In a relevant update to my previous post on greenwashing, Scot Case, of the environmental consulting firm TerraChoice goes before the US Congress and says consumers are being deliberately lied to by corporations claiming environmental benefits to their products. In the article US shoppers misled by greenwash, the study finds that 98% of products claiming green-ness are false or misleading.
This is a great chance for the US federal government to set policies establishing fair market procedures for green products. People want to do the right thing, but they need help.
For those of us in the construction industry, this should serve as a warning. How much can you trust the claims of products available in the market? Third-party objectively verified results are the only way you will know for sure. Thus, LEED certification, Forest Stewardship Council, and similar programs will become the standard for green buildings. Nothing else will be relevant in the long run.
Also, I am happy to report that my greenwashing post was published in the April edition of Modern Steel Construction magazine, see the “Topping Out” section. This post apparently struck a chord with some people, and it was an honor to be selected.