green building material frameworks- jim lord

Sustainable Products Training© quantified sustainable standards

ECOVERT SUSTAINABILITY CONSULTANTS

Sustainability Products

Brickworks – July 13, 2012

quantified sustainable standards Sustainable Products Training©

ECOVERT SUSTAINABILITY CONSULTANTS

Our Goal: ‘to develop intelligent, comprehensive and cost effective sustainable solutions to reduce the impact of any organization, asset or project’

Who We Are: ‘our foundation is a platform of business professionals, informed environmental decision makers and innovative problem solvers who are results oriented to drive sustainability through the public and private sector’

The Bottom Line: ‘reduce risk and improve the profit potential for our clients through practical and informed environmental strategies’

Major Programs: Green Building Design and Certification Building Commissioning Energy Modelling Sustainable Product Certification Resource Accounting (Carbon, Water, Waste) Sustainable Policy Development


20 Vic Management Inc. Earth Rangers

Jeffery Architects

TD- Canada Trust

&CO Architects Eastport Properties

Kantelberg Design

Toronto Hydro

Allied Properties Emery

Loyalty One

Tribute Communities

Appleby College First Gulf

Mole White Architects

Town of Banff

Akitt, Swanson + Pearce Architects Inc.

FREED Developments Monarch Corporation Trillium Mutual / SRM Architects

Bennett Design Associates Gottardo Construction NORR Limited Urbacon (BMW Head Office)

Black & McDonald GE Real Estate

OCA Architects

Urbancorp

Blackwood Partners Giffels Design-Build Inc.

Ontario Energy Board

Wilsonart Canada

Boehringer-Ingelheim Canada

GWL Real Estate

Ontario Realty Corporation

Wheelwrigth Group Inc

BOMA Toronto

Hoffmann La-Roche

Queen’s Park

Willowbank School

Central Group

IBI Group (Brock University) Sir James Whitney School Verus Partners

CTI Working Environments

IBI Group (Women’s College Hospital)

Orangeville Christian Fellowship

Zzen Group

CUMIS Insurance

Ian Starkey Architect

Professional Engineers of Ontario

Aela Foods Canada

Davies-Smith Developments

ING Real Estate

Russell Investments

Open Text

Dundee Realty

Intercede Facility Management

Staples Advantage

Maple Reinder

Ecovert Selected Client List


Sustainable Product Standards Training©

Accredited, Nonprofit Approved Training for Purchasers, Specifiers & Manufacturers


Thanks for the Pilots!

Pilots & Accreditation

The Training is Accredited

Interior Design Continuing Education Council American Institute of Architects Construction Specifications Institute


Sustainable Products Standards Training©

• For manufacturer and A&D representatives to provide to their customers

• Sustainable Product Standards Teaching & Training Guides©

• Companion 1 hour accredited course on Life Cycle Assessment (LCA).

• Executive Summary with audio at MTS home page:

http://mts.sustainableproducts.com.

CEU Accredited


Sustainable Product Standards Training©

Market Transformation to Sustainability (MTS) is a nonprofit public charity of leading environmental groups, governments & companies working to take sustainable products market penetration to 90% by 2015. A Resource Center promptly answers complex questions that can not be addressed during the training session & by the written materials:

[email protected]


Standards Overview 1. Value 2. Market Summary 3. Examples of Sustainable Products 4. Definition 5. Critical Elements 6. Evaluation Criteria 7. Uses 8. FAQs


Let us create a standard to which the wise and honest can repair. George Washington

Value of Sustainable Product Standards


Stops irreversible dangerous climate change


Before it’s too late


Demysticizes sustainable products


Eliminates market confusion based on real metrics using

sound science and consensus


Conserves natural resources & reduces waste


Facilitates design & process innovation


Advances Triple Bottom Line: Environment, Economy & Social Equity


7. Improves quality of life Improves quality of life


Improves stakeholder value


Improve manufacturer share value & good will

Improves manufacturer share value & good will


Reduces cost & liability


The future belongs to those giving the next generation reason to hope

-Telihard de Chardin


Market for Sustainable Products


Consumers want sustainable products

Growth in the organic products: 20% / year for the last 15 years. Growth in the sustainable buildings: 100% / year for the last 5 years Growth in sustainable products: 20% / year for the last 2 years


Market Trends: Consumers

Leakage Reason

Unaware Uneducated Unavailable Unmotivated

Leakage Solutions

Educate benefits. Align communication & messaging. Increase messaging on packaging/labelling

Increase displays & signage. Trial offers. Highlight benefits & increase selection.

95% Would Buy

75% Know Green

63% Looking for Green

47% Saw Green

22% Bought Green

*Finding the green in today’s shoppers, Deloitte & GMA Report 2009


Trends in Sustainability Reporting • Rise in sustainability reporting: 76% • Increase in CFO’s sustainability role: 17% • Employees = 2nd most important stakeholder, after

customers (Green Teams) • 75% conduct GHG reporting & 62% conduct water

use reporting. Numbers expected to rise. • Access to raw materials a business supply issue,

especially conflict minerals • Special attention to outside rankings & ratings by

corporate executives *GreenBiz Forum January 30, 2012


Greenwashing

Definition: The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. 95% of consumer products claim to be green* *The Sins of Greenwashing: Home & Family Edition, TerraChoice 2010

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Greenwashing

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The Seven Sins of Greenwashing Sin What It Means Example

Hidden Trade-Off Ignores important environmental issues at big picture level.

FSC paper. Is it also chlorine-free? GHG emissions?

No Proof Claim can’t be substantiated. Facial or toilet tissue claims to be recycled, with no evidence.

Vagueness Poorly defined or so broad that it’s true meaning will be misunderstood.

All-natural.

Worshipping False Labels

Gives impression of 3rd party endorsement when there is none.

Fake labels.

Irrelevance Truthful claim though irrelevant as product is already banned under legislation.

CFC-free.

Lesser of Two Evils

Distracts consumer from greater environmental impacts of category.

Organic cigarettes.

Fibbing False Claims. Energy Star certified.


Sustainability: Demonstrating Value Customers are looking for transparency & accountability: • Avoid clichés • Be clear about relevance to applicable standards • Focus on achievements True sustainability value associated with: • Life cycle assessment • Supplier chain transparency • Transportation reporting • Packaging reduction & reporting

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Sustainability: Demonstrating Value

Supplier chain transparency • Cradle to Cradle • Environmental Product Declaration • SMaRT

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Cradle to Cradle What It Is • Eco-label certifying the product’s entire life cycle • Assessed in 5 categories: Health, Reutilization, Renewable Energy

Use, Water Stewardship & Social Responsibility • 4 levels of achievement: Basic, Silver, Gold, Platinum Where It’s Going • Eligible for LEED projects: 1 point under Innovation • Earn points towards becoming a Certified B Corporation • Use toxicity assessments towards BIFMA level certification Endorsements Alcoa Allied Concrete Allsteel Inc. Aveda Corporation

CENTRIA Dow Building Solutions Forbo Flooring Herman Miller Method

Products Proctor & Gamble Shaw Steelcase Inc. US Postal Service

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EPDs What It Is • Certified environmental product declaration developed to ISO

14025 • Hierarchic system following these standards: ISO 9001, ISO

14001, ISO 14040, ISO 14044, ISO 14025, ISO 21930 • Suitable for all types of products & services • Provides flexible, objective format, certified by either a

certification body (all are international) or individual verifier (GE, IT, SP, SWE, TU, UK)

Where It’s Going • Climate declarations: single-issue EPD • Carbon Footprint Measurement Toolkit • Pre-certification of products Endorsements InterfaceFLOR Axpo AG Vattenfall Barilla Sapi

Vicinay Cadenas Korsnäs

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And… consumers will pay more for products that can prove themselves to be sustainable

According to market research conducted by the Natural Marketing Institute, “Green Consumers” will choose sustainable products first, but they (and purchasers) will also do more homework to determine what is the best choice.


The market is responding

Home Depot, Lowes, and other retailers carry FSC Certified wood Thousands of retail outlets carry Certified Organic Products


Sustainable products have great potential as well as some challenges:

Market awareness – many consumers are still unaware of the availability and benefits of sustainable products Market confusion – consumers unsure of terminology and what makes a product ‘sustainable’ Consumer distrust – some consumers are wary of products called ‘sustainable’ and ‘green’ due to misuse and exploitation of the terms Consumer misperceptions – many consumers think of “green” or “sustainable” products as low-tech, non-contemporary, or rustic.


Standards counteract the challenges by…

Building consumer awareness by providing facts and figures that support marketing outreach initiatives Building consumer trust by providing an open, verifiable set of criteria by which to judge a company or product Decreasing market confusion by defining terminology and explaining processes Shifting market perceptions by inspiring a wider use of sustainable materials and processes in contemporary, high-tech designs and projects


Sustainable Product Examples


Example of Certified Sustainable Product FSC Certified Wood Plus the following additional

requirements SMART© or equivalent requirements for: • Reuse/reclamation requirements • Pollutant reductions at manufacturing facility • Energy requirements • Facility requirements • LCA if combined with other materials • Legally binding manufacturer certification


Other Relevant Standards

Clean Vehicle

Standard

Measures tailpipe emissions

fuel economy & materials

Hybrid


Sustainable Product Standards Defined


The critical elements include : 1. Consensus and transparency 2. Life cycle assessment (LCA) 3. Credible certification & labeling 4. Renewable energy and conventional energy reduction are specified 5. Environmental, social and economic performance criteria are

defined and quantified 6. Materials performance criteria 7. Reuse performance criteria

Sustainable Product Standards are approved, published & precise criteria addressing environmental, social & economic aspects of a given product type.


Critical Elements of Sustainable Product Standards


1. Meet Legal Definition for Certified Sustainable Products

- Covers multiple environmental benefits

- Covers global supply chain & all product stages

- Uses LCA & is LCA based

- Certified product label benefits description is accurate to the consumer



2. Consensus and Transparent

• Collaborative & open democratic process & public record

• American National Standards Institute Essential Requirements

define this process

• Voluntary Consensus Standards have regulated the building industry since 1898



3. Require LCA

Evaluates the global supply chain / all product stages & multiple environmental benefits

ISO compliant LCAs are required or actual environmental impact data for all product stages :

• Raw materials extraction • Transportation • Manufacturing • Use and reuse or final product disposition



This sample eLCie System Spidergram™ chart, produced as part of a life cycle analysis, summarizes a product’s environmental impact in a number of key areas, compared to an industry average.

LCA Impact Example: Environmental Performance for Steel

HumanTox

Global Warming

Energy

Smog

Waste

EcoTox

EutrophicationAcidiication

Ozone Depletion

0%

50%

100%

High RecycledContent Steel


LCA of Lamps Covers about 60% of Standard Credits

Using LCA, the greatest environmental impact by far, is the energy efficiency of the lamp, which primarily supplants coal fired power (largest source of climate change pollution).

Thus, the best environmental choice is

the lowest mercury, most efficient, & longest life

lamp.


4. Use Credible Certification & Labeling Comprehensive third party verification

• Manufacturer legally binding certification

• Public disclosure of basis of certification

• Third party auditing by qualified professionals

• Recertification & decertification



Product Labeling

• Minimum certification level

• Differentiates superior performance

• Accurate and lawful communications

• A label you can trust. No more greenwash.



• Performance criteria for renewable energy & energy reduction

are identified for the manufacturing facility and suppliers

• Minimum performance specified & credit provided for superior performance

• Greatest credit given for 100% Green-e power use & 100% reduction of conventional energy


5. Specify Renewable Energy / Conventional Energy Reduction


6. Set Public Health & Environmental Performance Criteria


Climate change Habitat alteration Human and ecological health Criteria and indoor air pollutants Smog Water pollutants Acid rain Water intake Ozone depletion Solid and hazardous waste Fossil fuel depletion


Public Health & Environment • Credit given for manufacturing facility &

suppliers including reduction of about 1000 pollutants covering the 12 environmental impacts. • Greatest credit given for 100% reduction.



7. Set Social Equity Performance Criteria

Human rights Worker conditions Child labor Community



8. Provide Economic Performance Criteria

Product differentiation Competitive advantage Public accountability Improved long term customer & employee relations



9. Materials • Performance criteria for recycled and biobased content are identified as

well as sustainable agriculture through organic production and best management practices

• Organic biobased products following EPA Best Management Practices receive greatest credit since they have no endocrine disruptors.

• Greatest credit given for 100% recycled content or 100% biobased.



10. Manufacturing Facility & Company • LCA based performance criteria • Disclosing sustainable product transactions • LCA process • ISO 14001 targets • Design for the Environment



11. Reuse & Reclamation Achievement • Operable reclamation programs with facilities in place consistent with Federal Trade Commission Environmental Marketing Guides

• Greatest credit for 100% Reuse

Reuse Rate = kgs of all product reclaimed kg of annual production of product being certified



Sustainable Product Standards’ Evaluation Criteria


SMART© & California Gold Standards meet ALL 24 criteria …

1 Meet Federal

Trade Commission

Environ. Marketing

Requirements

2 Rules

Preventing Industry

Trade Association Dominance

3

Sustainable triple

bottom line

4

Transparent

5

Independent Certification

6

Consensus:

ANSI Accredited

7

Climate Change

Pollution Reductions

8

ISO Compliant Life Cycle

Assessment (LCA)

Nature of Criteria

Legally mandated for

all environmental product labels

Leadership standard setting a high bar

Includes

criteria for child labor,

human rights, worker

conditions & community

Public

access to criteria &

methodology

Independent evaluation of requirements

& public conclusion

they are met

Follow ANSI

Essential Requirements

for due process

Measurable reductions by

global warming potential, Green-e Power & efficiency

Require evaluation of multiple (12) environmental impacts over product's life / all stages

Why are these criteria Important?

Require accuracy &

prevent unlawful

greenwash &

misleading marketing

Environmental improvement substantially

beyond status quo

Cover environment economy &

social equity over global

supply chain which has

highest market value

Ensure accuracy for

FTC compliance &

public accountability

Ensure accuracy for

FTC compliance

& public

accountability

Reduce risk &

uncertainty so large

purchasers & capital markets adopt

Help stop dangerous irreversible

climate change

preventing global

collapse

Ensure pollution

reductions over entire product life

… for environmental, social and economic needs



9

Third Party Global

Auditing of Manufacturer

& Supplier Facilities

10

Decertifica- tion for

Non- compliance

11

ISO 14020 Environ- mental Label

Principles

12

Performance Based: tangible impact

measures

13

Reasonable Costs

Associated with Use &

Implementa-tion

14

Approved Standard

15

Require Continuous

Improvement

16 Encourage No or De Minimus Toxins

Including Endocrine Disruptors

Nature of Criteria

An independent contractor to the Certifier, reviews any

aspect of product

certification at its discretion

Decertification provision with due process for failure to

correct material errors

including those from

audit

Requires accurate,

transparent, scientific, &

life cycle based labels

Specific chemical

pollutants are reduced. No

specified products,

technology, or government

noncompliance

Identified

certification & auditing fees

& multiple compliance / certification

levels

Government

& capital markets require before

adoption

Specific provision for periodic

improvement / revision of

standard or tool

Organic biobased

products with EPA Best

Management Practices


Facility audits ensure foreign

manufacturer or supplier

“paper” certification

is not misleading or

a sham

Allows

corrections of

substantial errors

including only those

discoverable from global third party

audit

Ensures accurate, effective, credible product labels

Stimulates the market & innovation &

thus encouraged by federal

policy

Allow greatest market

adoption

Ensure buy in &

consensus

Adapt to changes in

the market & state of

knowledge

Such a performance

based approach

works Since not all

endocrine disruptors have been tested or identifies




17

Multiple Levels of

Certification / Compliance

18

Eliminate Stockholm Treaty toxic chemicals

19

Require Reuse

Consistent with FTC

Rules

20

Meet EPA Requirements

for EPP Product

Certifiers

21

Meet ISO 14024 third

party environ.

label requirements

22

Meet ISO 14021 self

declaration environ.

label requirements

23

Require product

performance durability

24

Accessible

Nature of Criteria

Specified credits or points for minimum

certification and for higher achievement

levels

Thirteen

highly toxic chemicals banned by

International Treaty

Eliminates

raw materials extraction stage & reduces

manufacturing

Requires FTC compliance, transparent

process, LCA approach,

public involvement, peer review &

facility inspection

Product labels ensure

scientific accuracy,

transparency, LCA

approach, compliance &

verification

Product label assurance

similar to ISO 14024

Specifies required product

performance standards for

certified product

Many & Any Product Can

be Easily Certified or Assessed


Allow greatest

participation by

manufacturers, stimulates

competition & thus

provides greatest market

adoption

Help protect global public

health & environment

Substantially reduce climate

change and other

pollution saving natural

resources

Ensure accurate,

effective & credible product labels

Ensure accurate,

effective & credible product labels

Ensure

accurate, effective &

credible product labels

Extend product life preventing pollution &

builds consumer confidence

Ensure coverage of all building products & materials



A good standard serves many purposes and people

1. It has industry input for implementation. Doing so ensures that their due process rights aren’t violated since sustainable product certifications regulate every aspect of manufacturing.

2. It ensures that products are environmentally sustainable. Low CO2 is just one of many requirements.

3. It make standards & certifications publicly available & transparent. The CERES Investment group recently blacklisted companies from their list which didn’t disclose climate pollution.

4. It conducts a life cycle assessment. That’s the only way to know the full range of environmental impacts over the product’s life.


5. It has consensus. This goes beyond just manufacturers; do all vested parties agree that this is a good standard including governments & other purchasers? 6. Has been approved. Those who are in consensus were also willing to sign off

on it. 7. It directly impacts climate change. Before companies can lower CO2

emissions, they must be able to quantify their current levels of emissions and know where their efforts will provide the most results.

8. It covers social equity including human rights, child labor, worker conditions

& community for companies and suppliers.

A good standard serves many purposes and people


Uses of Sustainable Product Standards


Certified Sustainable Product Standard Uses: Adoption by Purchasers

• Governments

• Companies

• Specifiers

• Capital markets

Sustainable Products Training© quantified sustainable standards

Frequently Asked Questions Q. How can I specify products certified to these Standards? A. See the certified products list in the handout or ask your manufacturer rep to have its products certified.

Q. Where can I receive more information? A. Copies of slides are available from your manufacturers/A&D rep. Questions not answerable at the training session will be promptly answered by the Training Resource Center at

[email protected] or by purchasing the Training Guide.


Q. How do Approved Sustainable Product Standards differ from other standards or product tools?

A. They cover much more: the entire life cycle and many environmental benefits with specific requirements for suppliers, reuse, pollutant reductions, energy, materials, social equity, democratic approval process, third party certification and auditing and labeling.

Q. What is the scope of approved sustainable product standards?

A. They cover about 60% of the world’s products including the building

industry, apparel, carpet, textile & fabric.


Q. How do Approved Sustainable Product Standards relate to LEED?

A. SMART© and California Gold Sustainable Products Standards are approved for LEED Credit based on meeting all 24 Sustainable Product Certification Criteria.


Can the world be saved, is a more serious and legitimate

question than ever before…


Only our Heightened Care Can make our Planet

Habitable, Bountiful & Wondrous.

James Gustave Speth Yale University


Learn more on how to change the world, in a quantified, sustainable way... MTS standards & training cover over 60% of the world’s industries. Contact us to learn more on how best to think and BE sustainable.


Institute for Market Transformation to Sustainability

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