Why the First U.S. Signatory is Redefining Responsibility, Not Just Reputation.

In a climate of commercial noise and eroding public trust, where “sustainability” is as overused as it is underdefined, the real revolution isn’t louder messaging—it’s quieter certainty.

Karndean Designflooring US, a company known for its precision in product, has now applied the same standard to its sustainability communications. Not by chasing the latest eco-trend. But by asking a different question: Are we being understood as clearly as we intend to be believed?

“We weren’t doing anything wrong,” says Kevin Andrews, part of the team leading Karndean’s U.S. communications journey.

“But we wanted to be sure that we were doing everything right. That’s a very different mindset.”

It’s a subtle shift—away from risk management as fear, toward integrity as structure.

Why Join The Anti-Greenwash Charter?

Karndean’s U.S. team joined The Anti-Greenwash Charter not in crisis, but in confidence. With its UK counterparts already signed on, the U.S. division saw the Charter not as an audit of errors, but a framework for futureproofing.

“We’ve always been cautious and deliberate with our messaging. But having a formal layer of checks and balances builds trust—internally and externally.”

This isn’t a performative gesture; it’s a strategic one. In the post-trust economy, credibility is no longer granted—it’s constructed. The Charter is helping Karndean build that scaffolding.

Accountability, Not Anxiety

Becoming the Charter’s first U.S. signatory came with both pride and pressure. But it also came with a clarity of purpose.

“There’s always that nervous moment—what if they find something?” Kevin admits. “But this isn’t about getting caught out. It’s about catching what needs improving.”

That reframing matters. The Charter didn’t change Karndean’s core message. It simply made the thinking behind it visible, repeatable, and resilient.

From Quiet Progress to Informed Confidence

The early changes weren’t cosmetic—they were cultural.

• A new Green Claims Policy made internal expectations explicit and durable.

• Training rolled out across teams, ensuring employees understood not just what Karndean says, but why it says it that way.

• Sales teams now have a defensible, confident position when clients ask about sustainability—not a pitch, but a policy.

“People across the business are seeing the full picture. It’s created more engagement internally—and more trust externally.”

The difference isn’t just in what’s being said. It’s in how confidently it can be backed up.

Navigating a Culture of Misinformation

In an era where truth is fragile and misinformation is ambient, joining the Charter was also a reputational anchor.

“We didn’t want to be the kind of company that changes direction when the political winds shift,” Kevin says. “We made a commitment, and we’re sticking to it.”

This is a quiet rebuke of corporate opportunism—those businesses that announce sustainability targets when headlines are favourable, only to quietly shelve them years later. Karndean’s move, by contrast, is built for permanence.

What the Charter Actually Changed

Interestingly, Karndean’s core marketing didn’t shift dramatically. What changed was the architecture behind the scenes:

• Content review is now systematic, not sporadic.

• Employee understanding of sustainability efforts—previously taken for granted—has deepened.

• Customer trust is no longer implied; it’s demonstrable.

“We now know that when we make a claim, we can stand behind it. And our customers know that too.”

That’s the commercial benefit of responsibility—not just doing the right thing, but being able to prove it without blinking.

Advice to the Industry: Walk Slowly, Speak Clearly

Kevin’s advice to others isn’t complicated. But it is clear.

“Just do it. You’ll find things you weren’t seeing before. And if you’re serious about building trust, it’s the only way to start.”

Because the risk isn’t just saying the wrong thing—it’s saying the right thing without knowing why.

The Last Word

For Karndean US, joining The Anti-Greenwash Charter wasn’t a pivot. It was an alignment. A reinforcement of what they were already trying to do—communicate with substance, not slogans.

“We didn’t join to drive sales. But when you do things properly, the right results follow,” Kevin says.

And that, in the end, might be the most overlooked truth in modern marketing: integrity doesn’t compete with growth. It enables it.

Ready to Be Recognised for Your Commitment to Responsible Communications?

Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.

👉 Apply to become a signatory now