The Green(wash) Movement
When it comes to the green movement, companies are tripping over each other to jump on the bandwagon; considering that this wagon has already been moving for years now, those who haven’t already hopped on will be left behind.
What has come up (and recently) is the concept of greenwashing: the use of falsified or exaggerated environmentally-friendly claims to boost a company’s reputation. This practice has put a black smudge on what is supposed to be a very positive trend. Many companies have gone a far as covering up the harm they cause the environment by putting a positive ‘green’ spin on it. Such things are making consumers wary, and asking questions about whether corporations are portraying any small improvement as a drastic change. The onus is on the consumer to be a smart shopper but when every industry under the sun is bombarding the average person with ‘green this’ and ‘green that’ it becomes hard to distinguish who’s telling the truth.
Let’s spotlight the real estate industry. Energy efficiency standards are exactly what they sound like- standards. Most of them are not optional now, and to be truly sustainable, homeowners are going to need to above and beyond the minimum anyway. This not only boosts environmental friendliness but saves costs, which is exactly why a home with high energy performance is candy to a realtor. However, Mike Holmes cites the issues with the greenwashing in the home-building and reno industry. Meeting environmental standards involves finding professionals that not only know what they are doing, but will not make efficiency claims that they are not living up to. Unfortunately, along with most industries, real estate and construction are not immune to greenwashing, which is why organizations like Greenpeace are trying to get to the bottom (or should we say the end) of it.
Visit stopgreenwash.org to find out more.
Photo courtesy of woodleywonderworks
