Greenwashing: Buyer
Beware
The term "green"
is being increasingly applied as an easy way to identify products,
including building materials and remodeled homes, as having a better
or smaller impact on the environment.
That's fine for
marketing slogans and advertising headlines, but it's also dangerous
if the product (or house) isn't truly sensitive to its environmental
impact and is simply trying to ride the coattails of a sincere
effort to lessen our carbon footprint.
In those
instances, intended or not, the term "greenwashing" comes into play.
Simply, it refers to incomplete, insincere, exaggerated, or
downright untrue promises made about a product's environmental
performance, with no real evidence of lesser impact to back up those
claims.
As a
professional remodeler confronted with "green" claims from a variety
of building product manufacturers and some competitors, we are
keenly aware of the threat that greenwashing can have on our
credibility as a quality contractor.
So, at Elite, we
make every effort to substantiate the claims made by our suppliers
regarding reduced water use, recycled content, energy efficiency,
and other performance characteristics that result in a remodeled
home with "green" features and benefits.
How? Thankfully,
the "green" movement within and outside of the remodeling industry
has spawned a wealth of independent, third-party companies that
scientifically verify those claims with a battery of standards and
test methods. When considering a product or system for a remodeling
project, we look for certifications, as well as specific performance
information (such as the precise amount of energy a furnace claims
to save), to give us confidence.
In addition,
several local, state, and national "green" building and remodeling
programs have cropped up to help us and other contractors identify
materials and methods that result in better-performing homes. These
programs not only serve as frameworks for higher-quality housing,
but also refer to the independent verification programs, such as the
EPA's WaterSense (for low-flow plumbing fixtures), to give us more
assurances that we are truly building green.
Elite is a
member of Green Built Texas and has two Certified Green
Professionals on staff. This allows us to participate locally
in Texas' efforts as well as stay abreast of the local and national
continuing education programs.
That way, we can
all be confident and feel good about your investment and our
combined efforts to make the Earth a healthier place to live for us
and generations to follow.
Warm
regards,
 
John Todd
Elite
Remodeling
Showroom & Design Center
2930 Preston
Road, Suite 980
Frisco, Texas, 75252
(972) 334-9800 -
phone
(972) 334-9890 - fax
jtodd@elitehomeremodeling.com
www.elitehomeremodeling.com
c. 2010 All
rights reserved.
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