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The Seven Sins of Greenwashing – Sin #2

"Mother Earth Approved"
photo by Adam Kuban
Today we’ll dive into Sin #2, The Sin of No Proof. But first, as a reminder, here’s a definition of Greenwashing:

GREENWASH
Greenwashing is “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.”

SIN #2 – THE SIN OF NO PROOF
The Sin of No Proof is one where there isn’t a readily-available way to verify the claim. So my picture here of a wine “bottle” that claims to be “Mother Earth Approved” would be deceptive in that you can’t verify that claim. I visited the website for this wine and I think this is probably done largely in jest, but it’s still a claim that can’t be substantiated. The cartons are made of paper, “a renewable resource that comes from trees.” and are recyclable (much like milk cartons).

But many of the claims on this particular product’s website about package ratio, CO2 footprint, fuel efficiency (because they are lighter to transport) would be difficult to quantify. Sometimes a manufacturer will make claims that try to snow you with facts or figures or fine print that really can’t be determined or with data that is irrelevant or so vague as to be irrelevant.

“Green Guides” is a publication of the Federal Trade Commission that is seeking to set out some strict guidelines for what is appropriate in an advertiser’s claim and what isn’t. One example they give is a good indicator of what we need to be aware of:

“A trash bag is labeled ‘recyclable’ without qualification. Because trash bags will ordinarily not be separated out from other trash at the landfill or incinerator for recycling, they are highly unlikely to be used again for any purpose. Even if the bag is technically capable of being recycled, the claim is deceptive since it asserts an environmental benefit where no significant or meaningful benefit exists.”

As with all advertising claims, green or not, we as consumers need to be smart and aware. We need to pay attention, read closely how claims are worded and be sure we make the best decisions we can on our product purchases. The purpose of advertising is to get us to buy the product. And while many manufacturers will make accurate claims, there are those who will not. And with the proliferation of “green” as a consumer buzz-word and desire most of us have, we need to be even more aware.

Next Post: Sin #3 – The Sin of Vagueness

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The Seven Sins of Greenwashing – Sin #1

Eco-Friendly Disposable Diapers
In 2007, 2009 and 2010, a company called terrachoice published a report titled “The Seven Sins of Greenwashing”. And although they found that 95% of “green” consumer products they surveyed were found to be guilty of one of the seven sins, things do seem to be improving. More manufacturers are really living it, not just selling it. In my effort to raise your awareness of “green” claims (and being able to discern the truth about them), I want to post the seven sins here so you can have a better perspective and keep your guard up about manufacturers’ claims.

GREENWASH
Greenwashing is “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.”

SIN #1 – THE SIN OF THE HIDDEN TRADE-OFF
The first sin is suggesting a product is “green” based on a narrow focus without drawing attention to larger environmental issues. The example they use is that of paper from sustainably-harvested forests may not take into account the incredible amount of water and resources that go into producing that paper.

I’m reminded of an old ad that said “8 out of 10 dentists recommend Brand X sugarless gum for their patients who chew gum.” Or “Brand Y Beer is America’s number one imported German Beer.” Both are very narrow areas of focus that may (or may not) miss the larger picture.

The eco-friendly disposable diapers shown above will still go into the landfills and, in my opinion, miss the whole point of whether or not disposable diapers are even a good way to go. Another example is the compostable or biodegradable disposable cups for coffee or water. An incredible amount of water goes into just making these cups, they are used once, then discarded. So while we have “backed up” from styrofoam cups to a more eco-friendly version, we have missed the point that we’re still throwing them away! A washable, reusable cup or glass (or diaper) will have a much more friendly impact on our world and our resources. And you know, it will cost less money in the long-term.

The three “R’s”, reduce, reuse, recycle start with reduce. We need to be willing to step back a bit and look at reducing what we consume first. Before we reuse something (which is the second step) and before we recycle something (third step), we should consider whether or not we should even be using it in the first place. And once we determine if we need to use it, do we really need something disposable or can we use something over and over? We get sucked into the “green” compostable cups or corn-based forks when a little extra time and effort washing glass cups and metal forks might be a better solution.

Our church is starting a new direction with our coffee bar on Sunday mornings. We are switching to glass cups and plates, metal forks and we’re going to wash them. It will be a bit of a challenge (the dishwasher is at the other end of the facility and a long walk), but our team is committed to at least giving it a try. Much of this stems from our belief of stewarding our planet and our spiritual response to our Creator, but you know, I think we’re going to find out we save money, too. And when you get into a win-win situation like that, it’s a good thing.

Next Post: Sin #2 – The Sin of No Proof

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The Philosophy of Sustainable Design

The Philosophy of Sustainable Design, by Jason McLennan is unique in “green” books about architecture and building design in that it really gets to the philosophy behind sustainable practices, and not just a list of “dos” or “don’ts.” I appreciate that. McLennan is teaching us to fish.

With sixteen chapters and five appendices, the book is very complete. It is also very readable. Sometimes books like this are, frankly, a bit dry and technical. They can tend to be “thick”, as I call them, meaning you need to read a paragraph, stop and reread it again to really comprehend what the author is trying to say. But not so with The Philosophy of Sustainable Design. This book is extremely comprehensive in its approach and its way of thinking.

From the philosophy to the evolution through the principles of sustainable design, McLennan talks about biomimicry (how learning from natural systems and processes can benefit our lives) and the cycle of life (the seven generations principle) and how these all fit together into a whole. All are viewed in a context of respect. Respect for nature, respect for place, respect for people, respect for our grandkids.

“Sustainability deals with all aspects of society,” McLennan writes. If there is one principle in this book that comes through loud and clear, it’s that everything is connected. No one action or process can be done in a vacuum. It WILL affect something, somewhere. “We are not exempt in any way from this overarching interconnectedness principle. And yet, curiously and arrogantly, we act like we are.”

While McLennan talks in depth (and in an interesting style) about sustainable principles, he briefly touches on the concept of how we are disconnected from place. The idea that we have air-conditioned homes and offices that we commute to and from in air-conditioned cars, shows how we have lost our sense of place; we have increasingly relied on science and technology to solve all our problems. In relating this to global warming, he posits that our culture says, “what does it matter how hot it gets if you have an air conditioner?” For me, this is evident in our loss of the front porch and resulting demise of neighborhoods (see my “The Front Porch and the Garden” post). There are some simple principles we need to return to.

All told, this is a great read. It’s not thick, but it is substantial. The Philosophy of Sustainable Design is a “must read” book for anyone wanting to walk the talk.

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my aha moment

A couple of weeks ago, Mutual of Omaha came through Eugene. Someone from their organization had wandered across our website and contacted me about recording my “aha moment”. I thought, “why not?”

So, on a warm, sunny August day, in an Airstream trailer in downtown Eugene, I spent a few minutes chatting with Jessica Henry and recording a snippet of what started stirring in me in late 2008. It was that “stirring” that led to the beginning of thesimpleHOUSE and our whole concept. You can watch my aha moment at

my aha moment

Let me know what you think. I’m usually fairly calm in front of people, but found myself a bit nervous with lights, camera and microphone. It was still a great experience, though and I’m glad I did it. It’s always good to tell your story and fremind yourself just what it was that brought you to the point you’re at.

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theFERN – latest picture

stucco and roof are on theFERN in Marathon, Texas
Steven Jones sent us the latest picture of his version of theFERN that he’s building in Marathon, Texas. His comment: “I love it!”
Thanks, Steven, we’re looking forward to seeing it completed.
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the Lawrence Street House – Rainwater, Part 3

Another area we are looking at to save water is our toilets and clothes washer. These two appliances probably use the most water inside the home as any other. And they are easy “targets” for rainwater use. That’s because they don’t need to use drinking water to be effective. Our thought is to also plumb our home to use some of the rainwater we collect to flush toilets and wash our clothes. 
We will likely have to balance the amount of rainwater we can collect with our irrigation, toilet and clothes washing demands. Our rooftop has the potential to collect far more than we can store practically, but we can’t practically store all we could collect (about 15 to 20,000 gallons), so we’re looking at where to hit that balance. I just received our irrigation estimates and, in our climate, we face the challenge of very wet winter months and pretty dry summer months. So the challenge is to know how many gallons is best overall for storage.
Plus, another challenge we’re facing is our clothes washer. Conventional wisdom (ie LEED points and marketing) says we should get rid of our 28+ year old Maytag washer that uses 40 gallons per load and get a new Energy Star washer that uses 15 to 20 gallons per load. HOWEVER, my question is what happens to our old washer (landfill or reuse?), we only run 2 to 4 loads per week (family of 2) and about half of those are  cold water, if we’re using rainwater for those cold water loads and we’ve never had a problem with our washer in those 28 years (The lonely Maytag repairman ads were right), does it make overall sense to replace our washer? Right now, we’re thinking it doesn’t. So we are probably going to forego that 0.5 point for LEED in lieu of what we feel makes more sense overall. 
I’d be interested in your opinions.
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The Lawrence Street House – Rainwater, Part 1

In addition to harvesting the solar on our site, we are seriously considering harvesting our rainwater. Eugene gets about 50 inches of rain each year. The rooftop of our main house is about 3,400 sq ft (remember, this includes porches and the garage), and our secondary unit has a roof area of about 1,570 sq ft.

There are several resources you can get online to calculate how many gallons of water this translates into. that’s helpful as we get into our irrigation demand and other things we might want to do with our water.
I’ve talked with the people from RainTech in Jacksonville, Oregon, just over 150 miles from here. Their system (pictured above), is called RainSpace. It’s underground, simple low-tech and just seems elegant to us. Visit their site, watch their installation video and see what we mean.
We’re hoping to use rainwater for all our irrigation and maybe even flush our toilets and wash our clothes with it. I’ll get into a bit more about that tomorrow. Meanwhile, check out RainTech, their green certifications and learn a little more about their company.
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The Lawrence Street House – Refinements Pt 2

We have refined the exterior as well as the floor plan and are now very happy with every aspect of the design. Click here for a larger image of the south elevation.

We’ve added arbors over the south windows at the living room and over Brenda’s potting bench area off the garage. The front porch is reminiscent of the Craftsman Bungalow houses from the early 1900s. We want to blend in with the rest of the neighborhood. We also want to capture the front porch concept that is missing in our culture. More on that later; this is something stirring deeply in us.
I’m also meeting in a couple of days with our LEED Rater to get started on our LEED certification. And, I’m now starting on the design for the Secondary Dwelling Unit that will be located along 15th by the alley. More as that progresses, too.
We’re getting more and more excited about our new home!
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The Lawrence Street House – Refinements

The design is progressing. We’ve been in the refinement stage of design development, taking the thoughts and ideas that came out of our design charrette and massaging the design.

We’ve been working 3D and in plan together; that’s always a good thing. Many designers start by getting the plan worked out then “forcing” an elevation on it. That’s dangerous and can lead to amazingly mediocre design.
We work in plan and 3D at the same time, going back and forth, thinking about how a change might affect the exterior as well as how the spaces work.
One thing that came out of all this is a relatively major rearranging of our bath/utility core. Primarily this was due to walking out of the Master Bedroom and looking right into the Main Bath and the double doors into the house from the Garage (one in the Utility and one into the Kitchen). We looked at a way to improve both of those layouts and the attached picture shows where we’re ending up.
Utility: is close to the kitchen door, so coming in from working in the yard will be less obtrusive (I think we’ll have a bench in the Garage to remove shoes at least). Nice linen closet and ironing board. We’ve moved the water heater into the ceiling space above the Utility (with a drain pan) which will be insulated and adjacent to the furnace. Nice folding counter over the washer and dryer.
Main Bath: is now even a little more private from the rest of the house. By moving it where we have it, not only do we not come out of the Master Bedroom and look into the Bath, we have a great wall for artwork there and probably will do a shallow recess niche to accentuate that wall.
Master Bath: much better storage (a huge linen), nice window over the toilet and still have our large shower.
Glass Block and Natural Light: we have tried various ideas to get natural light into the interior rooms (Main Bath and Utility). Some of my initial ideas involved translucent ceilings and skylights, but simpler is always better and did prevail. You may notice on the plan small openings at the master shower and the Main Bath tub. These are glass blocks as thru-wall “windows”. The one into the Main Bath tub is a vertical stack of blocks and the one at the shower is a horizontal row just above the counter in the Utility. This will allow borrowed light from the Master Bath to filter into the interior rooms. And, if you’re concerned about privacy, they make glass blocks with filter inserts which allow the light and maintain privacy.
We’re refining the exterior, too and I’ll post that soon.