Walk into almost any design showroom today, and you'll see the same words everywhere: sustainable, eco-friendly, green, natural, and environmentally conscious. From flooring and furniture to paint and countertops, it seems every product claims to be better for the planet.

The buildings around us—homes, offices, schools, and the infrastructure that connects them—are responsible for nearly  40% of global carbon emissions . That makes the construction sector one of the most important players in the race to reach  Net Zero by 2050 . The challenge is massive: we must build millions of new structures to accommodate population growth  and  retrofit the ones we already have, all while dramatically cutting both operational and embodied carbon. But the