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Lost Within the Green Tape

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

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Lost Within the Green Tape

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  1. 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

  2. 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

  3. 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)

  4. 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 *

  5. 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

  6. 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.

  7. 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

  8. Seven* Sins of Greenwashing • Sin of Irrelevance • A truthful claim that is unimportant and unhelpful. Irrelevant and therefore distracting. • Chlorofluorocarbons (CFC)- free

  9. 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

  10. 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

  11. 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

  12. 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)

  13. 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

  14. 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

  15. 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

  16. Certification • First-party • Second-party • Third-party • Fourth-party regulations (governmental regulations)

  17. First-Party Certification • Self-certification • ISO 14021 – Environmental Labels and Declarations – Self-Declared Environmental Claims • Type II Label • SC Johnson’ Greenlist products

  18. 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

  19. 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:

  20. 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

  21. 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

  22. 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

  23. Product Selection • Resource Efficiency • Indoor Air Quality • Energy Efficiency • Water Consumption • Affordability

  24. Resource Efficiency • Recycled content, product packaging / recyclable • Natural, plentiful, or renewable • Efficient manufacturing process • Salvaged, refurbished or remanufactured • Reusable • Durable / long lasting

  25. 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.

  26. 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.

  27. 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

  28. Affordability • Life-Cycle Costs • Compare to conventional materials and methods • Stay within a project-defined percentage of overall budget.

  29. 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

  30. 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)

  31. 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.

  32. 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

  33. 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

  34. Final Thoughts / Questions • Research products / claims • Share information with others • Keep looking the right products are out there Tommy J. Crane, MFA, IDEC, LEED AP Assistant Professor - Interior Architecture School of Human and Consumer Sciences Grover Center W324 Ohio University (740) 593-2870 / fax (740) 593-0289 cranet@ohio.edu

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