Behind the Green

Slide 1:Behind the Green Green Building Claims and Your Business

Slide 3:Sample of Programs Offered

Slide 4:What are �Green� Claims? Public or private assertion/claim incorporating some sort of environmental (and, more recently, social) attribute Rapidly becoming ubiquitous, almost literally involving every sector of business-to-business and retail commerce As �green� lacks a universal definition, it can mean anything *Lake Superior State University have issued their 34th annual List of Words to Be Banished from the Queen's English for Mis-use, Over-use and General Uselessness. "Green" and "going green" received the most nominations. � GREEN � The ubiquitous 'Green' and all of its variables, such as 'going green,' 'building green,' 'greening,' 'green technology,' 'green solutions' and more, drew the most attention from those who sent in nominations this year. *Lake Superior State University have issued their 34th annual List of Words to Be Banished from the Queen's English for Mis-use, Over-use and General Uselessness. "Green" and "going green" received the most nominations. � GREEN � The ubiquitous 'Green' and all of its variables, such as 'going green,' 'building green,' 'greening,' 'green technology,' 'green solutions' and more, drew the most attention from those who sent in nominations this year.

Slide 5:Meaningful �Green� Terms Recycled content Readily biodegradable Low VOCs Energy efficient Water efficient Sourced from well-managed forests Organic Yet, these are not equal in credentials � who is backing the claim and what are the details��the devil is in the details� Yet, these are not equal in credentials � who is backing the claim and what are the details��the devil is in the details�

Slide 6:Less Meaningful �Green� Terms The simple fact is that the vast majority of green claims are uncorroborated, vague, mis-leading, outright false, or all of the above. The simple fact is that the vast majority of green claims are uncorroborated, vague, mis-leading, outright false, or all of the above.

Slide 7:What About �Sustainability�? Essentially, �sustainable� has become a term equivalent to �green� and subject to the same pitfalls Its origins are in sustained yield management of biotic systems such as fisheries and forests Now:

Slide 8: Sustainable forestry Sustainable agriculture Sustainable tourism Sustainable development Sustainable communities Sustainable golf courses Sustainable mining Sustainable luxury

Slide 9:Green Certification � Instantly! �If you look for GREEN things, if you really care for environmental change, global warming, greenhouse gases, recycling, CO2 emissions, climate change, compact fluorescent lights (CFL), compost, Al Gore, this certification is for you. Story of instant email certification Copy direct from an �instant certification� site. Story of instant email certification Copy direct from an �instant certification� site.

Slide 10:Bottom Line: Caveat Emptor

Slide 11:Expansion of Green Building

Slide 12:Even in Down Economy, Green Building Grows LEED-specified projects increased 50% from 2006-2008 In 2005, 13 U.S. state governments had implemented green building initiatives By 2008, 31 states had implemented green building initiatives

Slide 13:Federal Government Incentives Energy Economic Stabilization Act of 2008 passes tax credits to homeowners and builders of energy-efficient buildings Incentives for purchasers of window, door and roof products that demonstrate improved environmental performance

Slide 14:Contractors Choose Green Products Thermal and moisture protection Doors and windows Wood and plastics Contractors purchased the following �green building products� Thermal & moisture protection: 70% of products used were green Doors and Windows: 66% Wood and Plastics: 61% Contractors purchased the following �green building products� Thermal & moisture protection: 70% of products used were green Doors and Windows: 66% Wood and Plastics: 61%

Slide 15:How Can I PromoteMy Business�Environmental Story?

Slide 16:Types of Environmental Claims First-Party � self proclaimed, as in material safety data sheets or marketing materials Second-Party � involves a trade association or outside consulting firm in setting a standard and verifying claims Third-Party � verified by an independent body 1st party ex: a tile mfr who overstated their recycled content percentage. They lost significant business from LEED specifiers who didn�t trust it 2nd party ex: if this tile mfr joined an association which claimed �green tile association� � a danger of implied environmental performance 3rd Party ex: the tile mfr goes to a third party certification company, finds that the recycled content is lower amount than previously claimed, they advertise the specific claim showing a reputable label (from SCS) - sales jumped�in�LEED projects, preserved its reputation as an environmentally-conscious company. 1st party ex: a tile mfr who overstated their recycled content percentage. They lost significant business from LEED specifiers who didn�t trust it 2nd party ex: if this tile mfr joined an association which claimed �green tile association� � a danger of implied environmental performance 3rd Party ex: the tile mfr goes to a third party certification company, finds that the recycled content is lower amount than previously claimed, they advertise the specific claim showing a reputable label (from SCS) - sales jumped�in�LEED projects, preserved its reputation as an environmentally-conscious company.

Slide 17:Credible Environmental Claims are:

Slide 18:Third-Party Certification Provides: Corroborated and measurable environmental and social benefits Opportunities for improvement, pathways toward greater sustainability Independent review to guide truthful advertising Most credible claims All composite woods in CA must meet CARB ATCM- earning a third party certification like FloorScore differentiates high-performing products. - Recycled Material Content Use of recycled materials is one of the most widespread environmental approaches used by manufacturers. Is increasingly incorporated into emerging sustainability standards Until 2009, program was so strong that the only time we lost clients was when a plant closed. Add AlloysAll composite woods in CA must meet CARB ATCM- earning a third party certification like FloorScore differentiates high-performing products. - Recycled Material Content Use of recycled materials is one of the most widespread environmental approaches used by manufacturers. Is increasingly incorporated into emerging sustainability standards Until 2009, program was so strong that the only time we lost clients was when a plant closed. Add Alloys

Slide 19:Benefits of Third-Party Certification Tell the story of SCS ISO accreditation for employee morale. Tell the story of SCS ISO accreditation for employee morale.

Slide 20:Examples of Third-Party Certifications

Slide 21:Example: Trusted Third-Party Certification

Slide 22:Example: Trusted Third-Party Certification FSC certification follows the supply chain: Forest Management certification Chain-of-Custody (CoC) certification tracks wood from forest to end-use customer Currently expanding to address new issues in forestry including carbon sequestration and controlled wood Included in USGBC LEED program (MR-7)

Slide 23:Example: SCS Indoor Advantage� Gold

Slide 24:Example: Recycled Content

Slide 25:Retail Programs with Third-Party Support

Slide 26:Be Skeptical.Look Behind the Label. ISO 65 process- ANSI accredited SCSISO 65 process- ANSI accredited SCS

Slide 27:What Lies Ahead for Green Claims and Environmental Certification?

Slide 28:Considering the Full Life-Cycle and Addressing Tradeoffs

Slide 29:Questions?

Slide 30:Contact SCS Forestry, FSC, Chain-of Custody and Carbon Offsets Dr. Robert J. Hrubes, rhrubes@scscertified.com510.452.8007 ���������� Recycled Content Samantha Poblitz, spoblitz@scscertified.com 510.452.8050 The Home Depot Eco Options Product ReviewBill Christopher, bchristopher@scscertified.com 510.452.8025 Media Rebecca Graham, rgraham@scscertified.com 510.452.8020