INDUSTRY NEWS
UNRAVELLING THE ISSUE OF GREENWASHING
Ben Brocklesby , Director at Origin , aluminium windows and doors specialist , explores the growing issue of ‘ greenwashing ’ in the construction industry and explains what needs to change to avoid brands fooling consumers with unsubstantiated sustainability claims .
Understanding greenwashing ‘ Greenwashing ’ refers to businesses using false or misleading actions or claims to promote their positive environmental impact . This can range from deceptive packaging to fossil fuel companies presenting themselves as eco-friendly champions . Any intentional attempt to mislead the public about a brand ’ s sustainability is considered ‘ greenwashing ’.
The impact of ‘ greenwashing ’ on consumer behaviour and the environment is significant . As sustainability credentials play an increasingly important role in the decision-making process , misinformation can lead well-intentioned individuals to purchase products or services that do not align with their values . This not only affects consumers but also influences installers when offering certain systems . Deceptive practices by brands only make it more challenging for those striving to make responsible choices .
Identifying greenwashing Identifying businesses engaged in ‘ greenwashing ’ can be challenging due to the various forms it can take . One key indicator is the language used , such as terms like ‘ eco ’, ‘ clean ’, ‘ green ’, ‘ sustainable ’, ‘ nontoxic ’, ‘ recyclable ’, and ‘ natural ’. Reputable businesses will be transparent and specific in their claims , providing substantiation and explanations , while those attempting to mislead often use vague and unclear language .
By taking the time to conduct background information to educate ourselves about the products , services , and businesses we wish to support and align ourselves with , we can reclaim our power and avoid falling victim to those who exploit it .
Greenwashing in fenestration
In recent months , some window and door competitors have manipulated the U-Values of their products to meet new industry regulations . Brands have exaggerated the time and money invested in upgrading products to enhance thermal efficiency . In reality , they have either made no effort to innovate or have made short-term adjustments , such as adding an extra pane of glass . While this change may seem simple , it results in increased carbon dioxide emissions during the production of raw materials like glass , as well as the use of non-renewable resources like sand and minerals . Moreover , the additional glass makes delivery vans heavier , resulting in higher fuel consumption and fewer deliveries per trip .
The issue of recyclability is also relevant . Some uPVC manufacturers openly discuss their recycling efforts , but in practice , recycling this type of plastic is highly challenging .
‘ Greenwashing ’ serves as a crucial reminder that not everything claimed by businesses is true . While there may be elements of truth in their statements , the overall message is often misleading .
What to look for
Start by examining accreditations . When making significant decisions , having a trusted third-party that supports a business ’ s claims is essential . Accreditations provide facts and demonstrate a company ’ s commitment to excellence , morality , and ethical values . These factors should be thoroughly assessed before making major purchasing decisions .
Beware of own-branded logos and self-appointed awards , as they hold little significance . Instead , seek third-party recommendations from reputable organisations and awards . Industry professionals should prioritise certifications that indicate long-term commitments to quality and sustainability . Certifications like ISO 9001 for quality , ISO 14001 for environmental practices , and ISO 45001 for health and safety are excellent starting points that instil confidence in a business ’ s offerings .
Another crucial aspect to consider is the materials used . Aluminium , for example , is gaining popularity in construction due to its high performance and minimal environmental impact compared to uPVC or timber . According to the Aluminium Association , 75 % of all aluminium ever extruded is still in circulation . When making purchasing decisions , consider the materials involved .
In summary
There is reason for optimism as energy efficiency regulations are rapidly evolving . The upcoming Future Homes Standard in 2025 aims to enhance the energy efficiency of buildings in line with the government ’ s net-zero emissions target . This regulatory change will curtail the ‘ greenwashing ’ practices of many companies , as compliance becomes mandatory .
Regardless of potential business gains , ‘ greenwashing ’ is unacceptable , and no business should resort to misleading tactics for sales . By raising awareness within the industry , we increase the likelihood of individuals making informed and sustainable choices .
www . origin-global . com
10 AUGUST 2023 CLEARVIEW-UK . COM