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  • 1

    The Problem with Greenwashing

    Why Businesses Need

    Accurate Metrics to

    Create Jobs and Wealth

    2010 Behavior, Energy and

    Climate Change Conference

    Elton B. Sherwin November 16, 2010

  • Greenwashing

    Marketing that promotes a misleading

    perception that something is

    environmentally friendly

    Sometimes deliberate, but often

    caused by inaccurate standards or

    missing measurements

    2

  • Problem with Greenwashing

     Cream doesn’t rise to the top

     Best buildings/products undervalued

     Top performers invisible

     Poor performers praised

     Wrong behaviors encouraged

     Money is wasted

     Innovation is stifled

     Undermines morale

    3

  • Often Unintentional

    4

  • Energy Consumption LEED

    Buildings

    5 NBI Study

  • 6

    Performance of LEED Buildings With Poorest Performers Removed

    HUGE Variation

    NBI LEED for new construction, title and conclusion are the authors

  • Focus on Buildings

    Aim today is to convince you:

    1. Buildings matter: jobs and the

    environment

    2. Disclose energy consumption of all

    buildings claiming to be green

    3. Buildings need grades

    7

  • Recap of Situation in

    California

    8

  • 9 SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002.

    Aerial imagery is NAIP 2005 data. http://www.bcdc.ca.gov/planning/climate_change/climate_change.shtml

    16 Inches

    of Sea Rise

    San Jose

    San

    Francisco

    Vallejo

    San Rafael

    Oakland

    http://www.bcdc.ca.gov/planning/climate_change/climate_change.shtml

  • 10

    SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002.

    Aerial imagery is NAIP 2005 data. BCDC.gov

    Foster City

    East Palo Alto Menlo Park

    16 Inches

    of Sea Rise

    Silicon

    Valley

  • 11

    SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002.

    Aerial imagery is NAIP 2005 data. BCDC.gov

    Moffett Field

    237

    Sun,

    Google,

    and, Cisco

    all at risk

  • 12

    July Temperatures

    2009 California Climate Adaptation Strategy

    www.climatechange.ca.gov/adaptation

    California’s

    agricultural

    regions will be

    hard hit

    http://www.climatechange.ca.gov/adaptation

  • 13

    Midcentury

    Increase of 5 Degrees Fahrenheit

    2009 California Climate Adaptation Strategy

    www.climatechange.ca.gov/adaptation

    5+

    http://www.climatechange.ca.gov/adaptation

  • 14

    Could See Increases of 10 to 14

    Degree Fahrenheit in Central Valley*

    2009 California Climate Adaptation Strategy

    *“Emissions pathways, climate change, and impacts on California”

    Christopher B. Field and 17 coauthors, June 23, 2004, PNAS

    10+

  • 15

    Smaller snowpack

    More water shortages

    Less water for agriculture

    “Emissions pathways, climate change, and impacts on California”

    Christopher B. Field and 17 coauthors, June 23, 2004, PNAS

  • 16

    Heat Waves in Los Angeles

    Basin Will Be Much More

    Frequent

    Dan Steinberg, Associated Press

  • 17

    What is the Largest Source

    of CO2 in America?

    More than all cars, trucks and

    planes added together?

  • 18

    Buildings

  • 19

    Building energy consumption

    is almost 40% of U.S. CO2

    emissions*

    *Mitigating Climate Change: What America’s Building Industry Must Do

    Mahadev Raman. Using DOE data

  • 20

    To Effectively Deal with Climate

    Change

    Buildings Must Use Less Energy

  • 21

    Employees Everywhere Must

    Reduce Consumption

     Retail

     Commercial

     Schools

     Government

  • 22

    It is Not Happening

  • 23

    Solution:

    Grade Our Buildings

    A-

  • 75 Recommendations

    Two most important

    1. Grade buildings

    2. Reduce high GWP

    agents

     Soot, methane, ozone,

    carbon monoxide, etc.

    24

  • Analyzed 12 Different Building Energy

    Labels and Their Associated Rating

    Methodologies

  • Recommended Label In Monthly Utility Bill

    C-

    B+

    Electricity**

    Gas**

    *125 is highest score

    1 is lowest

    Compared to all federal buildings in

    America (See Inverted Scale with Progressive Weighting)

    ** The energy grade is determined

    comparing this building to other similar

    buildings in similar climates

    74 *

    Image from iStockphoto

  • Building Energy Grades

    Recommended Format

    Relative grade

    – Graded versus peers

    – Similar type buildings in

    similar climates

    Absolute standard

    – Compares all buildings

    worldwide

    – Absolute score based on

    BTUs per square foot

  • Peer Rating

    • Similar building types – Office to office

    – Hospital to hospital

    • In similar climates

    • Top 20% get As A+ reserved for net zero

    • Bottom 20% get Fs

    • Include + and –

    • Get the best of either per sq. ft. or per person

  • National Rating

    • National standard

    – Intuitive: scores above

    80 are good, below 70

    are poor

    • 125 minus weighted EUI

    • Source energy (per sq ft.)

    – Combines natural gas,

    oil and electricity

    – All electricity weighted

    at national average

  • What Would Happen?

     Put a grade in monthly utility bill

     Mail window sticker quarterly

     Optional for the building to display

    30

  • What Would Happen?

     Hotels with As get more business

     Offices getting Ds would upgrade

     Energy efficiency would be important

     Some businesses and employees would

    hunt down their energy hogs

    31

  • What Would Happen?

     Best energy auditors become very popular

     Backlog of work upgrading:

     Lighting systems

     Windows

     Cooling towers

     Insulation

     Fans, pumps, and motor controls

     Building controls, VAV boxes, etc.

    32

  • What Would Happen?

     Millions of new jobs

     Skills would improve

     Burn less coal and natural gas

     Send less money out-of-state to buy

    hydrocarbons

     Spend more money locally

     Efficient products outsell inefficient

    products

    33

  • Why This Label

     Grades motivate change

     Rewards small improvements  Automatically update

    monthly

     Universal participation  Does not require pre-audits

     Fair: works for all sizes of buildings

     Drive dramatic reductions in energy consumption

  • Summary Recommendations

    1. Grade buildings: A+ to F

     Optional quarterly window stickers

    2. Disclose energy consumption of all

    buildings claiming to be green

     Include all government buildings and

    builders requesting variances

     Identify the architect

    35

  • In Closing

    Building grades will motivate action:

    1. Create private investment

    2. Create jobs

    3. Improve skills

    4. Encourage innovation

    5. Reduce emissions

    36

    A+

    For more information: www.EltonSherwin.com

    Information on building grades:

    http://www.slideshare.net/EltonSherwin/presentations

    Specifically two presentations:

    http://tinyurl.com/34dp6qx and http://tinyurl.com/34vrhl6

    http://www.eltonsherwin.com/ http://www.slideshare.net/EltonSherwin/presentations http://tinyurl.com/34dp6qx http://tinyurl.com/34vrhl6

  • 37

    Appendix

  • 38

    Why Grades Based on Energy?

    Energy => CO2 => Environmental Damage

    Image: Roger Braithwaite, University of Manchester (UK)

    Awards based on

    anything other than

    actual energy

    consumption are not

    helpful.

  • 39

    http://www.slideshare.net/EltonSherwin/presentations

    http://tinyurl.com/34dp6qx and http://tinyurl.com/34vrhl6

    Also, see