There are countless eco-labels in circulation these days, with specifiers inundated with flooring products pitched to them as ‘green’. It’s little wonder, as that’s exactly what the modern customer demands.
The trouble is assessing the value of these green credentials, whether they’re meaningful or merely ‘greenwash’.
For example, unscrupulous manufacturers can highlight the environmentally friendly attributes of their wares, whilst in full knowledge that, all facts considered, their product makes a severe detrimental impact on the world.
It’s quite right then that the customer demands to be told of the full environmental impact of any carpet products they choose. To make an informed choice, you need to be able to understand that the entire lifecycle of the product is up to scratch, from the earliest production stages through to disposal (or better yet, to time of recycling).
But it would be a mammoth task to research this, completely unrealistic for the customer.
This brings us back to green claims and why they’re absolutely necessary.
What is important is that any eco-label used is accredited by an independent party and based on scientific facts. Their process needs to be transparent and reputable.
‘Cradle-to-grave’ analysis has been the yardstick for sustainable products. Cradle-to-grave not only includes all facets of the product’s entire lifecycle, but extends to packaging, transport and other ancillary items that are essential to using the product.
This has been until only recently when American architect William McDonough and chemist Michael Braungart again revolutionised the way in which products are designed with their ‘Cradle-to-cradle’ approach.
Cradle-to-cradle products are designed in a way which results in taking back products at the end of their useful life and turning it into new products of equal, if not greater value. This is a closed loop cycle, meaning products and their materials are infinitely sustainable.
This comprehensive approach was a natural fit for Shaw Contract Group, who’ve built a reputation for supplying the most beautiful and sustainable flooring solutions in the world, with an emphasis on clear and honest communication.
Beautiful carpet and the beauty of Cradle to CradleTM Certification
The beauty of Shaw Contract Group’s Cradle to Cradle CertifiedTM products is that they are 100 percent recycled at the end of their useful lives.
In fact, Shaw was the first flooring manufacturer to produce Cradle to Cradle products and today over 300 of the company’s carpet tile and broadloom carpets are Cradle to Cradle Certified™, which amounts to around 90 percent of its product range.
The Cradle to Cradle Products Innovation Institute℠ administers certification, ensuring the process is independent and transparent.
Trained, qualified consulting organisations assess the products against the requirements of their standard, which looks at a product through five quality categories — material health, material reutilisation, renewable energy and carbon management, water stewardship, and social fairness.
They then accredit through five levels of certification, representing the most comprehensive product quality mark available.
As a Cradle to Cradle Silver Certified™ product, Shaw’s carpet has been assessed, and is continually being optimised to ensure it poses no known or suspected threat to humans or the environment.
The Cradle to Cradle Products Innovation Institute describes it as the next industrial revolution.
You can find more details on the certification process and how Shaw’s carpets are designed, made and reutilised by clicking through to the website.
