Fleur Carson, managing director at Karndean Designflooring, said: “Fifty years ago, Karndean was founded on innovation, bold action and a pioneering spirit. Today we are still guided by these ideals because the future demands change. Tackling key environmental challenges has become a major consideration in the construction industry over recent years. But as we come to understand the difficult transition we need to make towards a more sustainable future, transparency is key to maintaining the trust our customers have in our business.
LVT leader signs up to Anti-Greenwash Charter
March 25, 2024
Karndean Designflooring is looking ahead to a greener flooring industry as the first flooring manufacturer to sign up to The Anti-Greenwash Charter.
The move demonstrates the company's commitment to the development of a greener built environment and it has also published the Karndean Evolve strategy and Sustainability Report 2023 to map out how it is working to create a better future with a promise to think differently, act decisively, and create real change.
“So we are proud to be the first flooring manufacturer to sign up to The Anti-Greenwash Charter. As a signatory, we are clearly stating our intention to keep our marketing fair with product claims that have been independently substantiated. We know that great things can be achieved when we take a collaborative approach so we are calling on others in the flooring industry to join us and stand together as part of this Charter.”
Established in 2023 to promote responsible marketing practices, The Anti-Greenwash Charter emphasises the need for accountability and fairness in all aspects of marketing.
Charlie Martin, co-founder and CEO of The Anti-Greenwash Charter, said: “Through this Charter, we are creating a framework that enables the truth of an organisation’s claims to be made visible, and to enable customers to see which organisations are open about their claims so they can be confident that they are supporting those who share their vision for a more sustainable future. By signing up to the Charter, Karndean is pledging to ensure its marketing practices are robust, honest and verifiable.”
Fleur added: “We are inspired by the beauty of nature and believe it is the duty of us all to ensure that the natural world is protected for future generations, which is why we are committed to taking real and meaningful steps towards cutting our environmental impact. Today we have released our first Karndean EvolveTM sustainability report which establishes a 2022 baseline for our greenhouse gas emissions and sets out our ambitious plan to reduce these by at least 50% by 2030. This will be evidenced by science-based targets, established in line with the Business Ambition for 1.5°C campaign.”
The Karndean Evolve Strategy highlights the work the business is currently undertaking to reduce its environmental impact and sets out how the principles of sustainability are being integrated across its global operations. Embedding the notion of continual improvement, the strategy looks at progress and future actions in six key focus areas: confronting climate change, individual health and wellbeing, sustainable resource use, inclusion and diversity, supply chain transparency and education.
Confronting climate change through increased energy efficiency and renewable energy, Karndean sets out its action plan to reduce greenhouse gas emissions from sources it controls directly, indirect
sources and third party sources. The plan includes a commitment to invest further in solar power across its property portfolio, while a new UK warehouse currently in construction is expected to meet requirements for BREEAM Excellent accreditation.
Taking steps towards a more sustainable use of resources and a circular economy, Karndean reports that up to 300 tonnes of unused product offcuts each year is recycled into street furniture such as traffic cones, while the backing layer of its products contains up to 50% recycled material from production waste. In addition, a trial with independent retailers and contractors to collect clean off-cuts for recycling into new products is in its early stages.
Through a philosophy of openness, inclusion and engagement, Karndean is proving that established businesses can become future pioneers to lead the way towards a more transparent and sustainable flooring industry.
For further information on the Karndean Evolve Strategy and Sustainability Report 2023, visit www.karndean.com/karndeanevolve
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