First came the trend of going green – a good thing. Now the trend is greenwashing – not a good thing.
A company or organization greenwashes by marketing itself as green but not offering products or services that are actually green. A realtor might list a house as being “green,” for example, when none of its components were designed or installed to minimize environmental impact. Or a hotel might claim to have green practices because it washes occupants’ sheets every third day instead of every day, but its lighting, HVAC, kitchens and vehicles are all voracious energy-consumers.
The result is that consumers are now being told to be suspicious of the word “green.” A recent Washington Post article made this very suggestion, telling buyers to “be wary of houses that are marketed as energy-efficient.” There is unfortunately truth to this statement. Some organizations unfairly claim that their products are green or contribute to a greener overall building. The risk is that the field may get tainted for the rest of us; consumers may come to think of green as a gimmick – something they’ve been duped by in the past.
As is so often the case, the best thing we can do is educate. HVAC contractors sitting across the table from homeowners can discuss the importance of energy efficiency in having a green home, pointing toward our zoning systems’ industry-leading efficiencies and how they tie into a host of green technologies like solar panels. Architects meeting with clients interested in green certification can discuss how our VRF systems’ efficiencies consistently help projects earn 28 points across two LEED® categories (Energy and Atmosphere and Indoor Environment) – advancing the project further down the track toward certification. Professionals can also talk with clients about green raters, ENERGY STAR® certification and countless other resources.
As members of the building industry, we need to do our part in educating potential clients so they know what to look for when searching for “green.”
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