Ben Brocklesby, Director at Origin, explores the growing issue of greenwashing and provides advice for identifying suppliers which are operating in a genuinely environmentally-friendly way.

The issue of greenwashing is growing in prevalence across all industries with major corporations, including Coca-Cola, BP, and Tesco, all accused of making deliberately misleading claims about the sustainability credentials of their products. While these high-profile cases have attracted the attention of the media, the issue is widespread and now becoming commonplace in the housebuilding industry. With architects facing increasing demands to design homes that are as sustainable as possible, it’s important to be aware of greenwashing and how to identify it to ensure you can recommend products and suppliers with complete confidence.

What is greenwashing?
The term greenwashing has been coined to describe a business that deliberately misleads its customers and stakeholders about its impact on the environment. This could be anything from ambiguous wording in adverts, through to false claims on packaging. The impact of greenwashing can be significant. With sustainability credentials playing an increasingly important role in purchasing decisions, misinformation can lead consumers and businesses to unintentionally purchase products that have a negative impact on the environment. It’s unethical and damaging.

How is greenwashing impacting fenestration?
Sadly, the issue of greenwashing is becoming more common among some door and window suppliers. In the last year alone, we have seen several manufacturers deliberately manipulating the U-values of their products to meet new industry thermal efficiency regulations. Brands have exaggerated the time and money invested in upgrading products to enhance efficiency. In reality, many haven’t innovated at all, and have instead made short-term adjustments, such as adding an extra pane of glass. While, on the face of it, this might seem like a viable solution, the production of raw materials, like glass, results in increased carbon emissions. Plus, additional glass makes delivery vans heavier, leading to higher fuel consumption and fewer deliveries per trip. So, the overall sustainability of the product isn’t improved at all.

We have seen similar issues when it comes to messaging around recycling. Some uPVC door and window manufacturers are quick to promote their recycling efforts, but in practice, recycling this type of plastic is highly challenging and often ineffective.

Ben Brocklesby is Director of Origin, the aluminium windows and doors specialist

How do I identify greenwashing?
Because ‘greenwashing’ is designed to be deceiving, identifying it can be a challenge. One key indicator is the language used. Terms like ‘eco’, ‘clean’, ‘green’, ‘sustainable’, ‘non-toxic’, ‘recyclable’, and ‘natural’ can all be indicators of genuine sustainability, but can also be used in vague claims designed to mislead. Reputable businesses will be transparent and specific in their claims, providing substantiation and explanations.

There are a number of ways to identify whether a company is genuinely acting sustainably. I would always recommend starting by examining accreditations. When specifying or recommending products, having a trusted third-party that supports a business’s claims is essential. Accreditations do just this and can be a strong indicator of quality and ethics. Beware of own-branded logos and self-appointed awards, as they hold little significance. Instead, look for third-party recommendations from reputable organisations and awards, such as the ISO 40001 for environmental practices.

When looking for sustainable products for projects, materials are another key consideration. Aluminium, for example, is gaining popularity in construction due to its high performance and minimal environmental impact compared to uPVC or timber. According to the Aluminium Association, 75 per cent of all aluminium ever extruded is still in circulation, making it a great option for environmentally-conscious clients.

Conclusion
While the growing pattern of greenwashing in the housebuilding industry is disappointing, there are reasons for optimism. The upcoming Future Homes Standard in 2025 aims to enhance the energy-efficiency of buildings in line with the government’s net-zero emissions target. This regulatory change will curtail any potentially dubious practices as compliance is mandatory.

In the meantime, it’s essential that housebuilders, architects, and homeowners alike are aware of the warning signs and know how to identify genuinely sustainable businesses when specifying products for a new home or renovation.

Contact Details
For more information, please visit the Origin website.