As the market starts to realize it has been caught in a trap and central governments try to step in to adjust and regulate , with this article, we dissect how far deceptive artistry of greenwashing has come – the practice of embellishing projects with eco-friendly labels without substantive environmental commitment. From vague marketing tactics to selective communication practices, we unravel the intricacies of this pervasive issue. Join us as we try to decipher the green smoke, understand the regulatory responses, and ultimately, champion authentic sustainability in construction.
1: Greenwashing : The Green Mirage in Construction
In the ever-evolving world of construction, where buildings punctuate skylines, and cities burgeon with life, the term “green” has transcended its literal hue. It’s not just a color; it’s a catchphrase, embodying the promise of environmental stewardship. Yet, beneath the veneer of these eco-friendly proclamations lies a disconcerting reality – the shadowy realm of greenwashing.
Greenwashing is akin to a magician’s sleight of hand, the crafty art of making a product or a company appear more environmentally friendly than it truly is. In the construction sector, this deceptive practice has become alarmingly prevalent as companies seek to capitalize on the growing demand for sustainable solutions.
image credit : revouvablesverdes
2: Label Confusion and Cherry-Picked Truths
Builders and developers, but not only, in their pursuit of market share and goodwill, often resort to a dubious tactics – the use of vague and misleading labels. Terms like “eco-friendly” or “green” are liberally slapped onto their projects without substantial evidence to validate these claims. It’s not just misleading; it’s akin to promising a banquet and delivering crumbs. Such deceptive marketing not only misguides consumers but also casts a pall over the genuine efforts of those earnestly committed to sustainable construction practices.
Moreover, communication in the construction and real estate industries tends to be somewhat selective.. The spotlight is often directed toward a single sustainable aspect of a project, while less flattering details are conveniently omitted. It’s like showcasing the brightest moments of a movie trailer and leaving out the less glamorous scenes, creating an incomplete picture that leaves consumers unaware of the overall environmental impact.
3: The Green Numbers Game and EU’s Take
Amidst the marketing maelstrom, the pressing questions persist: Are these sustainability claims backed by robust evidence? Or are these proclaimed benefits merely window dressing for projects that fall short of genuine environmental responsibility?
The urgency of addressing greenwashing in the construction sector cannot be overstated. Genuine sustainability efforts are not just a trendy accessory; they are crucial for mitigating the industry’s colossal ecological footprint. Instead of relying solely on marketing gimmicks, the clarion call is for transparency and accountability.
Both professional buyers and everyday consumers play pivotal roles in this battle against greenwashing. By educating ourselves and demanding verifiable evidence of sustainability, we can become catalysts for positive change. With carbon emissions by the built industry accounting for over 38% of global emissions, the responsibility is immense. Furthermore, the embodied carbon within construction materials plays a pivotal role, amplifying the importance of clarity and transparency in material choices.
The European Union, cognizant of the pervasive issue of greenwashing, has taken decisive action by issuing the directive on green claim, which has become law in January 2024. . This directive aims to ensure that consumers receive reliable, comparable, and verifiable environmental information on products. The proposal includes clear criteria on how companies should prove their environmental claims and labels, requirements for independent and accredited verification of these claims, and new rules on governance of environmental labeling schemes to ensure their solidity, transparency, and reliability.
For example generic labels such as “enviromentally friendly” or “biodegradeble” will not be tollerated unless backup by concrete empirical evidence .
Further more, and this I find particulairy relevant for the built environnment, the directive will ban claims that a product has a “climate-neutral”, “reduced”, or “climate-positive” impact on the environment because of CO2 emissions offsetting schemes.
Finally, with it’s green claim the Eu is trying to promote reccycling, upcycling and “mending ” by incentivising prolonged periods of “guarantees on products.
With an impressive array of statistics within the European Union – 53% of green claims providing vague, misleading, or unfounded information, 40% with no supporting evidence, and half of all green labels offering weak or non-existent verification – the need for such stringent regulations becomes apparent. The EU hosts 230 sustainability labels and 100 green energy labels, each with vastly different levels of transparency, further emphasizing the need for standardized, trustworthy practices.
For more on recycling and upcyliing you can read my previous post “Recycle-Upcycle or simply consume less”
4: Ikea’s Slip-Up and Unfair Competition
Taking a closer look at real-world examples, even industry giants like Ikea are not immune to the pitfalls of greenwashing. Despite being a company actively engaged in sustainabilityand circularity and spearheading ambitious projects, Ikea faced allegations of environmental missteps in 2020. A report by the NGO Earthsight implicated the company in a web of connections linking it to illegal logging in Ukraine.
While Ikea’s green credentials were questioned, it’s essential to note that they were not alone in this fiasco. The international certification body, Forest Stewardship Council (FSC), was also implicated, revealing a deeper layer of trust issues. Independent certifications, like FSC, are crucial for consumers who rely on them as guarantees in the manufacturing process. The breach of trust, in this case, underscores the need for a reevaluation of such certification processes.
Despite these setbacks, support for FSC certification remains strong. Acknowledging its flaws and a willingness to address and correct them, FSC, as a large organization, can conduct checks in places that individuals or buyers cannot. It becomes a tool for making calculated choices in the absence of direct oversight. Also I may add that big corporations such as Ikea, with the enormous supplychain may also have some weak links, that if highlighted and addressed should not shadow their role as trailblazers in enviromantal commitment and circularity.
In another context, greenwashing practices, particularly the lack of clarity associated with labels and communication, can lead to unfair competition. A case in point is Alcantara Spa, a synthetic textile manufacturer catering to the automotive industry. This dispute took an unusual turn, with Alcantara taking their competitor, Miko SRL, to court. Traditionally, these issues were handled by competition authorities, not ordinary courts of justice. Alcantara alleged that their competition made unfair and unclear claims about the performance of the product. The judge sided with Alcantara, stating that Miko’s communication was “False and ambiguous.”
Conclusion: Beyond the Green Smoke
In wrapping up this exploration of greenwashing in the construction sector, it is evident that the industry stands at a crossroads. The allure of superficial claims threatens to obscure authentic sustainability efforts. As responsible consumers, the onus is on us to see through the deceptive facade and demand genuine commitment to environmentally friendly practices.
Let’s not merely be swayed by the glitzy promises of green projects; let’s champion those initiatives that genuinely prioritize the health of our planet. The built industry has the power to shape a future where sustainability is not just a label but an earnest promise for a better, greener world.
The conversation about the importance of authentic sustainability in construction is a collective endeavor. Share your thoughts, engage in discussions, and be an advocate for positive change. Together, let’s build a future where green isn’t just a trendy tagline but an integral part of a thriving and sustainable world.
You can read further about sustainability in the built environment why not head over the my article: “is sustainability enough or should we be aiming for something more?”