Hannah Tsurkan is the founder of construction project management company Agora
As the UK pushes towards its ambitious 2050 net-zero target, the construction and demolition industry stands at a critical juncture. Despite significant progress being made, our sector contributes 60 per cent of all waste in the UK, with 32 per cent still going to landfill.
“By verifying claims, we can help to drive out the wolves in sheep’s clothing”
As awareness around environmental issues continues to grow, consumers and organisations alike are starting to make eco-friendly practices more of a priority.
However, with this positive and crucial shift, there’s also been an increase in ‘greenwashing’ from businesses that claim to be something they’re not– and it’s not always evident on the surface.
Yes, a company might save a number of trees by making materials out of a reusable material, and that’s brilliant, but are they releasing eye-watering emissions elsewhere? And are they being transparent about this?
We know it’s not possible to be 100 per cent sustainable in our industry, but we can make a significant positive impact by making changes where it matters the most – we just need to make sure we’re not falling for sustainability gimmicks along the way.
What to look out for
- Lack of transparency: Genuine companies are open about their processes, sourcing and overall environmental impact. If a company provides vague or little-to-no information about how they achieve their sustainability claims, it’s a red flag.
- A sole focus on one aspect: Some companies highlight a single green attribute of their product, like being made from recycled materials, while ignoring other harmful impacts, such as the high carbon emissions from manufacturing. Take a bird’s eye view of their sustainability claims.
- Overuse of buzzwords: Terms like ‘eco-friendly’, ‘green’ and ‘sustainable’ are often thrown around without substantive backing. There needs to be a reasonable rationale as to why those words have been used – don’t take them at face value.
- Overreliance on technology: Beware companies that persuade you to install energy-sapping heating, ventilation and air-conditioning systems, while calling them ‘eco’, instead of building and designing a property for efficiency. These systems are in no way sustainable; they require constant maintenance and will end up in landfill once obsolete.
How to ensure true sustainability
- Research and verify: Before committing to a product or service, do thorough research. Check the company’s sustainability reports, third-party audits and reviews. Reputable firms will often have detailed, accessible information about their sustainability practices.
- Check for certificates: Certifications from recognised bodies can provide assurance of genuine sustainability. Look for certifications that apply to the specific aspect of the product or service, such as materials, energy efficiency or overall environmental impact. Some companies may also be registered as a B Corp or, in the construction industry, be BREEAM-approved.
- Evaluate the entire lifecycle: Consider the product’s entire lifecycle from production to disposal. A truly sustainable product minimises its environmental impact at every stage. Look into the manufacturing process, the source of materials, and whether it can be recycled without the need to remove chemicals or adhesives.
- Ask questions: Don’t hesitate to ask the company for details. Questions about their supply chain, emissions, waste management and energy use can reveal a lot. Companies committed to sustainability will welcome these inquiries and provide detailed responses.
- Support local: Wherever possible, choose local materials and services. This reduces transportation emissions and supports the local economy. Local businesses are often more transparent and accountable to their communities.
Companies that manufacture products and are as green as they say they are will openly share their progress and setbacks in achieving carbon neutrality. They’ll provide detailed reports and have credible certifications to back their claims. Transparency will not be a problem for genuine companies.
In terms of green construction practices, we should look favourably on architectural firms that integrate sustainability into every project phase, from planning to execution. They ensure minimal environmental impact and maximum efficiency.
As professionals, and even as consumers, our choices have a significant impact on driving the market towards genuine sustainability. We can do this by demanding transparency, verifying claims, and choosing products and practices that are truly making a difference. By doing this, we can help to drive out the wolves in sheep’s clothing and reduce the prevalence of greenwashing. If we continue to support deceptive businesses, we inadvertently substantiate their claims and, in the long run, it doesn’t help any of us.
