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"Same Angle, Different Lenses" Sustainability Series

Cross-Industry Analysis on the True Impacts of Sustainability:

A Refresher on Obsolescence and Greenwashing

by

Isilay Civan, MSc, Ph.D.s, LEED AP

Senior consultant and the location leader for the HOK Chicago Consulting Group

(as published in http://bit.ly/13AtkzI)

 

In the September 2009 issue of the network, I identified facilities as corporate assets that need to be regularly monitored for numerous types of obsolescence (physical, economic, functional, technological, social, legal/ political, and market), to reduce the risk of premature value depreciation and loss of productivity. I suggested the (then) still rising phenomenon of “green building” strategies as the potential structure for businesses to utilize and green their built environments moving forward.

 

Four years later, this quarterly column will be analyzing the topic of Sustainability from various angles. Even the harshest critics now agree that the concept of sustainability is here to stay and the sooner you get familiar with its true impacts, the better. Additionally, a virus I’ll call “FOBLO” is fast spreading. What started as “FOMO” (Fear of Missing Out) in the social media arena, has progressed into “FOBLO” (Fear of Being Left Out) in the sustainability arena. Today, companies, regardless of industry, simply cannot afford being left out and are under constant pressure to take some kind of sustainability ‘steps’. Many of these claims are still borderline - greenwashing at best. With enhanced (but still mostly voluntary) standards and guidelines paving the way for ‘transparent’ and ‘accurate’ reporting and validation, there is an increased need to understanding true sustainability and being able to distinguish it from false claims. Another strong push may be the fact that, if you do not start cleaning up your act now, your competitor may call you out on such issues – especially in the ‘red ocean’ markets, where competition is fierce.

In subsequent issues, this column - a cross-industry analysis on the true impacts of sustainability - will be entitled Same Angle, Different Lenses. But first, a refresher on The 7 Sins of Greenwashing by Terrachoice, part of the Underwriters Laboratories (UL) Global Network.

The Seven Sins

1 SIN OF THE HIDDEN TRADE-OFF

A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues.

Paper, for example, is not necessarily environmentally- preferable just because it comes from a sustainably- harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.

2 SIN OF NO PROOF

An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification.

Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence.

3 SIN OF VAGUENESS

A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer.

‘All-natural’ is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’.

4 SIN OF WORSHIPING FALSE LABELS

A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists.

Fake labels.

5 SIN OF IRRELEVANCE

An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products.

‘CFCfree’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.

6 SIN OF THE LESSER OF TWO EVILS

A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole.

 Organic cigarettes are an example of this, as is the fuel-efficient sport-utility vehicle.

7 SIN OF FIBBING

Environmental claims that are simply false.

The most common examples were products falsely claiming to be Energy Star certified or registered.

The Seven Sins cited above are still all-too-relevant and need to be watched at every step of the way while pursuing sustainability; and hence, been recited here once again as a cornerstone to all the topics that will appear in this column. Expect the following subjects to appear in the upcoming Issues, in no particular order that they may be written and/or come out, depicting the various angles I will use to explore the subject of true sustainability:

 

- Real Estate Industry

- AEC Industry

- Facility Management Industry

- Urban Planning Perspective

- Legal Implications

- Technology Angle

- Healthcare Industry

- Aviation Industry

- Hospitality Industry

- Retail Industry

Please feel free to reach out to me at isilay.civan@hok.com for ideas/subject suggestions on any additional sustainability issues which you would like us to explore.