Are you relying on retailers who are “being green,” or screaming green? Each time a regional publication distributes its annual “Green Issue,” loaded with “green” business advertising, I am naturally reminded that some retailers still don’t get it. Particularly when it comes to environmental flooring and interior products. Their advertising messages scream that they are “green” because of such things as selling recyclable nylon carpet, other products from manufacturers who meet their own “environmental stewardship standards,” or they sell cork, bamboo and linoleum. Much like 10 years ago when the “green” interior product market started getting attention, these businesses still view “green” as a specialty market that is of interest to a small percentage of customers and, therefore, requires occasional advertising but little in-depth knowledge or understanding. This theory ignores market research that shows more consumers are seeking healthful products, in addition to an increase in the U.S. green building market from $10 billion in 2005 to an estimated $85 billion in 2012, with expectations that it will exceed $200 billion by 2016.