Product selection rules have changed: Today's architects and LEED teams demand verifiable performance, low-carbon specs, and measurable outcomes. The burden is now on manufacturers to prove their claims. Vague marketing won't work. The new era of specification requires evidence-based data to reduce risk for specifiers.

While water is vital and interconnected with every aspect of life, it is often overlooked in sustainability talks. We need to shift how we communicate by highlighting its value through connections, personal relevance, and celebrating design creativity instead of just warning about scarcity.

Interface is a global manufacturer of carpet tile and resilient flooring. What makes Interface stand out isn’t just their products. It’s the way they’ve made sustainability their differentiator, and how they’ve mastered turning complex technical achievements into compelling stories. Their marketing doesn’t just reach specifiers and designers; it also resonates with building owners and consumers. That’s no small feat given how different those audiences are. So how did they do it?