Karndean ANZ: First Australian Signatory of The Anti-Greenwash Charter.

Karndean Designflooring ANZ is known for quality, long-lasting vinyl flooring products. But for Dan Lovell, Managing Director for Australia and New Zealand, it is not just about product performance. It is about how the company communicates its environmental efforts clearly and responsibly. That is why Karndean ANZ became the first Australian signatory of The Anti-Greenwash Charter.

“We do not want to just meet greenwashing regulations. We want to go beyond them,” says Dan.

This decision reflects a bigger priority for Karndean ANZ: to build trust with customers, staff, and the wider industry.

Why Trust Matters

Karndean has been around for over 50 years. In the ANZ region, the team includes around 70 people. Dan says success comes from keeping promises and doing what you say you will do. But in a space as complex as sustainability, that is not always easy.

“Our sales teams are on the front line. If they do not have the right facts or confidence, even well-meaning people can share messages that are not quite right.”

To avoid that, Karndean ANZ looked for a way to support its team and provide a clear framework. That led them to The Anti-Greenwash Charter.

Making a Clear Commitment

Karndean globally already had strong goals in place, including a target to reduce emissions by 42 percent by 2030. The ANZ team also rolled out a six-pillar program called Evolve. But Dan believed the way the company talks about these actions needed to be just as strong as the actions themselves.

“We were doing the work. The Charter helped us explain it properly and avoid over-promising.”

For Dan, the Charter was not just about marketing. It helped the whole business feel more confident about the claims they were making and the story they were telling.

Greenwashing Is Still a Problem in the Region

Dan has seen many examples of vague or misleading sustainability claims in the ANZ market. He mentions companies that rely on carbon offsetting without proper checks, or that make big claims without clear data.

“We are not interested in gimmicks. If we are going to make a claim, we want to back it up with evidence.”

Karndean ANZ signed the Charter to show leadership and give clients and partners a reason to trust what they say.

Real Changes Inside the Business

Since signing the Charter, Karndean ANZ has introduced greenwashing training for all staff. This has had a real impact:

• Sales teams now feel more confident saying, “Let me check that for you” instead of guessing.

• Marketing teams know where the lines are and how to avoid crossing them.

• Senior leaders are on the same page about how the company communicates its progress.

“It has helped remove the grey areas. Everyone feels clearer, and that builds confidence,” Dan says.

Leading by Example

Dan is not only leading change inside Karndean. He is also active across the industry. Until recently he served a four year term as President of the Australian Resilient Flooring Association and continues to sit on its Executive Committee, and also played a leading role in the establishment of, and is a current Board member of, the ResiLoop product stewardship organisation.

He sees Karndean’s role in the Charter as part of a wider goal to improve standards across the flooring sector.

“We hope others follow. This is not about competition. It is about lifting the bar together.”

Final Thoughts

Karndean ANZ joined The Anti-Greenwash Charter because they wanted to lead by example. They did not wait for regulations to change. They took the first step.

“We believe in what we are doing, and we are happy to be held to account for it,” Dan says.

It is not about saying more. It is about saying things better, and making sure people inside and outside the business know they can trust what is being said.

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