Call it what you will—sustainability, environmental responsibility, green—it is a very public issue. Still, the open question is: In what ways and to what degree are consumers making purchase decisions based on green factors? And, how does that impact flooring? Based on our continuous nationwide conversations with flooring dealers, green is showing up as a niche opportunity. Regionally, it can be a strong one, but it does not appear to be a primary decision driver for the vast majority of consumers. So, is green really that important? Should you, as a retailer, builder, contractor, residential architect or designer, care at all? Yes. There are opportunities to make money and to do the right thing. Looking past the tangible economic incentive of energy bill reduction, there’s still a gap between people’s values around green and their willingness to pay more for it. Even in lower-cost or more ecologically obvious categories—detergents, recycled papers and the like—the market does not support more than 5% to 10% up-charge for a greener product. Here’s our challenge: Ecological responsibility is a complex matter and the typical consumer has limited knowledge about green building materials, plus is skeptical about information sources. Consumers can, and should be suspicious of greenwashing and the lack of credible industry-independent, third-party sources. Don’t add to industry confusion by labeling products as green or not green. Environmental responsibility is much more nuanced— even among experts, there are varying interpretations. For example, a 3/8-inch engineered wood floor uses fewer raw materials than a ¾- inch solid, while the latter can be refinished more times, improving longevity. An FSC-certified Brazilian Cherry floor has a higher carbon footprint than a non-certified American oak floor. Which is the most green? The wise course for professionals is to satisfy for themselves a product can be trusted to be from an environmentally responsible company. Is there evidence the company is proactive about monitoring and minimizing the negative environmental impacts of its business? Does it have targets for reduction of its use of energy and natural resources? Does it replenish forests if utilizing lumber? Are the materials sourced in compliance with chain-of-custody regulations? Every consumer has her own definition for green, and most have a limited appetite for complexity. Customers repeatedly ask about six key areas: indoor air quality, raw materials, product life cycle, installation, maintenance and manufacturing. The answers are easy to find. Those wishing to delve deeper into more complex aspects of specific products should be referred to the manufacturer for greater details. Visit suppliers’ websites for quantifiable information on green practices and initiatives. Universally-accepted standards such as LEED and regulations such as California Air Resources Board (CARB) are calculable means to measure a product’s true impact. Ask yourself, “What do my customers want and how can I help provide the information they need?” And when they have specific questions, don’t hesitate to contact the manufacturer directly on their behalf. It is yet another demonstration of the service you provide.