How Can We Avoid Greenwashing?

 

It seems many (though certainly not all) building product manufacturers have responded to the green movement by marketing their products as completely “green” without truly qualifying and quantifying all of the product’s environmental merits. For instance, based on current trends, a product that receives indoor air quality (IAQ) certification can be misleadingly marketed as if it’s entirely green. For me, this is where the lines start to blur.

To help sort all of this information out, I discovered the Pharos project (www.pharosproject.net). This online tool is designed to assist builders, architects, specifiers and consumers in selecting the ideal “green” products for a specific building project.

Each product is evaluated based on three criteria:

* Environment and resource: Is the product manufactured using renewable or recycled materials? How efficiently does the manufacturing process use water? Does the manufacturer’s facility use renewable energy?

* Health and pollution: What is the product’s solid waste output? Does the product negatively impact air or water quality? Does the product produce any harmful climate changes?

* Social and community: Is the product safe for the public? Does the manufacturer compensate its workers fairly? Is the manufacturing process safe for its workers?

This information is then compiled into the Pharos “lens” which shows, at a glance, how well each product performs in each of these areas. The lens spectrum indicates the “green-ness” of a product with colors ranging from green (which illustrates greater environmental benefit) to yellow to red (less environmental benefit). As indicated on the lens, each of these three criteria is given equal weight—with no one area given more value than the other. In other words, Pharos asks its users, “which area is most important to you and to your building project?”

Since this dynamic tool is interactive, any building community member can participate. Pharos community members (including builders, specifiers, consumers and even manufacturers) can ask questions, post data, point out studies—in general, share information in an effort to create the best materials possible. By balancing the input between end-users and manufacturers, Pharos strives to be transparent, comprehensive, independent, accurate and fair.

Maybe you have small children and don’t want them exposed to toxic chemicals. Or, perhaps you want to find products that conserve energy most efficiently. Still, it may be more important to you that the manufacturer treats its employees fairly. Pharos narrows down the search by allowing you to see the product with an unbiased green perspective. The site also contains information regarding hazardous and potentially hazardous materials by supplying data about studies performed and possible risks involved in their use.

Still in its infancy, the Pharos Project has a long road ahead to include all building products. Better still, the Pharos lens helps put all green products in perspective as it measures the importance of different green issues. You can help by becoming a member and adding your own knowledge to the site. It will help make the world a greener place.