www.nexusboston.orgMainstreaming green building and development at all scales of development

Trends & Transparency in Green Building Products

Presented by Barbra Batshalom, Executive Director of NEXUS

Key Questions:

• What are the current trends in the industry?

• Why is transparency important?

• What is market transformation and what will it take to transform the building products industry?

• What is the Green Product Association and how does it work with partners across the industry?

• How can you actively participate in market transformation?

Programs:

• Green Professional Training: LEED, Project Management, Products, Energy Modeling, Sustainable Practice, Integrative Design

• Green Project Consulting: LEED & Green Champion, Existing Buildings & LEED EBOM, Multi-Family Housing, Carbon Footprinting, Boot Camp for Firms

• Green Firm Certification (SPI): Our Sustainable Performance Institute Certification evaluates the capability of A/E/C companies to deliver consistent, high quality sustainability services.

• Green Product Association (GPA): Lead an industry-wide market transformation so that all construction and building operation products meet a continuously increasing level of sustainability throughout their life cycle

Agenda:

1) The Problem: Negative Environmental, Human Health, Economic Impact, Market Confusion, Barriers to trade

2) The Opportunity: Convergence of cultural shift and data

3) The Solution: Market Transformation

4) Next Steps: What you can do

1) The Problem

“The Box” 2009 IMBD website

Architects work in a “Box”…Very disconnected from downstream impacts of their decisions

Environmental Impacts of BuildingsINDOOR AIR QUALITY (IAQ)

• Over 30% of buildings have poor indoor air quality,

• Often the air inside the average home is 10 times more polluted than the outside air on the smoggiest of days,

• We spend 90% of our time indoors.

Marc Richmond

According to medical studies that evaluate a person’s “body burden” (the level of contamination of tissues, organs, urine and blood) THE TYPICAL HUMAN (THAT MEANS YOU)

has an average of 86 industrial compounds, pollutants and other chemicals in their bodies. The typical person referred to does not mean people who work with chemicals or live near manufacturing facilities, but the average person in general. These contaminates include PCBs, dioxin, furans, metals, phthalates and VOCs. Of a total 167 chemicals found across a test group, 76 cause cancer in humans or animals, 94 are toxic to the brain and nervous system, and 79 cause birth defects or abnormal development. Further, the dangers of exposure to these chemicals in combination has never been studied.

Toxins commonly found in adhesives, preservatives, paints and many building products are significant contributors to these contaminates.

- Environmental Working Group

Toxicity

TRADE SECRETS

G r e e n W a s h

Certifications

“The US has all but ceased to use asbestos, but the number of deaths from mesothelioma is only now reaching its peak, due to the disease's long latency period.”

2.) The Opportunity

Data Is Literally At Your Fingertips….

What’s Really Radical About Transparency ?

It’s not only inevitable.

It’s going to be easier than you think.

EPA Chemicals of concernConfidentiality ended for 530 chemicals

Announced 12/30/09

• Phthalates (90% in Vinyl)

• Polybrominated diphenyl

ethers (Flame Retardants)

• Perfluorinated chemicals

(Stain/Water Repellants)

• Bisphenol A (epoxies)

LEADERSHIP: IN ALL SHAPES AND SIZES

3.) The Solution: Market Transformation

Market Transformation

….activities that address marketplace barriers and offer the opportunity for market expansion and change

Factors driving market transformation:•Regulations and standards•Demand•Innovation•Cultural values and mindset

How Can All Of This Lead To Market Transformation?How Do We Create A Tipping Point?

Gladwell describes the "three rules of epidemics" (or the three "agents of change") in the tipping points of epidemics.

1. "The Law of the Few", people with a rare set of special gifts, which can be categorized in 3 different ways: Connectors: talent at bringing stakeholder groups together, ability to span different worldsMavens: information specialists who can connect us to new info, who have great knowledge of the marketplace and can communicate it effectively. “Mavens want to solve other people’s problems, generally by solving their own”Salesman: persuaders, charismatic people with powerful negotiation skills.

2. The Stickiness Factor, the specific content of a message that renders its impact memorable. Popular children's television programs such as Sesame Street and Blue's Clues pioneered the properties of the stickiness factor, thus enhancing the effective retention of the educational content in tandem with its entertainment value.

3. The Power of Context: Human behavior is sensitive to and strongly influenced by its environment. As Gladwell says, "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur."

Gladwell’s 3 Rules of Epidemics

We “designed” ourselves into this problem in the first place…

We had great ambitions, but forgot to ask key questions…

Now its time to “design” ourselves out of the problems we’ve created…

…“Inhabitat: design will save the world”

What will it take to design the next industrial revolution?

Key ingredients include:

Green Chemistry & Material ScienceBiomimicryPrecautionary Principle foundation Life Cycle Assessment understandingCradle to cradle mindsetNew models of ‘ownership’ and supply chain

relationships

Green Chemistry

Paul Anastas, then of the EPA, and John C. Warner developed 12 principles of green chemistry, which help to explain what the definition means in practice.

The principles cover such concepts as:

• The design of processes to maximize the amount of raw material that ends up in the product;

• The use of safe, environment-benign substances, including solvents, whenever possible;

• The design of energy efficient processes;• The best form of waste disposal: not to create it in the

first place.

CA green chemistry council

The 12 principles of Green Chemistry are:

1. It is better to prevent waste than to treat or clean up waste after it is formed.2. Synthetic methods should be designed to maximize the incorporation of all materials used in

the process into the final product.3. Wherever practicable, synthetic methodologies should be designed to use and generate

substances that possess little or no toxicity to human health and the environment.4. Chemical products should be designed to preserve efficacy of function while reducing toxicity.5. The use of auxiliary substances (e.g. solvents, separation agents, etc.) should be made

unnecessary wherever possible and, innocuous when used.6. Energy requirements should be recognized for their environmental and economic impacts and

should be minimized. Synthetic methods should be conducted at ambient temperature and pressure.

7. A raw material or feedstock should be renewable rather than depleting wherever technically and economically practicable.

8. Reduce derivatives - Unnecessary derivatization (blocking group, protection/ deprotection, temporary modification) should be avoided whenever possible.

9. Catalytic reagents (as selective as possible) are superior to stoichiometric reagents.10. Chemical products should be designed so that at the end of their function they do not persist in

the environment and break down into innocuous degradation products.11. Analytical methodologies need to be further developed to allow for real-time, in-process

monitoring and control prior to the formation of hazardous substances.12. Substances and the form of a substance used in a chemical process should be chosen to

minimize potential for chemical accidents, including releases, explosions, and fires.

Our Plan to Stimulate Market Transformation

Promote Sales

Influence Standards & Innovation

Educate the

Market

Facilitate Communication

Clear & Compelling VisionBroad Stakeholder Engagement

bridge disconnects, system-wide, holisticcommunication and connection

Develop & Support Leadership Education, Technical Support

Raise education, awareness and promote apositive vision of the future desired stateProvide clear definitions and language

Stimulate Demandincrease demand for preferable productsquantify the increase in demand

Promote InnovationCreate healthy competition for specificproduct performance criteria

Standards and BenchmarksCoordinate and collaborate with standards bearers to alignDisseminate clear language and definitions

4) Next Steps: What You Can Do

The mission of the Green Product Association is to lead industry-wide market transformation so that all construction and building operation products meet a continuously increasing level of sustainability throughout their life cycle.

• Promote Green Products

• Promote continuous improvement

• Support transparency and standards

• Recognition and awards

• Educate specifiers & purchasers

• Drive procurement to beALL greenALL the time

What is the Green Product Association?

Our vision is that all products in the creation and maintenance of our built environment will be green,

• 20,000 subscribers and growing all the time• 250,000 design prof, FM, owners in network• 13,000 visitors for training, networking, • product showcases• 200 events last year• Exhibitor Showcases- 350+ specifiers, designers, etc

Like a mini-Greenbuild all year long.

I feel inspired. Now I feel like possibilities are endless, before I didn't know where to start.Now there's a place I can come for EVERYTHINGI don't have to buy LEED reference material, can use it hereI see how to be smarter about products in LEED projectsgreen doesn't have to be weird and alternative, it can be smartgreen products are coolThere are an unbelievable amount of resourcessoftware I can use to understand energy/carbon impactsThere is much more that goes into "Green Design" than I thought.lighting!! Omigod, didn't realize there were so many options - for both the fixtures and the controls!green trail cell phone tours of green buildingsfree workshops and expert help!!how to support LEED accreditation in my office in cost effective way - how to better use the utility programshaving someone who can answer questions about almost anything!!! The help desk is greatz.Doctor programs! I have experience, but not confident about everything, this helps me close the gap.I thought I knew green products, but there are a lot more here than I was aware of.im bringing my students here (MBA, CRE)now I know how to approach my landlord and what to saylearn: now I know I can integrate green strategies NO MATTER what my budget is. I thought it was only if I had a

lot more money to spend. I left knowing specific things I could do.act: going to convince my clients to build green. Those that don't agree, I'll do it anyway.im going home and educating my neighbors/communityI will do a blog entry on some of these materials for the company where I workdidn't realize that the FF&E stuff is so imprtant, computers, etc/ Tambient system is really coolnow I know how to help my GCs do betternow I know I need to block out more time. Two hours was just not enough. Im coming back thrusday night or Saturdaybuilding green for free! And I can forward my articles … green spec directory will change my life!!I will be back! I'm intent on recreating myself in a green career, preferably energy conservation and building materials.im bringing my architectural students here. Wow. I wish this had been around when I was earlier in my career.will bring a development team for product selection session

What do people think of us?

Feedback fromOur community…

GPA is Global…..

Why GPA is Global

• The industry is global

• Manufacturers who sell globally have to deal with conflicting standards and issues

• The intention is to grow the Green Economy and promote all green products abroad

• Address trade issues of hazardous materials

Global Green Product Assoc - NEXUS program

• Promote Trade• Deal with

conflicting standards

• Take on barriers to growth

• Global Education

• Stimulate innovation• Support R&D• Promote Visionary

thinking

• Promote GPA programs and members

• Distributes to 250,000 industry subscribers

• Connect with strategic partners, trade shows, etc

Global Green Product Assoc - NEXUS programWe work with our Manufacturer members to:

Support• Internal efforts to green product lines and• Manufacturing processes/facilities• Educate at all levels• Develop internal metrics and initiatives• Support innovation in their product lines• Work with their supply chain

Promote• Promote their green products to their customers• Through online media, in GPA Pavilions at Trade Shows, in

Trade Missions, etc

Barriers• Take on industry barriers such as conflicting standards• Market hurdles (varying RFIs)• Greenwash

We work with our Industry Partners to:

• Clarify definitions, language and standards• Provide critical tools, resources and content• Coordinate ever-evolving market changes• Increase demand • Improve communication

Thought Leaders are a critical element of our Industry Partners who both advise programmatically And work with us to define and classify green products.

Thought Leaders are not manufacturers, and have Expertise in relevant areas such as:

• Green Chemistry• Life Cycle Assessment• Supply Chain• Human Health• Green Building• Biomimicry

What is GPA doing next ?

Based on input from Founding Members and Peer Advisors, GPA’s priorities include:

Eliminate Greenwash and provide the industry with a clear framework:

•Convening Thought Leaders

•Use GPA Pavilions at Greenbuild, Build Boston, etc to publish clear definitions

Increase Literacy and streamline data

•Educate specifiers and architects thru GPA Literacy Campaign

•Work with top specifying companies to streamline/unify their RFIs and

questionnaires, with ultimate goal being to work towards one format

•Publish key resources that simplify understanding of 1st, 2nd and 3rd party

certifications available in the market, map standards globally

Stimulate Demand

Leveraging our Global Trade Partners, Media Partners and

Industry Partners, help drive demand for green products

Global standards and Regulations

Identify top 3 countries with conflicting standards and work with

our Global Trade Partners and others to align them

The Future Of (Green) Products:Global Innovation Challenge Competition

Transparency / Certification Innovation

Get Involved!

www.thepetitionsite.com/1/GPA-ProductSustainabilityandTransparency

Get Involved!

Get Involved!

GPA Pavilion : Showcasing Green ProductsAt Major Tradeshows

Discussion

Thank You!

The Green Roundtable / NEXUS(617) 374-3740

www.nexusboston.orginfo@greenroundtable.org

Resources:

• Presentation: www.greenproductassociation.org (posted by end of day)

• GPA Value Proposition: www.nexusboston.org/benefits

• Next webinar: “What is Transparency, Anyway?,” August 11, 12:30-1:30pm, https://www1.gotomeeting.com/register/550957569

GPA - PROPOSED LEVELS

RED-LIST

GREEN ATTRIBUTES

CRADLE-TO-CRADLE

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