Greenwashing: What It Is and How to Avoid It

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Logo for the National Sustainable Building Advisor Program. Photo courtesy of O’Brien & Company. What is Greenwashing? Greenwashing is the practice of falsely advertising one’s product, company or practice as “green,” or sustainable, for purposes of increased revenue or clientele. Guilty parties span a wide spectrum, from product manufacturers to businesses who have no direct investment in sustainable building but who would like to attract green-conscious customers through their doors. In the residential green building world, guilty greenwashers can include builders falsely claiming “green builder” status, manufacturers peddling sub-standard or untested “green” products to contractors, or real estate agents wrongly claiming green status for the homes they work to sell. Consumers and professionals alike can find themselves victims of greenwashing. Following a few simple steps will help discern the good from the bad. How Consumers Can Avoid the Greenwash Whether building or buying, the consumer is susceptible to greenwashing tactics. When hiring a general contractor (GC) to build a green home, the consumer should look for a few key elements. For starters, the GC should have green building education, whether as a member of one’s state Built Green program, a LEED for Homes accredited professional (AP), or a green builder certified by one of the education providers listed on the U.S. Green Building Council’s (USGBC) Education Provider Program web site. “Consumers should make sure the builder has shown some investment in green education, but they should also do their own research into the builder,” says Kathleen O’Brien, author of the new release The Northwest Green Home Primer a green home guide for builders, remodelers and buyers. Asking for references and past projects is a good idea. It is also important that the consumer inquire into sub-contractors, as well, and ensure that they have experience with green building techniques and practices. The consumer should also ask about a performance test for the home, which will determine the effectiveness of many of the green building elements included in it. “The only way you are truly going to know if the home was built right is to do a performance test,” insists O’Brien. The test may cost an additional couple of thousands of dollars, but it is worth it. Homebuyers in the market for a green home will have their own challenges when trying to avoid greenwashing. Fortunately, MLS listings are now stating if a home is certified green or energy-efficient through programs like Energy Star, LEED-H and Built Green. Inquiring into past performance tests on the house is another smart move. A home with green features may have had help from a private performance testing contractor who subjects the residence to a series of energy-efficiency and indoor air quality-related tests to determine strengths, problem areas and possible solutions. Records of past performance tests will better educate the homebuyer on the effectiveness of the home’s green features and its green needs.

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