How to Avoid ‘Greenwashing’ in Product Choices

I am sharing the following article which I wrote for the IAQ industry, but it will be valuable to all of you who are trying to learn about green building products. Please keep in mind that this is a copyrighted article and is reprinted here with permission. It's a long article, but full of info and resources.

How to Avoid ‘Greenwashing’ in Product Choices

Written by: Stacey Champion

This article appears in Volume 7, Issue 12 (October 2006) of Indoor Environment Connections newspaper and is reprinted here with permission of the publisher. For subscription information, visit www.ieconnections.com.

Green buildings and greener materials are quickly going mainstream. One form or another of green has been on the cover of many newsmagazines in recent months. As we see an increase in consumer demand, more and more products will be touting themselves as being “green” or a plethora of other adjectives that sound happy and wholesome.

On the other hand, “greenwashed” is the term associated with products and such that are quickly coming into the marketplace touting themselves as being green, environmentally friendly or non-toxic when in reality they are not - and, in some cases, are potentially even more toxic or just a simple waste of extra money.

We will delve into understanding “green” terminology, resources to verify a product’s “greenness” and some of the new green products (and some of the old ones) that exist along with some pros and cons. (more....) Let me give you a simple example of consumers being “greenwashed.” When conducting home assessments, one of the questions I ask my clients is whether or not they use pesticides in or around their homes. At least half of the time, these clients tell me they do, but their extermination company assured them that the product was completely harmless and is non-toxic. After reviewing the manufacturer’s safety data sheet, I find this is rarely the case. The suffix “-cide,” after all, means “kill.”

The same can be said for any number of products - paints, sealants, flooring, cabinets, etc. According to U.S. Green Building Council statistics, the annual market for green building in products and services is $7 billion, representing 37 percent growth over the prior year (based on 2004 figures). This figure is expected to climb - and climb quickly.

While cost will always be part of the equation, just like eating organic foods can be more expensive, the same may be expected when it comes to safer, alternative building materials for your client’s home or building, as well as the products and furnishings that go into it. For many people, the slightly higher cost is worth it for any number of reasons, including occupant comfort and improved health, energy and water savings, and of course adding value to their investment.

The question becomes: How do you as a businessperson stay on the cutting edge of this trend without having the wool pulled over your eyes by unscrupulous marketing tactics? How do you promote, sell or utilize green products to increase your company’s profit margin while also providing an added service to your clients and the environment? The answer is research, research, research.

Let’s break it down to look at a list of alternative product options that a contractor may be able to offer his or her client for the put-back after a typical mold remediation project, keeping in mind that we are, after all, in the business of indoor air and environmental quality. What was removed in the course of the remediation?

We’ll start with the basics: carpet, drywall and insulation. The replaced drywall will also need to be repainted, so we’ll add that to the list as well.

Carpet

Carpet itself is a known reservoir for all kinds of things known to contribute to poor indoor air/environmental quality. The off-gassing of the carpet and pad itself, biological contaminants, chemical residue - it’s all there. I remember reading about a TEAM study conducted by the U.S. Environmental Protection Agency in the early 1990s on the carpet of hundreds of homes in the Midwest. They were finding, among other things that go bump in the night, residue of pesticides that had been banned for over 20 years. The conclusion of the study was that if you were to suck up all of the dust and other things in these carpets and put them into a dump truck, you would literally have Superfund site waste!

If at all possible, the carpet should be replaced with hard-surfaced flooring or, at the very least, a healthier kind of carpet. Let’s explore some of the options in flooring, keeping in mind that with their advantages can come some disadvantages: Bamboo: This is a renewable resource. It is visually attractive, relatively easy to install, and generally costs $4 to $8 per square foot. Be sure to verify that the product has no added formaldehyde.

Cork: I love cork! Cork flooring is made from the bark of the cork oak. It is a renewable resource. It is easy on the feet, and has great sound insulating properties. It’s incredibly durable and easy to clean when sealed properly. Avoid cork-vinyl composites, make sure there is no formaldehyde added, and use a no- or low-VOC sealant. Cork flooring generally costs $3 to $6 per square foot.

Linoleum: Invented in 1863, linoleum has a 30- to 40-year lifespan. Make sure that the ingredients are truly natural and it’s not vinyl flooring being passed off as linoleum. Cost is usually around $4 per square foot. One brand, the Forbo corporation’s Marmoleum, is a very organic and resilient flooring option with a wide range of colors, patterns and options. It is made up of linseed oil, rosins and wood flour, and it has a natural jute backing. Marmoleum is being used in many commercial spaces and hospitals due to its natural anti-static, bactericidal and anti-microbial properties.

Tile: Tile often contains recycled material and is very durable and easy to clean. Try to find tile that is manufactured locally and has high recycled content. Cost varies from $1 to $6 per square foot. Stone: Stone is a natural resource with a limited supply. It is better to find stone that does not need to be sealed. If it does need to be sealed, be sure to use a no- or low-VOC sealant. Cost is typically $3 to $10 per square foot.

Wood: Wood flooring never goes out of style! It is best to look for wood that is Forest Stewardship Council-certified, salvaged or reclaimed. When using salvaged wood, be sure to be careful of potential lead-based paint or arsenic additives. Avoid laminated products which contain formaldehyde. Use no- or low-VOC sealants. Cost is usually around $3 to $6 per square foot.

Concrete: There are many attractive, natural stains for concrete these days. Stained concrete flooring is gaining popularity in commercial buildings and homes alike. Due to the general ease of application and low cost, it’s a great option and one I’ve chosen for my own home. It is made from things such as bio-based soy esters that are very low-VOC. Make sure it is topped off with a no- or low-VOC sealant for ease in cleaning. Price varies depending on total square footage. Sealants: Some companies make several different floor stains and sealants especially for those who are chemically sensitive. As with everything, be sure to review the product’s MSDS.

Carpet: Healthier carpet alternatives are available in selections such as untreated wool with natural rubber latex backing. Several carpet manufacturers have either committed to entirely PVC-free manufacturing or produced PVC-free carpet backing.

Drywall

We all know that drywall is cheap, user-friendly, and one of the best mold foods around! In a perfect world in which cost was not an issue, we’d still be using plaster, which has better antimicrobial properties. There are, however, some alternative options coming into the marketplace. As stated above, do your homework on these products before you run out to buy them.

Prestowall panels: Mainly used as a single skin, non-load bearing and internal wall, Prestowall panels are created through a dry extrusion process that densely compresses wheat straw into multi-use construction panels. Other available options include bamboo board, hayboard, plaster and wood paneling. Kirei Board, which comes from sorghum, also has some interesting uses for wall coverings, ceilings, cabinetry, etc. Be sure that the products are formaldehyde-free, and that you are using them for the proper application.

Insulation We’ve come a long way with choices in how we insulate our buildings in recent years! With energy costs on the rise, spending a few extra bucks on insulation has a quick payback. How the building is buttoned up from the outside in is of course equally as important, as are utilizing the concept of building for the right climate, with the right products, with the right applications.

Cotton insulation: Primarily made from denim scraps, this insulation is formaldehyde-free, Doesn’t make you itch, has a higher insulation value per inch than most fiberglass batting, and has good sound blocking properties. Cost typically works out to approximately 56 cents per square foot for R-13 and 78 cents per square foot for R-19.

Cellulose insulation: Generally available as either a loose fill or spray-on material, cellulose insulation has been gaining in popularity due to its recycled content and ability to reach small cracks and crevices. The “dry” blown-in method reduces concern over moisture issues. It is made from recycled newspaper and cardboard, and is usually treated with borax, boric acid and calcium carbonate fire retardant. It can be purchased with a higher percentage of cardboard versus newspaper, and so there is less ink for those who are extremely sensitive. Though the cost of the material seems to be on par with fiberglass batts, installation costs can be higher, but many builders are discovering that it is well worth the added cost.

Icynene: I have witnessed the use of Icynene insulation in many green building projects. According to the manufacturer’s Web site: “Icynene is a two-component water blown insulation system that contains no formaldehyde, CFCs, HCFCs, HFCs, or HFAs. Icynene is applied as a liquid and expands 100 times its initial volume in seconds, curing to soft, flexible foam made up of small, hydrophobic, open cells that act as an air barrier and insulation.” It is suited for both steel and wood frame construction but can also be used effectively in remodeling projects. Though more expensive at the onset, Icynene has tremendous insulating properties.

Paint

No- and low-VOC paints are catching on quickly, as is greenwashing in the paint industry. Paint suppliers such as Biosheild, American Clay, AFM Safecoat, Old Fashioned Milk Paint and a few others have been leaders in the industry with their no- and low-VOC paints. It is crucial to read the MSDS for any paint products, and also to understand that when you have bright or dark colors, it can often increase the level of VOCs. Once you have worked with no-VOC paint, you’ll have a hard time going back to the cheap stuff!

No-VOC paint can dramatically improve indoor air quality and is a must, in my opinion, in bedrooms, nurseries or anywhere someone spends a large amount of time. This is just a small example of some of the alternative building products available.

There are many great resources available to help you do your homework and to stay on the cutting edge of the green industry. I would also encourage you to attend a green building conference and expo if given the chance. Some resources include http://oikos.com, www.treehugger.com (Don’t be scared by the name!), www.greenbiz.com, “Environmental Design and Construction” (www.edcmag.com) and “Eco-Structure” (www.eco-structure.com) are free to building trades professionals - just go to their Web site, click on the subscription link and fill out a short questionnaire.

“Green Building Product News” sells ads to manufacturers of green building products, so this is a quick and easy way to get an idea of what’s new and happening in green building products; a subscription form is available by going to www.gbproductnews.com/subs.htm. There are also www.greenguard.org and www.greenseal.org. As Mahatma Gandhi once said, “You must be the change you wish to see in the world.” Think green!