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 GREENWASHINGGreen-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) 593-0289cranet@ohio.edu