part of building long-term trust.

Reduction starts within the business
The same principle applies to emissions. The priority has to be understanding where emissions occur and identifying where they can be reduced through changes within the business and its value chain.

This requires reliable data as well as continuous investment in areas such as energy efficiency, manufacturing processes and material selection. It is not a one-off exercise, but an ongoing process of measuring, evaluating and improving.

For Parador, this also means embedding sustainability criteria more systematically into product roadmaps and innovation processes. Decisions made during the earliest stages of product development can have a significant influence on material use, manufacturing requirements, durability and future end-of-life options.

Rethinking materials and product construction
Material selection is one of the areas where flooring manufacturers can make a tangible difference. Responsible sourcing of renewable raw materials remains important, particularly for wood-based products, but the discussion increasingly extends beyond the origin of an individual material.

We need to look at how much material a product requires, whether recycled or renewable alternatives can be used, how different components are combined and how this affects future recycling possibilities.

Our recently introduced Taterra flooring range is one example of this approach. The development focused on creating a PVC- and plasticiser-free resilient flooring solution while reconsidering its material composition and construction.

The aim is not to describe one product as the final answer to sustainable flooring. Rather, it demonstrates how questioning established material choices can create new possibilities and provide a basis for further development.

Sustainability depends on collaboration
None of these challenges can be addressed by one function or one company alone.

Within a business, credible sustainability work requires collaboration between sustainability teams, product development, procurement, manufacturing, sales and communications. Reliable communication can only emerge when information and data are shared across these functions and sustainability becomes a collective responsibility.

Moving from promises to proof
As an industry, we have a responsibility to make environmental information understandable and accessible. Architects, designers, retailers and consumers should be able to understand the relevant characteristics of a product without having to interpret vague environmental terminology.

Clear product information, independently verified certifications, environmental product declarations and transparent sustainability reporting can all contribute to better-informed decisions.

For Parador, this is ultimately what credible sustainability communication means: not presenting sustainability as a finished achievement, but demonstrating what we are doing, providing evidence where claims are made and being transparent about where further progress is needed.

There is still significant work to do across our industry, and no individual business has all the answers. But by focusing on measurable progress rather than broad promises – and by sharing knowledge and collaborating across the value chain – we can continue to improve the materials and products that form part of people’s everyday lives for decades.