What is Greenwashing?

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 would like to attract green-conscious customers.

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.

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, or a green builder certified by one of the education providers listed on the U.S. Green Building Council’s website.

“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 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 subcontractors, 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 its green building elements. “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.