Mohawk places a large emphasis on reducing green house gasses, promoting their post consumer products, and practicing responsible forestry management. Although, it is not until the company has been investigated that this is apparent. And even then, the sheer size of this company seems to contradict the environmental responsibility that it claims. So, to solve this issue and to highlight Mohawk's positive business practices, an identity that is reflective of sustainability is necessary. A grass roots approach to the marketing would be a clear solution. Additionally, a reduction in the size of the business and all of its subsidiaries would help to establish this business model.