Shaw’s commitment to sustainability | Sustainability

Sustainability

Friday, August 10, 2018

For Shaw Industries, sustainability is a vital part of the company’s mission to create a better future. Earlier this summer, Diana Rosenberger, Shaw’s global sourcing manager of sustainability, spoke at the Sustainable Brands conference in Vancouver to highlight the importance of environmental responsibility not just from the product standpoint, but the overall supply chain as well.

“To continue our long-standing commitment to sustainability, we implemented a sustainable sourcing policy in February that brought even more rigor to our focus on the human and environmental aspects of sustainability,” Rosenberger told FCW. “It enhanced our efforts with our global supply chain. No matter where in the world a product or ingredient is sourced, Shaw’s commitment to sustainability and the health and safety of our products is the same.”

Rosenberger also had a hand in Shaw signing the UN Global Compact last year, which has helped the company set its own standards.

“Being able to align with a globally-recognized set of principles and goals made it easier for us to articulate our values and why we do — and ask for — the things we do,” explained Rosenberger. “It provides a solid foundation and common understanding so that we can work with suppliers to reformulate products to remove chemicals out of the supply chain as better options become available.”

Before the sourcing policy could come to fruition, however, Rosenberger spent time working closely with Shaw’s suppliers, helping them make adjustments along the way. A number have introduced solar panels and waste water management systems, ensuring that the products people bring into their homes — carpets, hardwood or tile — are not only bettering their own health, but the health of the planet.

For Rosenberger, these actions transcend the workplace: choosing a product for its sustainable attributes is something Rosenberger implements in her daily life. In a blog post from June, Rosenberger mentions that, although these decisions may seem small, everything add ups. It’s a sentiment the company now embodies.

“Today, [sustainability] goes beyond water, energy, recycling and resource efficiency, and encompasses how the products that go into a home or business contribute to the health and well-being of people and the environment,” she added. “It is important to educate our customers — retailers, designers, building owners and home buyers — so they can make educated purchasing decisions that align with their values and priorities.”

Pictured left to right are Danielle Foster, Diana Rosenberger, Adam Gordon and Angelika Guldt. Rosenberger’s June session, Aligning Strategy with the SDGs to Improve Brand Value, discussed how brands can align with the U.N. to fortify their sustainability efforts.

Troy Virgo, Shaw’s director of sustainability, who also attended the Sustainable Brands conference, mentioned the event was a learning opportunity for the company itself. Other stories were shared, providing guidance and insight on how to engage the local community, schools and groups, as well as planning for recruitment.

“Shaw can’t fix issues such as climate change or environmental justice alone,” explained Virgo. “This business should be about looking forward, it’s about collectively facing huge issues.”

However, Virgo did point out Shaw can alleviate larger environmental concerns by addressing them on micro or local scales. One way Shaw is doing this already is through its dedication to Cradle to Cradle principles. By the end of 2017, 88 percent of Shaw’s products were Cradle to Cradle certified, outlining product ingredients.

“I’m glad to see focus on supply chain at the conference because creating true impact in our work to develop sustainable flooring products depends on our supply chains,” shared Rosenberger. “If even one company — or person — walks away with a tangible action item or point of inspiration from Shaw’s efforts, that’s a success.”

Talking to the consumer
One of the biggest misconceptions about consumers today is their lack of interest in a product’s sustainability story — Shaw’s director of sustainability, Troy Virgo, challenges this misconception.

“I think, typically, RSAs don’t think the customer cares, but how do you know that? Have you had that conversation [with them]? We need to get better at connecting,” Virgo said. “It depends on how you frame the conversation. If you ask, do you care about sustainability? The customer doesn’t understand, they can’t contextualize it, but if you ask: are you concerned about your grandchildren crawling on the floors? Are you concerned about what your product is made out of? The answer is usually yes.”

Yet even if sustainability isn’t a particular individual’s motivation, Shaw still makes sure its products are certified across platforms.

“I have a fundamental belief that safe and healthy products shouldn’t be dictated by the size of your wallet,” added Virgo. “If you’re truly going to be sustainable, you can’t tailor one niche product.”