Green at work—At Greenbuild

Copy of Michael low res picWow, thanks for your very insightful thoughts regarding the promotion of green these days.  It seems, as we suspected, that overdone Green promotion does in fact ruin it for those who are trying to be responsible in their portrayal of green and sustainable products.

We’re headed for what I believe may be the one trade show that matters to people this year—Greenbuild, being held in Phoenix in November.  I don’t know whether it’s the promise of a keynote speech from Al Gore, the Sheryl Crow concert or the beautiful weather, but if my fruitless hotel search is any indication, it’s going to be well-attended.

Greenbuild will be a perfect time to gauge “greenspeak” among building products manufacturers. Again, it’s not about talking green; it’s about how responsibly we do so.  As I mentioned in my post the other day, I’m hearing from the architect community that we need to start integrating green into our everyday actions…by example and through the promotion of our products.

You’ll find us at booth #921 with a very different approach than in recent years.  We used to have a big chart outlining all of the LEED Credits you can potentially earn using our products.  Last year, you seemed much more interested in seeing actual product.  So, this year, we’re bringing the walls to you.  We affectionately call it the “tunnel of love,” but what we’ve got is a design that shows complete wall and roofing systems, from inside out, addressing the major sustainable issues of moisture management, sound control, energy efficiency, and recycled content.  A bit of a departure for us, but we’re excited.  Our favorite blogger, Lucas Hamilton will also be there with his tremendous knowledge of building science.

We’re also very excited to be hosting a luncheon featuring our friend Dennis Wilde from Gerding Edlen Development who will be talking about taking existing buildings and doing a comprehensive retrofit to improve energy efficiency, water and waste management and human comfort.  This is amazing since it’s easier to shoot for these things when building a new building vs. accepting someone else’s mistakes as your starting point—cutting edge stuff from a company we’re proud to be partnering with.

There are limited slots available for this luncheon.  If you would like to attend, get back to me at this address to be included in a drawing for one of these coveted tickets.  Keep the feedback coming!

 Mike Loughery is Director, Corporate Marketing Communications at CertainTeed Corporation.

Greener than Green or Green Fatigue?

Hello, my name is Mike Loughery and I am Director, Corporate Marketing Communications for CertainTeed Corporation.

Copy of Michael low res picWe’ve seen tremendous promotion by all types of companies about how “green” they are. The “greenest this” and the “most environmentally friendly that.” It’s easy to get caught up in it all.  We see consumers jumping on the bandwagon and we all follow right along, hoping to tap into what we think is an insatiable appetite for green and sustainable products.

And here we are, several years later and what have we accomplished? At CertainTeed, we have reached inside our core selves and found that a lot of what gets credit for being “green” these days already existed as very aggressive cost-savings initiatives—efforts that existed long before the green discussion started.  Our position is simple:  we strive to be the industry leader in the development of sustainable building products and the environmentally friendly operation of our facilities.

However, promoting “green” means only promoting what you can back up.  We don’t buy into the “greener than green itself” mentality which dilutes the message and impact of the overall green movement.  Unfortunately, there is so much overhyped green speak out there that the hard-working efforts of those who really want to make a difference in the world of sustainability are being hindered.  Everywhere you look there’s so much green–who knows what to believe?  Now, the focus becomes whether it’s “green washing” or the efforts are truly legitimate.

I hear it from architects and even the media—this idea of “green fatigue.”  So much so, that serious questions are being raised as to the legitimacy or believability of manufacturers’ claims in their advertising and marketing materials. 

I believe the appetite for green is still there, but maybe it’s time to do a gut check.  We all know that Green is here to stay.  Now, the challenge for all of us is to responsibly represent ourselves to preserve the integrity of what the green movement is all about.  Does it mean going low-key while letting our actions speak for themselves?  Maybe. 

We have a responsibility to promote and also educate about the true sustainable advantages of our products—energy efficiency, indoor air quality, moisture and mold resistance, recyclability, recycled content and so on.  All the other stuff is cheap window dressing.

If you’re green, great, promote it—but do so responsibly.  Back up those words with proof.  Consumers want the truth.  I’d be interested in your thoughts.  Where is this green movement going?  How can we promote green legitimately without causing distrust in the marketplace?