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• 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.

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.

The Sins of Greenwashing*• Hidden Trade-Offs • No Proof • Vagueness • Irrelevance • Fibbing • Lesser of Two Evils

*TerraChoice Environmental Marketing, Nov 2007

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.

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).

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.

The Cure: Certification• Clear public standards using a broad

spectrum of analyses.• Third party verification.• Ongoing surveillance with

continuous improvement.• Brand recognition.

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

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.

AWRA, Sehlke & Compana, Nov 2011

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.