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PLANETPROFIT PEOPLE
Sustainability
• Growing sensitivity in most markets• Potential to significantly impact businesses or capabilities• Ability to influence the outcome of that impact• Long-term economic growth not possible unless socially and
environmentally sustainable
The Sustainability Business Imperative
•Sustainability is the “wild west”
•No time to explore new manufacturers
•So many labels---Which ones are legitimate?
•Do I really need to know it all?
•Is there an information filter?
Information Overload
Understanding the three types of CertificationsUnderstanding the three types of Certifications:
First Party
Example: manufacturer’s in-house label
Example: FloorScore, CRI-Green Label and Green Label PlusSecond
Party
Third Party
Example: FSC, GreenSeal, GREENGUARD Certification (the only one focused on health impacts)
Achieve clean environment
YET Avoidance of sustainable
products and processes
• Hidden Trade-Offs• No Proof• Vagueness• Irrelevance• Worshipping False Labels• Fibbing• Lesser of Two Evils
Source: Terrachoice 2009
The 7 Sins of “Greenwashing”
FTC Environmental Marketing Guides
FTC: KMart To Stop "Biodegradable" Claims“The company is among three retailers charged by the Federal Trade Commission with making "false and unsubstantiated" claims about the environmental "greenness" of their products.”
FTC Charges Companies with 'Bamboo-zling' Consumers with False Product Claims“Bamboo-based Textiles, Actually Made of Rayon, Are Not Antimicrobial, Made in an Environmentally Friendly Manner, or Biodegradable”
“70% of consumers believe products claiming to be green or sustainable is just a marketing tactic.”
1Loechner, Jack, “Most Americans Say Green Marketing is ‘Just a Marketing Tactic,’” September 27, 2007, http://publications.mediapost.com/?fuseaction=Articles.showArticleHomePage&art_aid=681862GfK Custom Research of North America, “Americans Reaching Environmental Turning Point…Companies Need to Catch Up According to GfK Roper Green Gauge Survey,” April 2007, http://www.csrwire.com/News/9473.html
•Almost 40% prefer governmental involvement
•Approximately 30% prefer independent organizations
•Consumers do not prefer manufacturers, industry trade associations and retailers handling IAQ certification
Preference for 3rd Party Certification
Source: Harris Interactive Consumer Study, Dec 2008
Easier decision -making process; technical issues explained, reliable claims documentation
Engage players on all sides of the sustainability effort.
Use of and reliance on Eco Labels and Third -party Certifications
Eco-Label: Individual or organization that offers a product or service with some type of verification, assurance, label or certification to a standard or set of criteria. (GREENGUARD Environmental Institute)
• Public health and quality of life concerns
• Complexity• Trust and credibility• Liability• No official standards
or regulations
Why Third-Party Certification Matters?
• Independence, 3rd Party• Standards• Verification, CoC, Audits,
Rigor• Transparency / Public
Information• Market Acceptance
Qualification
How does the Sustainable community How does the Sustainable community benefit from third party Eco Labelsbenefit from third party Eco Labels:
Leadership: Transforming Standards
Educational Resource: Continuing Education courses, Certification Programs, Product Guides
Specification Resource: Use of manufacturers’ products you know and trust
Green Building Certification Process: Readily available information through:Certificates –proof of product compliance with documentation;Information – on product applicability to your design needs;
Eight Market Movers that you can trust: (Courtesy McGraw Hill Smart Market Report 2008)
Name CertificationENERGY STAR YES
WaterSense YES
GREENGUARD Certification Program
YES
Green Seal YES
Forestry Stewardship Council (FSC)
YES
Cradle to Cradle YES
Sustainable Forestry Initiative (SFI)
YES
Weeding through the Weeding through the ““green gardengreen garden””
Indoor Air Quality is Important• People spend more than 90%90% of their time indoors• Children receive 72%72% of environmental exposure to
chemicals indoors• Air pollutions levels indoors are typically 22--5x5x
(sometimes 1,000x) higher than those found outside• The largest source if indoor air pollution is chemical
emissions from building materials and furnishings products
• Poor indoor air quality is recognized by the U.S. EPA the American Lung Association and the World Health Organization as “one of greatest modern risks to human health.”
Indoor Air Pollution Leads to Health Consequences
Asthma and allergies HeadachesRespiratory diseaseEye, nose & throat IrritationReproductive / developmental defectsNeurological diseaseCardiovascular diseaseCancerChildren and other sensitive individuals are at increased risk
GREENGUARD’s Mission
“To protect human health and quality of life through programs that reduce chemical exposure
and improve indoor air quality”
• Certifying products for low, non-toxic emissions since 2001
• Globally recognized leader in indoor air quality
• Industry independent, third-party certification program
• Two product certification programs:
• GREENGUARD Indoor Air Quality
• GREENGUARD Children & SchoolsSM
• More than 300 participating manufacturers
• More than 200,000 products represented in the largest online database for low-emitting products
Introduction to GREENGUARD
History of GREENGUARDJune 2001 GREENGUARD Environmental Institute (GEI)
founded by Dr. Marilyn BlackSept. 2002 Formation of Independent Advisory BoardOct. 2002 First Certified Product (Insulation)Nov. 2004 ANSI Accredited Standards DeveloperDec. 2004 Publish Test MethodsJan. 2005 Publish Laboratory Qualification Guidelines Sept. 2005 GREENGUARD Children & Schools CertificationFeb. 2006 GREENGUARD Building Construction ProgramJuly 2007 100th manufacturer certifies products with GREENGUARDNov. 2008 Opening of subsidiary in Beijing, ChinaMar. 2009 200th manufacturer certifies products with GREENGUARDApril 2009 1st ANSI standard: ANSI/GEI MMS 1001
The GREENGUARD Certification The GREENGUARD Indoor Air Quality Certification indicates that products have been tested for emissions of volatile organic compounds (VOCs)
The emissions criteria for the GREENGUARD Certification is among the most stringent IAQ standards in the U.S.
Achieving GREENGUARD Certification
Extensive review of material, manufacturing processes and manufacturing locations
Products are tested for over 10,000 individual chemicals
Testing in state of the art stainless steel environmental chambers, following global ISO standards
Products are certified to GREENGUARD Standards, based on comprehensive emission criteria from the EPA, Germany’s Blue Angel Program, State of California and reputable public health expert agencies
Products must undergo annual testing to remain certified
GREENGUARD Certified Products Help Create Healthier Indoor Environments
Advantages of GREENGUARD Certified products
Third‐party validated product scientific substantiation
Reduction in product/occupant complaints
Demonstration of social responsibility
Environmental marketing advantages: list program, bid specifications, sole sourcing and others
GREENGUARD - Recognized & Referenced in Leading Sustainable Organizations & Programs
Industry Leaders Choose GREENGUARD
