Australia’s furnishing industry is evolving quickly. Customers, retailers and commercial buyers are asking more questions about materials, sourcing, durability and end-of-life outcomes. At the same time, sustainability claims are under greater scrutiny and businesses are expected to back up what they say with clear evidence.
This is happening in an industry that already contributes more than $27 billion to the Australian economy and employs hundreds of thousands of people across manufacturing, retail, supply chains and design. The Australian Furniture Association plays a key role in supporting this ecosystem through advocacy, training, certification and industry collaboration.
One of the biggest challenges members consistently raise is how to communicate sustainability work clearly, credibly and commercially without adding complexity or risking greenwashing.
A practical solution for transparency and trust
Sustainability Tracker was created to solve exactly this problem. It is a digital platform that houses brand and product sustainability information, certifications, initiatives and supporting evidence in one accessible place.
Rather than sustainability messaging being scattered across websites, PDFs, packaging or sales conversations, the platform brings everything together so customers, specifiers and partners can quickly understand a brand’s impact story and credentials.
This clarity helps consumers make more considered purchasing decisions while giving brands a confident way to communicate sustainability without overstating claims.
Why it matters for furniture makers and businesses
Furniture sits at the intersection of materials, design longevity, manufacturing impact and end-of-life considerations. Issues such as timber sourcing, recyclability, circular design, transport emissions and waste reduction are increasingly important to buyers.
Furniture companies already have a good story to tell. For many businesses, the challenge is not lack of action but lack of a structured way to communicate that work. Sustainability Tracker helps translate initiatives into measurable brand value by:
- Building trust with customers, retailers and commercial specifiers
- Providing a credible place to showcase the certifications you already have and the responsible sourcing and initiatives underway in your business
- Gives you insights into how customers engage with sustainability information
- Supporting clearer, compliant sustainability communication
As an AFA member, you receive exclusive discounted access to Sustainability Tracker.
Through the partnership between the Australian Furniture Association and Sustainability Tracker, members can access a special discounted offer when joining the platform.
For AFA members already investing in sustainable materials, responsible manufacturing or circular initiatives, Sustainability Tracker offers a way to turn that work into visibility, credibility and commercial advantage.
Your membership includes a structured brand profile, the ability to showcase certifications and initiatives in one credible location, visibility to sustainability-minded consumers and specifiers, and access to measurable insights into how your sustainability information is being viewed and engaged with.
If you’re already doing the work, this is your opportunity to make it easier for customers to see, understand and trust.