Will Homebuyers Pay More for Green?

Lucas Hamilton

Lucas Hamilton is Manager, Building Science Applications for CertainTeed Corporation

This question has been popping up in builder polls.  The discussion is around the motivation on the part of consumers for buying green.  The latest trend seems to be there is a decrease in the number of people willing to pay more for green products or green construction on the premise that it is good for the planet. However, there are more people willing to pay more for sustainable products to save money or because it is better for their health.

In these times of economic difficulty, people are focusing more on the health aspects and potential energy savings related to sustainable products based on the benefits over the life of the product.  This is a significant maturing over the old “up-front cost factor” which drove so many decisions in the past. Obviously, there is a growing need to validate products through tools like Life Cycle Assessments (LCAs) in order to provide the long term data needed for these types of decisions. People are looking for this information and validation as to the benefits.

For the sustainable manufacturing sector this is good news.  Since many progressive manufacturers have been performing the data collection needed to generate product LCAs and Environmental Product Declarations (EPDs) it’s only a matter now of providing that data to consumers in a form they can use.

It is time to have the life cycle conversation with people rather than just showing pictures of polar bears on ice caps in an effort to pull on their heartstrings. Consumers want the facts in order to make smart, sustainable choices.

KISS: Keep it Simple Sustainability! – Part 2

 
 

Aman Desouza

Aman Desouza

Aman Desouza is Director, Innovation and Sustainability for CertainTeed Corporation

When I’m making a decision, the engineer in me likes to start with the facts.  Not opinions, not beliefs, not recommendations – those are all very interesting and sometimes even entertaining, and they do have their place, but only to compensate for the absence of facts. 

But where and how do we find facts that are scientifically relevant to performance and standardized to allow comparison?

The Life Cycle Assessment (LCA) is one tool that generates scientifically grounded facts and is fairly comprehensive because it takes into consideration the entire life of a product.  When converted into an Environmental Product Declaration (EPD), it gives us facts that are not only science based, but also relevant to performance and standardized thanks to Product Category Rules (PCR).   LCA’s can be published to the Building for Environmental and Economic Sustainability (BEES) program offered by the National Institute of Standards and Technology (NIST) that allows the comparison of various products based on the environmental and economic impacts as assessed in the LCA’s.

Great!  Now we have facts that we can use to start our decision making process and to make fair comparisons.  So why isn’t everybody using them?

Well, to be fair many are asking for them but only a few are using them because there aren’t that many to use!  The problem is that EPD’s are complex and time consuming to generate. The process begins with Product Category Rules (PCR).  A PCR is a form of guidance and rules for the collection of data and other information. A PCR is established for a specific product category and remains consistent for all products within that category that are seeking to publish an EPD. 

An LCA must be performed  and an EPD developed with guidance from the PCR to deliver a concise explanation of the environmental impacts found from the LCA. EPD’s provide us with the facts about the sustainability of a product. 

If that isn’t hard enough, there is another barrier.  For some products, there are no product category rules because they have not yet been created in the U.S.   In order to create these rules there needs to be consensus among all the “players” in a particular category. For innovative products, you may only have one player. 

As an industry we, perhaps, should consider creating a standard Product Category Rule across an entire category or large groups of categories that level the playing field for all players. Once that is in place, it removes one barrier to EPD’s coming into the marketplace.

After all, does the “Nutrition Facts” label on your bottle of milk look any different from the label on your bag of chips?   Sure the values are different, but it’s the same set of facts measured the same way.

Facts that are scientifically relevant to performance and standardized = transparency.

Keeping Things in Perspective

Lucas Hamilton

Lucas Hamilton is Manager, Building Science Applications for CertainTeed Corporation

Recently we have seen a growth in the number of organizations that are asking for reporting of the raw materials which go into the products used to construct our buildings. While I believe that clear and accurate information is critical for evidence based decisions, I’m not sure we are always prepared to evaluate all of the information we are bombarded with in the appropriate perspective.

An example of this is a recent conversation I had with a designer friend on the West Coast who stated that he felt that lead exposure or more accurately over-exposure continued to be a critical health issue and he wished to specify a building constructed of entirely lead free products. This meant going well beyond the traditional concerns for coatings like paints and looking at everything in the building.

I asked if he had good data for the base-line lead levels of the soil where the job would be constructed. I pointed out that the Environmental Protection Agency (EPA) sites lead contaminated dust and lead contaminated residential soil as two of the top three most common sources of lead poisoning (http://epa.gov/lead/index.html ).

It turns out that some of the products my friend was concerned about had lead levels that were less than 1 percent compared to  the background lead levels for the geographic area for his design project. That helped put the data into perspective. Obviously keeping the lead levels in the building low is going to involve a lot more than just specifying lead free products.

As we enter the age of Life Cycle Assessments, Environmental Product Declarations and other labels for our buildings and building products, I hope we can all resist the temptation to run with a little information and take the time to truly understand how this fits into the “big picture.”

Green Product Certification – The Demise of Greenwashing

Lucas Hamilton

Over the past decade we’ve witnessed the expansive growth of the sustainable building movement. Sustainable design and building professionals are constantly raising the bar in the creation of long-lasting, healthy structures that minimize carbon footprints.  A key factor in the propagation of this trend is green product certification.

The growing emphasis on green living and sustainable building has increased green claims by companies about their products and manufacturing processes.  False green product claims have come to be known as “greenwashing” and it has far reaching consequences – it harms the credibility of manufactures who do take sustainability seriously, as well as the consumer.  When consumers lose faith in manufacturers’ green claims after too many incidents of greenwashing, they may lose faith in the entire green building movement.

The Federal Trade Commission (FTC) continues to fine tune the Green Guides to provide more specific requirements for the green claims that manufacturers are making today. Of course the most important element is the enforcement of the Green Guides for companies that don’t comply or those making inaccurate or unsubstantiated green claims.

In the meantime, the best way to fight greenwashing is to use only products that are certified by an impartial, independent third party, such as GREENGUARD Environmental Institute, the U.S. Department of Energy, Forest Stewardship Council and Green Circle.   

Third-party certifications examine a variety of green performance criteria that are most important to the certifying body, as well as the overall sustainability of a building.  These include energy efficiency, low VOC (volatile organic compound) emissions and other contributions to high indoor air quality, moisture resistance, and high recycled content. Some certifications will focus on one criterion and are therefore known as single-attribute certifications. Multiple-attribute certifications look at several different green product characteristics.  It is important for manufacturers, consumers, builders, architects and building owners to be education on the importance of specifics and accuracy with third-party certifications.  With product certifications, the more detail, the better.

The most extensive, reliable certifications are those that involved life cycle assessments (LCA).  These assessments examine a product’s total impact on the environment throughout its useful life.  Environmental impact factors include: raw materials used, how the product is manufactured, how it performs in a building and what happens to it after its useful life has ended.  CertainTeed recently published an LCA for our vinyl siding products and revealed the results in a blog.

Green building product certification is a vital factor in the growth and longevity of the sustainable building movement.  Until more stringent standards are developed by the FTC, it is crucial for building professionals and product distributors to be educated on which product certifications carry the most weight.  By directing customers toward green building products with reputable, third-party certification you are helping to preserve the environment for future generations.

Lucas Hamilton is Manager, Building Science Applications for CertainTeed Corporation

Life Cycle Assessment Tells the True Green Vinyl Siding Story

In a previous blog, Who Says Vinyl Siding Can’t Be Green, I started to discuss the move to manufacturing vinyl siding products with recycled content making it a more sustainable product.  This began a quest to dispel the misconceptions about vinyl siding and the fact that vinyl is a more sustainable cladding solution than brick, stucco or even cedar.

Vinyl siding has long been viewed by some as a product assumed to not be environmentally friendly.  Well, I am here to tell you that following a very long and tedious process of conducting what is called a Life Cycle Assessment (LCA) on CertainTeed’s vinyl siding products that vinyl siding is GREEN!  Based on all the elements that go into the LCA such as raw materials, transportation, production, and installation vinyl siding clearly leads the way in sustainability. CertainTeed’s vinyl siding LCA has been accepted by the National Institute of Standards and Technology (NIST) through the Building for Economic and Environmental Sustainability (BEES) program which is a leader in the credentialing of LCAs.

The LCA provides full public transparency and ensures that manufactures are not engaging in green washing.

The LCA is an analytical tool used to quantify and interpret the flows to-and-from the environment over the entire life cycle of a product, process or service.  It is also referred to as cradle-to-grave analysis. The goal of the LCA is to compare the full range of environmental effects assignable to products and services in order to improve processes, support policy and provide a sound basis for informed decisions.

The term ‘life cycle’ refers to the notion that a fair, holistic assessment requires the assessment of raw material production, manufacture, distribution, use and disposal including all intervening transportation steps necessary or caused by the product’s existence.

Our first step was to create LCA’s for all of our vinyl siding lines.  In all cases, our vinyl siding outperforms alternative cladding products such as brick, stucco, Dryvit Outsulation and even cedar in all of the environmental impact calculations identified in the BEES methodology.

CertainTeed is committed to product stewardship and the LCA, as well as the entire process to complete the LCA because it provides us with information to continue to improve processes to reduce their environmental impact.

CertainTeed will continue the LCA process on all of our siding product lines as a firm commitment to our mission in sustainability.

What You Don’t Know About Vinyl Siding Could Cost You Money

Brian Kirn

When it is time to select an exterior cladding for a home, whether new construction or remodeling, having factual, objective information can help you make an informed decision.  All manufacturers have colorful brochures with glamour shots of homes but we recently found out that our customers wanted something more.

CertainTeed conducts many feedback programs with both contractors and homeowners and the number one request we consistently hear is the need for an educational brochure about vinyl siding.  Given the popularity of vinyl siding, that made perfect sense.

CertainTeed answered that request with our new Vinyl Siding Redefined brochure.  Since exterior cladding remains on a home for a long time, it’s crucial for homeowners to do their ‘homework’ before making so large an investment.  Understanding the comparisons between vinyl and other claddings with regard to cost, maintenance, warranty and aesthetics is critical to making a sound decision about your home, or, if you’re a contractor, in counseling your customers about the product that is best for them.

Today’s vinyl siding is not the same product that first emerged as a replacement for aluminum siding.  It is true that when vinyl siding first appeared in the marketplace the industry experienced some growing pains but, for the most part there were two key reasons why these occurred.  First, installers put the product on the homes using the same methods as they did for aluminum siding. This did not allow the product the needed room to expand and contract with temperature changes, and consequently product failures resulted.  Also, early versions of vinyl siding colors often experienced fading over time due to the lack of fade inhibitors that are routinely used today.   

Needless to say, these early growing pains have long been resolved and vinyl siding has, for sometime, been the number one choice among homeowners for exterior cladding. But despite this, there remain  many misconceptions about vinyl siding – it’s composition, it’s sustainability and life cycle benefits, it’s warranty coverage and it’s cost savings. That is why we produced Vinyl Siding Redefined – to set the record straight.

Brian Kirn is Marketing Manager, Siding Products Group for CertainTeed Corporation

Green Generates Green for Philadelphia Builder

Lucas Hamilton

I had the pleasure of listening to Tad Radzinski, of Sustainable Solutions, a sustainability expert in the Philadelphia area, talk about an unusual and creative project that he recently worked on using a vegetative roof. 

From the Building Science perspective, what I like about vegetative roofs is the albedo of plants, which plays a large part in the benefit of live roofs, and the fact that they are literally cool roofs that naturally increase the insulation value on your structure (the r-value of the soil bed). Live roofs also reduce the amount of storm water runoff and city’s like Philadelphia are starting to reward building owners for moving to vegetative roofs.

 A few facts:

 1.) For most of us on municipal water, when you pay for a gallon of water you are also paying for a gallon of sewage treatment.

 2.) In older municipalities, the storm water and sewage lines are co-mingled.

 3.) When there is a rain event it can cause the water/sewer to overflow system capacity and be diverted into the rivers.

 4.) When this occurs, the municipality is fined for the overflow.  However, most cities would rather pay the small fine from the occasional rain event than to upgrade the storm water and sewage system.

Philadelphia recognized this and has started to reward builders who take steps to reduce site run-off by reducing the per gallon rate paid for the water they do use. By demonstrating the volume of run-off eliminated through the implementation of vegetative roofs and the reduction of hard surfaces such as paved parking areas, builders can qualify for water rate reductions. Applying this data to a life cycle assessment, we quickly see one more way that being green can save you green.

Lucas Hamilton is Manager, Building Science Applications at CertainTeed Corporation

Building Green for Vancouver Olympics Should Have Lasting Effects

Vancouver Olympics 2010

Vancouver Olympics 2010

For those of us that have watched the Olympics for more than 20 years, it’s been really fun to watch some of the newer events emerging.  Sure, we love to watch the traditional bobsled, downhill skiing, and hockey (go USA), but the Olympics have really progressed with “new era” events like “half pipe snowboarding” and “snowboard cross.”  Cool stuff and our hats off to the International Olympic Committee for recognizing these emerging sports and modifying tradition to keep interest in the Olympics alive!

 As a host city, Vancouver should be applauded for taking this spirit of progression to sustainable building initiatives and pushing renewable energy measures that set a new standard for future Olympic venues.

 Some highlights are:

  • The site for the Village was a Brownfield development of a former industrial area. Following the Games it will become a socially inclusive community that will be home to 15,000 people and provide 250 units of affordable housing.
  • Heat captured from the sanitary sewer’s main line is sent back to heat the buildings and water.
  •  50% of the Villages’ roofs are vegetative, capturing rainwater for reuse and curtailing runoff. They also provide insulation value year round and prevention of heat gain from solar radiation in the summer, acting as cool roofs.
  • The buildings include traditional and contemporary artwork by Four Host First Nations, First Nations, Inuit and Métis artists from across Canada. This meets  one of the requirements of the Living Building Initiative; public art.  
  • The City of Vancouver is targeting Leadership in Energy and Environmental Design (LEED®) Gold for the buildings. For the venue’s community centre, LEED “Platinum” is targeted.
  • Streets have been designed for pedestrians and bicycles first. Underground parking areas can accommodate car co-op vehicles and electric hookups.

Along the Olympic route there is also the Whistler Vision Net Zero Demonstration House.  Built by RDC Fine Homes of Whistler, British Columbia this house is self-sufficient for all energy needs and hopes to achieve LEED Platinum certification. We were pleased to have our CertainTeed WeatherBoards™ Fiber Cement Siding, ProRoc® Gypsum Board with M2Tech® technology and ProRoc Setting Compound with M2Tech used on this project. The house is open to the public throughout the Olympics.

Very public displays of support for renewable energy, net-zero development and sustainable initiatives are great educational opportunities.  The test will be how the costs to develop these buildings vs. the life-cycle analysis and long-range savings hold up within the financial community.  In the true Olympic spirit, let’s eliminate the barriers of our thinking and work together!

 

Lucas Hamilton

Lucas Hamilton

Lucas Hamilton is Manager, Building Science Applications at CertainTeed Corporation. 

 

Can Nanotechnology Help Create Habitat Equality?

Nanotechnology is working its way into the construction industry and it could have a profound affect on leveling the playing field for all types of construction.

frd-without-wordsNanotechnology refers to materials with particles of less than one nanometer (.0000000001 meters). They have already worked their way into our lives without us realizing it. For example, sun-block is one product where they are already in use.   Nano-sized particles of titanium dioxide act as an ultra violet scavenger and protect the skin from UV rays.

Nanotechnology is being applied in the construction industry as well.  It has been successfully applied to products like concrete and coatings to repair cracks or scratches to surfaces. When a crack forms in the concrete, failure fractures bubble up a binder and this heals the material. Nano particles can be used in coatings to make them weather resistant or to absorb less moisture which could minimize mold growth. We are using these particles to manage energy by preventing heat gain in surfaces of buildings or as phase change where heat is temporarily stored and released when needed. 

So what does this have to do with habitat equality?  It is a social responsibility as well as a business outlook.  It must be our goal to use highly efficient systems in all types of construction. Historically, materials or systems that reduce energy consumption in buildings or add durability to help buildings last longer have come at a price premium. As a result, these types of products or systems have not been used in affordable housing (where they are needed the most)!  Some emerging nanotechnologies are offering us the chance to get these same values at a much lower cost. This may allow us to remove one of the economic barriers to having sustainable and healthy habitats.

It has been said, “If you see a turtle on a fence post you can be certain he did not get there by himself.”  This is a great analogy for how we may have to look at creating solutions for our buildings.  A complex set of circumstance has gotten us on this unhealthy fence post and it may take a complex set of solutions to get us off it again

Lucas Hamilton

Lucas Hamilton

Lucas Hamilton is Manager, Building Science Applications at CertainTeed Corporation. 

Alternative Energy Sources Part 2: Technology vs. Humanity

 

Lucas Hamilton

Lucas Hamilton

Albert Einstein once said, “It has become appallingly obvious that our technology has exceeded our humanity.”  It is hard to believe he could have said that in the early 1920s.  What would he say today? I think human beings gamble that we can always figure out how to solve our problems because we are so smart and creative.  We have an inordinate faith in science, technology, creativity and ingenuity to find solutions for any problems we create. 

For example, we could not have developed to where we are without transportation.  But the global nature of business requires that products and people be available quickly.  Look at freight; according to CSX moving freight by rail is three times more fuel-efficient than moving freight on the highway. Trains can move a ton of freight more than 436 miles on a single gallon of fuel.  According to the Environmental Protection Agency (EPA), freight railroads account for just two percent of U.S. greenhouse gas emissions from transportation sources.  But if you need it there overnight it will have to go by air.  However, air travel greatly increases our carbon footprint.

When I was growing up traveling on an airplane was a major event.  But within, say, the last 30 years, air travel has become a way of life as opposed to a major life event.

As I said in Part 1 of this discussion on alternative energy sources, we need to diversify and have several, more efficient ways to produce energy.  For example:

  •  Solar has potential because of the amount of energy that enters our atmosphere every day in solar radiation. With deeper understanding, perhaps we can improve our efficiencies and make up for the fact that the Pacific Northwest, upper Midwest and Great Lakes region do not see sun for large periods of time.
  •  Nuclear - we haven’t issued a new permit for a nuclear power plant in the United States since Three Mile Island (TMI), which is a big mistake. We haven’t had a significant nuclear accident since TMI and although that event in 1979 had the potential to be tragic, it wasn’t.  One of the obstacles that day was the fact that there were only two telephone lines into the facility.  The people who knew how to address the problem could not reach the plant.  For nuclear power to be more palatable to the general public however we will need to find a more eloquent solution to handling radioactive waste than simply storing on-site.
  •  Wind – There is definite potential for wind energy but this is a newer focus and is not yet reaching the thresholds needed to support our ever-increasing needs for electricity.

Since cooling buildings is one of the biggest electricity hogs, we need to continue to produce products that can work with alternative energy sources to cut down on electricity consumption.  Products such as solar reflective and photovoltaic roofs, especially on commercial buildings, can help us take advantage of these big spaces and have them work for us, not against us. 

In a previous blog we touched on the fact that we need to improve our existing building stock as well as build smarter from now on. Because we reroof every 30-40 years, it’s a great opportunity to go back to existing spaces and apply products that work with the sun’s energy.  In order to succeed, we have to challenge people to use alternative products without mandating it.  The goal is to find the economic incentive for people to do the “right thing.”  One way to do this is to rephrase our outlook from upfront cost to life cycle analysis. Consumers have to take the long view on energy savings.  We have to change the way we value these things if we are ever going to fund economic incentives to meet the global warming goals of business backed initiatives like the Copenhagen Communiqué.

Lucas Hamilton is Manager, Building Science Applications, for CertainTeed Corporation