certification: why is it important for economic transformation
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Certification: Why is it Important for Economic Transformation. Donald Fournier. Economic Transformation. Certification – The Green Umbrella Avoidance of Greenwashing Aspects of sustainability with energy and water. The Green Umbrella. - PowerPoint PPT PresentationTRANSCRIPT
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Certification: Why is it Important for Economic Transformation
Donald Fournier
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Economic Transformation
• Certification – The Green Umbrella• Avoidance of Greenwashing• Aspects of sustainability with energy
and water
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The Green Umbrella• In today’s world, branding is an
important aspect of one’s business.• How you are perceived by your
customers and clients is relevant and important.
• Certification brands your business as environmentally friendly and socially conscious.
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Greenwashing• Environmental awareness continues to
increase.• Unfortunately, Greenwashing – false or
misleading green marketing claims – have increased right along with the awareness.
• This results in misleading of customers and the creation of cynicism and doubt about real environmental issues and progress.
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The Sins of Greenwashing*• Hidden Trade-Offs • No Proof • Vagueness • Irrelevance • Fibbing • Lesser of Two Evils
*TerraChoice Environmental Marketing, Nov 2007
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Sins of Greenwashing
• Hidden Trade-offs:– Suggests a product is
green based on one attribute, ignoring other more important issues.
– Examples: office technology hyping energy efficiency while ignoring resources such as toner and paper usage.
• No Proof:– No easily accessible
supporting information and no third party verification.
– Examples: claimed recycled content with no proof.
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Sins of Greenwashing
• Vagueness:– Broad and poorly
defined claims or those that may be misunderstood.
– Examples: “Chemical-free”, “Non-toxic”, “All Natural”, and “Clean Coal”.
• Irrelevance:– Environmental claims
that may be truthful but are unimportant or unhelpful to those seeking green products and services.
– Examples: CFC-free (CFCs have been banned for 30 years).
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Sins of Greenwashing
• Fibbing:– Making environmental
claims that are simply false.
– Examples: “Certified Organic”, but not really or “Energy Star” registered, but cheated in the test.
• Lesser of Two Evils:– Claims may true, bit
distract the consumer from the greater environmental impact of the product or service.
– Examples: Organic Cigarettes and “Green” Insecticides or Herbicides.
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The Cure: Certification• Clear public standards using a broad
spectrum of analyses.• Third party verification.• Ongoing surveillance with
continuous improvement.• Brand recognition.
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Sustainability and Energy & Water• The sustainability spectrum addresses social
aspects, environment, and economics.• Your energy and water usage impinges on all
three:– Emissions and impacts (on-site and off-site)– Resource consumption (non-renewables)– Business costs
• Electric power uses about 600-800 gal/MWH.
NREL Mar 2011
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Commercial Sector Energy Usage• In 2010, the Illinois commercial sector spent
$6,527,500,000 on energy:– $6,000,000 for coal,– $217,000,000 for oil products,– $1,732,600,000 for natural gas,– And $4,566,800,000 for electricity.
• SEDAC analyses have shown typical energy savings of 15 to 30 percent.
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AWRA, Sehlke & Compana, Nov 2011
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Energy/Water Nexus• Water consumption includes energy:
– Water treatment uses ~2-4 kWh/MG.– Waste water treatment uses ~2-3 kWh/MG.
• Reducing both energy and water usage leads to synergistic effects.
• As a society we get savings from both and as individuals, we get cost effective approaches to improving our business and the economy.