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5 Holes That Allow Greenwash in Advertising in the US

Green SUV? This gas and electricy guzzler is one with nature. The picture tells us so.

 

Green SUV? This gas and electricy guzzler is one with nature. The picture tells us so.

 

Hogwash. Rubbish. Poppycock. Or my favorite: Bull. It is all the same as Greenwash. It’s not uncommon to get excited about a few great products that boast to “save rain forests and fuzzy little animals” or SUVs that are so eco-friendly that flowers shoot from their exhaust pipes. While Company X is planting a tree for every ten dollars customers spend on their clothes, the clothes are being manufactured by poor, starving children halfway across the world. This type of boasting about being green when the information is censored and/or skewed is labeled as greenwash: it consists of blatant exaggerations and misleading notions mostly, but may involve noting positive aspects of a product or service while strategically ignoring the product’s or service’s negative qualities.

Greenwash is hype about “eco-friendly”, “green”, “environmentally responsible” things. It exists because people want green/healthy products and services nowadays. Marketing professionals have picked up on the demand for this green market niche and use it to the fullest advantage. We are all victims of Greenwash. This “Greenwash Guide” reference guide is a funny, informational and witty piece. Give it a glance. Learn to better point out advertisements that try to pull the 100% organic, unbleached wool over your eyes… The best piece of information I came away from this piece with: American companies are under no obligation to steer away from exaggerating the ‘wonderful’ qualities of their products and services on their websites and in advertisements. US advertisers are able to do the following:

  1. “use environmental images capable of making a sweeping claim of environmental benefit”,
  2. “be technically or narrowly correct, without looking at the bigger picture”,
  3. “present claims as universally accepted when the scientific basis is under dispute of inconclusive”,
  4. “make claims indicating an environmental benefit that while literally true, is unlikely to happen in practice”
  5. “use exaggerating language”

That means its your job to determine what is Greenwash.

Good luck.

 

This article was submitted by ThinkDwell.


Green Open House Tour: New England

 Built in 1818 and renovated with a grant from the state, one home on the Green Open House Tour now features modern green building systems.Green Open House Tour: Green Retro-fit: Built in 1818 and renovated with a grant from the state, one home on the Green Open House Tour now features modern green building systems.

 

The NESEA (Northeast Sustainable Energy Association) is hosting an open house on Saturday, October 4, from 10 am to 4 pm. The organization has coordinated with home owners and facility managers to provide access to numerous green buildings. Visit the site to see if there is an open house in your area and drop in to ask questions and see the installations that make new and remodeled homes more energy efficient. Just click on the map search, enter your zip code, and click GO. You can also search for projects that involve a specific type of green feature, like a geothermal heat pump, grey-water collection, or LEED rating in the drop down menu at left. I’m going to visit a home built in 1818 in Andover, MA that exhibits grid-tied Photovoltaics, a geothermal heat pump, a tankless water heater, and an alternative fuel vehicle for daily use.

 

Post submitted by ThinkDwell.


Open Architecture Network on CNN

 

Architecture for Humanity's Primary School in Kutamba: Architecture for Humanity designed, built, and funded this school building for children orphaned by the AIDS epidemic in Africa. (source: http://openarchitecturenetwork.org/node/1756)

 

A CNN interview with Cameron Sinclair of Architecture for Humanity. He talks about the Open Architecture Network (making building designs available to communities who need sustainable, good quality building designs) and how thousands of designers are helping to create sustainable buildings in needy communities around the globe, making a difference in the lives of the people of those communities. Architecture for Humanity has been helped communities in the Gulf, rebuilding homes for those affected by Hurricane Katrina. The techniques they use to build these green buildings is very innovative, using affordable, accessible materials and passive ventilation/heating/cooling techniques. Designers can donate design time at their website, www.architectureforhumanity.org.

 

I was unable to embed the video due to the format that CNN uses. Please click on the link below to view.

 

http://edition.cnn.com/video/savp/evp/?loc=int&vid=/video/international/...

 

This post was submitted by ThinkDwell. Any questions or comments can be directed to www.thinkdwell.com.


Alternative Ingredients Improve Spray Foam Insulation’s Eco-Friendly Appeal

 The Green Cocoon installer spraying insulation to enhance the energy efficiency of this project.

 

Healthier Spray Foam Insulation: The Green Cocoon installer spraying foam insulation to enhance a building's energy efficiency. The Green Cocoon uses a spray foam that substitutes some carbon-producing ingredients with soy-based ones.

 

New mixtures for spray foam insulation successfully uses healthier ingredients in a construction staple that is already widely accepted as fairly green. Spray foam insulation has been applied in many types of building projects. Chosen primarily for its excellent insulating and sound-dampening qualities, spray foam is a big player in achieving LEED Points by reducing the demands for heating and cooling thus reducing energy consumption. The benefits of this product outweigh the negative points associated with spray foam, most notably the oil that is mixed with a foaming catalyst to produce it. Traditionally, spray foam is made with petrol-based oil, which, of course, is a large contributor of carbon. It is seemingly a necessary evil: not a 100% green option, but the best option available.

 

Heightening the competition in the green product arena foam producers are using “a soybean based polyol that can replace the conventional petroleum-based polyols [and] help the polyurethane industry become less dependent on imported mineral Crude oil” (http://www.biobasedtechnologies.com/). See my “simple duck” references below for definitions! The percentage of soybean-based substitution currently varies by manufacturer but could be upwards of twenty percent when combined with renewable and recycled materials.

 

This smart substitution method should act as a model for other companies that produce materials consumed by the construction industry. Investing in research and working towards higher standards of sustainability can only pay off in the end as more building projects demand the healthiest, most eco-friendly products from businesses that strive to uphold responsible practices.

 

“Simple Duck” terminology (as promised, which I needed in order to write about this):

What is a polyol?

A polyol is a sugar alcohol. Polyol molecules can be chained together using certain chemical procedures to produce polyesters. Soybean-based polyols have been used as a petrol-substitute to manufacture parts of farm vehicles like John Deere tractors. (Deere & Co.)

 

What does the polyurethane industry produce?

Varnish, skateboard/rollerblade wheels, furniture and car seat foam. Maybe these will be the next products to get a boost of green-esteem from the diverse soybean.

 

This article was written by Suzanne O'Leary. If you have questions or comments regarding this article, please feel free to contact us through our website: http://www.thinkdwell.com


Q&A Session Off to a Strong Start / Free Pro Advice 4 Green Homes

The ThinkDwell Blog's Pro Advice Q&A Session has had some great response from readers, with the following questions shedding light on some common issues that puzzle home owners trying to go green:

 

Q: Wood Frame vs. Straw Bale Home Construction: Which is More Sustainable?
Q: How Can I Go Green in My Garden? Sustainable/Green Landscaping

Q: What is LEED Exactly?

Q: Re: Chemical-Free Mold Remediation, Why is Bleach Safe to Use?

Q: How Much Does a Green Home Cost?

 

Follow the links to read more on these subjects in the ThinkDwell Blog. Everyone is invited to participate and receive answers that help you go green at home today.You can ask a question by placing a comment under a relevant post, under the Q&A Session post, or by emailing ThinkDwell at pubs@thinkdwell.com.

This article was submitted by ThinkDwell. If you have questions or comments regarding this article, please feel free to contact us through our website: http://www.thinkdwell.com

 


Vote for "Rebuilding New Orleans Green" to Recieve $2.5 M in funding from American Express

Help this project become an American Express Members Project and further its impact on the green rebuilding of New Orleans after Hurricane Katrina with $2.5 M in funding from American Express. Vote here: http://www.membersproject.com/project/view/NMMUYM

Today's the last day to vote.

What better cause to support, and it doesn't take much more than 15 seconds to become a guest member and vote. I voted for Rebuilding New Orleans Green because I think that it has a substantial amount of influence on the US as a whole in regards to how Americans look at green building. The decision to build something that is sub par simply because it is affordable is very tempting, especially in the case of New Orleans, where many are still displaced as an effect of this natural disaster. To put such a strong effort into assuring that the rebuilding of the city is done in a smart way that responds to the climate is not only the right decision: it's one that will reach the news channels and websites of more people that are skeptical of green design and prove benefits of going green as well as the ability of green building to be affordable/accessible to everyone if we work for the right solutions.

 

If you have questions or comments regarding this article, please feel free to contact us through our website: http://www.thinkdwell.com


Free Pro Advice 4 Green Home Projects

In case anyone would like to spread the word...

The ThinkDwell Blog is holding an open Question & Answer forum: an opportunity for you to ask any questions you may have in regards to home projects you are thinking of undertaking and have professional home designers respond. We specialize in issues facing the affordability and sustainability of home construction projects, chemical-free mold remediation techniques, green building product specification, and energy-efficient home design. We are happy to supply any information we can about your small or large projects and point you in the right direction! E-mail your questions to pubs@thinkdwell.com with “Q& A” in the subject line. We will try to post all questions and answers on the blog. http://www.thinkdwell.com/blog

If you have questions or comments regarding this article, please feel free to contact us through our website: http://www.thinkdwell.com


ThinkDwell Joins US DOE's Builders Challenge

ThinkDwell, Inc. joined today with U.S. Department of Energy Secretary Samuel Bodman as part of a new national energy-saving initiative—the U.S. Department of Energy’s Builders Challenge.

“For ThinkDwell, building high-performance homes is a priority,” said Suzanne O’Leary, President of ThinkDwell, a company that provides highly affordable custom green home design nationwide. “We welcome this voluntary initiative, and look forward to working with DOE to build consumer awareness of the benefits for building highly energy efficient homes.” ThinkDwell also offers LEED Certification (documentation of how green your new home is) and quality control services for small projects, including mold- and allergen-free certification.

The EnergySmart Home Scale, or E-Scale, serves as a tool for marketing energy-efficient homes. Consumer interest has been increasing in the top energy-performing homes, and now there is a tool that clearly allows builders and designers to rate the level of efficiency.

“ThinkDwell believes it is possible to build new homes that are more efficient than code by 30 percent or better at little or no net cost,” continued Ms. O’Leary. “We can achieve these efficiencies on tight budgets. High technology is not necessary to achieve energy efficiency in our market. Small homes have an advantage: they use less energy than larger homes to begin with. With high quality design features and innovative affordable building strategies, we assure that the home project will not only come in on budget, the owner will experience the benefits of having a home that is customized for their needs while saving money on energy bills for the duration of the time they live there. We believe this kind of high-performance building is the right thing for our nation, our natural environment, and our customers.”

Any company in the industry can voluntarily join the Builders Challenge. Contact ThinkDwell if you would like more information. www.thinkdwell.com


Green Wave: Where We Live Effects How We Live

Having been a Bostonian for the past six years, and a native Massachusetts resident for life, I cannot help but notice the increase of people wearing green in the past few weeks. One group of teenagers went careening through an intersection waving their hats and shouting, “Go Celtics!” to the people waiting to cross the street and beeping their horn. People standing nearby cheered and pumped their fists in the air. Beyond the Celtics winning the NBA Championship, there is another green wave hitting the streets. We are all aware that the way we live effects how green we are. What Americans are only now beginning to seriously contemplate is that where we live effects how green we are.

 

In Los Angeles, where I’m sure green shirts and hats are banned for at least another few months, a green monsoon is ready to break through the skies. Maybe I should say, ‘Especially in LA’, where people are no stranger to the frequent brown-outs or occasional black-outs as an effect of over-consumption of energy. The dependency upon cars is also astounding in this city. The freeways stretch from the suburbs into the center of the city, meeting in a messy knot of overlapping off-ramps. The reason for the need for automobiles is simple: LA was built with the idea that you could drive in and out of the city and park at each building. Each building is surrounded by parking lots. The density of the city is greatly affected by the fact that each single building has a huge buffer for parking around it. Because buildings are so far apart, it is not feasible to walk or bike around. Walking across fields of asphalt in 90 + degree weather is like trying to exercise in a sauna. The population of LA has occupied an area many times larger than it should, and as a result, is working overtime to cure symptoms like 3 hour commutes to work… each way.

 

One way we can choose to greatly reduce our carbon footprint is to assess our daily commuting patterns and amount of land we consume. Studies have shown that people living in the city drive less than people who live in the suburbs. What’s even more interesting is that the more near the center of the city one lives, the less they drive. When I am visiting my parents, we drive to grocery store, the video rental store, restaurants, to get coffee, etc. It is not feasible to walk to any of those locations because it would take over an hour (and over 2 in some cases) to walk there and back. When I am at home, I walk to all of those locations with an occasional car trip to a superstore. The truth is that people who live far from the center of a city take an average of four times more car trips than those that live in the city. Their carbon footprint is also up to five times greater.

 

If you live in the… you produce use an average of this many BTUs/yr…

 

Suburbs 200-250

Suburbs with green living standards 150

Urban area 100

Urban area with green living standards 50

 

BTUs are British Thermal Units is a unit of energy used in the power, steam generation, and heating and air conditioning industries.

 

These differences are mostly due to the typical dwelling type of suburban and urban dwellers: the single-family detached home of the suburbs vs. the apartment. While single-families have to fend for themselves when it comes to heating and cooling, some of that effort is shared in a large apartment building, where hot air from the first floor can rise to help heat the above stories. The square footage of homes in the city are smaller per person, too, allowing the amount of energy used to heat and cool the space a person occupies to be substantially less than in the suburbs.

 

Not all hope is lost. In the past decade, land consumption has gone down 50%. Even still, the amount of land per person in the suburbs is far greater than in the city. One city person’s lifestyle effects only a small fraction of the land a suburban person effects.

 

All the while, American’s health and diet issues become of greater importance. The urban community sees far more activities like biking and walking to get to and from their daily destinations. As our recreational and mandatory activities become far more sedentary (watching television, working at a computer) we should reassess the situations we put ourselves in. If it is easier to walk to the grocery than drive and fight for parking on the street, we are more likely to choose to walk. If it is impossible to walk or just as easy to drive, we are more likely to choose to drive, based on our processes of finding the path of least resistance. But city living is not only about being forced to walk places. It is becoming more and more each day about enjoying the stroll through a nicely lit, café lined street in the evening, meeting people, community events and gatherings. Once cities were a great place to live… then they weren’t (industrial revolution)… but they are once again returning to the ways of the past: a strong sense of community with street-life culture that promotes a sustainable way of life.

 

The type of model LA followed when undergoing rapid development did not consider the walkability of the city. Heck, LA had only 3530 people in 1850 and in 158 years grew to a population of 1 million! I'm not sure growth like that could have been anticipated. Today, only 11% of LA commuters use public transit, in comparison to 53% in NYC. When buildings become strictly for one use (such as office, commercial, residential) they put a stress on the surrounding area to travel to get to it. By incorporating multi-use buildings, people can live, work and play in the same area. Our world that has become one that embraces traveling for work, vacations, weekend trips, family visits or even a night out on the town is becoming one that actually discourages the need to go the distance for such things. Cities need to review their structure and plan for better transportation options and revitalization/densification of certain areas in need of a cultural, social, and economic boost. The same methods can and should be applied to towns, even small ones. Are you involved in your town committies that review these options? If you can think of one part of town that has the potential to do more, maybe bringing street life back with multi-use facilities and safely lit sidewalks could do more than you hoped: revitalizing burnt-out economies and cutting neighborhood carbon footprints.

 

This article was written by Suzanne O'Leary. If you have questions or comments regarding this article, please feel free to contact us through our website: http://www.thinkdwell.com