Editor’s Desk: Tile Did Not Have To Reinvent Itself To Be Green
May 3rd, 2011

Janet Arden

Ceramic tile has always been green. It comes from the earth, is combined using age-old techniques, lasts indefinitely, and can be recycled into more tile. Long before it was stylish to do so, tile manufacturers had learned to recycle water and other byproducts. In fact, some industry leaders might say other construction materials have been playing catch-up to compete with tile’s green qualities.

As green building and sustainability became more important, tile reached farther to better meet green demands. Many tiles meet a number of the United States Green Building Council’s LEED point requirements, such as Recycled Materials Content, Regional Materials, Low-Emitting Materials, and Heat Island Effect. Depending on the project and the materials choice, there is potential for even more valuable LEED points to help achieve the desired LEED rating.

This issue features a look at some of the most recent green innovations in the tile industry, including new materials and Carbon Offsets. Stylistically, some of the most popular green innovations, like super slim tiles and those made from recycled materials, continue to morph with newer, more appealing colors, textures and finishes.

Going greener.

Environmental awareness goes well beyond the choice of an environmentally preferable tile. It increasingly means making conscious choices to reduce our carbon footprint and save energy, including in your business. Operating a greener showroom and/or warehouse is a money-saving proposition in the long-run (though it may require some initial investment). More importantly, however, it delivers a green message to the consumer choosing to do business with green companies.

According to the U.S. EPA, a green business holds a marketing edge over its non-green competition, is recognized as an environmental leader, and improves its bottom line with operating efficiencies that result from energy and waste savings. Employees benefit from improved health and morale. All of that sounds great in today’s marketplace where you need every advantage to distinguish yourself from the competition. But, greening your business is not a simple task. It’s a process, and we give you some tips to get started in our feature on Eye on the environment: Distinguish your business by going green.”

Greening your bottom line.

Finally, we have all had experience with the “tire kickers” who stop by our showrooms, drink our coffee and generally take up valuable time comparing and pricing products, only to leave and order from an Internet e-tailer who offers a seemingly lower price per foot (if you don’t count their delivery, handling and stocking charges) and no customer service. This issue’s Sales & Marketing feature, “Converting Bait and Switch Customers,” offers some practical insight on meeting – and beating — this competition.

Wishing you a very green season!

Janet Arden

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