February, 24 2010
What is GREENWASHING???
Greenwashing is the deliberate misuse of information to portray products and policies as environmentally friendly. Companies and organizations both large and small use greenwashing to hide reality from their customers and clients. Adding a forest scene to a bottle, or re-shading a logo in green and yellow does not make a company environmentally conscious. Using superficial slogans to cover deeper flaws is short term thinking at best, destructive corporate behavior at worst. There are many reasons companies may choose to employ greenwashing. Perhaps they consider the green option too expensive or time consuming. Maybe there are governmental roadblocks, poorly developed processes or simply a lack of institutional will.
Greenwashing is rampant in the construction trade. More than ever, current and prospective homeowners are demanding that materials and methods adhere to strict environmental codes. Without proper knowledge, training or expertise, companies are forced to betray their customers trust and resort to public relations and marketing campaigns professing green practices and procedures. In many cases, neither their practices nor procedures are truly green. Worse yet, supposed green practices can be terribly damaging and counterproductive.
At the start of any project two questions should be asked: 1) Does your budget have flexibility? and 2) Are you married to certain materials or designs? The likelihood of transforming a traditional build into an environmentally certified project is increased if there is flexibility with both budget and materials. As Ralph Plumb, president of Atlantic Building points out, “The vast majority of homeowners want to be more environmentally aware, but the percentage of clients who actually modify their budget and design is low. A client must be willing to modify their total cost estimates and be able to wiggle on design. Much of the time we can find options and materials that closely match an original idea, but compromise is a natural part of this process.”
This scenario plays out in multiple arenas. Take food for example. Many people, when asked, are likely to say they want to eat more organic and lower their overall food impact. Easy if you happen to live in central California where nearly everything grows year round and food options are plentiful. Move to the Northeast and suddenly your plate looks bare by comparison. Most fruits and vegetables have a limited growing season in New England and choices are few when it comes to locally harvested food. Compromise is essential if one is going choose to move toward organic and locally grown food. One must be willing to pay a bit more and be content with fewer options in order to realize the goal of localizing their food choices. Many people are simply not willing to do either.
With a maze of standards, protocols and certifications, navigating through the myriad of green options can be daunting. Without the experience of a keen eye looking for the signs of greenwashing, well-intentioned homeowners can be fooled. It seems that everyone has become a certified environmentalist these days. What is sometimes most frustrating is how to know which claims are true and which are most important for a particular project. Many companies and organizations find it all too easy to fabricate their green practices, or label their work as environmentally trustworthy. No one is entirely green. New homes, as well as renovations produce trash, use non-recycled material and add to the collective effect and impact humans have on the planet.
At Atlantic, we pride ourselves on presenting clear environmental options, each associated cost and its overall impact. Our expertise and experience are your advantage in a crowded and murky landscape of false promises, outdated building methods and improper use of material and deceiving pricing schemes. Our understanding of the interconnected layers of environmental practices, material, and standards mean you and your vision can be realized in a truly earth-conscious manner. This, coupled with our dynamic understanding of the various methods, standards and their associated costs translates into a clear picture you and your design team can use to make informed and environmentally conscious decisions.
Protect yourself and your project by choosing a contractor with deep roots in the environmental certification process, one who knows the advantages and disadvantages and can properly guide you through the entire process. At Atlantic Building, we’re ready to tackle the challenges with you and be an advocate for your passion and vision. Contact us by phone or email with your project details. We look forward to hearing from you soon.
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