Beyond the Greenwash: Preparing NHLA Members to Empower Consumers and Be Industry Ambassadors

Outsiders often assume the hardwood industry is merely spinning a “greenwashed” narrative to appear more environmentally conscious than we are. And how can you blame them? As an average consumer, it is challenging to discern which eco-conscious products are worth investing in. Americans are constantly inundated with dire news about climate change and global warming, creating a sense of urgency to purchase products that claim they are “eco-friendly,” “green,” or “produced with renewable energy.” However, what do these terms genuinely signify? While they all seem positive and “sustainable,” such blanket statements often obscure the reality of what is being produced.

Upon examining the Federal Trade Commission’s (FTC) “Guides for the Use of Environmental Marketing Claims,” or “Green Guides” (which have not been amended since 2012), it becomes clear that the average citizen has minimal knowledge of how companies can market their services and products as “recyclable” or “net zero” without making substantial efforts toward genuine environmental change. This lack of transparency is intentional. For instance, under the “Green Guides” section: “260.16 Renewable Materials Claims,” the FTC states:

Research suggests that reasonable consumers may interpret renewable material claims differently than marketers may intend.

Example 1: A marketer makes the unqualified claim that its flooring is ‘made with renewable materials.’ Reasonable consumers likely interpret this claim to mean that the flooring also is made with recycled content, recyclable, and biodegradable. Unless the marketer has substantiation for these implied claims, the unqualified ‘made with renewable materials’ claim is deceptive.

As a hardwood industry trade association, NHLA knows that examples like the above are all too common. Greenwashing is any communication that misleads people into adopting overly optimistic beliefs about an organization’s environmental performance, practices, or products. It was only last year that the Decorative Hardwoods Association (DHA) challenged Mohawk Industries for using the slogans “Wood Without Compromise” and “The Perfect Wood for Your Home” for its RevWood laminate flooring. These slogans are misleading because RevWood does not have a wood-wearable surface. The slogans implied that the product was genuine hardwood, thereby deceiving consumers about the nature of the product. The National Advertising Division (NAD) of the Better Business Bureau (BBB) ruled the slogans deceptive, recommending their discontinuation as RevWood does not have a genuine wood surface (WoodWorkingNetwork). By suggesting that RevWood’s surface is authentic hardwood, Mohawk Industries created a false impression of the product’s environmental benefits and sustainability. The company selectively disclosed information that would lead consumers to believe the product is more environmentally friendly than it is.

Expectedly, this is something that NHLA’s Executive Director, Dallin Brooks, encountered at this year’s NeoCon convention in Chicago. “The sheer volume of fake wood at NeoCon was astonishing. Everything seemed to have a printed wood grain pattern. This trend reveals a desire for the aesthetic of wood, but people are being misled by imitations that are environmentally harmful and undermine the principles of biophilic design.” NeoCon serves as the world’s leading platform for the commercial interior design industry. At this convention, the Real American Hardwood® Coalition (RAHC), in collaboration with the National Hardwood Lumber Association (NHLA), curated an informational booth and launched its newest website, realamericanhardwood.pro. This website showcases innovative and sustainable hardwood solutions tailored for commercial design and architecture. Users can explore American hardwoods’ unmatched durability, versatility, and environmental benefits. The new website educates users on the industry’s sustainability practices and design options, as well as features projects using mass timber and hardwoods. It provides comprehensive information on NHLA’s efforts to promote ethical forestry and the environmental benefits of using hardwood. Additionally, it offers expert insights into the hardwood industry’s latest trends and best practices. The site also serves as a community showcase, offering networking opportunities where users can display their hardwood projects, fostering a sense of community and shared creativity.

Building on this engagement with the design community, NHLA’s marketing team sought to gain further perspective and educate commercial designers and architects at the convention. In December of last year, in preparation for NeoCon and the launch of realamericanhardwood.pro, NHLA formed a focus group with commercial designers and architects to discuss the value of hardwoods and sustainable forestry. Given the opening quote of this article, which was coined by one of our focus group members, participants in these discussions articulated the confusion that is being a responsible consumer. For example, consider the complexity of understanding that deforestation is not occurring in the United States bearing in mind the rhetoric on deforestation that is often circulated: “But I think it’s also hard to really wrap your head around just the magnitude, right? We picture cutting down trees, and these deforested areas in the Amazon. But we don’t necessarily associate healthy forestry in North America.” These insights highlighted a common knowledge gap; many outside the hardwood industry are unfamiliar with terms or concepts that clarify the hardwood lifecycle and its sustainable possibilities. Participants often voiced misunderstandings when differentiating management practices between boreal and tropical forests. This is why it was unsurprising when another participant stated, “I think there’s a lack of education, and maybe through advertising, or articles, or publications, or print, or social media or all of the above. Rather than just telling the story [of hardwood], make it a little more educational and informal. Like, here’s your little guide that you can screenshot and keep on your phone and star as a favorite.”

While most Americans are willing to pay more for sustainable products (PolitiFact), as of 2023, 54% of U.S. consumers have yet to immediately trust brands that claim to be sustainable (YouGov), and firms have developed more complex relationships with suppliers and stakeholders. Supplier relationships are often political, meaning power dynamics, mutual interests, and strategic negotiations influence them. In this era of information silos, targeted messaging is calculated. This targeted messaging often exploits homophilic information, where people prefer to consume information confirming their beliefs rather than engaging with diverse or contradictory perspectives. Social media significantly influences the spread of such targeted messaging, and intermediaries such as government and certifying bodies help proliferate these messages.

Consequently, the intended audience often doesn’t realize that the message is only part of the truth—just what they wanted to hear—leading them deeper into information silos where conflicting communication can coexist without scrutiny. This manipulation capitalizes on confirmation bias, reinforcing pre-existing notions. For example, IKEA was considered a beacon of sustainability until June 2020, when the furniture retailer was linked with illegal logging in Russia. A report by the NGO Earthsight revealed that some of IKEA’s most popular children’s furniture was likely made from wood linked to unlawful logging in Siberia. The Forest Stewardship Council (FSC) was criticized for missing this illegal activity. “FSC is aware of the devastating impacts that illegal sanitary logging has on the environment, economy and local communities in Russia, and we certainly do not support it,” it said. IKEA acknowledged using wood from logging companies associated with illegal practices and announced they had cut ties with those suppliers. They also banned the use of timber from sanitary logging in the Russian Far East and Siberia and committed to improving their oversight of supply chains. However, this incident exemplifies how even companies with solid sustainability reputations can engage in greenwashing, misleading consumers about the true environmental impact of their products (NBC News).

So, what can we do as stewards of the hardwood industry to prevent greenwashing and ensure consumers are investing in hardwood products that are genuinely environmentally conscious?

• First, we can lobby for stricter enforcement of the FTC Green Guides and advocate for increased penalties for deceptive advertising and amendments that cater to the hardwood industry.
• Collaborating with environmental and consumer groups for joint campaigns and shared resources can amplify our efforts.
• To further enhance our communication, we should develop consistent and straightforward communication strategies by incorporating accessible language and imagery, ensuring our messages resonate with diverse groups. For instance, we have been brainstorming ways to simplify concepts like
  “carbon sequestration” into more understandable terms like “carbon banking.”
• Additionally, creating a consumer guide or checklist can help identify and avoid greenwashing, empowering consumers to make informed and responsible choices.
• Finally, NHLA members can actively engage in community outreach and educational initiatives, such as industry adjacent conventions, to spread awareness about the genuine
  environmental benefits of hardwood.

By doing so, we can position ourselves as credible industry ambassadors who advocate for transparency and sustainability, ultimately restoring trust in our industry and promoting a truly green future.

By BRENNAH HUTCHISON,
Junior Copywriter