If you’ve been wondering whether green is indeed the new black, a two-day trip to Boston for 8th annual Greenbuild only confirms that soon-to-be overused cliché. A litany of manufacturers was out in full force touting their practices, programs and products with words like sustainability and life cycle analysis on the tips of everyone’s tongues (while on the subject of clichés!).

The flooring industry came to play with more than 50 suppliers of all sizes touting their programs, processes and products. Two things became quickly apparent: On a macro level, this industry once again used Greenbuild as the stage to showcase its leadership position in environmentally friendly practices. On a micro level, and I’m not sure this is a good thing, some suppliers are poking holes in others’ game plans.

Many manufacturers agree there are different shades of green. Some use terms like “less bad” and talk about “downcycling” as opposed to recycling. There are some whose position is such that anything short of cradle-to-cradle is closer to greenwashing than green. Another said that recycling a product that would otherwise go to a landfill today but will wind up there eventually is simply delaying the process. Hence the word downcycling.

One supplier questioned another’s “greenability” by calling out the five plasma TVs at its booth and the resulting energy expenditure. Another supplier was of the belief that sending a multitude of people to Greenbuild was leaving a significant carbon footprint and deviated from the spirit of the show. One even told me his company was considering boycotting Greenbuild because of what he termed an “unnecessary waste of resources” on the part of some exhibitors.

Then there were exhibitors such as Forbo and Invista, which took the minimalist route. No structures, no signage, few personnel. Forbo went so far as to have key executives available via video conferencing from the home office. Another exhibitor’s entire booth was constructed locally and noted that everything in the booth would be recycled.

At the end of the day, one thing’s for sure: green is subjective. But when it comes to issues like product emissions and life cycle analysis, the flooring industry has done as much—if not more—than anyone else. And that sentiment doesn’t come from me; it comes from people within the U.S. Green Building Council, proprietors of Greenbuild.

One bit of advice: Pay attention. While the movement has taken hold on the commercial side, it is gaining stream residentially as well. Your customers will be asking questions. You better have the answers. Our recently published Green Guide will help. As many people have told us, “it’s required reading.”