“Greenwashing”
is a relatively new term in the history of construction. It means to be
deceptive with the attempt to present a product or method of
construction that is environmentally friendly when compared to more
traditional methods, or when compared to a competitor. This has become a
contentious—and sometimes serious—issue in the construction trades. The
drive for carbon neutral and sustainable construction has been boosted
by the LEED rating system developed by the United States Green Building
Council.
Greenwashing is often described as a form of deceitful
marketing/deception, claiming a product has some special material
components or was manufactured in a way that helps to lower the carbon
footprint or saves the earth. Architects are the prime targets for
greenwashing, as they typically make selections on products or systems
for structures. Most architects are very conscientious about the
environment we live in and driven to reach a carbon neutral footprint.