l ost w ithin the g reen t ape understanding the process for making true sustainable product...
TRANSCRIPT
LOST WITHIN THE GREEN TAPE Understanding the process for making true sustainable product selections while avoiding the pitfalls of greenwashing and eco-label confusion.
Tommy J. Crane LEED AP
OUTLINE FOR DISCUSSION
Greenwashing Eco-Labels Certification Sources to Help Product Selection What to do when Selecting – Basic Steps Things to Avoid when Selecting Things to Look For when Selecting
WHAT IS GREENWASHING
Green-wash – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. (TerraChoice, 2009)
SEVEN* SINS OF GREENWASHING
Sin of the Hidden Trade-Off Sin of No Proof Sin of Vagueness Sin of Irrelevance Sin of Fibbing Sin of Lesser of Two Evils Sin of Worshiping False Labels *
SEVEN* SINS OF GREENWASHING
Sin of the Hidden Trade-Off Based on a single environmental attribute or an
unreasonably narrow set of attributes without attention to other environmental issues.
Recycled content of a product only Energy efficiency vs. hazardous material content in
electrical equipment.
Greenguard – indoor air quality – Voc Content Energy Star – energy efficiency
SEVEN* SINS OF GREENWASHING
Sin of No Proof Environmental claim that cannot be
substantiated by easy accessible supporting information, or by a third-party certification. Energy efficient appliances without supporting
documentation.
SEVEN* SINS OF GREENWASHING
Sin of Vagueness Claim that is poorly defined or so broad that its
real meaning is likely to be misunderstood. Chemical-free Non-toxic All natural
SEVEN* SINS OF GREENWASHING
Sin of Irrelevance A truthful claim that is unimportant and
unhelpful. Irrelevant and therefore distracting. Chlorofluorocarbons (CFC)- free
SEVEN* SINS OF GREENWASHING
Sin of Fibbing False environmental claims. Misuse or
misrepresentation of certification. ‘Certified’ products with no certification ‘Registered products’ lacking registration
www.franklygreen.com
SEVEN* SINS OF GREENWASHING
Sin of Lesser of Two Evils Claims that may be true within the product
category but that risk distracting the consumer from the greater impacts as a whole. Placed on products in which the entire product category is of questionable environmental value. Organic cigarettes Green insecticides and herbicides
SEVEN* SINS OF GREENWASHING
Sin of Worshiping False Labels* Gives the impression through words or
images of third-party endorsement where no such endorsement actually exists. Company’s own in house environmental
programs Bold yet vague statements – fights global
warming Green jargon – eco-safe, eco-secure, eco-
preferred
ECO-LABELS International Organization of
Standardization (ISO) 14000 14020 - Environmental Labels
and Declaration
Type I – Voluntary Third Party Type II – Self-Declared Type III – Third Party –
environmental product declaration (EPD)
TYPE I LABEL
Voluntary criteria-based third party programs Environmentally Based on a particular
category Does not require Life-Cycle Assessments
(LCAs)
GreenGuard certified – VOC content – indoor air quality
Forest Stewardship Council (FSC) – sustainable wood and forest practices
Energy Star – Energy efficient appliances and electronics
TYPE II LABEL Self-declared environmental claims Made by manufacturers, importers, distributors,
retailers, etc.. Without third-party certification. Encompasses single or multiple impacts Might include a product LCA
TYPE III LABEL
Providing quantified environmental data using predetermined parameters.
Requires LCA to measure environmental impacts.
Environmental Product Declarations (EPD) Requires Third-Party certification Can include performance data of safety,
human health etc. Cradle to Cradle – MBDC Green Seal SCS – Scientific Certification Systems
CERTIFICATION
First-party Second-party Third-party Fourth-party regulations (governmental
regulations)
FIRST-PARTY CERTIFICATION
Self-certification ISO 14021 – Environmental Labels
and Declarations – Self-Declared Environmental Claims
Type II Label SC Johnson’ Greenlist products
SECOND-PARTY CERTIFICATION
Trade association or vendor assessment Type I labeling
Carpet and Rug Institute – CRI Business and Institutional Furniture
Manufacturer’s Association – BIFMA MTS – the Institute for Market Transformation to
Sustainability SMART Sustainable Building Products Standards
THIRD-PARTY CERTIFICATION Credible testing and labeling agencies No direct connection with material or its
manufacturer Transparency on both standards and
certification process GREENGUARD Environmental Institute SCS – Scientific Certification Systems Green Seal NSF – National Sanitation Foundation International MBDC –McDonough Braungart Design Chemistry:
THIRD- PARTY CERTIFICATION
Accrediting bodies for third-party certifiers SCC – Standards Council of Canada ANSI – American National Standards Institute RvA – RvA - Raad voor Accreditatie (Dutch
Accreditation Council - Europe
FOURTH- PARTY REGULATIONS
Government agencies implementing regulations so that standards are met. EPA – Environmental Protection Agency Dept. of Energy
Energy Star – EPA US Code of Federal Regulations
Federal Register FTC – Federal Trade Commission
Part 260 -- GUIDES FOR THE USE OFENVIRONMENTAL MARKETING CLAIMS
SOURCES TO HELP
Organizations that provide list of companies and products that they view meet sustainability standards
Green Zone – HOK Sustainable Materials Database The GreenStandard.org Scientific Certification Systems
PRODUCT SELECTION
Resource Efficiency Indoor Air Quality Energy Efficiency Water Consumption Affordability
RESOURCE EFFICIENCY
Recycled content, product packaging / recyclable
Natural, plentiful, or renewable Efficient manufacturing process Salvaged, refurbished or remanufactured Reusable Durable / long lasting
INDOOR AIR QUALITY
Minimal Chemical Emissions (VOCs and toxic chemicals)
Moisture resistant – mold, mildew, etc Healthfully maintained – methods of cleaning Building systems and equipment – do not
release VOCs, etc.
ENERGY EFFICIENCY
Reduce energy consumption Energy Star certified products Temperature controls - Reduce lighting fixtures by replacing with natural
light and providing multiple lighting control options.
WATER CONSERVATION
Reduce water consumption Low-flow fixtures (toilets, etc) Sensor activated fixtures, faucets Consider waterless urinals Controlled irrigation with gray water or no
irrigation
AFFORDABILITY
Life-Cycle Costs Compare to conventional materials and
methods Stay within a project-defined percentage of
overall budget.
THREE BASIC STEPS
Research Certification claims Ask for Material Safety Data Sheets (MSDS)
Evaluate Certification claims Life cycle assessment (LCA) Software to help – Building for Environmental
and Economic Sustainability (BEES) National Institute of Standards and Technology’s
Building and Fire Research Laboratory
Select Evaluation matrix used to make proper selection Create / share database for future use
WHAT TO AVOID
Solvent based stains, dyes, etc. Polyethylene Foam for stuffing Volatile Organic Compounds (VOCs) in paints,
adhesives, stains, sealers, finishes, etc. Wood and wood products from non FSC
certified forest Composite material (particleboard, MDF, etc)
with VOC adhesives Epoxy finishes Heavy metals (lead, mercury, cadmium,
Chromium (chrome)
WHAT TO AVOID
Virgin petrochemical fibers – nylon, polyester, olefin, acrylic, polypropylene, etc.
Chlorine bleach / harsh environmentally dangerous cleaners (if you need rubber gloves to use it )
Vinyl – specifically Polyvinylchloride (PVC) Products with lengthy transportation
distances, by air, water, or land.
WHAT TO LOOK FOR:
Water soluble, vegetable/ mineral dyes and stains
Non-Volatile Organic Compounds in paints, adhesives, stains, sealers, finishes, etc.
Glue – free construction / joinery (dovetail, mortise and tenon, etc)
Powder Spray Coat finishes Buckwheat / other seed hull fillings for
stuffing Plant based polymers (foam) etc Rapidly renewable resources – cork, bamboo,
hemp, flat (linen). Blanket wrap for transportation
WHAT TO LOOK FOR:
Organic / unbleached fabrics and fibers: wool, cotton, silk, bamboo, hemp, flat (linen), papers, etc.
Fully recycled petrochemical fibers – nylon, polyester, etc
Energy Star rated appliances and electronics, Regional materials within 500 mile radius FSC certified wood and wood products Environmentally friendly cleaners Agri-fiber products, (wheatboard, etc with no
VOCs
FINAL THOUGHTS / QUESTIONS
Research products / claims Share information with others Keep looking the right products are out there
Tommy J. Crane, MFA, IDEC, LEED APAssistant Professor - Interior ArchitectureSchool of Human and Consumer SciencesGrover Center W324 Ohio University(740) 593-2870 / fax (740) [email protected]