| What is the difference between Green Labels and | | | | company believes that a product claiming to be |
| Green Certifications? We have heard the buzz words | | | | environmental is in fact untrue. One area in particular |
| but do we really know what they mean? Who is | | | | is new construction housing. To often a builder or |
| behind setting the standards anyway? How can | | | | designer did not do thorough research on the |
| consumers or even business owners know what | | | | products and collectively thought they were |
| they are really getting? | | | | producing a home that was considered sustainable or |
| Green Labels are based on a single performance | | | | green. Yet, there is no thorough documentation or |
| attribute of a product like its energy use or recycled | | | | certification to backup their claims. Some in the home |
| content. Green Certification however, is a more | | | | building industry believed that they could promote |
| complex assessment that relies on several factors | | | | green when in fact they may only have one or two |
| and is science-based criteria for determining whether | | | | items in the home that are green but the whole |
| or not a product qualifies for that certification honor. | | | | home did not go through a qualifying process to be |
| So who is behind these labels and certifications? First | | | | acknowledged as Green Certified. |
| we may need to understand there are three levels | | | | Until recently this Green Wash Factor was common |
| of "parties" and depending on the product one or all | | | | and often done unintentionally. Now professional |
| three parties may participate. | | | | organizations have put together standards and |
| There are three levels (First party, Second party and | | | | outlines on how to document so these claims can be |
| Third party). First party claims are actually made by | | | | verified. One such group is Green Building Alliance. |
| someone or group directly associated with the | | | | Their job is to navigate the complex product lists and |
| product. It is usually the manufacturer or designer; | | | | each manufacturer's claims. Their focus is to help the |
| those directly involved with putting the product into | | | | manufacturers understand and improve their ability to |
| the market place. Second party claims tend to be | | | | be in the green marketplace. Energy Star and Water |
| professional trade associations or investors that have | | | | Sense have a similar process. |
| interest in the product and its ability to do well on the | | | | If you are looking for more confirmation or data to |
| market. The most desired group is the Third Party. | | | | confirm your decision about a particular product you |
| The Third Party is where the organization conducting | | | | can also check with larger standard creation |
| the study does not have direct connection to the | | | | organizations such as ANSI (American National |
| product, its manufacturer or investors. It is generally | | | | Standard Institute) or ISO International organization |
| a non-bias organization that for a fee is hired to | | | | for standards. Both require high levels of quality, |
| investigate the product claim and who thoroughly | | | | consistency, public comment and review. |
| documents the results of their findings. Groups such | | | | Here are a few key questions for you to ask |
| as Green Seal and Green Guard are the most | | | | yourself to better gauge the possibility of a product |
| common. | | | | meeting the green qualifications. |
| With the growth of Green throughout the world and | | | | Question # 1 - Is this claim obviously false? For |
| the importance of leaving to future generations a | | | | example, neither LEED nor NAHB certify ANY |
| more cared for habitable planet, we are all realizing | | | | product. If you see "LEED certified" in their sentence |
| the need for keeping companies accountable to | | | | it is not true. |
| providing products and services that are within Green | | | | Question #2 - Is the claim unrelated or irrelevant? For |
| Guidelines - whatever they are to that particular | | | | example, "This product stands out from the |
| industry. Today we have four main categories of | | | | competition". This statement is simply too vague. |
| labeling and certifications with several more coming to | | | | Question #3 - Is the claim too generic to make |
| market every day. Here are the most common | | | | sense? Example - "Product uses latest eco-friendly |
| recognizable names out there today: | | | | technology". By being so generic you would need to |
| | | | do more research. |
| 1. Efficiency Standards - (Energy Star, and Water | | | | Question #4 - Does the claim only address basic |
| Sense) | | | | feature of the product yet others you'd think are |
| 2. Material Content | | | | more pertinent are ignored? |
| 3. Indoor Air Quality - (Green Guard, GreenSeal,Indoor | | | | Question #5 - Can you verify any part of the claim |
| Advantage Gold and FloorScore) | | | | online or with information on the product itself? |
| 4. Multiple-Attribute Certifications - (Cradle to Cradle, | | | | On-line researching is a great tool to review a |
| Smart, Forest Stewardship, Green Label) | | | | product more closely and to see if it actually meets |
| So what is the term the Green Wash Factor mean? | | | | any Green Labeling or Certifications. |
| You may hear this term when someone or another | | | | |