behind the green green building claims and your business dr. robert j. hrubes senior vice president,...
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Behind the Green Green Building Claims and Your Business
Dr. Robert J. HrubesSenior Vice President, Scientific Certification Systems
Presented to:National Green Builders Products ExpoMay 29, 2009
Provides global leadership in third-party environmental and sustainability certification, auditing, testing and standards development
25 years of experience
Programs span a wide cross-section of industries and recognize achievements in green building, product manufacturing, forestry, retail, agricultural production, fisheries and energy.
150+ staff, auditors and affiliates worldwide
Scientific Certification Systems A few of our clients
What are “Green” Claims?
Public or private assertion/claim incorporating some sort of environmental (and, more recently, social) attribute
Rapidly becoming ubiquitous, almost literally involving every sector of business-to-business and retail commerce
As “green” lacks a universal definition, it can mean anything
Meaningful “Green” Terms
Recycled content Readily biodegradable Low VOCs Energy efficient Water efficient Sourced from well-managed forests Organic
Less Meaningful “Green” Terms
All Natural Naturally Derived Non-Polluting Ozone Friendly Forest Friendly Environmentally Friendly Earth Friendly Nature’s Friend Anything “friendly” Enviro-effective No Chemicals Garden Safe Green Solution
What About “Sustainability”?
Essentially, “sustainable” has become a term equivalent to “green” and subject to the same pitfalls
Its origins are in sustained yield management of biotic systems such as fisheries and forests
Now:
Sustainable forestry Sustainable agriculture Sustainable tourism Sustainable development Sustainable communities Sustainable golf courses Sustainable mining Sustainable luxury
Green Certification – Instantly!
“If you look for GREEN things, if you really care for environmental change, global warming, greenhouse gases, recycling, CO2 emissions, climate change, compact fluorescent lights (CFL), compost, Al Gore, this certification is for you.
Get your Free GREEN Certificate today and be part of this fast growing community!”
Even in Down Economy, Green Building Grows
LEED-specified projects increased 50% from 2006-2008
In 2005, 13 U.S. state governments had implemented green building initiatives
By 2008, 31 states had implemented green building initiatives
Federal Government Incentives
Energy Economic Stabilization Act of 2008 passes tax credits to homeowners and builders of energy-efficient buildings
Incentives for purchasers of window, door and roof products that demonstrate improved environmental performance
Contractors Choose Green Products
Thermal and moisture protection Doors and windows Wood and plastics
Source: McGraw-Hill, Commercial & Institutional Green Building SmartMarket Report, 2009
Per
cent
age
Types of Environmental Claims
First-Party – self proclaimed, as in material safety data sheets or marketing materials
Second-Party – involves a trade association or outside consulting firm in setting a standard and verifying claims
Third-Party – verified by an independent body
Credible Environmental Claims are:
Factual – basis for the claim is transparent (standards-based or science-based)
Significant – real environmental benefits that are substantial, without hidden tradeoffs
Progressive – encourages continuous improvement
Independently verified
Third-Party Certification Provides:
Corroborated and measurable environmental and social benefits
Opportunities for improvement, pathways toward greater sustainability
Independent review to guide truthful advertising
Most credible claims
Benefits of Third-Party Certification
Strengthen corporate reputation, build brand value
Potentially increase market share and/or shareholder investment
Potentially increase profits through value-added premiums
Improve employee morale
Example: Trusted Third-Party Certification
Forest Stewardship Council (FSC)
Voluntary, internationally recognized forest management standards
Developed by consensus, multi-stakeholder process
Supports biodiversity, protects high conservation value forests, provides for human benefits, ensures long-term timber supplies
Certificates holders must be audited annually
Certification bodies must be accredited and audited annually
Example: Trusted Third-Party Certification
FSC certification follows the supply chain: Forest Management certification Chain-of-Custody (CoC) certification tracks
wood from forest to end-use customer Currently expanding to address new issues in
forestry including carbon sequestration and controlled wood
Included in USGBC LEED program (MR-7)
Example: SCS Indoor Advantage™ Gold
Certification program for interior building materials, furnishings and finishes
Imposes the toughest limitations on indoor airemissions in the building products sector
Program requirements:
Uses the health-based exposure limits required by State of California for school children
Provides greater environmental accountability than any other indoor air quality certification program.
Certified products comply with: Collaborative for High Performance Schools (CHPS); California 01350 Special Environmental Requirements; BIFMA X7.1 Low-Emitting Furniture; and LEED EQ 4.1, 4.2, and 4.5
Example: Recycled Content
For wood, plastics, metals, fibers and more
Pre-consumer and/or post-consumer recycled content percentage is calculated based on factory data, site visit and, in some cases, lab testing
Certified products comply with: LEED MR credits; can be used toward NSF-140 Sustainable Carpet Assessment
Retail Programs with Third-Party Support
Retailers create their own eco-label brands or seek evaluation and/or enhancement of an existing in-house program
Provide meaningful product information and solutions so that customers can make more environmentally conscientious purchases
Turn commitments to sustainability and social responsibility into marketable brands and services
Be Skeptical.Look Behind the Label.
Image source: BSR, Food and Agriculture Industry Trends Report, October 2007
Is there a certification standard and is it rigorous?
Is the audit protocol transparent? Will hidden or undisclosed tradeoffs
more than offset the environmental attribute?
Is it truly an independent, third-party program?
Considering the Full Life-Cycle and Addressing Tradeoffs
Image Source: BSR, Food and Agriculture Industry Trends Report, October 2007
Environmental impacts from entire chain of custody — producers, distributors, importers, brokers, retailers
Social responsibility
Packaging
Energy use in production, packaging, processing, and transport
Carbon footprint
Product quality and safety
Contact SCS
Forestry, FSC, Chain-of Custody and Carbon Offsets Dr. Robert J. Hrubes, [email protected]
Recycled Content Samantha Poblitz, [email protected] 510.452.8050
The Home Depot Eco Options Product ReviewBill Christopher, [email protected] 510.452.8025
Media Rebecca Graham, [email protected] 510.452.8020
www.SCScertified.com