WHAT IS "GREENWASHING"?
Greenwashing is the deceptive practice of presenting a false image of environmental responsibility, a tactic seen across many industries. Driven by the growing consumer demand for sustainable products, some manufacturers exaggerate or fabricate their environmental claims to appeal to eco-conscious buyers.
In the grout industry, for instance, many manufacturers label their products as “green” or environmentally friendly while still including biocides to claim mold and mildew resistance. However, these additives may not provide real protection and can be harmful to both your home and the environment. The high pH of grout (around 9) can naturally inhibit mold and mildew growth for the first two years, making the efficacy of these additives questionable over time.
Seth Arnold of Mohawk Industries highlights, "There is a generation of homeowners that want a product that's good for their home but also good for the planet." Curt V. Rapp, founder and CEO of Tile Doctor, adds, "The use of sustainable, environmentally sound materials offers healthier alternatives for installers, consumers, and the planet while also contributing to improved indoor air quality and building wellness.”
Defining Sustainability
What makes a product sustainable? It's about the materials it’s made from, the manufacturing processes, and the positive impact it can create. Sustainable products are crafted from responsibly sourced materials, often from well-managed forests or recycled sources. The manufacturing process should use renewable resources, minimize waste, and employ energy-efficient methods. Trustworthy products avoid harmful ingredients like ortho-phthalates and formaldehyde, and are verified through Environmental Product Declarations (EPDs) and other transparency labels from credible third-party testing platforms.
That’s why Litokol®, a leader in cutting-edge research within the tiling industry, based in the heart of Italy’s Sassuolo District, has developed high-performance building products under the ZHERORISK® platform. These products pose zero risk to installers, end-users, and the environment, meeting all sustainability goals.
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