interfaceflor clipping book january march 2011

EMEAIMediaHighlightsJanuary - March 2011

LIST OF AGENCIES BY COUNTRY

• Belgium - InstiCOM [The Legitimacy Group]

• France - Wellcom [ECCO International Public Relations Ltd]

• Germany Corporate - EC Public Relations GmbH [ECCO International Public Relations Ltd]

• Germany Trade - Nicola Sacher (Freelance)

• India - Pressman PR [ECCO International Public Relations Ltd]

• Italy - Ad Mirabilia [ECCO International Public Relations Ltd]

• The Netherlands - IvCB [The Legitimacy Group]

• Scandinavia - PR-Partner [ECCO International Public Relations Ltd]

• Spain - Marco de Comunicación [ECCO International Public Relations Ltd]

• UK Corporate - Kinross + Render [ECCO International Public Relations Ltd]

• UK Trade - Tangerine PR

LIST OF COUNTRIES

Belgium..................................................................................................................02

France...................................................................................................................11

Germany................................................................................................................23

India......................................................................................................................37

Italy.......................................................................................................................50

Netherlands...........................................................................................................64

Scandinavia...........................................................................................................81

Spain....................................................................................................................109

United Kingdom..................................................................................................125

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17 RUE D'UZES75108 PARIS CEDEX 2 - 01 40 13 30 30

11 MARS 11Hebdomadaire Paris

OJD : 45460

Surface approx. (cm²) : 240N° de page : 45

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Eléments de recherche : INTERFACEFLOR : dalles textiles, toutes citations

Dalle de moquette d'aspect pierre naturelleDalle de moquette en polyamide teintée dans la masse à velourstufte boucle et texture Intègre une sous-couche à base de bitumeet de polymère renforcé de fibres de verre (Graphlex) Déclinéeen neuf modèles d'aspect pierre naturelle Produit antistatiquerésistant aux chaises à roulettes et aux UV Compatible avec un solchauffant Destinée aux locaux commerciaux à trafic élevéDimensions (L x I) • 50 x 50 cm. Epaisseur: 8,1mm dont 3,9 mm de fibres.Mise en œuvre: pose plombante amovible en damier, coupe de pierre, a jointscroisés ou defacon aléatoire. Conditionnement: 16 dalles/boîte, soit4 m2.Réduction bruits de chocs ( \LJ : 26 dB. Masse surfacique: 4,65 kg/m2.

Classe d'usage- 33. Certification CUT.Produit :VermontFabricant: InterfaceFlor

I*

Détecteur demouvement infrarougeDétecteur de mouvement passifinfrarouge pour commanded'éclairage, avec possibilité degestion des systèmes de chauf-fage, ventilation et climatisationIntègre des capteurs de mesuremixte permettant le déclenche-ment en fonction de la luminositénaturelle ou artificielle Détectionangulaire carré à 360° et jusqu'à100 m2 de couverture Seuil dedétection lumineuse de 5 jusqu'à2 000 lux Propose deux systèmesde montage par encastrementdans faux plafonds ou dallesbéton Pilotage et paramétragepar télécommandeAlimentation électrique: 230 V/50 Hz.Dimensions (L x p x h) : 89 x 83 x 70 mm(dalle béton) ; 89 x 83 x 70 mm (faux pla-fond). Poids: 250 g.Produit: PlanocentroFabricant :Theben

Onduleur pour site isoléOnduleur sinusoïdal pour installa-tion photovoltaïque en site isoléProposé en deux modèles de 12 et24 volts pour réseau électriquede 115 ou 230 volts Régulationassurée par processeur de signalnumérique (DSP) Intègre unsystème deprotection contreles déchargesprofondes, lasurcharge, lescourts-circuits,l'inversementde polarité, etcFusible électro-nique automa-tique Décon-nexion en cas desurtension LEDindiquant l'étatde fonctionnement Commandepar interrupteur principalDimensions (I x h x p) : 21,2 x 39,5 x 13 cm.Poids : 6,6 à 9 kg. Tension système12 ou 24 V. Tension/fréquence réseau :115/EOHzà230V/50Hz.Classe II. Indice IP 20Produit :StecaSolarix PIFabricant: Steca Elecktronik


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CONNAITRE LES OUTILS D'iNFORMATiON ET DESENSIBILISATION

Etude Les Echos /des Enjeux : engager et piloter unestratégie de marketing responsable

I Le groupe Les Echos et le cabinetdes Enjeux et des Hommes ont

I réalisé une étude visant àappréhender l'impact du

développement durable et de la RSE sur le business modelde l'entreprise, identifier les leviers permettant de mettre enplace une stratégie de marketing responsable et dynamiserl'innovation de l'entreprise par des pratiques responsablesCette étude présente les enjeux du marketing durablenouveaux défis pression des parties prenantes, moyen derelancer et de faire vivre une marque durablement Dans undeuxième temps, le document propose des axes de miseen oeuvre d'un marketing plus responsable avant d'aborderonze études de cas Botanic, Bouygues Immobilier, FindusFrance, Innocent, InterfaceFlor, Isover, La Poste, Lu,Steelcase, Whirpool et Yves Rocher ont ainsi étéinterrogés Des enseignements opérationnels ont ainsi puêtre dégages de ces entretiens mode d'emploi pourréaliser un marketing mix responsable, formation desmarketeurs aux nouveaux outils et repères en matière deRSE mise en place de transversale en interne et enexterne A commander auprès de I Pouzioux -ipouzioux@eurgstaf fr - Agnès Rambaud - agnes rambaud-paquin@desenjeuxetdeshommes corn


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www.batirama.com

Évaluation du siteLe site Internet du magazine Batirama s'adresse aux artisans des PME du bâtiment. Il leurpropose des articles concernant l'actualité de leurs métiers, une boutique en ligne, un agenda desévénements, etc.

CibleProfessionnelle

Dynamisme* : 14* pages nouvelles en moyenne sur une semaine

HEUGA / 6499102 copyright © 2011, Argus de la presse Tous droits réservés

Date : 15/03/11

Impact environnemental : 4 industriels du BTP candidatsSur les 168 entreprises volontaires sélectionnées par le ministère de l’Ecologie pour participerà l’expérimentation de l’impact environnemental des produits, seuls quatre appartiennent ausecteur du bâtiment.

Engagement majeur du Grenelle de l’Environnement, l’affichage environnemental descaractéristiques des produits destinés au consommateur va être formalisé dès le mois de juillet2011 par la mise en place d’une vaste campagne d’expérimentation, initiée par le ministèrede l’Écologie. Cet outil concret permettra de guider les consommateurs vers des choix plusdurables et d’encourager les efforts d’éco-conception des entreprises.

L’appel à candidatures, lancé par le ministère a été entendu par 230 sociétés de toussecteurs et 168 projets ont été retenus. Dans le secteur du bâtiment, on trouve seulement 4industriels. Les sociétés Millet et Bel’m, fabricants de fenêtres et de portes, la société Cavac,coopérative agricole productrice de lin et de chanvre à partir desquels sont fabriqués desisolants écologiques et Interface Floor qui conçoit et fabrique des moquettes.

La phase d’expérimentation volontaire sera officiellement lancée le 1er juillet 2011 et l’évaluationdes opérations débutera à compter du second semestre 2012. Le gouvernement estime quecette initiative vise à répondre à une demande des Français. Selon une étude annuelle sur laconsommation durable de TNS/Ethicity (2010), 54% d’entre-eux se montrent de plus en plusméfiants vis-à-vis des arguments écologiques utilisés dans les publicités alors que dans lemême temps, ils sont 74% à souhaiter connaître l’impact environnemental des produits qu’ilsconsomment.


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À COMPOSERDallesEspritHomeIslandsenvelours depolyamide ,

Vorwerk, prixsurdemandeà partir d

' avril.www.vorkwerk-moquettes.com et chezBadietTapis.

Tél . : 01-53-95-25-00.

CITRANCHÉEMoquetteDesignUnlimitedenfibrepolyamide ,

InterfaceFlor,

72- le m2 . Tél .: 01-58-10-20-20.

el

SOBREMoquetteXXLenpolyamide ,

collection DesignConcept ,

Balsan,

30- le m2.Tél .

: 02-54-29-76-00.

CIFLEURISPetits tapisen

veloursdecoton,

collectionTipTop , Frédérique

Lepers pourSergeLesage.

66cmx 107cmchacun

,

44-.

Tél . :

03-20-48-73-44

6319mars2011LeMondeMagazine

N° et date de parution : 79 - 19/03/2011Diffusion : 467574Périodicité : HebdomadaireLeMondeM_79_64_10.pdfSite Web : http://www.lemonde.fr

Page : 65Taille : 85 %1144 cm2

Copyright (Le Monde Magazine)Reproduction interdite sans autorisation

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STYLE

Moquette& CoLERENOUVEAU

Faceausuccèsdescarrelageset desparquets ,

la moquetteserefaitunesantéenjouantsurlestextures

,

lescouleurset lesmotifs.

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ellesecomposededallesenfeutrequiimposentleursformeslibresaugréd

' unelargepalettedecoloris . Onpeutlesposercôte

àcôtepourjouerdesmotifset des

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expérimentations...renouvelables : cesdallessontamovibles et

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reverss' adapte à touslessolsdurs.«

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, décrypteFrédérique Galloyer, responsableexportpourla

marque . Jusqu'alors,

onpouvaitdifficilementtransformerle solsansgrandstravaux . AveccettecollectionEsprit,

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texturesà sensationsLesprécédents lancements dedalles

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imaginationetneconsacrentpassuffisammentdetempsà l

' achatd

' unemoquette, déplorePatriceCarquin , quidirigele

magasinspécialiséBadiet,

à Paris .

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' huiencore,

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' uni,

souventdubeigeoudugris.»

6219mars2011LeMondeMagazine

Rienàvoiraveclestendancesdu

moment :lestonalitéschaudeset protectrices du

taupeet duwengé ;

lestonspepsyacidulés.bienvoyantsvoirebarioléspourunregain

d

' optimisme ;

lescolorisnaturelscrèmeet

vertd

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' harmonie.. .Et des

texturesà

sensations : moquettesshaggypoilsplusoumoinslongs,

velourssoyeux ,

milleraiescoquets.

contrel

' asthmeAlorspourquoicerevêtement

, quiprésenteenoutredesvertus d

' isolantphoniqueet

amortitleschocsencasdechute,

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séduire?

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« Leursmarquesontmisenavant la luttecontrelesacariens

,

laissantcroirequela moquetteenregorgeait. Orc' estfaw assureFrédériqueGalloyer.

Lesacarienset leursexcréments allergènessontsurtout présentsdansleslitset lesfauteuils !Parailleurs

,

contrairementaustratifié,

la moquetteabsorbe la poussière et l

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empêche deflotterdansl

' air :unbonpointpourluttercontrel

' asthme .»

Et parcequ'onpeuttoujoursfairemieux,

lesfabricants lancentla moquetteenbambou

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soyeuse ,

luxueuseet anti-acariens

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lestraitementsà

basedeseld

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argent ,

antibactérien;

lesmoquettesrecyclables...Et l

' entretien?

« Evidemment,

si onentredansunepièceavecdeschaussures quionttraînépartoutdehors

, çasalitla moquette!rétorquePatriceCarquin. Mais n' importequeltypederevêtementdoitêtrenettoyétouslesdewcjours . »

Et FrédériqueGalloyerdeconfieruneastuceantitache : «

Unlingeblanc,

unpeud

' eauclairedès l

' apparitiondela tache et bienabsorber le

surplus d

' eau.

» Passi compliqué ,

eneffet.CATHERINEMALISZEWSKI

E N BANDESLattesdemoquetteParqueten

lainedeNouvelle-Zélande,

Ora-?topourStepevi ,

à partirde450- le m' .

www.spepevi.com

IDDOUILLETTEMoquettePontevecchio enlaine

,

Saint-Maclou,

63- le m' .

www.saint-maclou.com

N° et date de parution : 79 - 19/03/2011Diffusion : 467574Périodicité : HebdomadaireLeMondeM_79_64_10.pdfSite Web : http://www.lemonde.fr


Copyright (Le Monde Magazine)Reproduction interdite sans autorisation

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D O S S I E R ORIENTATION CLIENT

What's Mineis Yours

D'après What's Mme is Yours de Rachel BOTSMAN et Roo ROGERS, HarperCollms,septembre 2010 et l 'ar t ic le « Brand "We" », par Rachel BOTSMAN, AFR BOSS,2010

En 2000, les RERS (réseaux d'échanges réciproques de savoir)ou autres SEL (système d'échanges locaux) apparaissaient commedes vestiges d'utopies hippies. En 2011, leurs descendants et cousinsse multiplient sur le Net et ce, à échelle internationale, témoins etacteurs d'un mouvement de fond qui s'oppose à l'hyperconsommation,jugé irréversible il y a peu encore. Son nom : la consommationcollaborative !

LA CONSOMMATIONCOLLABORATIVE

« L'avenir de l'automobile sera un mélange de modèles d'au-topartage1, de transports publics et de voitures personnellesLoin de nous effrayer, cet avenir représente pour nous unevéritable opportunité de jouer un rôle dans l'évolution de lanotion de propriété appliquée à la voiture » Le fait que cettephrase sorte de la bouche de Bill Ford, héritier et présidentdu directoire de l'empire automobile eponyme est symbolique à plus d'un titre : oui, les consommateurs ont pris unvirage décisif en s'éloignant des rives de l'hyper individua-lisme et, oui, les entreprises, même les plus « installées »,prennent la mesure du changement. Dans What's Mme isYours, Rachel Botsman et Roo Rogers passent en revue l'en-semble des nouveaux modes de consommation et proposentdes pistes aux organisations qui souhaitent passer d'unerelation de transaction à une relation de conversation avecles consommateurs

Partage, troc, prêt, don, recyclage . Il y aseulement deux décennies, ces notionssemblaient appartenir a un système écono-mique archaïque, incompatible avec l'ob-solescence programmée des produits et du« consommer toujours plus ». Mais la prisede conscience du coût environnemental de

la surconsommation et des crises économiques les ont rapide-ment remis sur le devant de la scène. Les différentes formesde peer-to-peer n'ont aujourd'hui plus rien d'un épiphéno-mène Ainsi, les biens vendus sur eBay représentent chaqueannée un flux de 52 milliards de dollars, soit un montant àpeu près équivalent aux PIB du Luxembourg ou de laBiélorussie.. Autre indice : en entrant « partage de voiture »dans Google on obtient 2,4 millions de résultats, plus quepour « voiture neuve ». .

• Usage plutôt que propriétéPourquoi vouloir posséder le dernier modèle de perceuse, quinous servira 10 minutes dans une vie, quand tout ce quicompte c'est le trou ? Un nombre croissant de consomma-teurs - et d'entreprises - partagent cette interrogation etsouscrivent a des solutions qui privilégient les bénéfices d'un

A RETENIR

• La consommation devient collaborative : le « consommer toujours plus » perd du terrain au profit du « consommer mieuxet ensemble ».

• Partage, prêt, organisation en communautés... les nouveaux usages font émerger des opportunités de création de valeurpour toutes les entreprises,

• à condition qu'elles passent d'une relation de transaction à une relation de conversation avec les clients pour tirer partide l'évolution des modes de consommation


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produit plutôt que son titre de propriété Les offres de produits « one shot » se voient de plus en plus concurrencer pardeux types d'offre de services :• L'entreprise possède les produits et en commercialisel'usage par le biais d'un contrat de location Ce modèle estlargement répandu parmi les fabricants d'outillage coûteux,mais s'avère également pertinent dans l'industrie du luxe(louer un sac pour une occasion plutôt que de débourserI 000 euros) ou pour les biens dont l'usage n'est que tempo-raire (matériel de puériculture).• L'entreprise propose une offre de service complète intégranttout le cycle de vie de ses produits (installation, mainte-nance, réparation, remplacement, recyclage ) Ce modèleest prédominant dans l'industrie bureautique et se répandégalement dans des domaines ou l'accès a la propriété estfreiné par un coût prohibitif (par exemple l'installation depanneaux photovoltaïques).

• Redistribution : ce qui se récolte se sème d'abord« La redistribution est de plus en plus largement considéréecomme une forme de commerce durable Elle remet en ques-tion les liens traditionnels entre le producteur, le distributeuret les consommateurs et malmène l'hégémonie du produitneuf. », soulignent les auteurs. Qu'ils soient basés sur le don,l'échange ou la revente de produits usagés, ces nouveaux cir

10 conseils pour une marquequi dialogue avec les clientsI. Pensez « utilisateurs » et pas « clients » Adressezvous à eux comme à des membres d'une collectivité, enleur procurant tous les bénéfices de l'adhésion à unclub statut, identité, intérêts partages.2 Préférez la conversation au monologue monolithiquemis au seul service de votre marque.3 Prenez le temps qu'il faut pour accueillir dignementvotre premier noyau dur d'utilisateurs et chemin faisantprésentez-les aux nouveaux membres.4. Equipez les « evangélistes » de votre marque d'outilssimples et intuitifs afin qu'ils puissent poursuivre laconversation de votre marque avec le plus grand nombre.5. Quand votre marque grandit n'oubliez pas de vousmontrer reconnaissants envers les membres de lacommunauté.6 Travailler l'appétence sociale de votre marque qui doitapparaître comme un « mouvement » qu'il est valorisantde rejoindre7. Lâchez prise. Vous ne pouvez pas choisir et orienterce qu'on dit de votre marque.8. Acceptez la critique et essayez d'en faire un outil deprogrès9. Ne vous percevez pas comme le « Seigneur de lamarque » mais comme l'hôte et le réfèrent de choix de lacommunauté qui la constitue10 N'oubliez pas qu'une marque qui se veut« collaborative » se construit sur la base d'une cultured'entreprise également collaborative.

Spécialiste de la marque et del'innovation, a fait dela collaboration et du partage son chevalde bataille Ancienne responsable de lafondation William Clinton elle est lafondatrice de CCLab, un cabinet deConsulting dédié à la mise en pratiquede stratégies collaboratives

est le président de RedScout Venture Sériai entrepreneurnotoire, il a participé à la naissance de OZOlab, OZOcar, Drive ThruPictures, Unity TV et Venite

cuits contribuent activement à la réduction des déchets et àla maîtrise des ressources utilisées pour la production Etl'enjeu est de taille : l'environnementahste Paul Hawken2

estime que la production de 100 kilos de produits manufac-turés entraîne la production de 3200 kilos de déchets Enclair -. revendre notre vieux canapé à un inconnu ne repré-sente pas une économie de déchets de 100 kilos, mais de3 300. Résultat, de nombreuses entreprises florissantesassoient leur stratégie sur un modèle redistnbutif (eBay,Craigslist, thé Swaptree, Freecycle . ) Toutes reposent sur unprincipe incontournable . la confiance entre individus ne seconnaissant pas, qui apparaît moins comme une preuve denaïveté que comme une « promesse de construire une rela-tion durable qui pourra nous être bénéfique dans le futur ».

• Collaboration : l'union fait la forceLe développement d'Internet et des reseaux sociaux a permis dedéployer à une échelle internationale et économiquement signi-ficative un concept longtemps reste cantonné aux petites com-munautés humâmes la collaboration L'objet de la transactionn'est plus le produit mais une compétence (échangée ou parta-gée) La collaboration est également au cœur d'un phénomèneapparu il y a quelques années aux États-Unis • le prêt bancaireentre particuliers. L'activité connaît une croissance fulgurante .une étude Gartner de 2010 prédit qu'il représentera un marchemondial de 5 milliards de dollars dès 2013, soit environ 10 %du volume mondial de crédits accordes aux particuliers.

ENTREPRISES : DE LA TRANSACTIONA LA CONVERSATIONL'heure n'est pas venue de sonner le glas de la relation cornmerciale traditionnelle les entreprises vont continuer a ven-dre et les consommateurs à acheter, mais les rapports entreles deux parties vont s'enrichir, peu à peu quitter le modepurement transactionnel pour entrer dans l'ère du dialogue

• Créer : le design thinking3

Si les consommateurs changent, les entreprises doivent suivrele mouvement. Les mutations ne se limitent pas à la mise ...


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••• en marche c'est bien toute la chaîne de valeur qui estreconsidérée a court ou moyen terme Pour repondre auxattentes de clients qui veulent de plus en plus l'usage et demoins en moins le produit le design industrie! - centre surl'optimisation de la fonction du prix et de l'apparence d'unproduit - évolue vers le design thmking Bousculant les habitudes de création « verticale », le design thmking nécessite lamise en œuvre de plusieurs processus le travail en groupespluridisciplinaires, I itération, l'analyse rationnelle II impliqueégalement l'établissement de liens étroits avec les usagers etd'autres sphères (monde académique, entreprises du mêmesecteur, partenaires) La naissance du BIXI (le vélo en libreservice de Montréal) en 2009 est emblématique du designth/nking pas moins de six entreprises ont été mises a contri-bution pour mettre au point une solution qui reponde auxattentes exprimées en amont par de potentiels utilisateurs

• Convaincre : le marketing communautaire« L'époque ou nous nous définissions par un logo sur un tshirt ou sur nos baskets est révolue Maintenant, nous expri-mons notre individualité par nos connexions, en partageant ceque nous sommes en tram de faire (Twitter), ce que nousécoutons (Spotify), ce qui nous interesse (Digg), les groupesauxquels nous appartenons (Lmkedln Viadeo) et bien sûr nosamis (Facebook) » Dans ce contexte, le rôle de la marque estloin d'être mort, mais la façon dont elle se construit, se piloteet se propage a change• La marque et la communauté avec laquelle elle est enconversation tendent a fusionner Ainsi, l'identité de Skype nerepose que sur la masse de ses membres II en va de mêmepour la plupart des plateformes peer-to peer• Les campagnes publicitaires perdent du terrain au profitdes « evangelistes », leaders d'opinion spontanément issus dela communauté Le challenge est alors de susciter les vocations et non de les recruter• Les marques sont en mode « bêta test » permanent ellessont amenées a évoluer en fonction de leur usage Par consé-quent, de nombreuses entreprises « collaboratives » font lepari d'une identité faible a l'image de celle de CraigslistSans la moindre dépense publicitaire et avec une absencevolontaire de logo de « look » cette plateforme de petitesannonces entre particuliers est devenue un incontournable dunet aux Etats-Unis, qui affiche 50 mill ions de visiteursuniques par jour

• Évoluer : redéfinir sa proposition de valeurEt les entreprises, qu'ont elles a gagner avec cette nouvelledonne ? Leur viabilité économique ne risque t elle pas d êtrehypothéquée par le « consommer moins pour consommermieux » et par la concurrence de modèles économiques mnovants, bases sur l'adhésion a un service et un coût a l'usage ?

« La multiplication de ces nouvelles structures ne se fera pasnécessairement au détriment des business existants, » tempèrentles auteurs Au contraire, de nouvelles opportunités de créationde valeur seront trouvées, a I image d'Interface Flor qui en prèsde quarante ans d'existence s'est impose au premier rang desfabricants de moquette en dalle En 1994, son fondateur adécide prendre un virage médit a l'issue d'une prise deconscience soudaine des dommages que son activité causait al'environnement Interface apparaît aujourd'hui comme l'un despionniers des entreprises qui ont su franchir le cap de l'hyperconsumerisme avec succès Sa stratégie ne produire aucun déchetet gérer le produit tout au long de son cycle de vie grâce a uneoffre de service globale et 100 % intégrée L'offre d'Interfacecomporte désormais le design sur mesure, l'installation desdalles leur maintenance et leur nettoyage, leur remplacement encas de besoin, la collecte des dalles usagées qui sont recycléespour la fabrication de nouvelles dalles A I heure actuelle 36 %des dalles sont fabriques a partir de matériaux recycles et11 000 tonnes de moquette ont été détournées de la décharge

A l'instar d'Interface Flor, de nombreuses « vieilles » entre-prises montrent qu'il est possible de réussir la transition entre unmodèle vertical classique et un modèle collaboratif intègre avec ala clé de substantielles économies et une augmentation de lafidélité des consommateurs Assistons-nous a un bouleversementmacroéconomique 7 « Nous croyons qu'a l'avenir nous considèrerons la période actuelle comme le moment ou nous avons su sau-ter dans l'inconnu et recréer un système durable, construit pourservir les besoins humains de base - l'appartenance a une com-munauté, l'identité individuelle, la reconnaissance et l'exerciced'une activité qui a du sens Nous pourrons parler de révolution,concluent les auteurs, car la société, confrontée a de graves diffi-cultés aura su basculer de la vénération aveugle de la propriétéindividuelle dans la redécouverte du bien collectif » •

1 Voir I interview du fondateur de WhipCar page 112 Auteur de The Ecology of Commerce (Harper Collins 1993)3 Voir « Innover lèchent I idée latechno, l'équipe donc lebusiness» Business Digest n° 204 mars 2010

Communautés : quand Target rate sa cibleCréer une communauté de toutes pieces dans le secret d'un service marketing est une stratégie qui peut sembler tentantepour faire parler de soi mais qui s'avère souvent désastreuse Target - 5e distributeur américain - en a fait l'amere expérienceen 2007 Son idée identifier des étudiants clients de l'enseigne et les transformer ex mhilo en evangelistes de la marque,avec la mission de chanter « spontanément » ses louanges sur un maximum de reseaux sociaux Malheureusement pourl'entreprise, la page Facebook créée pour recevoir ces témoignages elogieux fut essentiellement remplie de posts des ditsétudiants qui insistaient sur la « tentative de corruption » dont ils avaient fait l'objet Abondamment relayée par la presse,la mésaventure a nui durablement a l'image de marque du distributeur


21

France

Tous les fournisseurs des marchés publics

InterfaceFLOR

InterfaceFLOR est leader en design et fabrication de revêtements de sol modulaires pour l’univers professionnel. Sur ce secteur extrêmement exigeant, InterfaceFLOR a toujours su, au travers de ses différentes marques, porter un regard différent, innovant et créateur. Pionnier de la dalle textile, concepteur de la pose aléatoire, inventeur du Microtuft, c’est aujourd’huil'une des entreprises les plus attentives au respect de l’environnement avec notamment le programme de compensation carbone «Cool Carpet® » ou le service de récupération des produits en fin de vie « ReEntry ».

InterfaceFLOR propose la plus large gamme de dalles textiles du marché avec plus de 60 références. Les avantages de la moquette en dalles : flexibilité des sols, amovibilité, effets décoratifs infinis, facilité de transport, isolation acoustique, accès au plancher technique. De plus, InterfaceFLOR fabrique et commercialise Intercell, un système de gestion technique de câblage totalement compatible avec nos dalles. Pour répondre au mieux aux exigences des architectes et utilisateurs, InterfaceFLOR propose aussi de nombreux services : Design à la demande (coloris spéciaux, logos…), Renovisions (système de levage permettant de remplacer les moquettes usagées en milieu occupé), Cool Carpet, programme de compensation carbone, ReEntry, service de récupération des produits en fin de vie.

Voir le site du fournisseur InterfaceFLOR

La Gazette vous recommande

Toutes les clefs pour réussir a v e c www.carr ieres-publiques.com

Plus d'ouvrages a v e c www.terri torial . fr

EDITIONSPublications d'ouvrages pratiques, concrets, conçus pour les territoriaux.

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http://www.lagazettedescommunes.com/57826/interfaceflor/

1/2InterfaceFLOR


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France

DesmoquettesplusfinementrecycléesAprèsavoirorganiséle réemploi et le recyclagedesesmoquettesentières

,

InterfaceFlorfranchituncapsupplémentaire : le recyclagedesfibresdepolyamide . Depuisfévrier2011

,

le sitedeScherpenzeelauxPays-Basestéquipéd

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, puisl

' extractiondesfibressefaitparsoufflage .

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nouvelles fibres . Entre80et 90%%desfibrespeuventainsiêtrerécupérées ,

et

100%%dela sous-couche . Deuxansderechercheontéténécessairespourfinaliserceprojet . BaptiséRe-Entry2.0

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ceprocédépermetdéjàdetraiter600000m2demoquetteusagéeparan

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' usine . EnFrance,

InterfaceFlorvendentre2

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et 3 millionsdemètrescarrésdemoquettechaqueannée.www.interfaceflor.eu

N° et date de parution : 90 - 21/03/2011Diffusion : 13887Périodicité : HebdomadaireEnvironn5_90_5_316.pdfSite Web : http://www.environnement-magazine.fr


Copyright (Environnement Magazine Hebdo)Reproduction interdite sans autorisation

1 / 1

InterfaceFLOR


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Dow Jones-VWD News Interface, -FLOR i.Zshg.m. TeppichfliesenSuchbegriff:

10.03.2011 Verbreitete Auflage:Reichweite:

Anzeigenäquivalenz:Nachrichtenagentur / täglich

ECCO DüsseldorfEC Public Relations GmbH

VWD LL Donnerstag, 10. März 2011 10:32:06

PRESSEMITTEILUNG/DDP DIRECT InterfaceFLOR führt wegweisendesRecycling-Verfahren ein

(ddp direct) Krefeld, 10. März 2011 InterfaceFLOR, weltweit führender Hersteller von Tep-pichfliesen, beweist einmal mehr seine Vorreiterrolle in der europäischen Teppichbranche.Mit dem Recyclingverfahren ReEntry 2.0 können jedes Jahr bis zu 2.700 Tonnen Alt-Teppich-fliesen vollständig wiederverwertet werden.

Die hocheffiziente Technologie ist erstmals in der Lage, das Garn und die Rückenbeschich-tung gebrauchter Teppichfliesen vollständig voneinander zu trennen. Die so gewonnenen Grund-komponenten können demnach wieder zur Herstellung neuer Teppichfliesen (Garn und/oderRückenbeschichtung) genutzt werden. Für vollkommen nachhaltig wirtschaftende Unternehmen wieInterfaceFLOR ist das Recycling von Nylongarn besonders wichtig, denn dieses Material isthöchst energieintensiv und verursacht bei der Produktion und Weiterverarbeitung CO2-Emissio-nen

Durch ReEntry 2.0 können jedes Jahr mehr als 2.700 Tonnen Rohmaterial wiederverwertet wer-den. Das entspricht rund 600.000 m2 Teppichfliesen. Lebenszyklusanalysen (LCA) zeigen, dassdie Herstellung von Bodenbelägen rund viermal weniger energieaufwändig ist, wenn statt neu-wertiger Rohstoffe Recycling-Material nach dem ReEntry 2.0-Verfahren verwendet wird. Dazukommt die Tatsache, dass die Produktionsstätte von InterfaceFLOR im niederländischen Scher-penzeel, wo ReEntry 2.0 eingesetzt wird, seine Energie zu 100 Prozent aus erneuerbaren Quel-len bezieht. Dadurch sinken die CO2-Emissionen um das zwanzigfache. Mit ReEntry 2.0 ist In-terfaceFLOR dem Ziel eines vollständig geschlossenen Produktkreislaufs einen weiterenSchritt näher gekommen. Unter dem Motto Closing the Loop nimmt das Unternehmen seit 1995 ge-brauchte Bodenbeläge zurück und verringert so seinen negativen Einfluss auf unsere Umwelt.Seit Beginn des Projekts wurden auf diese Weise über 91.000 Tonnen Teppich wiederverwertetund Abfall vermieden.

Die Teppichindustrie sucht schon seit Langem nach Recycling-Verfahren, die technisch um-setzbar und wirtschaftlich rentabel sind, erklärt Ton van Keken, Senior Vice President ofOperations bei InterfaceFLOR EMEAI. Schätzungen gehen davon aus, dass dieses Jahr allein inEuropa rund 30 Millionen Quadratmeter Teppichfliesen auf der Deponie oder in der Müllver-brennung entsorgt werden. Das ist eine Verschwendung wertvoller Ressourcen und hat nichtwieder gutzumachende Auswirkungen auf unsere Umwelt. ReEntry 2.0 ist für unsere gesamteBranche ein entscheidender Schritt nach vorne. Dieses Verfahren ermöglicht es uns, alle Kom-ponenten getrennt zu recyceln. Damit kommen wir einem geschlossenen Produktkreislauf erheb-lich näher.

InterfaceFLOR sagt dem Müll den Kampf an: War on Waste


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Im Rahmen der Nachhaltigkeitskampagne Mission Zero hat sich InterfaceFLOR zum Ziel ge-setzt, schädliche Umweltauswirkungen bis zum Jahr 2020 auf Null zu reduzieren. Dazu zähltauch die vollständige Vermeidung von Abfällen. Seit 1996 ist es dem Unternehmen durch kon-sequentes Recycling und zahlreiche Neuerungen in der Produktion gelungen, Produktionsab-fälle und Verschnitt um über 80 Prozent zu reduzieren. Dabei wurden mehr als 43 MillionenDollar eingespart. Mit der Kampagne War on Waste möchte InterfaceFLOR einen tiefgreifen-den Wandel einläuten. Produktionsabfälle zu entsorgen gilt bei Teppichherstellern in vie-len Länder momentan als einfache und kostengünstige Lösung. Es gibt keine Gesetze, dieeinen Hersteller auch über die Lebensdauer seines Produktes hinaus für die Folgen verant-wortlich machen. InterfaceFLOR setzt sich für eine europaweite Gesetzgebung ein, die fürdie gesamte Bau- und Innenausstattungsbranche verbindlich ist.

Weitere Informationen unter http://waronwaste.interfaceflor.eu

Bildmaterial zu InterfaceFLOR und ReEntry 2.0 finden Sie hier: http://www.ecco-duessel-dorf.de/service/InterfaceFLOR/page14/page14.ht ml

Shortlink zu dieser Pressemitteilung: http://shortpr.com/fway1l

Permanentlink zu dieser Pressemitteilung: http://www.themenportal.de/unternehmen/inter-faceflor-fuehrt-wegweisen des-recycling-verfahren-ein-67405

InterfaceFLOR, die Teppichfliesen-Sparte der US-amerikanischen Interface Inc., ist einweltweit führender Hersteller von hochwertigen, innovativen und nachhaltigen modularen Bo-denbelägen.

Mitte der 90er-Jahre bekannte sich Interface als eines der ersten Unternehmen öffent-lich zu einer konsequenten Nachhaltigkeitspolitik. Ziel der Mission Zero ist es, bis 2020das erste vollständig nachhaltige Unternehmen der Welt zu werden. Daran orientieren sichalle Entscheidungen in den Unternehmensbereichen People (Menschen), Place (Erde), Profit(Gewinn), Product (Produkte und Dienstleistungen) und Process (Verfahren)

Mittlerweile hat Interface bereits mehr als die Hälfte des Weges zu diesem Ziel zurück-gelegt. Diese Leistung wurde durch die zahlreichen Auszeichnungen anerkannt, die das Un-ternehmen und seine Produkte inzwischen erhalten haben, wie zum Beispiel: National Exam-ple of Excellence in Climate Exchange des BITC 2010 (GB) Nummer 1 in der Globescan-Studieder Nachhaltigkeitsexperten 2007, 2008, 2009 (GB) Der Queens Award für nachhaltige Ent-wicklung in den Jahren 2002 und 2008 (GB) Lean and Green Award für nachhaltige Innovatio-nen in der Logistik 2009 (NL) Die Auszeichnung nachhaltigster Hersteller des Jahres, die2009 vom UK Green Building Council und dem Building Magazine verliehen wurde Der DeutscheNachhaltigkeitspreis 2009 in der Kategorie Recycling (D) Weitere Informationen unterwww.interfaceflor.eu oder www.interfaceglobal.com.

Frau Laura Cremer

InterfaceFLOR - Interface Deutschland GmbH Rote-Kreuz-Straße 2 47800 Krefeld

Website: www.interfaceflor.eu

(Dies ist eine über ddp direct verbreitete Pressemitteilung. Für den Inhalt ist aus-schließlich das herausgebende Unternehmen verantwortlich.)


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EUWID Recycling und Entsorgung Interface, -FLOR i.Zshg.m. TeppichfliesenSuchbegriff:

15.03.2011 3.488Verbreitete Auflage:

11.162Reichweite:683 €Anzeigenäquivalenz:Ausgabe: 11

Seite: 36 / unten linksFachzeitschrift / wöchentlich

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Client: InterfaceFLOR

Publication DNA Language/ Frequency English / Daily Published from Bangalore Circulation 175,000 Date 24 November 2010


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Publication Architecture UpdateLanguage/ Frequency English / Monthly Published from Mumbai Circulation 35,000 Date February 2011


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Publication The Design SourceLanguage/ Frequency English / Bi-Monthly Published from Mumbai Circulation 57,000 Date February-March 2011


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Publication The Inside TrackLanguage/ Frequency English / Monthly Published from Mumbai Circulation 33,000 Date March 2011


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Publication Deccan HeraldLanguage/ Frequency English / Daily Published from Bangalore Circulation 200,000 Date 11 March 2011


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Climate TickerOcean acidification changes nitrogen

ncreasing acidity in the sea’s Iwaters may fundamentally change how nitrogen is cycled in them, say marine scientists who published their findings in the Proceedings of the National Academy of Sciences. Nitrogen is one of the most important nutrients in the oceans. All organisms use it to make proteins and other important compounds. One of these groups, the ammonia oxidisers, plays a pivotal role in determining which

CLIMATE TICKER

forms of nitrogen are present in the ocean. In turn, they affect the lives of many other marine organisms.

“Ocean acidification will have widespread effects on marine ecosystems, but most of those effects are still unknown,” says David Garrison, director of the National Science Foundation (NSF)’s Biological Oceanography Program. Very little is known about how ocean acidification may affect critical microbial groups like the

ammonia oxidisers, ‘the key players in the ocean’s nitrogen cycle’.

An important caveat is that nitrous oxide emissions from oceanic nitrification may be altered by other forms of global environmental change such as increased deposition of nitrogen to the ocean, or loss of oxygen in some key areas. This could offset any decrease due to ocean acidification, and needs to be studied in more detail. Source: National Science Foundation

Rivers emit three times more Nitrous Oxide than estimated2

itrous oxide is a potent Ngreenhouse gas that contributes to climate change and stratospheric ozone destruction. It happens via a microbial process called denitrification, which converts nitrogen to nitrous oxide and dinitrogen, an inert gas.

Scientists report in the journal Proceedings of the National Academy of Sciences (PNAS) that river and stream networks are the

source of at least 10 percent of human-caused nitrous oxide emissions to the atmosphere.

That’s three times the amount estimated by the Intergovernmental Panel on Climate Change (IPCC). Rates of nitrous oxide production via denitrification in small streams increase with nitrate concentrations. “Human activities, including fossil fuel combustion and intensive agriculture, have

increased the availability of nitrogen in the environment,” says Jake Beaulieu of the University of Notre Dame and the US Environmental Protection Agency in Cincinnati, Ohio, and lead author.

Atmospheric nitrous oxide concentration has increased by some 20 per cent over the past century.

Source: National Science Foundation

Continued death of forests predicted

f current climate projections hold Itrue, the forests of the south-west United States face a bleak future, with more severe – and more frequent – forest fires, higher tree death rates, more insect infestation, and weaker trees. The findings by university and government scientists were published in Proceedings of the National Academy of Sciences.

“Our study shows that regardless of rainfall going up or down, forests in the south-west US are very sensitive to temperature – in fact, more sensitive than any forests in the country,” said first author Park Williams, postdoctoral researcher in the Department of Geography at UC

Santa Barbara. “Forests in the South-west are most sensitive to higher temperatures in the spring and summer, and those are the months that have been warming the fastest in this area.”

Past forest studies have shown that warmer temperatures are associated with wildfires and bark beetle outbreaks. “We found that up to 18 per cent of forest area in the South-west – millions of acres – has experienced mortality due to severe wildfires and bark beetle outbreaks in the last 20 years,” said Williams. Source: University of California, Santa Barbara

3

Off oil by

2020Interfacetarget set

FLOR’s

INTERVIEW

InterfaceFLOR has been experimenting with innovative technology to make carpet tile making less burdensome on Earth’s fragile resources. Their mission now is to ensure there is zero negative impact of their manufacturing process on the environment, Raj Menon, Country Head, InterfaceFLOR India, tells Sheetal Vyas in an interview

Achieving 80 per cent reduction in waste and water usage is no mean task for a company that uses petroleum-based products such as nylon yarn and PVC for its products. How was this managed?

We took 1994 as our baseline and started a self-sustainability drive. However, it had nothing to do with the Kyoto Protocol. The credit for this goes to our Founder, Chairman, Ray Anderson. Asked to deliver a talk to a group of people about sustainability many years back, he realised that knowledge about the concept was too limited then. A book titled, The Ecology of Commerce, which talks about how businesses are managed, helped him understand the concept and gave him an insight into what we were actually doing while manufacturing stuff. A chemical engineer by qualification, he decided to consider a change in the manufacturing process, because we used nylon and PVC in our products. We then started looking at all our activities with Quest as the base. Quest measures everything, the water consumption, energy, waste generation and treatment. Carpet tiles are heavy products, using 35 oz of nylon yarn to make just 1 sq yd of carpet. We first had to

Raj Menon, Country Head, InterfaceFLOR India

planet earth | | january 1133planet earth | | january 1132


47

India

cut down the use of yarn, thereby reducing the raw material required. Almost 68 per cent of the carbon emissions were coming out of the raw material. Once that is reduced, emissions come down simultaneously. We then started taking serious energy conservation measures. Water usage was something that required serious cutting. We ended up using almost 60 gallons of water to wash 1 sq yd of carpet when using white yarn and getting it printed. We stopped the practice and switched to using coloured yarn to make carpets.

Carpet tile making is energy-intensive too. What were the options you considered to achieve energy efficiency?

Interestingly, we found a waste biomass reserve near one of our manufacturing units

Apart from biomimicry, do you also take inspiration from the patterns of nature, for instance the spider’s web or the structure of the honeycomb, to create new designs?

Yes, we have given it a lot of thought. If you look at the peacock feather, it shines in different colours. However, its basic colour is brown. The colours look different because of the way the sunlight falls on it. We have applied such ideas. The way the light falls on the floor can create a design. A lot of companies are taking inspiration from nature. The lotus leaf for instance, it is water-proof. Several paint industries are working on a similar texture for the exteriors,

abroad. Biomass usually contains methane, which we extracted and turned it into electricity. The power we generate is sufficient to run our business and also share a part of the energy with others. While doing so, we noticed that it made a lot of economic sense to conserve energy. Mostly people believe that going the sustainability way costs money. But the changes that we have implemented have proved that it makes a lot of business sense and the long-term benefits are far too many.

What were the design changes that were brought in when these measures were introduced?

When you want to reduce the weight of a product, design makes an important start-off point. We started revisiting our production technology and took up the cause department-wise. Discussions on how

since it avoids moisture. The water doesn’t stick to it, and just rolls off taking away dust with it. This also helps in avoiding moss and fungus.

How environmentally biodegradable are these carpet tiles? You offer a 15-year warranty. Once it lapses, can it be recycled?

If you really want to be sustainability driven, taking your production to the next level is the challenge. If these carpets are put back into the landfills, they will remain there for ages because nylon doesn’t degrade. This problem is faced by many companies. The backing in these products contains PVC. We have set up technology in some of our facilities, where the

yarn and the PVC are separated and can be recycled. A stage has been reached where we can use up to 73 per cent of recycled content for our products. We have a mission to completely get off oil by 2020. No fresh raw material will be used after that. The challenge is to achieve the remaining 27 per cent reduction. We are trying to use a hybrid of nylon yarn combined with yarn made of corn. Sustainability is in the DNA of the company and we will build on that.

Flooring also plays a crucial role in heating or cooling a particular place. So energy consumption also varies according to the flooring. How was this problem tackled?

This product predominantly will get used in an air-conditioned environment. The maintenance is not much. If you are to use it in a humid city like Chennai or Mumbai, the moisture will play a tricky role. However, it offers help with insulation.

In addition to getting off oil by 2020, is there any aim you have set for the next five years?

We have enriched ourselves with a lot of knowledge. This knowledge base is used by our consultancy arm to offer consultancy services to other companies that are trying to ride the sustainability path. If it makes economic sense to save money by using sustainability measures, then why not!

Having reduced your carbon emissions to such

a large extent, did you ever consider applying for carbon credits?

We are not into buying or selling carbon credits. We look at the credits that we create and use non-profit organisations to plough it back into sustainability. The company has introduced cool carpet certification. It measures how much carbon a square metre of carpet tile would emit. Once you know how much it costs, we offer the same money to a non-profit organisation, which in turn uses the money for a greening project. Climate Care and Climate Neutral are the two organisations we are associated with and projects are running in Odisha, Madhya Pradesh and Tamil Nadu. Presently, we have also undertaken afforestation work in Uganda.

Several countries these days are trying to market themselves as sustainability-driven and earth-friendly. But, hasn’t recycling and sustainability been a tradition with India?

India is a place where

recycling is the way of life,

it goes to the last bit. It

could be because of our

economic background why

we chose to do it. It’s

always been a part of the

Indian culture.

However, somewhere we

lost the touch while

participating in the rat

race for development. We

are trying to get back to it.

Though slow initially, it

has now picked pace. One

can only hope that it

becomes a habit to go the

green way.

each department could be improved and changed to make it more sustainable, helped us streamline the value chain. Everybody, starting from the supplying to the packaging, from the base staff to the top management, got involved. It basically was a trickle-down effect. Now, the designing process has been completely changed, and we have been involving discussions with a lot of people to improve it further.

InterfaceFLOR has been experimenting with biomimicry while implementing new designs. How does this exactly work?

We were struggling to make every square of the carpet to look right, alike

and engineered. However, if you look at a piece of land available in nature, each piece is different from the other, irrespective of the region. When nature itself avoids symmetry, why should we stick to it? We then applied the principles of ‘biomimicry’ to our designs. This not only gave us a fantastic product design, but also cut down the maintenance, offering more flexibility. Facility managers loved it because there is no direction to the design. If the sub-floor needs to be accessed, you just remove the tile, complete the task and are done with it. Moreover, there is no problem of merging the designs. If you want to buy another 5 sq m after five years, you can still get it.Striped: A sepia orange pattern created by the company for a layered look

Of colour: It helps to introduce colour variants in a black & white design to break the monotony

Founding words: Ray Anderson, Founder, Chairman has always believed that it is sustainability which drives the business and it has to be incorporated.

Mission Zero:our promise to eliminate

any negative impact our companymay have on the environment

by the year 2020.

mission

TM



48

India

cut down the use of yarn, thereby reducing the raw material required. Almost 68 per cent of the carbon emissions were coming out of the raw material. Once that is reduced, emissions come down simultaneously. We then started taking serious energy conservation measures. Water usage was something that required serious cutting. We ended up using almost 60 gallons of water to wash 1 sq yd of carpet when using white yarn and getting it printed. We stopped the practice and switched to using coloured yarn to make carpets.

Carpet tile making is energy-intensive too. What were the options you considered to achieve energy efficiency?

Interestingly, we found a waste biomass reserve near one of our manufacturing units

Apart from biomimicry, do you also take inspiration from the patterns of nature, for instance the spider’s web or the structure of the honeycomb, to create new designs?

Yes, we have given it a lot of thought. If you look at the peacock feather, it shines in different colours. However, its basic colour is brown. The colours look different because of the way the sunlight falls on it. We have applied such ideas. The way the light falls on the floor can create a design. A lot of companies are taking inspiration from nature. The lotus leaf for instance, it is water-proof. Several paint industries are working on a similar texture for the exteriors,

abroad. Biomass usually contains methane, which we extracted and turned it into electricity. The power we generate is sufficient to run our business and also share a part of the energy with others. While doing so, we noticed that it made a lot of economic sense to conserve energy. Mostly people believe that going the sustainability way costs money. But the changes that we have implemented have proved that it makes a lot of business sense and the long-term benefits are far too many.

What were the design changes that were brought in when these measures were introduced?

When you want to reduce the weight of a product, design makes an important start-off point. We started revisiting our production technology and took up the cause department-wise. Discussions on how

since it avoids moisture. The water doesn’t stick to it, and just rolls off taking away dust with it. This also helps in avoiding moss and fungus.

How environmentally biodegradable are these carpet tiles? You offer a 15-year warranty. Once it lapses, can it be recycled?

If you really want to be sustainability driven, taking your production to the next level is the challenge. If these carpets are put back into the landfills, they will remain there for ages because nylon doesn’t degrade. This problem is faced by many companies. The backing in these products contains PVC. We have set up technology in some of our facilities, where the

yarn and the PVC are separated and can be recycled. A stage has been reached where we can use up to 73 per cent of recycled content for our products. We have a mission to completely get off oil by 2020. No fresh raw material will be used after that. The challenge is to achieve the remaining 27 per cent reduction. We are trying to use a hybrid of nylon yarn combined with yarn made of corn. Sustainability is in the DNA of the company and we will build on that.

Flooring also plays a crucial role in heating or cooling a particular place. So energy consumption also varies according to the flooring. How was this problem tackled?

This product predominantly will get used in an air-conditioned environment. The maintenance is not much. If you are to use it in a humid city like Chennai or Mumbai, the moisture will play a tricky role. However, it offers help with insulation.

In addition to getting off oil by 2020, is there any aim you have set for the next five years?

We have enriched ourselves with a lot of knowledge. This knowledge base is used by our consultancy arm to offer consultancy services to other companies that are trying to ride the sustainability path. If it makes economic sense to save money by using sustainability measures, then why not!

Having reduced your carbon emissions to such

a large extent, did you ever consider applying for carbon credits?

We are not into buying or selling carbon credits. We look at the credits that we create and use non-profit organisations to plough it back into sustainability. The company has introduced cool carpet certification. It measures how much carbon a square metre of carpet tile would emit. Once you know how much it costs, we offer the same money to a non-profit organisation, which in turn uses the money for a greening project. Climate Care and Climate Neutral are the two organisations we are associated with and projects are running in Odisha, Madhya Pradesh and Tamil Nadu. Presently, we have also undertaken afforestation work in Uganda.

Several countries these days are trying to market themselves as sustainability-driven and earth-friendly. But, hasn’t recycling and sustainability been a tradition with India?

India is a place where

recycling is the way of life,

it goes to the last bit. It

could be because of our

economic background why

we chose to do it. It’s

always been a part of the

Indian culture.

However, somewhere we

lost the touch while

participating in the rat

race for development. We

are trying to get back to it.

Though slow initially, it

has now picked pace. One

can only hope that it

becomes a habit to go the

green way.

each department could be improved and changed to make it more sustainable, helped us streamline the value chain. Everybody, starting from the supplying to the packaging, from the base staff to the top management, got involved. It basically was a trickle-down effect. Now, the designing process has been completely changed, and we have been involving discussions with a lot of people to improve it further.

InterfaceFLOR has been experimenting with biomimicry while implementing new designs. How does this exactly work?

We were struggling to make every square of the carpet to look right, alike

and engineered. However, if you look at a piece of land available in nature, each piece is different from the other, irrespective of the region. When nature itself avoids symmetry, why should we stick to it? We then applied the principles of ‘biomimicry’ to our designs. This not only gave us a fantastic product design, but also cut down the maintenance, offering more flexibility. Facility managers loved it because there is no direction to the design. If the sub-floor needs to be accessed, you just remove the tile, complete the task and are done with it. Moreover, there is no problem of merging the designs. If you want to buy another 5 sq m after five years, you can still get it.Striped: A sepia orange pattern created by the company for a layered look

Of colour: It helps to introduce colour variants in a black & white design to break the monotony

Founding words: Ray Anderson, Founder, Chairman has always believed that it is sustainability which drives the business and it has to be incorporated.

Mission Zero:our promise to eliminate

any negative impact our companymay have on the environment

by the year 2020.

mission

TM



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GENNAIO FEBBRAIO - 17

stanchi dei pavimenti tradizionali? arrivano anche in italia le superfici tessili di ultima generazione ispirate agli eleganti blazer di lana o ai calzini a strisce

di MARTINA SERVILLO

Se il pavimento classico, parquet,

cotto, marmo, non soddisfa più le

esigenze delle superfici contemporanee,

una risposta molto originale arriva

dall’azienda InterfaceFLOR, leader

mondiale nel design e nella produzione

di pavimenti tessili modulari e pioniere

Nuove MOquETTEil nuovo design di interfaceflor permette alla clientela di creare la propria pavimen-tazione personalizzandola al massimo.il committente può, infatti, mixare e com-binare su misura i disegni con ognuno dei prodotti standard della grande collezione interfaceflor per un design totalmente originale. anche i prodotti standard pos-sono essere adattati ai propri gusti, con la possibilità, ad esempio, di cambiare il colore. design unlimited è in grado di sod-disfare qualsiasi esigenza, per ogni scopo. molte aziende lo hanno già scelto, come ad esempio google, che ha disegnato pavi-mentazioni uniche ed innovative per com-pletare una serie di mini ambientazioni al suo centro europeo d’ingegneria, e la Yew tree primari school a solihull, che ha cre-ato un’area “reading” ispirata ai disegni dei bambini della scuola.

DESIGN IllImItato

in tema di sostenibilità ambientale.

La collezione Ambience unisce design

e sensibilità ambientale. Molti dei

prodotti realizzati hanno un contenuto

di materiale riciclato nel sottofondo e

nel filato, mentre due delle gamme

sono basate sulla tecnologia Microtuft,

che utilizza meno del 20% di filati,

ma mantiene alte performance grazie

ad una superficie dura. Il programma

Cool Carpet® è incluso come standard

in molti prodotti, ciò significa che le

emissioni di anidride carbonica generate

lungo tutto il ciclo di vita dei prodotti

vengono compensate. Alcune delle

nuove gamme sono anche ispirate a

motivi naturali. Basati sulla scienza

della Biomimesi (la disciplina che studia

le caratteristiche degli esseri viventi

come modello per il miglioramento di

attività e tecnologie) i pavimenti tessili

riproducono motivi presenti in natura

e possono essere installati con posa

“aleatoria”, generando il minimo scarto

di prodotto. Cap and Blazer (nella foto)

è disponibile in 16 colori intensi e motivi

a righe. Questa collezione riporta in vita

la sofisticata divisa college “caps and

ties”, e le strisce di colore tipiche dei

calzini sportivi e dei blazer eleganti in

lana. www.interfaceflor.it


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InterfaceFLOR presenta “The positive floor” alla Triennale di MilanoUn percorso interattivo in un ambiente onirico

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07/03/2011 - InterfaceFLOR, leader mondiale nel design e produzione di pavimentazioni tessilimodulari a basso impatto ambientale, presenta “The positive floor”, un percorso inedito esorprendente alla scoperta del design più innovativo per “vestire” gli ambienti. Il progetto, ideato del designer Francesco Maria Bandini, prende vita nei suggestivi spazi dellaTriennale di Milano, tempio del design e specchio della cultura artistica e architettonica italiana, conuna installazione-labirinto dove il visitatore ritrova l’orientamento grazie alla propria sensibilità einterpretazione dello spazio.Un allestimento monumentale in una dimensione di bianco assoluto dove il visitatore si muove traimponenti prismi - sormontati da superfici multicolor - che riproducono l’effetto di un terreno“spaccato” per effetto del sole. Un richiamo forte alle problematiche ambientali e all’impegnoincessante dell’azienda sul fronte della sostenibilità.Le sagome multicolor dei rivestimenti InterfaceFLOR posizionate all’apice dei prismi, si riflettono sulsoffitto specchiato e fungono da bussola consentendo al visitatore di verificare costantemente lapropria posizione nel labirinto. “Un viaggio fisico nell’irreale dove ciò che dovrebbe stare sotto i nostri piedi il pavimento, esiste inuna realtà opposta diversa e possibile, una realtà positiva come il pavimento InterfaceFLOR. E’l’approdo di questo nuovo modo di interpretare la nostra esistenza e le risposte che cerchiamo peressa”, commenta Michele Iacovitti Marketing & Branding Director EMEAI di InterfaceFLOR. “Nel guardare in alto, nel desiderio di recuperare quel suolo/materia/certezza senza il quale nonpotremmo continuare il nostro viaggio e non potremmo indirizzare le nostre scelte, ci viene dapensare che almeno per una volta, varrebbe la pena stare con i piedi per aria”, commenta il designerFrancesco Maria Bandini che ha curato il progetto per InterfaceFLOR. InterfaceFLOR - The Positive FloorTriennale di MilanoViale Alemagna, 6 - Milano12 – 17 aprile 2011h.10.30 – 22.00press preview 11 aprile

News sull'argomento

05/11/2009InterfaceFLOR presenta le nuove collezioniPavimentazioni tessili modulari

03/06/2008I pavimenti tessili di InterfaceFLOREquo-solidali ed eco-compatibili

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INTERNI

Fuori Salone del mobile 2011.The positivefloor, design d'interni sostenibile

Un percorso interattivo accoglie il visitatore in un ambiente onirico, dove ricerca einnovazione si fondono con design e rispetto per l’ambiente

InterfaceFLOR, azienda che si occupa di design e produzione di pavimentazioni tessilimodulari a basso impatto ambientale, presenta “The positive floor”, un percorso ineditoe sorprendente alla scoperta del design più innovativo per “vestire” gli ambienti.

Il progetto, ideato del designer Francesco Maria Bandini, prende vita nei suggestivispazi della Triennale di Milano, tempio del design e specchio della cultura artistica earchitettonica italiana, con un'installazione-labirinto dove il visitatore ritroval’orientamento grazie alla propria sensibilità e interpretazione dello spazio, unallestimento monumentale in una dimensione di bianco assoluto in cui muoversi traimponenti prismi, sormontati da superfici multicolor, che riproducono l’effetto di unterreno “spaccato” per effetto del sole. Un richiamo forte alle problematiche ambientalie all’impegno incessante dell’azienda sul fronte della sostenibilità. Le sagomemulticolor dei rivestimenti InterfaceFLOR posizionate all’apice dei prismi, si riflettono sulsoffitto specchiato e fungono da bussola consentendo al visitatore di verificarecostantemente la propria posizione nel labirinto.

“Un viaggio fisico nell’irreale dove ciò che dovrebbe stare sotto i nostri piedi ilpavimento, esiste in una realtà opposta diversa e possibile, una realtà positiva come ilpavimento InterfaceFLOR. È l’approdo di questo nuovo modo di interpretare la nostraesistenza e le risposte che cerchiamo per essa”, commenta Michele Iacovitti Marketing& Branding Director EMEAI di InterfaceFLOR.

“Nel guardare in alto, nel desiderio di recuperare quel suolo/materia/certezza senza ilquale non potremmo continuare il nostro viaggio e non potremmo indirizzare le nostrescelte, ci viene da pensare che almeno per una volta, varrebbe la pena stare con i piediper aria”, commenta il designer Francesco Maria Bandini.

InterfaceFLOR - The Positive FloorTriennale di MilanoViale Alemagna, 6 - Milano12 – 17 aprile 2011

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The Positive Floor, diInterfaceFLORUn'inedita irreale installazione in cui lapercezione del visitatore è volutamenteingannata: The Positive Floor è il progettodi InterfaceFLOR per la settimana del designmilanese 2011

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01 Febbraio 2011

InterfaceFLOR ha scelto la Triennale come palcoscenico di "The PositiveFloor", un'inedita installazione che - assicurano i suoi organizzatori -sorprenderà i visitatori.

Il progetto di "The Positive Floor" è firmato da Francesco Maria Bandini:l'installazione - di cui è mostrata in alto un'immagine renderizzata - si snodaattraverso un affascinante labirinto, in cui è facile perdere l'orientamento o,meglio, il senso del sotto e sopra.

Un allestimento monumentale nel quale domina il bianco assoluto,interrotto da imponenti squadrati monoliti sormontati da coloratesuperifici in tessuto, che si riflettono sul soffitto: un alveare di specchi,simile a un terreno spaccato dal troppo sole. Quest'ultimo un esplicitorichiamo alle problematiche ambientali. Il riflesso dei tessuti sul soffittofornisce, quindi, un appiglio per orientarsi lungo il percorso.

L'appuntamento naturalmente è per la settimana del design milanese - dal12 al 17 aprile 2011 - in coincidenza con l'edizione numero 50 del Salonedel Mobile.

"Un viaggio fisico nell'irreale" - lo ha definito Michele Iacovitti Marketing& Branding Director EMEAI di InterfaceFLOR - "dove ciò che dovrebbestare sotto i nostri piedi il pavimento, esiste in una realtà opposta diversa epossibile”.

InterfaceFLOR - The Positive FloorTriennale di MilanoViale Alemagna, 6 - Milano12 - 17 aprile 201110.30 - 22.00

Tag: eventi e mostre design, salone del mobile 2011

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31/03/2011 11:39Grafisk Arbejdsgiverforening

Page 1 of 1http://www.ga.dk/artikel.dsp?page=22072

REDSKABER OG STATISTIK JURA MILJØ BRANCHE NYHEDER AKTIVITETER OM GA PRESSE KONTAKT

Ansættelsesretlige nyheder

De Grafiske Fag

Artikler fra i år

Artikelarkiv 2003-2010

For annoncører

Temanummer om miljø

Artikler om udbud

Nyhedsbrev

Nyt fra Intergraf

Pressen Skriver (DA)

Årsberetning

Sti: NYHEDER / De Grafiske Fag / Artikler fra i år / Nr 2. marts

2011. Tema: Klimakommunikation

Print

Når der vaskes grøntGreenwashing eller grønvask kaldes det, når virksomheder gør sineprodukter grønnere, end de rent faktisk er.

Det er et ord, som oftere og oftere dukker op i klimadebatten, og detvar også emnet, da 170 virksomheder, NGO'ere og politikere varsamlet til konference i København i sidste måned. Blandt de mangetalere var klimakommisær Connie Hedegaard, Forbru-gerombudsmanden og repræsentanter fra IKEA, Greenpeace,Interfaceflor og ikke mindst GA, der fortalte om den grafiske branchesseneste miljøtiltag.

Konferencen var et udtryk for det stigende krav, der er tilvirksomhederne om at dokumentere deres miljøtiltag. Og det er kunblevet endnu mere aktuelt med den nye vejledning fraForbrugerombudsmanden, som du kan læse om i dette nummer.

Konferencen viste samtidig, hvor meget den grønne markedsføringbetyder for virksomhederne. Interessen for miljø – og især klima –bliver ved med at vokse, og det mærker man nu for alvor i fleregrafiske virksomheder i Danmark.

KLS Grafisk og Formula har længe haft miljø og klima somsalgsargument. Hos KLS siger 80 pct. af de nye kunder, atklimahensynet har været afgørende for at lægge ordren hosvirksomheden. Og Formula fik 130 kundemøder efter at have udsendten klimabrochure, hvilket er langt over, hvad virksomheden tidligerehar opnået med sådanne udsendelser.

Klima kan også bruges til at skaffe internationale kunder. Det grafiskebureau Phoenix Design Aid har specialiseret sig i at levere tryksager tilFN og EU, og her opfattes miljø- og klimacertificerede produkter somen selvfølge.

Og netop på den internationale bane har den danske grafiske branchesarbejde med miljø og klima givet et forspring. GA klimaberegner ernemlig gået ud over grænserne og skal nu danne standard for etfælles europæisk regneværktøj.

Alt det og meget mere kan du læse om i dette nummer af De GrafiskeFag.

Grafisk Arbejdsgiverforening, Helgavej 26, 5230 Odense M · tlf: +45 63 12 70 00 · fax +45 63 12 70 80 · e-mail: [email protected] CVR 15108533

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31/03/2011 12:12Fri os for dommedagsprofetier - Dansk Mode & Textil

Page 1 of 4http://www.dmogt.dk/da-DK/csr/fri_os_for_dommedagsprofetier.aspx

Foto: Henrik Lehnerer

Fri os for dommedagsprofetierPå konferencen "Hvad kommer efter Greenwash" om nytænkning i måden, vi fortæller ommiljøvenlighed og bæredygtighed på, var positiv kommunikation og konkret sprog et gennemgåendetema.

Konferencen tog afsæt i Forbrugerombudsmandens netop udsendte vejledning, der handler om,hvordan virksomheder og organisationer markedsfører sig selv og deres produkter uden at gøre sigskyldige i ”grønvask” (at man lover mere end man kan holde i forhold til, hvor miljøvenlig eller hvorbæredygtig, man selv eller produkterne er, red.).

Forbrugerombudsmand Henrik Øe åbnede seancen med en introduktion tilden nye vejledning. Herefter fulgte 12 taleres vinkler på, hvordan vikommunikerer troværdigt og uden at vildlede.

Talerne var ud over Forbrugerombudsmanden: EU-kommissær Connie Hedegaard og repræsentanterfra Mandag Morgen, Miljømærkning Danmark, IKEA, InterfaceFLOR, DanmarksNaturfredningsforening, Greenpeace, Grafisk arbejdsgiverforening, Danwatch og Nepenthes.

Fremtiden skal være farverig og intelligent

EU-kommissær Connie Hedegaard opfordrede til, at vi lægger stilen om og begynder at kommunikeremere positivt, når vi taler om klima og bæredygtighed.


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”Fremtiden skal ikke være grå men farverig og intelligent,” opfordrede hun oginviterede samtidigt til, at vi bruger ”menneskesprog ” og fortæller tingene, såmennesker kan handle på dem.

Connie Hedegaard fremhævede desuden det paradoks, hun mener, der ligger i, at vi ”diskuterervækst efter et forsimplet vækstbegreb som BNP” uden samtidigt at tage højde for de negativekonsekvenser, den selv samme vækst forårsager på for eksempel klimaområdet.

Ud med sort snak

Også Per Meilstrup, miljødirektør på tænketanken Mandag Morgen mener, at vi skal væk fraskræmmebillederne i og i stedet bruge et positivt billedsprog, når vi snakker klima, miljø og klodensfremtid, fordi alternativet, dommedagsprofetierne, i virkeligheden kun fremmaner modvilje og ulyst tilat finde løsninger. ”Hvorfor bruger vi stadig oldgammel teknologi til at producere biler med?,” undrede Per Meilstrup sig,når vi faktisk har midlerne og den viden der skal til for at fabrikere de elbiler, mange af os har hørt omdet meste af vores liv, men som stadig ikke for alvor er kommet ud af garagen.

Det gør vi blandt andet fordi, vi bruger begreber og abstraktioner, når vi talerom miljø- og klima, som er sort snak for de fleste. Og sort snak flytter ikkenoget, fordi mennesker ikke kan forholde sig til det. Derfor, konkluderer PerMeilstrup, har vi brug for at skabe et nyt sprog, hvor luftige begreber som”bæredygtighed” erstattes af mere konkret sprog - for eksempel: ”sundfornuft”.


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Tegner Stine Arensbach sørgede for illustrationer af talernes budskaber. Resultatet blev en ca.6 meter lang planche og et mundtligt resumé af konferencen.

Varedeklaration med fokus på miljø

En anden måde at nytænke kommunikationen på kan ifølge Ramon Arratia, Sustainability Director iInterfaceFLOR, være at forsyne sine produkter med en ny form for varedeklaration, der oplyserforbrugeren omproduktets påvirkning af omgivelserne i hele varens livscyklus og på en rækkefaktorer, sådan at forbrugeren har konkrete facts at forholde sig til i valget af en vare frem for enanden. En model for denne type deklaration, som kaldes EPD eller Environmental Product Deklaration, erifølge Miljømærkning Danmark allerede tilgængelig i Danmark – via Dansk Standard. Konferencen fandt sted den 11. februar i København og var arrangeret af blandt andre GrafiskArbejdsgiverforening og Dansk Standard.

Kontaktperson

Projektleder, KommunikationMette GrønbechLæs [email protected]


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31/03/2011 11:39Nepenthes

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Greenwash = Falsk grøn markedsføringMange virksomheder tilbyder kunderne gode produkter, der klart adskiller sig fra de øvrig påmarkedet, hvad angår grøn og social ansvarlighed. Andre udnytter den stigendeefterspørgsel på denne type produkter ved at tillægge disse værdier i deres markedsføringuden faktisk at gøre en forskel. Dette kaldes ”greenwash”. __________________________________________________________________

Hvad er GreenwashOrdet ”greenwash” – eller på dansk grønvask er afledt af ordet hvidvaskning, hvorsorte penge vaskes hvide. På samme måde grønvasker nogle firmaer deres produkterog udnytter den stigende efterspørgsel på grønne, socialretfærdige og bæredygtigealternativer. Ved at tilskrive sig moralske egenskaber vildleder man såledesforbrugerne til at favorisere det grønvaskede produkt.__________________________________________________________________

Tegning af Peter Smith

Green wash er ofte kendetegnet ved en overdreven brug af grønne virkemidler

Statoil tvunget til at stoppe ”Green Wash”I forbindelse med Statoils markedsføring af Bio95 rettede Nepenthes tilbage i januar 2008henvendelse til forbrugerombudsmanden for at få stoppet deres markedsføring eller blot at fådokumentation for den påståede miljørigtighed. I denne proces lykkedes det ikke Statoil atfremvise dokumentation for en miljøgevinst ved Bio95 og forbrugerombudsmanden har i enafgørelse bedt dem stoppe brugen af miljøudsagn i deres markedsføring.

Læs mere om Statoil-sagen ved forbrugerombudsmanden

I december 2009 rettede Nepenthes igen henvendelse til forbrugerombudsmanden. Dennegang var det Coca Cola, der i lanceringen af en ny type plast flaske baseret på plastik afbioethanol, brugte overdrevede grønne virkemidler og udokumenterede miljøpåstande.

Læs mere om Coca-Cola-sagen her

Hvad kommer efter Greenwash?

Nepenthes deltog på konferencen "Hvad kommer efter greenwash" ved formand KristianJørgensen.

>> Læs mere om konferencen her

>> Se hans oplæg her

© 2011 Nepenthes, Odensegade 4b, Postboks 5102, DK - 8000 Århus C, Tlf. 86 13 52 32, Fax. 86 12 51 49, [email protected]

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31/03/2011 11:35Hvad kommer efter grønvask? - Elisabeth Halskov Jensen - Kforum

Page 1 of 4http://www.kommunikationsforum.dk/elisabeth-halskov-jensen/blog/hvad-kommer-efter-groenvask

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mandag d. 14. februar 2011

Hvad kommer efter grønvask?

Det handler om at få nogle konkrete og forståeligevisioner og skildringer på banen. Væk meddommedagsretorikken og ind med megatrends,byudvikling, dialogbaseret innovation og teknologiskecommitments. Det er ikke greenhushing ellerreklameindustriens endeligt, der kommer eftergrønvask. Der er til gengæld brug for en mere seriøstilgang til markedsføring af grønne og bæredygtigeinitiativer: ”De grønne” skal være positive, men holdeop med at smide blomster og græs efter alting. Den 11. februar blev der på det CO2-neutrale Hotel CrownePlaza afholdt en non-profit konference om, hvordan manundgår greenwash og sikrer en mere ansvarligkommunikationspraksis. Konferencen: ”Hvad kommer eftergreenwash?” var arrangeret af Dansk Standard, GrafiskArbejdsgiverforening, Crowne Plaza, InterfaceFLOR og PR-Partner og havde bl.a. Connie Hedegaard,Forbrugerombudsmanden Henrik Øe og Per Meilgaard fraMandag Morgen som oplægsholdere. Tæppeproducenten InterfaceFLOR åbnede konferencen med atkonstatere, at grønvask ikke handler om, at man kommer til atlave en fejl af uvidenhed, men at klima- og miljøbudskabernebliver til klicheer, hvis virkemidlerne begrænser sig til blomsterog grønt græs. Og grønvasken får også konsekvenser for de”uskyldige” firmaer, fordi forbrugerne bliver skeptiske og kyniske. Firmaerne er derfornødt til at udvise gennemsigtighed, ærlighed og disciplin. Hav altid din jurist inden for rækekviddeForbrugerombudsmand Henrik Øe fortsatte advarslen til de ”useriøse” virksomheder,som mest driver miljørigtig og bæredygtig virksomhed i pr-afdelingen. Han gav enkort intro til sin nye 40 siders vejledning om miljørigtige og etiske påstande imarkedsføringen, som har til formål at hjælpe de seriøse virksomheder med atkommunikere om miljø og etik - og gøre det sværere for de useriøse.

Hvis et firma vil lancere sig på at være grønt eller miljørigtigt, så er det forpligtet til atbevise, at alle dets produkter er blandt den bedste tredjedel på markedet, målt ud fraet livscyklus-perspektiv. Firmaet må kunne fremvise uafhængig dokumentation, og deer nødt til konstant at vide, hvor de er på markedet. Ellers kan markedsføringen blivevildledende. Ombudsmanden anbefalede generelt, at reklamebureauer ogkommunikationsafdelinger har tæt kontakt med firmaets jurister, når der skaludarbejdes reklame og pr, for også billeder og layout skal vurderes juridisk. BNP er en forældet målestokConnie Hedegaard kom på visit fra Bruxelles og slog et slag for den positive fortællingom klimaet – det skal ikke blive trist og bøvlet, mennesker skal kunne handle på det,mente Connie. Hun luftede også ideen om, at vi skal væk fra at måle vækst i BNP:”Det er paradoksalt, at vi bliver ved med at måle vores vækst på den måde. Der er ting,der bliver målt i BNP, som er fuldstændig vanvittige”, insisterede EU-kommissæren. I

Elisabeth Halskov JensenProjektleder ogkommunikationsmedarbejderKommunikationsbutikkenPh.d. i erhvervssprog

Send beskedTlf. 29913959Karma: 38 (?)

Elisabeth Halskov Jensen

Oprettet på K Forum: onsdag 25. august 2010


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stedet mente Connie Hedegaard, at vi skal skabe økonomiske incitamenter til at lavegrønne investeringer, det skal gøres enkelt at gøre det rigtige, og forbrugerne skal havegode grunde til at efterspørge klima- og miljøvenlige produkter. ”Jeg har også grønvasket”Efter pausen blev vi lovet, at der ville komme lidt bekendelser frakommunikationsfolk, der selv havde været med til at grønvaske. Det lød befriende, forder kan godt gå lidt for meget sport i at være hellig og selvhøjtidelig, når man erblandt bæredygtige kommunikatører. Men det holdt desværre ikke stik. KristianJørgensen fra Neptenthes fortalte i stedet om skurkene i miljøkommunikationen, somtypisk er firmaer, der har meget på spil i den grønne dagsorden, fx olieselskaber somStatoil og store bilfirmaer som Toyota. Coca Cola skruede også helt op for de grønnevirkemidler under COP 15, efter at de, som Kristian Jørgensen sagde, ”havde smidtlidt planter i en plastikflaske”. Gode typologierKristian Jørgensen havde nogle gode typologier – bl.a. en lille liste over ”syndere” i degrønne reklamer:

1. Det skjulte bevis2. Det manglende bevis3. Det svage bevis4. Det irrelevante bevis5. Det falske bevis6. Det mindste af to onder

Coca Colas ”PlantBottle” gjorde sig skyld i mindst to af disse fejl – dels er detirrelevant at reklamere med, at plastikflasken er 100 nedbrydelig, da dette gælder foralle plastikflasker, dels er det et temmelig svagt bevis at kalde det ”bæredygtigt”, blotfordi man tilføjer lidt plantemateriale i en plastikflaske. Derudover bruger Coca Coladeres eget miljømærke, som trækker betænkeligt meget på det kendtegenbrugsmærke. Fra Nepenthes kom heldigvis også nogle gode råd til markedsføringsafdelingen, bl.a.:

Vær forsigtig med bio og grøn teknologiDrop blomsterneHusk at miljø er andet end klimaKend debatten og find ud af, hvad der er konsensus omSamarbejd med modstandere og vagthundeHav al dokumentation klar, inden du markedsførerReklamen skal være afbalanceret

Livscyklus og prioritering af værdierHos Force Tecnology mente de ikke, det var viljen, men snarere kompetencerne dermangler. De havde fx haft fat i Kristeligt Dagblads reklame ”Til dig, der gerne villæse miljørigtig avis”. Blot fordi man trykker på FSC-certificeret papir, har manikke adgang til at kalde sig ”miljørigtig” – det kræver nemlig, at man har fået foretageten uafhængig livscyklus-vurdering. Så Kristeligt Dagblad måtte til lommerne og ændrekampagnen. Så kom Jonas Engberg fra IKEA på banen. Og det var befriende – for selv om han ikkeindrømmede at have begået grønvask, så problematiserede han alligevel koncernensforhold til bæredygtighed. Som han sagde ”Vi er måske bedre til at fortælle, hvad vigerne vil som virksomhed end til at fortælle, hvad vores medarbejdere skal gøre”. Enintern undersøgelsen havde vist, at der var stor forskel på, hvor mange medarbejdereder kendte IKEAs grønne og etiske værdier – det gjorde næsten alle – og hvor mangeder vidste, hvordan de skulle efterleve værdierne i jobbet – det gjorde kun lidt overhalvdelen.

IKEAs sustainability manager mente, at det nok skyldtes en manglende prioritering afde interne budskaber i virksomheden og en generel manglende gennemslagskraft i den


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interne kommunikation. Se det var da selverkendelse! Løsningen lå i at kædeforretningsplanen sammen med bæredygtighed og fokusere på de temaer, der er nærei den enkelte afdeling – fx er det ikke hos lagermedarbejderne, de nødvendigvis skalvide noget om bæredygtig skovdrift, men her skal de til gengæld vide noget om, hvorvigtigt det er at undgå skader på produkterne, fordi spild er et miljøproblem. De hårde facts: Mærker, certificeringer, miljøvaredeklarationer, beregnereDansk Standard hjælper bl.a. virksomheder med at blive certificeret efter Svanen ogBlomsten. Her inddeler man miljømærkerne i ”De gode, de onde og de virkeliggrusomme”. De gode mærker er livscyklus-baserede og inddrager mange forskelligeklima- og miljøparametre, og så er de koblet på en uafhængig kontrolinstans.Eksempler er – ikke overraskende – Svanen og Blomsten. De ”onde” mærker er”single issues”, fokuserer kun på en del af problemet og foregår som selvdeklarerring.Et eksempel er Coca Colas ”PlantBottle”. De virkelig grusomme kan sættes på hvad som helst, selv om der i produktionenindgår skadelige materialer eller brugen af produktet ikke er særlig miljøvenlig. Eteksempel er i følge Dansk Standard forbrugermærket Windmade. Hvorfor? Fordiman ikke automatisk står med et miljøvenligt produkt i hånden, blot fordi det erfremstillet ved hjælp af vindenergi. Mærket kan eksempelvis både sættes påklorinflasker og firhjulstrækkere, uden at disse produkter er særlig gavnlige formiljøet. Danmarks Naturfredningsforening var gået i gang med at blive certificerede efter ISO26001 – den nye danske standard for bæredygtighed. Foreningens formål er iforvejen, at ”Danmark skal blive et bæredygtigt samfund”, så hvad var merenærliggende end at gå i gang med at certificere bæredygtigheden i foreningen selv?Certificering efter ISO 26001 er dog ikke for tøsedrenge – da man skal igennem enliste på flere A4-sider med temaer, der skal endevendes. Udover miljø- ogklimaindsatsen handler det også bl.a. om forbrugerrettigheder, menneskerettigheder,velfærd og trivsel på arbejdspladsen. En særlig udfordring for en medlemsorganisationmed mange frivillige er, hvordan man får de frivillige til at rapportere på alle målene.Men der er gode sideeffekter, fordi man får mere styr på organisationen og bliverklogere af al den registrering. Just give me the numbers!Grafisk Arbejdsgiverforening har ligesom Danmarks Naturfredningsforening arbejdetmed miljøspørgsmål i mange år, og i dag er ca. 80% af den grafiske produktioneksempelvis svanemærket. Et af de store emner i GA er diskussionen om, hvorvidtinternettet er mere miljøvenligt end trysager. Dette er der endnu ikke nogenkortlægning af, bl.a. fordi det er svært at sammenligne brugen af henholdsvis trysagerog elektronisk information. Til gengæld tilbyder GA en klimaberegner, hvor kundenover telefonen kan få oplyst, hvilken klimapåvirkning en given papirkvalitet, trykfarve,transport osv. vil have. En fælles europæisk webbaseret klimaberegner forventes atvære funktionsdygtig i løbet af foråret 2011. GA stiller desuden en del værktøjer tilenergibesparelser til rådighed på sin hjemmeside. I InterfaceFLOR, hvor de siden midt 90’erne har arbejdet med bæredygtighed, ermantraet for markedsføringen ”Cut the fluff – just send me the epd”. Marketing skalvæk fra at handle om det ”hurtigste”, det ”største”, det ”første” osv. og i stedet blotpræsentere forbrugeren for en miljøvaredeklaration (epd). En pointe er også, at manbeskriver det hele, men at man ikke behøver at være verdensmester. Dette indlægudløste en heftig diskussion blandt deltagerne om, hvor meget forbrugerne kanoverskue. I den ene ende hævder nogle, at forbrugerne kun forstår miljømærket – ikkemiljøvaredeklarationen. Vi skal nå at købe x antal produkter, og vi kan ikke overskueal den information, når vi er i supermarkedet. I den anden ende lyder det, at vi er nødttil at opdrage forbrugerne – og at forbrugerne gerne vil have konkret og detaljeretinformation om, fx hvor meget CO2, de udleder ved at købe og bruge et bestemtprodukt. I have a dreamEfter en lang række idealistiske oplæg var det forfriskende med en bundpessimistiskudmelding fra Mandag Morgens Per Meilstrup, som lagde ud med at gøreforsamlingen opmærksom på, at vi kan sidde med nok så mange fine strategier,


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mærker og gode intensioner, men her 20 år efter Earth Summit og Brundtland-rapporten har vi stadig ikke knækket kurven. Forbrugerne og politikerne har stadigikke fattet det. Og det skyldes i følge Per Meilstrup, at klima og miljø ikke skalformidles som tal og teknik, men som noget, der handler om mennesker: ”Vi er blevetsuget ind i en verden af begreber, som er sort snak for de fleste”, som han sagde. Med et klip fra Martin Luther Kings I have a dream-tale pointerede Meilstrup,at det handler om at få nogle konkrete og forståelige visioner og skildringer på banen.Væk med dommedagsretorikken og ind med megatrends, byudvikling, dialogbaseretinnovation og teknologiske commitments. Meilstrup berettede i øvrigt om et nytprojekt, Mandag Morgen har i værksat sammen med blandt andre KøbenhavnsKommune, Dong Energy og Realdania: GreenGrowthLeaders. Projektet går ud på at skabe en vision om, hvordan en bæredygtig verden kunne se udog ikke mindst et nyt sprog, der kan overbevise den brede befolkning om, at det er detrigtige: ”Måske skal vi sige ”gode jobs” i stedet for ”grønne jobs” eller ”sund fornuft” istedet for ”ansvar”, foreslog Per Meilgård. Samarbejde mellem ”de gode” og ”de onde”?Greenpeace og Danwatch sluttede – den efterhånden meget lange – dag af med atberette om, hvordan de hver især holder øje med skurkene i klima- og miljøhistorien.Greenpeace har ikke noget i mod gode historier, men de insisterer på hele tiden atsætte spot på, hvad der er på spil. Greenpeace inddeler også i hhv. ”de gode” og ”deonde” – hvem arbejder vi sammen med, og hvem arbejder vi imod? To af devirksomheder, der har fået Greenpeace’ kærlighed at føle, er fødevareproducentenNestlé og Unilever, der bl.a. producerer Dove. Unilever satte med en imagereklamefokus på etikken omkring vores vestlige skønhedsideal, hvor piger skal væreskelettynde. I sig selv et meget bæredygtigt tiltag. Men Greenpeace var ikke tilfredse,for samtidig ødelægger Unilever angiveligt regnskove i Asien, fordi de udvinderpalmeolie til Dove-produkterne. Så organisationen lavede et modtræk medkampagnen "Dove onslauther". Den sidste diskussion handlede om, hvorvidt det er bæredygtigt, at ”vagthundene”indgår partnerskaber med kommercielle interessenter. Greenpeace gør det ikke, mensandre NGO’er som fx Verdensnaturfonden gør. Fordelen kan være, at man kan få degrønne ind og være med til at prikke til nogle af de ting, virksomheden måske ikke selver opmærksom på. Ulempen er, at hvis alle indgår partnerskaber, kan det blive megetsvært at have en bred og åben debat om, hvad der foregår.

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31/03/2011 11:38Konference om Greenwash i København - Packmarkedet - Nyhedsmagasin - Artikler

Page 1 of 2http://packm.dk/artikler/konference-om-greenwash-i-koebenhavn

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Send til en ven Udskriv13/1 2011 kl. 11:53

Konference om Greenwash i KøbenhavnMarkedsføring af produkter og virksomheder tager i stigende gradudgangspunkt i et frisk grønt image – men i hvor høj grad holder deflotte miljøanprisninger til en nærmere granskning?

GRØN MARKEDSFØRING Overdrivelser, halve sandheder ogdeciderede løgne sammenfattes under begrebet ’greenwash’. -Produkter der redder verden, forhindrer isbjerge i at smelte og erforsynet med diverse udokumenterede anprisninger, har hærgetkommunikationen længe, mener arrangørene af ny konference,der efterlyser debat om en ny balance mellem forretningen ogkommunikationen, så virksomheder og organisationer fremstårtroværdigt.

Ny konference i København til februar, ”Hvad kommer efterGreenwash? - Om nytænkning af kommunikation i virksomheder ogorganisationer”, sætter fokus på grøn markedsføring:

DeltagereAnsvarlige for kommunikation, marketing og bæredygtighed i privatevirksomheder og offentlige organisationer plus eksterne rådgivere.

Formål- Udvikle alternativer til greenwash- Starte en konstruktiv diskussion om, hvordan virksomheder ogorganisationer nytænker deres kommunikation, så den både erinteressant og i overensstemmelse med virksomhedens strategi- Etablere debatfora der kan fungere i branchespor eller andregrupperinger efter konferencen.

Tid og sted11. februar 2011 kl. 9-17Hotel Crowne Plaza Copenhagen TowersØrestads Boulevard 114-118, 2300 København S

TilmeldingTilmelding til konferencen sker til Susanne Hacke, PR-Partner, påemail: [email protected] inden 7. februar 2011. Du modtager derefteren faktura med opkrævning af deltagergebyr på 995 kr. plus moms.

ArrangørerGrafisk Arbejdsgiverforening, Dansk Standard, Crowne PlazaCopenhagen Towers, InterfaceFLOR og PR-Partner.

Omtale fra arrangørerne”Adskillige virksomheder og organisationer er kommet meget langtmed at praktisere miljørigtige og bæredygtige forretningsgange. Detgælder både nye virksomheder, der født på et bæredygtigt grundlag,og etablerede virksomheder, der senere har valgt at omdefinere deresprodukter og services.

Men virksomhedernes og organisationernes kommunikation har ikke ialle tilfælde formået at følge forretningen og finde en form, som bliveraccepteret af virksomhedens interessenter. De forretningsmæssigtmest bæredygtige virksomheder vælger ofte at holde en lavkommunikationsprofil. De mener, at det er vanskeligt at differentieresig fra de virksomheder, som kommunikerer meget højlydt ogvedholdende uden at have det forretningsmæssige på plads.

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Packmarkedet › Artikler › Konference om Greenwash i København


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31/03/2011 11:38Konference om Greenwash i København - Packmarkedet - Nyhedsmagasin - Artikler

Page 2 of 2http://packm.dk/artikler/konference-om-greenwash-i-koebenhavn

Spørgsmålet er, om det udelukkende kan overlades til myndighederneat definere begrænsninger, så virksomhederne og organisationernebliver presset ind i en defensiv rolle eller måske endda fristes til at gåundercover og vælge forskellige sofistikerede kommunikationsmåderfor at omgå de officielle regler for god kommunikationsskik. Eller omvirksomheder og organisationer selv kan finde nye veje – eventuelt isamarbejde med andre.

Konferencen er et startskud til at danne netværksgrupper ibranchespor eller andre interessefællesskaber. Konferencen er fordem der tager bæredygtighed og kommunikation seriøst og derfor tørgå nye veje.”

Yderligere om programmet, se venligst www.interfaceflor.eu

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31/03/2011 12:15Konference om at undgå greenwash - Bygge- og anlæg | Erhvervsbladet.dk

Page 1 of 3http://www.erhvervsbladet.dk/brancheportalen/brugernyheder/konference-om-undgaa-greenwash

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Konference om at undgågreenwashaf InterfaceFLOROnsdag d. 05. januar 2011, kl. 08.40 | Bygge- og anlæg

Virksomheder og organisationer plus deres eksterne rådgivere samles den 11.februar 2011 til en non-profit konference om, hvordan man undgårgreenwash til fordel for en mere ansvarlig kommunikationspraksis.Konferencen: ”Hvad kommer efter greenwash?” er åben for alle. Den er isærrelevant for de virksomheder og offentlige organisationer, der arbejderprofessionelt og ansvarligt med miljøspørgsmål, social ansvarlighed uden atgå på kompromis med de overordnede virksomhedsmål, og som har et ønskeom at også kommunikationen burde være ansvarlig og troværdig hele vejenigennem – både med hensyn til indholdet og de kommunikationsformer derbruges.

Konferencen er også relevant for kommunikationsfolk, både internt ivirksomhederne og eksternt på bureauerne, der går og overvejer, om derfindes udviklingsmuligheder i at arbejde anderledes medvirksomhedskommunikation i forhold til de sidste 100 års praksis med atarbejde med overdrivelser frem for dokumenterede sandheder og andreformer for windowdressing. Om man skal fortsætte, som man plejer medoverdrivelser, halve sandheder eller det der er værre, eller om man burdebevæge sig mere i retning af dokumentation, transparens og at dække helevejen rundt.

”Hvad kommer efter greenwash?” er en heldagskonference med 12engagerede talere bl.a. EU-kommissær Connie Hedegaard ogForbrugerombudsmand Henrik Øe. Der er stadig en enkelt ledig plads til enkommunikationsansvarlig fra en virksomhed, der vil fortælle om praktiskeerfaringer med greenwash.

Konferencen afsluttes med en åben diskussion blandt alle deltagerne om,hvordan der i praksis kan arbejdes videre med at skabe mere ansvarligkommunikation i virksomheder og organisationer. Det er helt op tildeltagerne at finde ud af, hvad der skal ske efter konferencen, om man vildele sine erfaringer og i givet fald hvordan det skal ske. Muligheden for atskabe nye spor i virksomhedskommunikationen er til stede, når mange ersamlet.

Konferencen foregår den 11. februar 2010 på Hotel Crowne PlazaCopenhagen Towers, Ørestads Boulevard 114-118.

Se det fulde program og få information om tilmelding på www.interfaceflor.dk

Arrangørerne er Dansk Standard, Grafisk Arbejdsgiverforening, Crowne PlazaCopenhagen Towers, InterfaceFLOR og PR-Partner.

Mere informationAnn Charlott Lade – InterfaceFLOR – [email protected] - 3379 70 55Lars Ludvigsen - PR-Partner - [email protected] – 70 23 99 77

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31/03/2011 11:36www.csr.dk | artikel | genbrug gamle tæppefliser og spar energi

Page 1 of 2http://www.csr.dk/hg/cs/artikel.nsf/0/KGJN-8F3HHD

Sektionen sponsoreres af:

Du er her: Forside / artikel / MILJØTEKNOLOGI / Genbrug gamle tæppefliser og spar energi

Dato: 21. marts 2011www.csr.dk/miljo

Genbrug gamle tæppefliser og spar energiMILJØTEKNOLOGI. InterfaceFLOR’s nye produkt ReEntry 2.0 undgårspild ved at genbruge gamle tæppefliser til fremstilling af nye. Processenbetyder både ressource-og energibesparelser.

InterfaceFLOR’s nye produkt ReEntry 2.0 undgår spild ved at genbruge gamle tæppefliser tilfremstilling af nye. Processen bruger mindre energi end, hvis man fremstiller et tilsvarende nytråmateriale til tæppefliser.

ReEntry 2.0 er højeffektiv teknologi, som gør det muligt at adskille garn og bagside på denenkelte tæppeflise, så de i første omgang udtjente tæppefliser kan anvendes til fremstilling afnye tæppefliser i stedet for at blive smidt ud eller brændt, forklarer InterFLOR i enpressemeddelelse.

”Tæppeflisebranchen har længe kæmpet for at udvikle økonomisk og tekniks bæredygtigegenindvindingsmetoder. Alene i Europa kan man forvente, at næsten 30 millioner m2tæppefliser skal sendes til lossepladser eller forbrænding i indeværende år. Det er sløsetomgang med værdifulde ressourcer og en uacceptabel og unødvendig miljøpåvirkning,” lyderdet fra Ton van Keken, Senior Vice President for Operations i InterfaceFLOR.

Ifølge virksomheden kan det også i forhold til energiforbrug betale sig at bruge den nyegenbrugsproces. Flere livscyklusanalyser viser nemlig, at materiale genindvundet via ReEntry2.0 kræver en fjerdedel af den energi, som bruges til at skabe tilsvarende nyt råmateriale tiltæppefliser – og for bagsiden af tæppet mindskes energianvendelsen til en tyvendedel, lyderdet fra InterFLOR.

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31/03/2011 12:11Ecolabel.dk - Miljømærker - svar på greenwash?

Page 1 of 1http://www.ecolabel.dk/aktuelt/nyheder/Miljoemaerker_som_svar+paa_greenwash.htm

Miljømærker - svar på greenwash?

Man ser dem her og der og alle vegne. Og de har navne som nøglehullet,grünepunkt og godt miljøvalg. Spørgsmålet er om de (mange) miljømærkerbare er en ny form for greenwash. Dvs. en ny måde for virksomheder til at”grønvaske” dem selv og deres produkter – og dermed giver sig ud for at være miljøvenlig uden at være det. Eller om miljømærker, bæredygtighedsmærker,økologimærker er med til at give forbrugerne et reelt redskab til at handlemere grønt. Svaret fra Forbrugerombudsmanden og andre er ”både og”. Men atman er sikker i sin sag med et officielt miljømærke.

Spørgsmålet her stammer fra CSR-konferencen fredag den 11.februar, hvorMiljømærkning Danmark deltog som oplægsholder. ”Hvad kommer efter greenwash”var temaet for konferencen, der tog sit udgangspunkt i bla. den nye etik- ogmiljøvejledning fra Forbrugerombudsmanden. CSR-standarder, officielle miljømærkerog miljøvaredeklarationer var en del af de bud der kom på en troværdig grønmarkedsføring.

Budskaberne var i øvrigt mange men samlet om en fælles forståelse at det er enfordel for alle parter at den markedsføring der foregår på ”det grønne område” ertroværdig. Og f.eks. følger anbefalingerne i ISO standarder ogmiljømærkningskriterier. Tre gode råd til at undgå greenwash – og som man automatisk opfylder med etofficielt miljømærke - er:

1. at man som basis har en livscyklusvurdering for at vurdere et givet produktsmiljøbelastning

2. at der er fokus på de væsentligste miljøparametre3. at der er en uafhængig kontrol

Download Miljømærkning Danmarks præsentation fra konference "Hvadkommer efter greenwash"?

Yderligere oplysninger: Tine Due HansenSenest opdateret: 14. februar 2011

Forside > Aktuelt > Alle nyheder PRINT TIP EN VEN

Miljømærkning Danmark Kollegievej 6 2920 Charlottenlund T: 72 30 04 50 E: [email protected]


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of c nasof c nas1. Paneles murales ‘Living Wall’ de Ahrend. Paneles murales para lugares de descanso, trabajo, o reunión, diseñados por Frans van der Wielen. Se trata de una pared en la que ‘colgarse’ para hablar por teléfono o reunirse, o en la que sentarse para trabajar. La ‘Ahrend Living Wall’ va revestida, actuando como aislante acústico. Es un sistema modular que consta de un raíl y paneles: el raíl se fija a la pared y los paneles, que son intercambiables, se cuelgan del raíl.

2. Silla ‘Musa’ de Barcelona Office Solutions 1964 (BOS1964).

Programa de sillería de alta dirección que incorpora tecnología alemana de última generación, diseñado por Roberto Danesi. Las bases giratorias son de aluminio inyectado con acabado pulido y llevan en sus extremos ruedas o topes de plástico. El asientos y el respaldo son de madera de haya cubierta con espuma, mientras que el tapizado puede ser de tela, lana, piel o imitación de piel. El respaldo se ofrece en tres medidas: bajo, medio o alto. Los brazos son cromados o tapizados

3. Manillas ‘Night Shot’ de Arcon. Manillas luminiscentes que incorporan un inserto de caucho especial que se recarga con la luz, tanto artificial como natural, y brilla en la oscuridad. Los herrajes luminiscentes están disponibles en dos modelos: ‘Ice 5’, de forma redondeada, con la roseta oculta, y un pliegue en la empuñadura; y ‘Cloud 2’, caracterizada por sus líneas rectas, con roseta cuadrada, pero con los cantos redondeados. Se fabrican en latón, aluminio y caucho y están disponibles en los acabados cromo brillo y níquel mate. También está disponible la alternativa no luminiscente, con inserto de caucho negro o de cuero, además de las manillas estándar en acabado cromo mate.

4. Armarios de persiana ‘PV+Nature’ de JG Group. Serie de armarios de persiana vertical totalmente libres de PVC y, por consiguiente, con un impacto ambiental mucho más reducido. ‘PV+Nature’ mantiene la estructura metálica de los armarios y también los colores de dichas estructuras: aluminio texturado, antracita, arena, blanco, titanio, ral 7016, ral 7035, ral 9006 y ral 9011. Los colores disponibles para las persianas son blanco, decor aluminio, ral 7035 y negro.

5. Acabado para madera ‘Origine Premier’ de Polyrey. Desde la sencillez inspirada en el diseño nórdico a la sofisticación de las maderas preciosas y brillantes, ‘Origine Premier’ presenta nuevos acabados superficiales que aportan toda la riqueza y la diversidad de la madera. Asimismo, propone colores lisos para componer creaciones contemporáneas y sofisticadas. Son 41 referencias hpl que redescubren todos los aspectos táctiles y visuales de la madera.

6. Interruptores ‘Vintage Corinto’ de Fede. La colección ‘Vintage Corin-to’ fabricada con DuPont™ Corian® es una propuesta para vestir las paredes con interruptores embellecidos con la tecno superficie DuPont™ Corian® (en los colores Aurora, Black Quartz y Pompeii Red). La combinación de este material con los marcos de latón, especialmente concebidos para mecanismos eléctricos, ofrece múltiples posibilidades. Está disponible en marcos de hasta cuatro interruptores.

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of c nasof c nas7. ‘Ambiance’ de InterfaceFLOR

Una nueva colección que combina estilo y sostenibilidad

InterfaceFLOR, empresa dedicada al diseño y fabricación de pavimento textil modular, ha presentado ‘Ambiance’, una nueva colección de pavimento textil modular que reúne novedosos diseños con excelentes credenciales medioambientales.Reflejando el fuerte compromiso de InterfaceFLOR con la sostenibilidad, los productos de la colección ‘Ambience’ son algunos de los más sostenibles de la empresa. Diseñados para tener un impacto mínimo sobre el medio ambiente, muchos de los pavimentos tienen contenido reciclado tanto en el soporte como en la fibra. Además, dos de las gamas están basadas en la tecnología Microtuft, que utiliza un 20% menos de fibra pero mantiene un alto rendimiento gracias a su superficie resistente.Cool Carpet® es un estándar en el cual se basan muchos de los productos de la firma, lo que significa que las emisiones de carbono generadas a lo largo del ciclo de vida de los productos se compensan. Algunas de las nuevas gamas también se inspiran en diseños que se encuentran en la naturaleza. Basados en la ciencia del biomimetismo, estos productos se hacen eco de los patrones naturales de la Tierra.La colección se compone de las siguientes gamas: ‘Razzle Dazzle’: capturando la viveza de las luces y colores de los fuegos artificiales, las luces de neón de las cafeterías, ‘Razzle Dazzle’ incluye con-tenidos reciclados tanto en el soporte como en la fibra. ‘Cap and Blazer’: disponible en 16 llamativos colores y patrones de rayas en una amplia gama de anchos, esta línea, con contenido reciclado en el soporte y la fibra, trae de vuelta la sofisticación de las capas y corbatas de la escuela, de las bandas de color en los calcetines deportivos y de las chaquetas de lana. ‘Vermont’: con un diseño sutil que imita los peñascos, las sombras de la piedra natural y los tonos y texturas del granito sin tratar, esta gama inspi-rada por el biomimetismo, crea un efecto de estilo aleatorio, minimizando los residuos y los costes de producción e instalación. ‘Knit One Purl One’: combinando la imagen de un pavimento textil con la apariencia cálida y elegante de las prendas de punto artesanales, esta gama, confortable y duradera, ofrece 18 combinaciones de colores, convirtiéndola en un producto flexible capaz de producir diseños únicos y elegantes. ‘Precious Ground’: inspirado en el fenómeno de las cambiantes arenas del desierto y en la apariencia siempre diferente del metal expuesto al sol, esta gama de alto rendimiento ofrece una solución moderna e industrial, pero con un tejido muy suave al tacto. ‘Made to Measure’: esta gama tiene una gran similitud con la delicada artesanía y la impecable atención al detalle de los maestros sastres; está disponible en una variedad de 12 colores y sutiles patrones lineales.

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InterfaceFLOR, empresa espe-cializada en el diseño y la produc-ción de pavimentos textiles modu-lares, ha presentado The NewWorld Textiles, una nueva colec-ción de losetas de pavimentos tex-tiles, inspirados en diferentes yemocionantes lugares de todo elmundo.

Cada una de las seis gamas de lacolección The New World Textilestiene la esencia y el espíritu de dis-tintos países y culturas, desdeAmérica Latina hasta Oriente,pasando por los rincones más ale-jados del planeta. Con un total de24 diseños y más de 100 varieda-des de color, esta amplia coleccióntiene una diversa gama de mode-los, texturas y métodos de instala-ción, lo que la convierte en unejemplo de versatilidad. También,para muchas de las gamas, Inter-faceFLOR da la opción de crearlosetas con colores personalizadosque permiten satisfacer los gustosindividuales de cada cliente.

Gamas

Desde las telas estampadas yllenas de brillantes abalorios hastalas tradicionales alfombras y lostejidos lisos, On Safari evoca elespíritu y el alma de África. Loscaracterísticos colores y estampa-dos de esta gama reflejan las téc-nicas de tintado de las telas tra-dicionales y la utilización de losrecursos naturales como materialde construcción. On Safari inclu-ye siete diseños únicos que refle-jan los colores cálidos y terrososdel Sáhara. Con diversos métodosde instalación, las losetas puedenmezclarse para conseguir unresultado totalmente personaliza-do.

Latin Fever, con atrevidas rayasen colores vivos y vibrantes, estáinspirada en el espíritu de los car-navales sudamericanos. De losbrillantes tejidos y los coloridosbordados a las líneas y los contor-nos de Los Andes, esta gama com-bina naturaleza y cultura paracausar un efecto impactante.

Folklore combina los motivosflorales con delicadas líneas enuna variedad de cuatro coloresasombrosos. Inspirado por lasarraigadas tradiciones de Europa

del Este, esta gama evoca los finosbordados de los artesanos locales ylos colores brillantes de las flores

y pétalos pintados a mano de lasconocidas “Matriuskas”. Las lose-tas pueden ser mezcladas, empare-

jadas y giradas para crear inconta-bles resultados únicos.

Eastern Delights es una fusiónde formas geométricas inspiradasen la arquitectura Islámica y losestilizados diseños del arte corpo-ral de henna. El brillo delicado deloro y la plata se reflejan en la ga-ma Eastern Delights, que aportaránun poco de ostentación a cualquierespacio. Disponible en tres mode-los distintos y cuatro intensos co-lores, InterfaceFLOR ofrece la op-ción de crear una combinación decolor única entre sus muchas va-riedades.

The Orient, inspirada en las pro-fundidades del Lejano Oriente,está inundada por la fuerza y lasutileza de sus influencias, comola compleja decoración de lostemplos o las delicadas líneas delos tradicionales jardines de pie-dra. Esta gama se caracteriza porsus ricos y ostentosos matices ydetalles decorativos, como lospájaros y ondas encontradas en loskimonos japoneses y en las típicastallas de madera.

Tribal Rhythms refleja los ras-gos característicos, las espirales yel estilo del antiguo arte Aborigen.Disponible en rojos tierra, azules ymarrones, Tribal Rhythms reflejalos tonos naturales usados en laartesanía tradicional y la decora-ción corporal. Esta línea ofrece unoriginal diseño coordinado de pun-tos y espirales, las losetas puedenser instaladas individualmente,combinadas en diferentes direccio-nes para formar un estilo comple-tamente personalizado.

(Señale 85/010)

Para más información Señale C.C. 1185-15

CORREO DE LA CONSTRUCCION Enero de 2011 Arquitectura e Ingeniería 23

La colección The New World Textilesinventa un mundo de color, textura y diseño

Se trata de una nueva colección de losetas de pavimentos textiles, inspiradosen diferentes y emocionantes lugares de todo el mundo

Mapetherm,sistema deaislamientotérmico por elexterior

Los sistemas de aislamientopor el exterior están compues-tos por diversos materiales yaccesorios: se trata de sistemascomplejos (adhesivos, enluci-dos, paneles aislantes, malla derefuerzo, imprimación, acaba-dos y accesorios varios) dondecada componente debe proyec-tarse correctamente y fabricarsecon los adecuados estándares decalidad, que tienen en el adhesi-vo su componente clave. Mapeiha ideado el sistema Mape-therm, que asegura la reduccióndel consumo energético, ya seaen verano o en invierno,aumenta el confort de habitabi-lidad equilibrando perfectamen-te la temperatura de ambiente yla de las paredes, elimina lacondensación intersticial delvapor de agua en los muros deledificio y, sobre todo, ofrece unimportante valor añadido: lagarantía Mapei basada en el li-derazgo en el campo de losadhesivos.

Perfecta unión

De hecho, es el adhesivo elque debe garantizar la perfectaunión entre el panel y el muro,incluso con presencia de impor-tantes solicitaciones debidas agradientes térmicos entre elexterior y el interior, que pue-den causar la distorsión delpanel y despegarlo.

El adhesivo Mapetherm AR1puede contrarrestar los esfuer-zos que se crean en la fachada yabsorber las deformaciones delpanel que pueden causar undespegue.

Sus elevadas prestacionesgarantizan valores de adhesiónóptimos sobre todo tipo depanel, manteniendo segura laintervención y ofreciendo unagama completa de sistemasintegrados, utilizando un soloadhesivo con característicasúnicas para el encolado y elenlucido de los paneles.

El adhesivo es la parte delsistema que debe resistir losmayores esfuerzos y, por tanto,debe tener un módulo elásticoque sea adecuado para contra-rrestar las deformaciones indu-cidas por las diferencias detemperatura, entre las dos carasdel panel.

(Señale 85/024)

Latin Fever, con atrevidas rayas en colores vivos y vibrantes, está inspirada en el espíritu de los carnavalessudamericanos.

Sistema de aislamiento térmicopor el exterior de una pared deladrillos.


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Source: HA - Housing Association Magazine {Main}Edition:Country: UKDate: Saturday 1, January 2011Page: 38Area: 413 sq. cmCirculation: ABC 11017 BRAD info: page rate £1,985.00, scc rate £0.00Phone: 01827 311 800Keyword: InterfaceFLOR

Reproduced by Durrants under licence from the NLA (newspapers), CLA (magazines), FT (Financial Times/ft.com) or other copyright owner. No furtherprinting of digital cuttings), digital reproduction/forwarding of the cutting is permitted except under licence from the copyright owner.owner. All FT content is copyright The Financial Times Ltd.

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Source: HA - Housing Association Magazine {Main}Edition:Country: UKDate: Saturday 1, January 2011Page: 38Area: 413 sq. cmCirculation: ABC 11017 BRAD info: page rate £1,985.00, scc rate £0.00Phone: 01827 311 800Keyword: InterfaceFLOR


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Source: Daily Telegraph, The {Main}Edition:Country: UKDate: Saturday 19, February 2011Page: 22Area: 553 sq. cmCirculation: ABC 651184 DailyBRAD info: page rate £46,000.00, scc rate £214.00Phone: 020 7931 2000Keyword: Interface

‘Isn’t it strange,” muses Ray Anderson, “how we call our factories plants?” They could hardly, as he points out, be more

different from a flower or a tree. And yet, he believes, industry should imitate vegetation by “doing no harm” through pollution and “taking nothing from the Earth that is not easily renewed naturally and rapidly by the Earth”.

Well, how’s that for a really wacky, impractical hypothesis? It’s the sort of thing you would expect from a deep-dyed, deep-green dreamer or, possibly, the Prince of Wales. Yet Anderson is a successful industrialist, heading a global market leader, and, he insists, “as profit-minded and competitive as anyone you are ever likely to meet”.

Dubbed “the world’s greenest businessman”, he has spent the past 15 years implementing his vision that “nature should be the model for industry” and says he has seen sales and profits soar as a result. That’s quite a task since, as he points out, his company, Interface, is “not some small, boutique manufacturer of green widgets” but “so oil-intensive you could think of it as an extension of the petrochemical industry”.

It makes pretty boring products, though Anderson says he fell in love with them from the minute he saw them: namely, office carpet tiles. Interface sells a billion dollars’ worth a year, more than one in every three laid on floors worldwide. Since natural fibres such as wool are not hard-wearing enough for

intensive office use, these are made of nylon and other substances derived from oil. Yet he is convinced that the giant company will meet his “take nothing, do no harm” goal by the end of the decade.

We were supposed to meet in London on Wednesday: Anderson was due to speak at a conference, organised by Base Communications, where blue-chip companies such as General Electric, Cisco and Coca-Cola described far-reaching measures they were taking towards “environmental sustainability”. He could not come, as he is fighting cancer, but was so keen to talk that he spoke over the phone from Atlanta, between chemotherapy sessions.

Green concerns, he says, “didn’t bother me a bit” until the mid 1990s, when he heard that some customers were asking what his company was doing for the environment. Too competitive to risk losing a single one, he read a book by Paul Hawken, an American ecologist and entrepreneur, and, convinced, set out “to prove – by example – that you could run a big business both profitably and in an environmentally responsible way”.

Since 1996, Interface has reduced its emissions of the greenhouse gases that cause climate change by some 44 per cent, while almost doubling its income. It has reduced the amount of energy used to make each tile by more than two fifths, through greater efficiency, and increasingly used electricity from renewable sources. It has slashed both its water use and the

amount of waste it sends to landfill by 80 per cent per tile. And it has cut its factory chimneys worldwide from 192 to 107, and its effluent pipes from 19 to two.

All this, Anderson hastens to point out, has saved money – $433 million (£266 million) cumulatively over the 15 years by cutting waste alone, plus a reduction in the energy bill of several million dollars a year. “Our costs are down, our profits are up, our workforce is incredibly motivated, and the goodwill of the marketplace is extraordinary. And it’s all produced a wellspring of innovation, leading to processes we never imagined and products we could never have dreamed of.”

So great is his faith in nature as a model that he sent his designers to look at its own floor coverings: forest detritus and pebbles on the beach. They noticed that while everything harmonised, it was also random; no square foot was identical. So Anderson invested in making carpets the same way, believing there would be benefits without knowing what they would be. In fact, waste was cut to 1 per cent, as there was no further need to match patterns, and the random tiles rapidly became Interface’s best-selling product (except among the orderly Germans), with competitors scrambling to follow suit.

Anderson reckons the company is about 60 per cent of the way towards his goal. I said I thought it wouldn’t make it: the next 40 per cent would be much harder. Unfazed, he retorted that the technology to get to 97 per cent already


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Source: Daily Telegraph, The {Main}Edition:Country: UKDate: Saturday 19, February 2011Page: 22Area: 553 sq. cmCirculation: ABC 651184 DailyBRAD info: page rate £46,000.00, scc rate £214.00Phone: 020 7931 2000Keyword: Interface

‘Take nothing, do no harm’: Amazon rainforest in Peru. Ray Anderson seeks to protect all that is not ‘easily renewed naturally’

ALAMY

existed, “and we’ll invent the rest”. Future carpets, for example, would be made entirely of recycled materials.

He insisted it would continue to be good business, with “environmental and financial sustainability being one and the very same”. But surely he must realise that it all seems a bit wacky? “That’s what it looks like,” he cheerfully agreed, “until you see the bottom line.”


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In answer to the question why is Interface going to such lengths to provide this detailed information abouttheir products Anderson said, "We can because we are able and we can because we must. We want toencourage people to look at the lessons that can be learned from Interface's journey."


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http://www.worksmanagement.co.uk/article/31870/Interface-closes-the-loop-in-carpet-tile-recycling.aspx

Interface closes the loop in carpet tile recycling

02/03/2011Ken HurstInterfaceFLOR, the environmental-award winning designer and manufacturer of carpettiles, claims to have achieved a technical breakthrough in the European carpet industry,with the introduction of ReEntry 2.0, a 'green' innovation that is the evolution of aprocess pioneered by Interface in the United States four years ago. It enables significantand scalable like-for-like recycling of carpet tiles, representing an important step closerto closed-loop manufacturing in Europe.

ReEntry 2.0 uses a technology that separates yarn and backing from used carpet tiles, so thatthey can be recycled into yarn and backing for new carpet tiles. The process ensures that eachcomponent of the carpet tile retains its material value, allowing it to be re-used as new rawmaterial for new products. This is especially important for recycling nylon yarn – the mostcarbon intensive part of carpet.

The technology can process the most widely used carpet tiles in the European market todayand is set to divert around 2,700 tonnes of oil-intensive material annually from disposal,equivalent to more than 600,000 m2 of carpet tiles. Life cycle assessment (LCA) shows thatmaterials recycled through ReEntry 2.0 require four times less energy to process thanequivalent virgin materials for carpets. This decreases to twenty times less energy for backing,when you take into account the use of 100% renewable electricity at InterfaceFLOR's facility inScherpenzeel, The Netherlands, where the process is based.

It is the latest in a line of waste recycling initiatives from InterfaceFLOR, which reflect thecompany's commitment to closing the loop in the manufacturing process. The company hasoffered a product take-back scheme since 1995, which helps customers to reduce their ownimpact on the environment. Since it began, the scheme has diverted more than 91,000 tonnesof carpet from disposal.

Interface's Ton van Keken said, "For many years the carpet industry has struggled to developrecycling methods that are economically and technically viable. In Europe alone, it is estimatedthat nearly 30 million m2 of carpet tiles could be sent to landfill or incinerated in 2011. This is awaste of valuable resources and has an unacceptable impact on the environment. Withcapacity diminishing rapidly and landfill tax rising annually, it is clear that this option is bothenvironmentally and financially unsustainable.

Re-Entry 2.0 is a significant step forward for InterfaceFLOR in Europe - and for our industry. Itmoves like-for-like recycling to the next level, bringing us closer to our ambition to close theloop in manufacturing."


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Source: Contract Floors {Main}Edition:Country: UKDate: Saturday 1, January 2011Page: 18Area: 303 sq. cmCirculation: Pub Stmt 5590 MonthlyBRAD info: page rate £1,395.00, scc rate £0.00Phone: 01342 300 070Keyword: InterfaceFLOR


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Q&A best bits: exploring Defra's GreenClaims GuidanceRead the highlights from our panel discussion around what Defra's

revised Green Claims Guidance means for businesses

communicating sustainability

Rosie Bristow for the Guardian Professional Network

guardian.co.uk, Wednesday 9 March 201 1 1 5.00 GMT

Making green claims can be complex and businesses need to be careful with how and what they

communicate. Photograph: Rex Features

To read the whole discussion, please click here.

Maureen Nowak is policy advisor in the Green

Economy Programme at Defra

We see it as really important to built trust and credibility in environment

claims. Third party certification can help. But, as outlined in our guidance,

also promoting claims that are relevant (i.e focusing on the the main

environmental issues for a product and not claiming on everything) and

making claims clear - can help to make it easier for consumers.

A key point that came out of our consultation was that the same principles in

our guidance apply to environmental communications irrespective of the

medium e.g. labels, packaging, in advertising or online... Different types of

consumers will want different levels of detail. Online communications offers

a really good opportunity for companies to provide links to further

information and leave consumers to tap in to it at whatever level of detail

they choose. Online communications can also help to improve transparency

e.g. providing easy access to company environmental reports etc.

When it comes to measuring the full environmental life-cycle impact of

products, we are more advanced in calculating some impacts (e.g. carbon)

over others (e.g. water). As more and more companies begin to assess

impacts across their supply chain, and make information and data available,

we hope standardised and simplified tools will help to make assessments

10/03/2011 Q&A best bits: exploring Defra's Green…

guardian.co.uk/…/q-a-best-bits-green-… 1/5


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easier and more robust.

Rowland Hill is corporate social

responsibility/sustainability manager at Marks &

Spencer

Claims and labels have two main audiences. Consumers and the companies

that make them. If a claim/ label is well received by consumers and wider

society (and that doesn't necessarily mean that sales sky rocket). The

company will adopt the claim/ label as a buying specification.

There are some issues that consumers really want to know about - generally

those with an emotional connection which creates an instant understanding

such a Fairtrade or a practical performance rating like A** energy efficiency.

There are other 'nice know' qualities which help define the M&S brand such

as the facts that all our beauty and home products meet BUAV Cruelty-Free

standards or that we only use free range eggs in all our products. There are

then 'reassurance' policies. Which are usually quite technical and consumers

only become interested in when they are highlighted by the media.

Whilst we probably all suspect that the same levels of efficacy may not be

being applied to web content, on the other hand its a dynamic, content rich

environment with lots of opportunities to illustrate points of detail and

explain further.

Ideally you want to tell the story that this product/claim is part of a bigger

commitment. We've tried to do this with our Plan A/ Doing the right thing

marketing. What we want consumers to know is that this product/claim isn't

a one off and it forms part of a much bigger whole that hopefully defines the

brand. These are never easy stories to communicate in two or three

sentences!

Jon Fletcher is a director of Brook Lyndhurst

Consumer preferences for detail vary enormously and are very difficult to

predict. There are some who want to know every nuance and caveat

associated with a claim; equally, there are some who just want to be told.

There is also some uncertainty about just what proportion of consumers are

actively engaging with green products and claims (and what is the nature of

that active engagement).

The trick when crafting a green claim is to be able to cater to both the

individual who reacts and buys instinctively, and the individual who reads,

absorbs and weighs up the detail. The hope should be that both walk away

with the same (accurate) sense of the environmental benefits being

conveyed.

There is a double whammy in relation to green claims in driving both

consumer and industry behaviour. One area I'm particularly interested in is

the potential 'norming' effect of green claims in conveying to consumers that

being concerned about environmental impacts is acceptable, if not expected.

We've spent the last few years getting bogged down in trying to persuade

people about the science. In the meantime, most large corporates have been

persuaded that climate change is a real and present danger (not only to us as

individuals, but also to their current business models) – you only have to

look at Unilever's Sustainable Living Plan to see the evidence of this.

The changes being made within supply chains are incredible, but I think

potentially the greater impact of green claims may be in making

environmental responsibility normal.




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It's also important to apply a bit of common sense to the development of

green claims. If you're marketing a product or service that is widely

perceived to be linked with damage to the environment, you can expect a

greater degree of scepticism about your claims and may need to take extra

special care to make sure they are clearly understood.

Lucy Yates is principal policy advocate at

Consumer Focus

People have told us that they can find it difficult to know which products are

better for the environment and that they think many companies pretend to

be green just to charge higher prices. Two thirds of them also told us that

they don't know how to tell if the claims of a green product are true or not.

However, consumers are keen to purchase more green products and make

more sustainable choices so there's a big opportunity for companies to

communicate effectively, including being clear and accurate, in order to

market the environmental credentials of a product or service.

We know that many people want to do their bit for the environment.

However, the green choice is often more difficult, more expensive or harder

to find. The solution lies in making greener choices easier for people and

making them mainstream rather than niche.

People want to be able to choose between a range of sustainable products

and services but they don't want to be overloaded with information that

they have to work their way through... Although information provision is

important, it's also just as important for companies to accompany this with

taking action themselves - improving the sustainability of their

products/services. Sometimes people want less choice rather than more,

safe in the knowledge that certain issues have already been dealt with.

In the context of high consumer concern but low-ish levels of action, the idea

of integrating sustainability through business action makes sense.

Consumers benefit from the assurance that the issues they care about have

already been considered, rather than having to grapple with all those

complexities themselves.

A key perceptual filter for people is their wider view of the brand and how

the brand fits with environmental responsibility. This means people are

more likely to accept and believe claims that 'make sense' (i.e. brand with

which they have positive associations and/or believe is consistent with

environmental responsibility). In contrast, people can be more suspicious of

certain brands and this 'brand baggage' affects their assessment of the green

claim.

Lynsay Taffe is communications and policy

manager at the ASA

From the ASA's point of view, making environmental claims isn't that

different to making other claims: as a marketer you need to be clear about

what you're communicating and make sure you hold strong evidence to

support what you're saying. That's the same with all claims.

The major difference with green claims can be with the difficulty in getting it

right. Sometimes there's divided scientific opinion in an area: when can you

say something is sustainable, for example? If it's scientifically disputed then

you can't present it as fact.

When it comes to advertising, the Advertising Standards Authority does

assess the evidence on consumers behalf and makes sure that ads are legal,




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decent, honest and truthful. Nearly all TV and radio ads are cleared before

they go out, meaning that you can trust the majority of claims you see.

From [early March 2011] we're getting a wider online remit. The ASA will

be regulating marketing on companies' own websites and in other online

space they control, like Facebook and Twitter. The remit will apply to UK

based companies and to marketing only - we won't be covering material like

annual reports and investor relations

Ramon Arratia is Sustainability Director EMEAI of

InterfaceFLOR

The problem with labels or certifications is that:

a) there are too many adding to the confusion

b) many of them are private (trying to maximize revenue) and that leads to

lower standards so the maximum number of products can join

c) many they are binary (you are in or out) so you cant difference the best

from the 'reasonably ok'

My theory is that many people expect either the government or the

retailers to do choice editing (at a reasonable level) for them.

Agustin Lucardi is sustainability liaison for the

EMEAI region, as part of InterfaceFLOR Global

Services

Getting information to customers is as key as letting them know what the

information means and how they can use [it] to compare products...

However, it's not always easy to tell a customer that they should choose A

over B based on a given impact assessment because that may vary upon the

context (regional aspects, other considerations, etc). So industry has to

simplify and standardise access to information while raising the level of

knowledge about the issues so that customers can have the tools to make

informed choices based on what matters to them and in the light of their

particular context.

We CAN create demand for greener products. However I believe that the

driver will have to be not only greener attributes of a product but all the

more traditional ones! By this I mean that customers are likely to buy a

greener products if it performs better, is cheaper, safer, etc... very few

"aware" consumers will buy a greener product just because it's green and

very few companies will succeed at selling greener products based on that

only... Remember that customers want to get value for their products, and

it's up to us manufacturers to provide values that are traditional and green

at the same time!

This content is brought to you by Guardian Professional. Become a GSB

member to get more stories like this direct to your inbox




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Leadership Development

32 | Developing Leaders Issue 3: 2011

Building a sustainable business is a major challenge which requires the buy-in of the entire workforce. InterfaceFLOR’s Ramon Arratia looks at the leadership that has helped his company develop a culture of sustainability in its quest to achieve a zero environmental footprint by 2020.

According to the Tata Corporate Sustainability Leadership Profile, “Leaders influenced by principles of corporate sustainability are role models who lead by example and develop motivational means to inspire employees and other stakeholders in order to give business a lasting competitive edge.” When Ray Anderson, Founder and Chairman of Interface Inc, addressed his company in 1994, they expected him to talk about compliance, risk and review legal requirements. Instead, he stunned our employees with a bold environmental target that he called Mission Zero - to eliminate any negative impact the company has on the environment by 2020.

At the time, many people both within and outside Interface thought his idea was crazy. Yet 16 years down the line, Interface has significantly reduced its environmental impact, and pioneered new products and technologies whilst remaining profitable. Ray’s recommendation to any business leader who asks how we did it is: “Hold up a vision that’s so outrageous it takes your breath away. That’s how you unleash the creativity of an organisation.”

Show that sustainability is part of the CEO’s everyday thinking Visible leadership and commitment from the highest level of the company is essential to demonstrate that the company is serious about sustainability. The CeO and senior executives must talk passionately about sustainability, whether in formal speeches or in everyday business conversations and communications.

Ray, for example, likens Interface’s commitment to sustainability to climbing a mountain higher than everest and when meeting employees he reminds them to “keep on climbing”. Such passion and dedication right from the top of an organisation provides tremendous inspiration for employees and encourages them to push a little further each day. For many Interface employees, it’s more personal than just achieving company sustainability goals – they don’t want to disappoint Ray.

Prevent cynicism with actionGood and consistent communication is important, but leaders also need to show that they genuinely mean what they say. They need to demonstrate that sustainability is as integral to the business as they claim and ensure their sustainability strategies and communications are backed up with real action. If they don’t, cynicism can start to develop. To get buy-in from all levels of the company, especially senior management, they need to sell sustainability as a legitimate business objective. Sustainability risks and opportunities should be woven into every business decision made, alongside other factors such as cost, time or product quality. At InterfaceFLOR, for example, all of our capital investments

Building a Sustainable Business Culture

By Ramon Arratia

We have found four ingredients which

leaders can apply to any project to get people motivated: vision; knowledge;

sustained feedback and recognition


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Leadership Development

Developing Leaders Issue 3: 2011 | 33

need to have some form of environmental, as well as financial, payback. Leaders should also regularly ask for progress updates on sustainability targets, even when the financials are in the red.

Harness ‘leadership’ from withinLeadership in sustainability, we have discovered, doesn’t just come from the top. People with the passion and commitment able to inspire action and bring about change can be found in all parts of an organisation – the challenge is to identify them and give them the skills and the licence to make a difference. This is one of the reasons why we created our Sustainability Ambassadors Network, to nurture leadership potential right across our company. In large organisations, the role of a sustainability champion is often given the same status as fire wardens. However, we believe it is a pivotal role and it is down to business leaders to encourage employees at all levels to become sustainability champions by giving them the chance to earn internal status.

We promoted our ambassadors network as an elite club, with limited membership that has to be won on merit. Our people weren’t appointed to the role; they chose to compete for a place. To join the network, employees must complete three levels of training and write an essay on a relevant issue which is marked by recognised, external sustainability experts at

Forum for the Future, a non-profit organisation with a mission to promote sustainable development. We opened the programme to our senior executives to demonstrate the importance of the role and reward ambassadors’ efforts by giving them access to exclusive sustainability information or an audience with senior leaders such as Ray Anderson.

There can be no doubt that creating a genuinely sustainable business - achieving an equal balance of environmental, social and financial returns - requires a special kind of leadership. In our experience the optimal mix includes a powerful vision and passion from the top, with commitment and ‘leadership’ from right across the organization to help make this vision a reality.

Ramon Arratia is Sustainability Director EMEAI, InterfaceFLOR

Tips for building a sustainable culture

Win over employees, one mind at a time, using a targeted approachWe have found that the most productive way for leaders to engage employees is to help them to apply the concept of sustainability to their own role within the organisation. Communications targeted to specific groups of employees engage people much more effectively than mass internal emails, and it can also help each employee to understand their own connection with sustainable values.

We have found four ingredients, which leaders can apply to any project, to get people motivated: vision; knowledge; sustained feedback and recognition. First, get people excited by offering them a sustainability challenge. Then, provide them with the tools and freedom to offer solutions, you’ll find that the results often exceed expectations. Trial and error or ‘successful failure’ is an important step on the way to finding a workable solution. employees need to have a stake in their project so that are motivated to go the extra mile to make it a success, this can be anything from internal recognition to sharing rewards or career development.

Remember that different employees are motivated in different ways; therefore it is more effective to give each employee challenges they can relate to and that play to their individual strengths. engineers, for example, are excited by technical challenges. Motivate them with an ambitious sustainability problem to solve and provide them with the time and resources to do it.


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Source: AJ Specification {Main}Edition:Country:Date: Tuesday 1, February 2011Page: 64Area: 66 sq. cmCirculation: Pub Stmt 11694 MonthlyBRAD info: page rate £124.00, scc rate Phone: 020 7728 4567Keyword: InterfaceFLOR


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18/03/2011 10:34True sustainability needs transparency | Guardian Sustainable Business | guardian.co.uk

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True sustainability needs transparencyRamon Arratia explains that a 'green' label is often an inaccurateguide to the environmental impact of a product

The high number of green labels and claims has contributed to the rise of 'greenwash'

The rise in 'greenwash', the practice of making misleading or unsubstantiated claimsabout the environmental benefits of a product, service or company, is damaging theenvironment and industry.

The problem is made worse by the variations of green labels and claims. Some 'green'claims are clear and accurate, but others such as 'low carbon', 'natural' and 'recyclable'are designed to create a good impression without explaining the environmental benefitin enough detail.

Labels are popular as they provide quick assurance on a product's sustainabilitycredentials; after all, few consumers have the time to study every purchase they make.But the methods of obtaining these labels are often unreliable, involving schemes thataim of attract wide participation (and payment) from manufacturers and therefore seta low bar for qualification. Instead of differentiating between good and bad products,most labels tend to lump them into one category. From all the 'A' rated washingmachines available, which is the best?

There is also duplication among labels, confusing customers and forcing manufacturersto certify the same product several times. Several certifications lack independentvalidation or may even be administered by the manufacturers themselves.

In order to make genuine progress towards sustainable manufacturing and wipe outgreenwash, 'labelling' schemes must use transparent criteria and be based on scientificfacts. Indeed, this seems to be the way things are going, with some industries alreadydisclosing the environmental impacts of their products, either in full or at leastemphasising the most important. For example, you wouldn't expect a car manufacturer


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18/03/2011 10:34True sustainability needs transparency | Guardian Sustainable Business | guardian.co.uk

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PreviousBlog home

to sell you a 'carbon neutral' or 'recyclable' car, but it is mandatory for them to displaygrams of CO2 emissions per kilometre in car advertisements. Also, a website set up bythe EU now publishes power consumption data for all electronic equipment sold inEurope.

Companies and regulators now recognise that the biggest environmental impacts areoutside of the manufacturers' control and usually occur in the supply of raw materialsor when the product is being used. Therefore, basing a judgement solely onmanufacturing impacts can be misleading. By using a life cycle assessment (LCA) youcan identify all the significant environmental impacts of with the product, includingthose on water, air and land, throughout its manufacture, use and disposal.

The accepted method is defined by the International Standards Organisation(ISO14040 and ISO14044), and conducting an LCA can show a manufacturer whichareas of production need the most attention to reduce the environmental impact. Forexample, for physical products such as a carpet tile, the main impacts occur in theextraction and processing of raw materials. For machines that consume energy such asa car or a washing machine, the major impacts usually occur when the product is inuse. You may find that the best product is one that doesn't make claims such as '100%natural', but is carefully sourced, manufactured and shipped to minimise itsenvironmental footprint at all stages of its life.

An assessment method that supports this is the Environmental Product Declaration(EPD). To achieve an EPD, companies must be committed to full disclosure of what istypically considered confidential information about how their products are made. Inaddition to publishing product "ingredients", manufacturing locations and rawmaterials, companies must perform a comprehensive LCA, using industry-wideProduct Category Rules (PCRs).

Rather than being a claim or promise, an EPD requires information on products to beshared in a standardised format, certified to a public standard and verified by acredible third party. Developed from ISO 14025 compliant lifecycle information, itallows customers to compare different products and assess which has the lowestenvironmental impacts. An EPD does not pass judgement; it simply presents the factsso that customers can draw their own conclusions. In simple terms it is the equivalentof the nutrition information on, say, a range of sandwiches which can help guide yourlunchtime choice; you won't necessarily go for the lowest calorie option but perhaps theone with the lowest fat content, depending on what is important to you.

To make true progress towards a more sustainable future, businesses need to betransparent about their environmental impacts. This means reporting not only oncorporate impacts, such as greenhouse gas emissions, waste and water usage, but alsoon the environmental impact of their products, throughout their lifecycle. This willencourage healthy competition within industry to produce better, more genuinelysustainable products, rather than competing over clever claims or the best designedlabels.

Ramon Arratia is sustainability director, Europe, Middle East and Asia, for flooringcompany InterfaceFLOR.

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interfaceflor clipping book january march 2011

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