Armstrong - The Unlikely Environmentalist

Issue Date: September 10, 2007, Posted On: 9/10/2007

By Marc Henderson

Armstrong – the Unlikely Environmentalist

It is one thing for smaller companies to announce initiatives to implement more environmentally friendly practices, but it is an entirely different story when the dominant player in an industry vows to be a steward of the Earth. Granted, every change, no matter how large or small, is a valid and worthwhile one, but the commitment by a large corporation to be conscious of its environmental impact cannot and should not go unnoticed. Imagine the widespread effect a multinational corporation can have on a particular cause. One positive example of this can be seen in Armstrong, the largest wood flooring company in the world. Thankfully, Armstrong has taken a proactive environmental stance, because otherwise, it would not take much for a company of this size to wreak havoc on an entire ecosystem. The company is committed to behaving in a manner that seeks to preserve the environment while maintaining a competitive edge in the business community.

Armstrong has made certain that what they are presenting to consumers is actually being implemented behind the scenes. They are not merely portraying an image of being a "green" company in a pitiful attempt to boost sales. Rather, Armstrong has adopted its own Policy on the Environment, for which additional information can be found at www.armstrong.com. The policy very clearly outlines the company’s measurable goals and the areas in which they hope to make an impact. Armstrong is very honest in acknowledging that its industry has the potential to be very wasteful and unsustainable; but in the same regard, Armstrong has a great opportunity to lead the industry into the future by acting as a role model of environmental stewardship. Given that the company is so large, and its clientele so diverse, competitors will be watching closely to see how the stated environmental policies alter the way business in conducted.

Armstrong is faced with the same challenges as many other large multinational corporations. It has to find a way to reduce its wastefulness with regards to both resources and manufacturing byproducts while also being economically profitable in order to meet the needs of its employees and shareholders. Despite what some individuals would like the populous to believe, it is possible to be both environmentally friendly and financially successful. However, this does take some advanced planning and creative thinking. Accordingly, Armstrong has set a solid foundation that will lead the company into the future in a sustainable manner. For one, Armstrong has made it a priority to focus its efforts on reducing waste and increasing its recycling efforts.

Collectively, Armstrong has decided to focus on four keys areas of its business in combination with the environmental implications of the decisions it makes regarding these segments. Energy, greenhouse gasses, water, and responsible forest management compose the four key pillars that Armstrong has chosen to make its priorities. Of particular interest to the flooring industry is the implementation and certification of Responsible Forest Management. This is more than simply ensuring that forests are harvested in a sustainable manner. Armstrong has taken this a step further and is attempting to develop ways to produce high quality wood flooring using fewer raw materials.

Moreover though, the company has launched a new brand, Armstrong Global Exotics, which if managed improperly could have detrimental impacts around the world. Thankfully, Armstrong is continuing its tradition of being environmentally responsible, and so it has set parameters regarding the sources of these exotic lumbers. Some may still argue that it is improper for this company to dig into the resources of other regions. On the contrary, at some point or another, some company somewhere is going to be harvesting this lumber in due time. The benefit of Armstrong taking this position is that it can do so in a responsible manner. Furthermore, jobs and economic growth are a potential outcome of the flooring industry seeking new raw materials. Granted, it cannot be overlooked that there are some significant opportunities for the environment to be mismanaged, even in this case. For this reasons, it is imperative that both non-governmental organizations and consumers remain actively involved in the business community, specifically where organized oversight is lacking.

As a leader in the flooring industry, Armstrong is certainly demonstrating admirable business ethics. Only time will tell though if the company’s environmental efforts pay off as they have been presented. In actuality, we are in the infancy of the environmental movement, and certainly lessons will be learned as the years pass on. Nevertheless, Armstrong has shown a determination to hold up its end of the bargain, so it is expected that as new information regarding the environment surfaces, the company will reevaluate its methods. As for Armstrong Exotic Wood, the environmental impact of the brand will be less important than how the company reacts to the lessons its will learn in the years to come.