The Truth Behind “Green” Building Products: A Flooring Expert’s Perspective

Bryan Kelly
4 days ago
3 min read

I love hearing about innovative materials and methods that aim to make construction more efficient and sustainable. It’s exciting to think about products that could improve performance while reducing environmental impact.

But here’s the hard truth: in my experience, the companies that shout the loudest about how “green,” “eco-friendly,” or “revolutionary” they are often turn out to be the least genuine. There’s even a term for it – greenwashing – when a company uses exaggerated claims, buzzwords, and emotional marketing to make people feel like they’re helping the planet while doing little (or even the opposite) in reality.

When “Sustainable” Isn’t So Sustainable

Every few years, a new material hits the market that promises to change everything — “wood alternatives,” “eco-composites,” “reclaimed blends,” or similar names that sound innovative and responsible. These products are often promoted as sustainable, recyclable, or carbon-neutral.

But if you dig deeper, many of these so-called “green” materials rely heavily on plastic composites, PVC, or other synthetic binders that are incredibly energy-intensive to produce and nearly impossible to recycle responsibly.

They might incorporate small amounts of “natural” materials, like rice hulls or bamboo fibers, to sound more organic — but the core material is often petroleum-based and chemically processed. The production process, transportation footprint, and end-of-life disposal are rarely as clean as advertised.

Add in cheap labor practices and offshore manufacturing, and the story becomes even less sustainable than a traditional, well-managed domestic wood product.

The Sustainable Truth About Real Hardwood

As someone who works closely with domestic hardwood mills, I can confidently say that real hardwood flooring remains one of the most sustainable materials in construction — when it’s responsibly sourced.

Here’s why:

• Most U.S. hardwood mills own and manage their own forests under strict sustainability standards.

• Over 70% of American timberlands are privately owned, and nearly all operate under the guidance of U.S. Forest Service management plans.

• For every tree harvested, two more are growing.

• Today, there are 130% more trees in American hardwood forests than there were 80 years ago.

When you choose domestically sourced hardwood, you’re supporting local jobs, responsible forest management, and a product that will last decades — not years.

And thanks to innovations in finishing technology, today’s floors use low-VOC, eco-friendly finishes that drastically reduce emissions and improve indoor air quality. Combined with professional dust containment and non-toxic products, hardwood flooring has evolved into an environmentally sound, healthy choice for both workers and homeowners.

Why We Stay Skeptical of “The Next Big Thing”

The construction and flooring industries have seen many “miracle materials” over the years — from the bamboo craze of the 1990s to a wave of recycled-plastic “eco-products” in more recent times.

The pattern is usually the same: big marketing budgets, lofty promises, and claims of revolutionizing the industry. Then reality hits — the product fails, the materials prove less durable, and the sustainability story falls apart.

That’s why experience and scrutiny matter. Real sustainability isn’t about trends or buzzwords — it’s about accountability, transparency, and longevity.

A Responsible Approach to Sustainable Flooring

True environmental responsibility doesn’t come from flashy marketing. It comes from consistent, thoughtful practice — using materials and methods that are proven to last and designed to minimize harm.

• Use eco-friendly, low-VOC finishes with minimal off-gassing.

• Maintain strict dust containment to protect clients and staff.

• Partner only with suppliers that practice sustainable forest management.

• Continuously review processes to stay aligned with the highest environmental standards. It’s not perfect — it’s a process. But it’s one that makes a measurable, meaningful difference.