With “green” being one of the hottest topics, thanks to high fossil fuel prices, there is an over-abundance of “green-washing” in everyday living and products. ”Green-washing” is the practice of marketing a product or service with “green, energy efficient or sustainable” terms when those products may not really save energy, be sustainable or do not have any certifications from a reputable source.
For example, in my field real estate, licensees marketing themselves as knowledgable in sustainability and energy efficiency are being sought out. Those of us who obtained certifications through the National Association of Realtors (GREEN™) and EcoBroker™ are qualified to advise and be a resource for buyers and sellers looking for energy efficient homes or ways to lower their utility bills. Unfortunately I have found Brokers “green-washing” their companies with unsubstantiated green marketing claims and even company names like “…Green World Realty…” when not one licensee holds a “green” certification. Bottom line to those interested in working with “green” professionals – look at the national certifications of those making claims.
This same warning applies to any speciality service or product you are considering that makes specific “green” claims. As a Board member, I have been actively participating in updating the Florida Green Building Coalition’s (FGBC) new and retrofit guidelines for those wishing to attain an affordable green certification. These guidelines are a wonderful resource for anyone building or retrofitting a house for greater energy efficiency and better indoor air quality. Since 2001 FGBC has certified more than 3200 homes as well as cities, local governments and commercial buildings.
The next segment of the Green Construction series from the GreenBuildingAdvisor explains several certifications for houses and appliances. Learn more about several of the Federal and national certifications that you should look for when purchasing a “green” product or appliance.
