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The Problem with Greenwashing
Why Businesses Need
Accurate Metrics to
Create Jobs and Wealth
2010 Behavior, Energy and
Cli...
Greenwashing
Marketing that promotes a misleading
perception that something is
environmentally friendly
Sometimes delibera...
Problem with Greenwashing
 Cream doesn’t rise to the top
 Best buildings/products undervalued
 Top performers invisible...
Often Unintentional
Energy Consumption LEED
Buildings
NBI Study
Performance of LEED Buildings
With Poorest Performers Removed
HUGE Variation
NBI
LEED for new construction, title and conc...
Focus on Buildings
Aim today is to convince you:
1. Buildings matter: jobs and the
environment
2. Disclose energy consumpt...
Recap of Situation in
California
SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002.
Aerial imager...
SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002.
Aerial imager...
SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002.
Aerial imager...
July Temperatures
2009 California Climate Adaptation Strategy
www.climatechange.ca.gov/adaptation
California’s
agricultura...
Midcentury
Increase of 5 Degrees Fahrenheit
2009 California Climate Adaptation Strategy
www.climatechange.ca.gov/adaptatio...
Could See Increases of 10 to 14
Degree Fahrenheit in Central Valley*
2009 California Climate Adaptation Strategy
*“Emissio...
Smaller snowpack
More water shortages
Less water for agriculture
“Emissions pathways, climate change, and impacts on Calif...
Heat Waves in Los Angeles
Basin Will Be Much More
Frequent
Dan Steinberg, Associated Press
What is the Largest Source
of CO2
in America?
More than all cars, trucks and
planes added together?
Buildings
Building energy consumption
is almost 40% of U.S. CO2
emissions*
*Mitigating Climate Change: What America’s Building Indus...
To Effectively Deal with Climate
Change
Buildings Must Use Less Energy
Employees Everywhere Must
Reduce Consumption
 Retail
 Commercial
 Schools
 Government
It is Not Happening
Solution:
Grade Our Buildings
A-
75 Recommendations
Two most important
1. Grade buildings
2. Reduce high GWP
agents
 Soot, methane, ozone,
carbon monoxide...
Analyzed 12 Different Building Energy
Labels and Their Associated Rating
Methodologies
Recommended Label
In Monthly Utility Bill
C-
B+
Electricity**
Gas**
*125 is highest score
1 is lowest
Compared to all fede...
Building Energy Grades
Recommended Format
Relative grade
– Graded versus peers
– Similar type buildings in
similar climate...
Peer Rating
• Similar building types
– Office to office
– Hospital to hospital
• In similar climates
• Top 20% get As
A+ r...
National Rating
• National standard
– Intuitive: scores above
80 are good, below 70
are poor
• 125 minus weighted EUI
• So...
What Would Happen?
 Put a grade in monthly utility bill
 Mail window sticker quarterly
 Optional for the building to di...
What Would Happen?
 Hotels with As get more business
 Offices getting Ds would upgrade
 Energy efficiency would be impo...
What Would Happen?
 Best energy auditors become very popular
 Backlog of work upgrading:
 Lighting systems
 Windows
 ...
What Would Happen?
 Millions of new jobs
 Skills would improve
 Burn less coal and natural gas
 Send less money out-of...
Why This Label
 Grades motivate change
 Rewards small
improvements
 Automatically update
monthly
 Universal participat...
Summary Recommendations
1. Grade buildings: A+ to F
 Optional quarterly window stickers
2. Disclose energy consumption of...
In Closing
Building grades will motivate action:
1. Create private investment
2. Create jobs
3. Improve skills
4. Encourag...
Appendix
Why Grades Based on Energy?
Energy => CO2 => Environmental Damage
Image: Roger Braithwaite, University of Manchester (UK)
...
http://www.slideshare.net/EltonSherwin/presentations
http://tinyurl.com/34dp6qx and http://tinyurl.com/34vrhl6
Also, see
R...
World-
wide Next
20 Years
(Soot)
Soot and Smoke Also
Damage Our Environment
EPA and
National
Research
Council
Estimates of
Ocean Rise
16 inches
1 meter
130 inches
Encourage the Disclosure of
Building Energy Consumption
Cities have leverage:
 Requesting permit
 Requesting variance
 ...
Use Signage Laws to Ban Advertising
Without Disclosure
Energy Saving
Green Home
(Data not disclosed)
Require
• Last 2 yrs ...
US DOE. CO2 in America. Excludes other greenhouse pollutants: methane,
Soot, CFCs, etc. Also excludes embedded energy in i...
Which Building Types Use the Most
Energy Overall?
Which Building use the Most
Energy per Square Foot?
Electricity Consumption in
Healthcare Buildings
Checklists
www.EltonSherwin.com
 What Can Cities and Counties Do?
 Simple Green Building Code
 Homes
 Commercial Prope...
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The Problem with Greenwashing: Why Businesses Need Accurate Grades

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This is a presentation I gave at the 2010 Behavior, Energy and Climate Change Conference in Sacramento.

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Transcript of "The Problem with Greenwashing: Why Businesses Need Accurate Grades"

  1. 1. The Problem with Greenwashing Why Businesses Need Accurate Metrics to Create Jobs and Wealth 2010 Behavior, Energy and Climate Change Conference Elton B. Sherwin November 16, 2010
  2. 2. Greenwashing Marketing that promotes a misleading perception that something is environmentally friendly Sometimes deliberate, but often caused by inaccurate standards or missing measurements
  3. 3. Problem with Greenwashing  Cream doesn’t rise to the top  Best buildings/products undervalued  Top performers invisible  Poor performers praised  Wrong behaviors encouraged  Money is wasted  Innovation is stifled  Undermines morale
  4. 4. Often Unintentional
  5. 5. Energy Consumption LEED Buildings NBI Study
  6. 6. Performance of LEED Buildings With Poorest Performers Removed HUGE Variation NBI LEED for new construction, title and conclusion are the authors
  7. 7. Focus on Buildings Aim today is to convince you: 1. Buildings matter: jobs and the environment 2. Disclose energy consumption of all buildings claiming to be green 3. Buildings need grades
  8. 8. Recap of Situation in California
  9. 9. SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002. Aerial imagery is NAIP 2005 data. http://www.bcdc.ca.gov/planning/climate_change/climate_change.shtml 16 Inches of Sea Rise San Jose San Francisco Vallejo San Rafael Oakland
  10. 10. SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002. Aerial imagery is NAIP 2005 data. BCDC.gov Foster City East Palo AltoMenlo Park 16 Inches of Sea Rise Silicon Valley
  11. 11. SOURCE: Inundation data from Knowles, 2008. Additional salt pond elevation data by Siegel and Bachand, 2002. Aerial imagery is NAIP 2005 data. BCDC.gov Moffett Field 237 Sun, Google, and, Cisco all at risk
  12. 12. July Temperatures 2009 California Climate Adaptation Strategy www.climatechange.ca.gov/adaptation California’s agricultural regions will be hard hit
  13. 13. Midcentury Increase of 5 Degrees Fahrenheit 2009 California Climate Adaptation Strategy www.climatechange.ca.gov/adaptation 5+
  14. 14. Could See Increases of 10 to 14 Degree Fahrenheit in Central Valley* 2009 California Climate Adaptation Strategy *“Emissions pathways, climate change, and impacts on California” Christopher B. Field and 17 coauthors, June 23, 2004, PNAS 10+
  15. 15. Smaller snowpack More water shortages Less water for agriculture “Emissions pathways, climate change, and impacts on California” Christopher B. Field and 17 coauthors, June 23, 2004, PNAS
  16. 16. Heat Waves in Los Angeles Basin Will Be Much More Frequent Dan Steinberg, Associated Press
  17. 17. What is the Largest Source of CO2 in America? More than all cars, trucks and planes added together?
  18. 18. Buildings
  19. 19. Building energy consumption is almost 40% of U.S. CO2 emissions* *Mitigating Climate Change: What America’s Building Industry Must Do Mahadev Raman. Using DOE data
  20. 20. To Effectively Deal with Climate Change Buildings Must Use Less Energy
  21. 21. Employees Everywhere Must Reduce Consumption  Retail  Commercial  Schools  Government
  22. 22. It is Not Happening
  23. 23. Solution: Grade Our Buildings A-
  24. 24. 75 Recommendations Two most important 1. Grade buildings 2. Reduce high GWP agents  Soot, methane, ozone, carbon monoxide, etc.
  25. 25. Analyzed 12 Different Building Energy Labels and Their Associated Rating Methodologies
  26. 26. Recommended Label In Monthly Utility Bill C- B+ Electricity** Gas** *125 is highest score 1 is lowest Compared to all federal buildings in America (See Inverted Scale with Progressive Weighting) ** The energy grade is determined comparing this building to other similar buildings in similar climates 74* Image from iStockphoto
  27. 27. Building Energy Grades Recommended Format Relative grade – Graded versus peers – Similar type buildings in similar climates Absolute standard – Compares all buildings worldwide – Absolute score based on BTUs per square foot
  28. 28. Peer Rating • Similar building types – Office to office – Hospital to hospital • In similar climates • Top 20% get As A+ reserved for net zero • Bottom 20% get Fs • Include + and – • Get the best of either per sq. ft. or per person
  29. 29. National Rating • National standard – Intuitive: scores above 80 are good, below 70 are poor • 125 minus weighted EUI • Source energy (per sq ft.) – Combines natural gas, oil and electricity – All electricity weighted at national average
  30. 30. What Would Happen?  Put a grade in monthly utility bill  Mail window sticker quarterly  Optional for the building to display
  31. 31. What Would Happen?  Hotels with As get more business  Offices getting Ds would upgrade  Energy efficiency would be important  Some businesses and employees would hunt down their energy hogs
  32. 32. What Would Happen?  Best energy auditors become very popular  Backlog of work upgrading:  Lighting systems  Windows  Cooling towers  Insulation  Fans, pumps, and motor controls  Building controls, VAV boxes, etc.
  33. 33. What Would Happen?  Millions of new jobs  Skills would improve  Burn less coal and natural gas  Send less money out-of-state to buy hydrocarbons  Spend more money locally  Efficient products outsell inefficient products
  34. 34. Why This Label  Grades motivate change  Rewards small improvements  Automatically update monthly  Universal participation  Does not require pre-audits  Fair: works for all sizes of buildings  Drive dramatic reductions in energy consumption
  35. 35. Summary Recommendations 1. Grade buildings: A+ to F  Optional quarterly window stickers 2. Disclose energy consumption of all buildings claiming to be green  Include all government buildings and builders requesting variances  Identify the architect
  36. 36. In Closing Building grades will motivate action: 1. Create private investment 2. Create jobs 3. Improve skills 4. Encourage innovation 5. Reduce emissions A+ For more information: www.EltonSherwin.com Information on building grades: http://www.slideshare.net/EltonSherwin/presentations Specifically two presentations: http://tinyurl.com/34dp6qx and http://tinyurl.com/34vrhl6
  37. 37. Appendix
  38. 38. Why Grades Based on Energy? Energy => CO2 => Environmental Damage Image: Roger Braithwaite, University of Manchester (UK) Awards based on anything other than actual energy consumption are not helpful.
  39. 39. http://www.slideshare.net/EltonSherwin/presentations http://tinyurl.com/34dp6qx and http://tinyurl.com/34vrhl6 Also, see Response to the National Energy Rating Program for Homes Request for Information
  40. 40. World- wide Next 20 Years (Soot) Soot and Smoke Also Damage Our Environment
  41. 41. EPA and National Research Council Estimates of Ocean Rise 16 inches 1 meter 130 inches
  42. 42. Encourage the Disclosure of Building Energy Consumption Cities have leverage:  Requesting permit  Requesting variance  Bidding for city business  Selling building  Challenge other city governments  Prohibit “green” or efficiency claims without disclosure  Give window stickers to all homes and businesses who disclose their data Cities can encourage disclosure • Last 2 yrs utility bills • Next 10 yrs
  43. 43. Use Signage Laws to Ban Advertising Without Disclosure Energy Saving Green Home (Data not disclosed) Require • Last 2 yrs utility bills • Next 10 yrs
  44. 44. US DOE. CO2 in America. Excludes other greenhouse pollutants: methane, Soot, CFCs, etc. Also excludes embedded energy in imports and most impacts from Agriculture. CO2 Emissions: Circled sources are mostly buildings
  45. 45. Which Building Types Use the Most Energy Overall?
  46. 46. Which Building use the Most Energy per Square Foot?
  47. 47. Electricity Consumption in Healthcare Buildings
  48. 48. Checklists www.EltonSherwin.com  What Can Cities and Counties Do?  Simple Green Building Code  Homes  Commercial Property  What are Your Company’s Top Energy Wasters?  Schools and public buildings  What are Your Home’s Top Energy Wasters?  How Do I Find the Energy Hogs in My House?  Reducing Your Carbon Footprint www.Amazon.com
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