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?

For many manufacturers, the big questions are: How do we stand out? How do we get specified in green building projects? And how do we communicate complex technical information in a way that resonates with architects and specifiers?

In today’s competitive green building industry, it takes more than sustainable values to stand out—it takes strategic alignment, powerful storytelling, and a clear path to influence. That’s why we developed the Canopy Framework—a simple yet powerful marketing methodology designed to help sustainability-driven companies grow from alignment to market leadership.