Green Building Material Frameworks- jim lord

ECOVERT SUSTAINABILITY
CONSULTANTS

Sustainability Products

Brickworks – July 13, 2012

Sustainable Products Training©
quantified sustainable standards

ECOVERT SUSTAINABILITY CONSULTANTS

Our Goal:
‘to develop intelligent, comprehensive and cost effective sustainable solutions to
reduce the impact of any organization, asset or project’

Who We Are:
‘our foundation is a platform of business professionals, informed environmental
decision makers and innovative problem solvers who are results oriented to
drive sustainability through the public and private sector’

The Bottom Line:
‘reduce risk and improve the profit potential for our clients through practical and
informed environmental strategies’

Major Programs:
Green Building Design and Certification
Building Commissioning
Energy Modelling
Sustainable Product Certification
Resource Accounting (Carbon, Water, Waste)
Sustainable Policy Development

Ecovert Selected Client List
20 Vic Management Inc. Earth Rangers Jeffery Architects TD- Canada Trust

&CO Architects Eastport Properties Kantelberg Design Toronto Hydro

Allied Properties Emery Loyalty One Tribute Communities

Appleby College First Gulf Mole White Architects Town of Banff

Akitt, Swanson + Pearce Architects FREED Developments Monarch Corporation Trillium Mutual / SRM Architects
Inc.
Bennett Design Associates Gottardo Construction NORR Limited Urbacon (BMW Head Office)

Black & McDonald GE Real Estate OCA Architects Urbancorp

Blackwood Partners Giffels Design-Build Inc. Ontario Energy Board Wilsonart Canada

Boehringer-Ingelheim Canada GWL Real Estate Ontario Realty Corporation Wheelwrigth Group Inc

BOMA Toronto Hoffmann La-Roche Queen’s Park Willowbank School

Central Group IBI Group (Brock University) Sir James Whitney School Verus Partners

CTI Working Environments IBI Group (Women’s College Hospital) Orangeville Christian Fellowship Zzen Group

CUMIS Insurance Ian Starkey Architect Professional Engineers of Ontario Aela Foods Canada

Davies-Smith Developments ING Real Estate Russell Investments Open Text

Dundee Realty Intercede Facility Management Staples Advantage Maple Reinder


Sustainable Product Standards Training©

Accredited, Nonprofit Approved Training for
Purchasers, Specifiers & Manufacturers


Pilots & Accreditation

Thanks for the Pilots!

The Training is Accredited

Construction Specifications
American Institute of Architects Interior Design Continuing Education Council Institute


Sustainable Products Standards Training©
• For manufacturer and A&D representatives to provide to their
customers

• Sustainable Product Standards Teaching & Training Guides©

• Companion 1 hour accredited course on Life Cycle
Assessment (LCA).

• Executive Summary with audio at MTS home page:
http://mts.sustainableproducts.com.

CEU Accredited


Sustainable Product Standards Training©
Market Transformation to Sustainability (MTS) is a nonprofit
public charity of leading environmental groups, governments
& companies working to take sustainable products market
penetration to 90% by 2015.

A Resource Center promptly answers complex questions that
can not be addressed during the training session & by the
written materials:

MTS@sustainableproducts.com


Standards Overview
1. Value
2. Market Summary
3. Examples of Sustainable Products
4. Definition
5. Critical Elements
6. Evaluation Criteria
7. Uses
8. FAQs


Value of Sustainable
Product Standards
Let us create a standard to which the wise and honest can repair.
George Washington


Stops irreversible dangerous
climate change


Before it’s too late


Demysticizes sustainable
products


Eliminates market confusion
based on real metrics using
sound science and consensus


Conserves natural resources &
reduces waste


Facilitates design &
process innovation


Advances Triple Bottom Line:
Environment, Economy & Social Equity


7. Improvesquality of life
Improves quality of life


Improves stakeholder value


Improve manufacturer share value &
good will

Improves manufacturer share value &
good will


Reduces cost & liability


The future belongs to those giving
the next generation reason to hope
-Telihard de Chardin


Market for Sustainable
Products


Consumers want sustainable products

Growth in the organic
products: 20% / year for
the last 15 years.

Growth in the sustainable
buildings: 100% / year for
the last 5 years

Growth in sustainable
products: 20% / year for
the last 2 years


Market Trends: Consumers
95% 75% 63% 47% 22%
Would Know Looking Saw Bought
Buy Green for Green Green Green

Leakage Unaware Uneducated Unavailable Unmotivated
Reason

Leakage Educate benefits. Increase displays & signage.
Solutions Align communication & messaging. Trial offers.
Increase messaging on packaging/labelling Highlight benefits & increase selection.

*Finding the green in today’s shoppers, Deloitte & GMA Report 2009


Trends in Sustainability Reporting
• Rise in sustainability reporting: 76%
• Increase in CFO’s sustainability role: 17%
• Employees = 2nd most important stakeholder, after
customers (Green Teams)
• 75% conduct GHG reporting & 62% conduct water
use reporting. Numbers expected to rise.
• Access to raw materials a business supply issue,
especially conflict minerals
• Special attention to outside rankings & ratings by
corporate executives
*GreenBiz Forum January 30, 2012


Greenwashing

Definition:
The act of misleading consumers regarding the
environmental practices of a company or the environmental
benefits of a product or service.

95% of consumer products claim to be green*
*The Sins of Greenwashing: Home & Family Edition, TerraChoice 2010

26

Greenwashing

27

The Seven Sins of Greenwashing
Sin What It Means Example
Hidden Trade-Off Ignores important environmental FSC paper. Is it also chlorine-
issues at big picture level. free? GHG emissions?

No Proof Claim can’t be substantiated. Facial or toilet tissue claims
to be recycled, with no
evidence.
Vagueness Poorly defined or so broad that it’s true All-natural.
meaning will be misunderstood.

Worshipping False Gives impression of 3rd party Fake labels.
Labels endorsement when there is none.

Irrelevance Truthful claim though irrelevant as CFC-free.
product is already banned under
legislation.

Lesser of Two Distracts consumer from greater Organic cigarettes.
Evils environmental impacts of category.
Fibbing False Claims. Energy Star certified.


Sustainability: Demonstrating
Value are looking for transparency & accountability:
Customers
• Avoid clichés
• Be clear about relevance to applicable standards
• Focus on achievements

True sustainability value associated with:
• Life cycle assessment
• Supplier chain transparency
• Transportation reporting
• Packaging reduction & reporting

29

Sustainability: Demonstrating Value

Supplier chain transparency
• Cradle to Cradle
• Environmental Product Declaration
• SMaRT

30

Cradle to Cradle
What It Is
• Eco-label certifying the product’s entire life cycle
• Assessed in 5 categories: Health, Reutilization, Renewable Energy
Use, Water Stewardship & Social Responsibility
• 4 levels of achievement: Basic, Silver, Gold, Platinum

Where It’s Going
• Eligible for LEED projects: 1 point under Innovation
• Earn points towards becoming a Certified B Corporation
• Use toxicity assessments towards BIFMA level certification

Endorsements
Alcoa Allied Concrete Allsteel Inc. Aveda Corporation
CENTRIA
Dow Building Solutions Forbo Flooring Herman Miller Method
Products
Proctor & Gamble Shaw Steelcase Inc. US Postal Service

31

EPDs
What It Is
• Certified environmental product declaration developed to ISO
14025
• Hierarchic system following these standards: ISO 9001, ISO
14001, ISO 14040, ISO 14044, ISO 14025, ISO 21930
• Suitable for all types of products & services
• Provides flexible, objective format, certified by either a
certification body (all are international) or individual verifier
(GE, IT, SP, SWE, TU, UK)
Where It’s Going
• Climate declarations: single-issue EPD
• Carbon Footprint Measurement Toolkit
• Pre-certification of products
Endorsements
InterfaceFLOR Axpo AG Vattenfall Barilla Sapi
Vicinay Cadenas Korsnäs
32

And… consumers will pay more for
products that can prove themselves to be
sustainable

According to market
research conducted by the
Natural Marketing Institute,
“Green Consumers” will
choose sustainable
products first, but they (and
purchasers) will also do
more homework to
determine what is the best
choice.


The market is responding

Home Depot, Lowes, and
other retailers carry FSC
Certified wood

Thousands of retail outlets
carry Certified Organic
Products


Sustainable products have great potential as
well as some challenges:
Market awareness – many consumers are still unaware of the
availability and benefits of sustainable products

Market confusion – consumers unsure of terminology and what
makes a product ‘sustainable’

Consumer distrust – some consumers are wary of products called
‘sustainable’ and ‘green’ due to misuse and exploitation of the
terms

Consumer misperceptions – many consumers think of “green” or
“sustainable” products as low-tech, non-contemporary, or rustic.


Standards counteract the challenges by…

Building consumer awareness by providing facts and figures
that support marketing outreach initiatives

Building consumer trust by providing an open, verifiable set of
criteria by which to judge a company or product

Decreasing market confusion by defining terminology and
explaining processes

Shifting market perceptions by inspiring a wider use of
sustainable materials and processes in contemporary, high-tech
designs and projects


Sustainable Product Examples


Example of Certified Sustainable Product
FSC Certified Wood
Plus the following additional
requirements
SMART© or equivalent requirements for:
• Reuse/reclamation requirements
• Pollutant reductions at manufacturing
facility
• Energy requirements
• Facility requirements
• LCA if combined with other materials
• Legally binding manufacturer
certification

Other Relevant
Standards

Clean Vehicle
Standard
Hybrid Measures tailpipe
emissions
fuel economy &
materials


Sustainable Product
Standards Defined


Sustainable Product Standards are
approved, published & precise criteria addressing
environmental, social & economic aspects of a given
product type.
The critical elements include :
1. Consensus and transparency
2. Life cycle assessment (LCA)
3. Credible certification & labeling
4. Renewable energy and conventional energy reduction are specified
5. Environmental, social and economic performance criteria are
defined and quantified
6. Materials performance criteria
7. Reuse performance criteria


Critical Elements of
Sustainable Product Standards


Critical Elements of Sustainable Product Standards

1. Meet Legal Definition for Certified Sustainable Products

- Covers multiple environmental benefits
- Covers global supply chain & all product stages
- Uses LCA & is LCA based
- Certified product label benefits description is accurate to the
consumer



2. Consensus and Transparent

• Collaborative & open democratic process & public record

• American National Standards Institute Essential Requirements
define this process

• Voluntary Consensus Standards have regulated the building
industry since 1898



3. Require LCA
Evaluates the global supply chain / all product stages & multiple
environmental benefits
ISO compliant LCAs are required or actual environmental impact
data for all product stages :

• Raw materials extraction
• Transportation
• Manufacturing
• Use and reuse or final product disposition


LCA Impact Example: Environmental Performance for Steel
This sample eLCie System Spidergram™ chart, produced as part of a life
cycle analysis, summarizes a product’s environmental impact in a
number of key areas, compared to an industry average.

Global
Warming
Waste 100%
Ozone Depletion

50%
Energy High Recycled
EcoTox
Content Steel
0%

Smog HumanTox

Acidiication Eutrophication


LCA of Lamps Covers about 60% of Standard Credits

Using LCA, the greatest environmental impact by far,
is the energy efficiency of the lamp, which primarily
supplants coal fired power (largest source of climate change
pollution).

Thus, the best
environmental choice is
the lowest mercury, most
efficient, & longest life
lamp.


4. Use Credible Certification & Labeling
Comprehensive third party verification

• Manufacturer legally binding certification

• Public disclosure of basis of certification

• Third party auditing by qualified professionals

• Recertification & decertification



Product Labeling

• Minimum certification level

• Differentiates superior performance

• Accurate and lawful communications

• A label you can trust. No more greenwash.



5. Specify Renewable Energy / Conventional Energy
Reduction

• Performance criteria for renewable energy & energy reduction
are identified for the manufacturing facility and suppliers

• Minimum performance specified & credit
provided for superior performance

• Greatest credit given for 100%
Green-e power use & 100% reduction
of conventional energy



6. Set Public Health & Environmental Performance Criteria

Climate change Habitat alteration
Human and ecological health Criteria and indoor air pollutants
Smog Water pollutants
Acid rain Water intake
Ozone depletion Solid and hazardous waste
Fossil fuel depletion



Public Health & Environment

• Credit given for manufacturing facility &
suppliers including reduction of about 1000
pollutants covering the 12 environmental impacts.

• Greatest credit given for 100% reduction.



7. Set Social Equity Performance
Criteria

Human rights
Worker conditions
Child labor
Community



8. Provide Economic Performance Criteria

Product differentiation
Competitive advantage
Public accountability
Improved long term customer &
employee relations


9. Materials

• Performance criteria for recycled and biobased content are identified as
well as sustainable agriculture through organic production and best
management practices

• Organic biobased products following EPA
Best Management Practices
receive greatest credit since they
have no endocrine disruptors.

• Greatest credit given for 100%
recycled content or 100% biobased.



10. Manufacturing Facility & Company

• LCA based performance criteria
• Disclosing sustainable product transactions
• LCA process
• ISO 14001 targets
• Design for the Environment



11. Reuse & Reclamation Achievement

• Operable reclamation programs with facilities in place consistent with
Federal Trade Commission Environmental Marketing Guides

• Greatest credit for 100% Reuse

Reuse Rate = kgs of all product reclaimed
kg of annual production of product being certified


Sustainable Product
Standards’ Evaluation Criteria


SMART© & California Gold Standards meet ALL 24 criteria …
1 2 3 4 5 6 7 8
Meet Federal Rules
Trade Preventing Climate ISO
Independent Consensus: Compliant
Commission Industry Sustainable
Transparent Certification
Change Life Cycle
Environ. Trade triple
ANSI Pollution Assessment
Marketing Association bottom line
Accredited Reductions (LCA)
Requirements Dominance
Independent Follow Measurable Require
Legally Leadership Includes Public evaluation of ANSI reductions by evaluation of
mandated for criteria for access to requirements Essential multiple (12)
Nature of all
standard child labor, & public
global warming
criteria & Requirements environmental
environmental setting a human rights, conclusion potential,
Criteria methodology for due impacts over
product labels high bar worker they are met process Green-e
conditions &
product's life
Power &
community / all stages
efficiency

Require Cover Help stop
Ensure Ensure Reduce
Why are accuracy & environment
accuracy for risk & dangerous Ensure
Environmental economy & accuracy for
these prevent improvement social equity FTC FTC uncertainty irreversible pollution
criteria unlawful compliance & compliance so large reductions
substantially over global climate
beyond public & purchasers over entire
Important? greenwash supply chain
public change
status quo accountability & capital product life
& which has accountability preventing
highest markets
misleading global
market value adopt
marketing collapse

… for environmental, social and economic needs

9 10 11 12 13 14 15 16
Encourage
Third Party Decertifica- ISO 14020 Performance Require No or De
Reasonable Approved
Global tion for Environ- Based: Costs Continuous Minimus
Auditing of Non-
Standard
mental tangible Associated Improvement Toxins
Manufacturer compliance Label impact with Use & Including
& Supplier Principles measures Implementa-
Facilities
Endocrine
tion Disruptors

An Decertification Specific
provision with Requires chemical Identified
independent Government Organic
due process accurate, pollutants are certification & Specific provision
contractor to & capital biobased
for failure to
Nature of the Certifier, correct
transparent, reduced. No auditing fees markets for periodic
products with
reviews any scientific, & specified & multiple require improvement /
Criteria material
life cycle products, compliance / revision of EPA Best
aspect of errors before
product including based labels technology, or certification adoption standard or tool Management
certification at those from government levels Practices
its discretion audit noncompliance

Facility audits Such a
Allows performance
ensure
corrections Adapt to based
Why are foreign of Ensures Stimulates
manufacturer
Ensure changes in approach
these substantial accurate, the market & Allow works Since
or supplier errors effective, innovation & greatest buy in & the market &
criteria not all
“paper” including credible thus market consensus state of endocrine
Important? certification only those product encouraged disruptors
discoverable
adoption knowledge
is not labels by federal have been
misleading or from global tested or
policy
third party identifies
a sham
audit


17 18 19 20 21 22 23 24

Multiple Eliminate Require Meet ISO Meet ISO Require
Meet EPA 14024 third 14021 self
Accessible
Levels of Stockholm Reuse Requirements product
Certification / Treaty toxic party declaration
Consistent for EPP performance
Compliance chemicals environ. environ.
with FTC Product label label durability
Rules Certifiers requirements requirements

Requires FTC Product
Specified
Thirteen compliance, labels ensure
credits or Eliminates Many & Any
highly toxic transparent scientific
points for raw materials Product label Specifies required Product Can
process, LCA
Nature of minimum chemicals extraction approach,
accuracy, assurance product be Easily
banned by stage & transparency, similar to ISO performance Certified or
Criteria certification
International
public
LCA
and for higher reduces involvement, 14024 standards for Assessed
achievement Treaty manufacturing peer review & approach, certified product
levels facility compliance &
inspection verification
Allow
greatest Substantially
participation Ensure Extend
Why are reduce Ensure Ensure
by Help protect accurate, Ensure accurate, product life coverage of
these global public
climate
accurate,
manufacturers, effective & effective & preventing
criteria health & change and all building
stimulates credible effective &
environment other credible pollution & products &
Important? competition product credible product
pollution builds materials
& thus labels product labels
saving consumer
provides labels
natural
greatest resources
confidence
market
adoption


A good standard serves many purposes and people

1. It has industry input for implementation. Doing so ensures that their due
process rights aren’t violated since sustainable product certifications
regulate every aspect of manufacturing.

2. It ensures that products are environmentally sustainable. Low CO2 is just
one of many requirements.

3. It make standards & certifications publicly available & transparent. The
CERES Investment group recently blacklisted companies from their list
which didn’t disclose climate pollution.

4. It conducts a life cycle assessment. That’s the only way to know the full
range of environmental impacts over the product’s life.


A good standard serves many purposes and people

5. It has consensus. This goes beyond just manufacturers; do all vested
parties agree that this is a good standard including governments & other
purchasers?

6. Has been approved. Those who are in consensus were also willing to sign off
on it.

7. It directly impacts climate change. Before companies can lower CO2
emissions, they must be able to quantify their current levels of emissions and
know where their efforts will provide the most results.

8. It covers social equity including human rights, child labor, worker conditions
& community for companies and suppliers.


Uses of Sustainable Product
Standards


Certified Sustainable Product Standard
Uses: Adoption by Purchasers

• Governments

• Companies

• Specifiers

• Capital markets


Frequently Asked Questions
Q. How can I specify products certified to these Standards?

A. See the certified products list in the handout or ask your
manufacturer rep to have its products certified.

Q. Where can I receive more information?

A. Copies of slides are available from your manufacturers/A&D rep.
Questions not answerable at the training session will be promptly
answered by the Training Resource Center at
MTS@sustainableproducts.com or by purchasing the Training
Guide.


Q. How do Approved Sustainable Product Standards differ
from other standards or product tools?

A. They cover much more: the entire life cycle and many environmental
benefits with specific requirements for suppliers, reuse, pollutant
reductions, energy, materials, social equity, democratic approval
process, third party certification and auditing and labeling.

Q. What is the scope of approved sustainable product standards?

A. They cover about 60% of the world’s products including the building
industry, apparel, carpet, textile & fabric.


Q. How do Approved Sustainable Product Standards relate to LEED?

A. SMART© and California Gold Sustainable Products Standards are
approved for LEED Credit based on meeting all 24 Sustainable
Product Certification Criteria.


Can the world be saved,
is a more serious and legitimate
question than ever before…


Only our Heightened Care
Can make our Planet
Habitable, Bountiful & Wondrous.
James Gustave Speth
Yale University


Learn more on how to change the
world, in a quantified, sustainable
way...

MTS standards & training cover
over 60% of the world’s industries.

Contact us to learn more on how best
to think
and BE sustainable.


Institute for Market
Transformation to Sustainability

202-338-3131 p 202-338-2800 f
Email MTS@sustainableproducts.com
1511 Wisconsin Avenue, N.W. Washington, DC 20007

Green Building Material Frameworks- jim lord

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