From carpet to sheet vinyl, to laminate and hand-scraped hardwood, flooring retailers are always on the lookout for the “Next Big Thing.” Recent research indicates that the “Next Big Thing” may be the “Next Big Green Thing.”

According to the American Institute of Architects’ Home Design Trend Survey of 500 firms concentrating on residential architecture, “The demand for sustainable materials and solutions continues to rise,” and 51% indicated their clients would pay more for renewable flooring. The flooring industry has several options that fit this category, but not many have the unique combination of features and benefits that cork flooring provides. Cork is the only flooring surface that performs like hard-surface flooring AND has the warmth and comfort of soft-surface flooring. And, cork is one of the most renewable and sustainable floor coverings available today.

No matter where you are on the Green Spectrum, it’s important to understand how the majority of consumers feel about environmentally friendly products. And, their feelings may surprise you.

According to the World Floor Covering Association, the popularity of recycled flooring is growing, but it still isn’t something that the majority of consumers seek. Most people, according to the WFCA, are looking for style and a specific price point, and the decision to go green is not the ultimate goal, but instead — a deal-closer.

In fact, consumers are often astonished to learn that the floors they love are made from recycled products, and understandably so. Green floors are constructed of a variety of seemingly odd materials like old wine corks, silk from second-hand saris, recycled ceramics, leather car seat scraps, recycled soda bottles and more.

But, that element of surprise is endearing consumers to the idea of going green for good.