Over the last six months or so, we have been noticing true public awareness of environmental issues, heralded by headlines like "Green is the color of the year," and "Green is the next black." As environmentalism transitions from the fringe to the mainstream, it is easy for us to succumb to marketing messages that tout every product or service as "environmentally friendly," "green," or "eco-friendly." How do we know what's really green and what's not, though? How do we know when we're being presented with "Greenwash," which uses terms like "environmentally sound," "green," or "eco-friendly" often uses disinformation to present an environmentally responsible public image. This terminology is not always accompanied by hard data or tested systems that validate the advertisers' claims of environmental responsibility.
As our environmental awareness increases, I expect more and more advertisers will use greenwash to take advantage of the public's demand for "green" products and services. As a consumer, the task of researching products and sifting through advertisers' claims can be daunting at best and overwhelming to impossible at worst. With the unlimited number of products and services available, how can a concerned consumer possibly find the items that truly represent the utmost in environmental responsibility and energy efficiency? One start is with rating or validation systems developed by consumer organizations and the industries themselves. We're already seeing this in several fields, such as appliance manufacturing, heating & cooling systems, agriculture, building supplies, and building construction. Here are a few examples:
*How do I know if my appliances are "green"? Look for an Energy Star label, which is backed by a system that rates and tests appliances, windows, doors, insulation, and other products for their energy efficient features. Through its partnerships with more than 9,000 private and
public sector organizations, Energy Star delivers the technical
information and tools that organizations and consumers need to choose
energy-efficient solutions and best management practices. Energy Star-labeld
products deliver the same or better performance as comparable models
while using less energy and saving money.
*How do I know if the materials in my home are "green"? Instead of relying on general claims like "recycled fibers" or "non-toxic," examine the product's label for specific statements with quantitative values for energy-efficiency, recycled contents, emissions, etc. For instance statements like, "This carpet contains 100% post-consumer recycled content," "this paint contains no Volatile Organic Compounds," or "this product is not tested on animals or humans," are specific claims that can be validated.
*How do I know if my REALTOR is "green"? Okay, so I had to throw this one in... One way to tell if your REALTOR is "green" is by asking if he or she is EcoBroker Certified. EcoBroker is an educational certification for licensed real estate agents organized by the Association of Energy and Environmental Real Estate Professionals. The EcoBroker program provides training in energy, environmental, and health issues related to real estate transactions, and in my personal opinion, is THE best quality continuing education program I've participated in as a REALTOR. Having this certification doesn't necessarily make a REALTOR "green," but it shows that the agent has made a significant investment in learning about environmental issues. To find out if your REALTOR is "walking the walk," check out what kind of car he/she drives (is it a hybrid, a gas-guzzling HUMMER, or something in between?) and find out what other sustainable practices he/she promotes in his/her business.
*How do I know if my house is "green"? As an EcoBroker Certified REALTOR, I am careful not to make claims about the energy efficiency or "green-ness" of the homes I market for sale, but rather point out the FEATURES that may be green or energy efficient. For instance, an older home that might not be considered to be "energy efficient" by modern construction standards may have special features such as replacement windows, a programmable thermostat, and natural cooling from shade trees that promote energy savings. For tips on how you can improve the energy efficiency and health of your home, consider hiring an energy auditor or green home consultant.
*For other information on how to sort through the greenwash, visit the following websites:
US EPA, Environmentally Preferable Purchasing
The Consumer Union's Guide to Environmental Labels
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