Barbra Batshalom, the Executive Director of NEXUS, will share information about the newest green product initiatives in the industry. She will present the results of months of conversations, surveys, events and research with manufacturers, thought leaders and specifiers to identify the barriers to green products. Barbra will share the latest activities behind these efforts and her vision for the future that the Green Product Association is part of.

1. Trends & Transparency in
Green Building Products
Presented by Barbra Batshalom, Executive Director of NEXUS
www.nexusboston.org
Mainstreaming green building and development at all scales of development

2. Key Questions:
• What are the current trends in the industry?
• Why is transparency important?
• What is market transformation and what will it take to transform the building
products industry?
• What is the Green Product Association and how does it
work with partners across the industry?
• How can you actively participate in market transformation?

3. Programs:
• Green Professional Training: LEED, Project
Management, Products, Energy Modeling,
Sustainable Practice, Integrative Design
• Green Project Consulting: LEED & Green Champion, Existing Buildings & LEED
EBOM, Multi-Family Housing, Carbon Footprinting, Boot Camp for Firms
• Green Firm Certification (SPI): Our Sustainable Performance Institute
Certification evaluates the capability of A/E/C companies to deliver
consistent, high quality sustainability services.
• Green Product Association (GPA): Lead an industry-wide market
transformation so that all construction and building operation products meet
a continuously increasing level of sustainability throughout their life cycle

4. Agenda:
1) The Problem: Negative Environmental, Human Health,
Economic Impact, Market Confusion, Barriers to trade
2) The Opportunity: Convergence of cultural shift and data
3) The Solution: Market Transformation
4) Next Steps: What you can do

5. 1) The Problem

6. Architects work in a “Box”…
Very disconnected from downstream impacts of their decisions
“The Box” 2009 IMBD website

7. Environmental Impacts of Buildings
INDOOR AIR QUALITY (IAQ)
• Over 30% of buildings have poor indoor air quality,
• Often the air inside the average home is 10 times more polluted than the
outside air on the smoggiest of days,
• We spend 90% of our time indoors.
Marc Richmond

8. Toxicity
According to medical studies that evaluate a person’s “body burden” (the level of
contamination of tissues, organs, urine and blood)
THE TYPICAL HUMAN (THAT MEANS YOU)
has an average of 86 industrial compounds, pollutants and other chemicals in
their bodies. The typical person referred to does not mean people who work
with chemicals or live near manufacturing facilities, but the average person in
general. These contaminates include PCBs, dioxin, furans, metals, phthalates
and VOCs. Of a total 167 chemicals found across a test group, 76 cause cancer
in humans or animals, 94 are toxic to the brain and nervous system, and 79
cause birth defects or abnormal development. Further, the dangers of exposure
to these chemicals in combination has never been studied.
Toxins commonly found in adhesives, preservatives, paints and many building
products are significant contributors to these contaminates.
- Environmental Working Group

9. TRADE SECRETS

10. Green Wash

11. Certifications

12. “The US has all but ceased to
use asbestos, but the number of
deaths from mesothelioma is
only now reaching its peak, due
to the disease's long latency
period.”

15. 2.) The Opportunity

17. Data Is Literally At Your Fingertips….

20. What’s Really Radical About Transparency ?
It’s not only inevitable.
It’s going to be easier than you think.

22. LEADERSHIP: IN ALL SHAPES AND SIZES
EPA Chemicals of concern
Confidentiality ended for 530 chemicals
Announced 12/30/09
• Phthalates (90% in Vinyl)
• Polybrominated diphenyl
ethers (Flame Retardants)
• Perfluorinated chemicals
(Stain/Water Repellants)
• Bisphenol A (epoxies)

23. 3.) The Solution: Market Transformation

24. Market Transformation
….activities that address marketplace barriers and offer the opportunity for
market expansion and change
Factors driving market transformation:
•Regulations and standards
•Demand
•Innovation
•Cultural values and mindset

25. How Can All Of This Lead To Market Transformation?
How Do We Create A Tipping Point?

26. Gladwell describes the "three rules of epidemics" (or the three
Gladwell’s 3 Rules "agents of change") in the tipping points of epidemics.
of Epidemics
1. "The Law of the Few", people with a rare set of special gifts,
which can be categorized in 3 different ways:
Connectors: talent at bringing stakeholder groups together, ability
to span different worlds
Mavens: information specialists who can connect us to new info,
who have great knowledge of the marketplace and can
communicate it effectively. “Mavens want to solve other people’s
problems, generally by solving their own”
Salesman: persuaders, charismatic people with powerful
negotiation skills.
2. The Stickiness Factor, the specific content of a message that
renders its impact memorable. Popular children's television
programs such as Sesame Street and Blue's Clues pioneered the
properties of the stickiness factor, thus enhancing the effective
retention of the educational content in tandem with its
entertainment value.
3. The Power of Context: Human behavior is sensitive to and
strongly influenced by its environment. As Gladwell says,
"Epidemics are sensitive to the conditions and circumstances of the
times and places in which they occur."

27. We “designed” ourselves into this problem
in the first place…
We had great ambitions, but forgot to ask key questions…

28. Now its time to “design” ourselves out of the problems we’ve created…
…“Inhabitat: design will save the world”

29. What will
it take
to design
the next
industrial Green Chemistry & Material Science
revolution? Biomimicry
Precautionary Principle foundation
Life Cycle Assessment understanding
Key ingredients include: Cradle to cradle mindset
New models of ‘ownership’ and supply chain
relationships

30. Green Chemistry
Paul Anastas, then of the EPA, and John C. Warner
developed 12 principles of green chemistry, which help
to explain what the definition means in practice.
The principles cover such concepts as:
• The design of processes to maximize the amount of
raw material that ends up in the product;
• The use of safe, environment-benign substances,
including solvents, whenever possible;
• The design of energy efficient processes;
• The best form of waste disposal: not to create it in the
first place.
CA green chemistry council

31. The 12 principles of Green Chemistry are:
1. It is better to prevent waste than to treat or clean up waste after it is formed.
2. Synthetic methods should be designed to maximize the incorporation of all materials used in
the process into the final product.
3. Wherever practicable, synthetic methodologies should be designed to use and generate
substances that possess little or no toxicity to human health and the environment.
4. Chemical products should be designed to preserve efficacy of function while reducing toxicity.
5. The use of auxiliary substances (e.g. solvents, separation agents, etc.) should be made
unnecessary wherever possible and, innocuous when used.
6. Energy requirements should be recognized for their environmental and economic impacts and
should be minimized. Synthetic methods should be conducted at ambient temperature and
pressure.
7. A raw material or feedstock should be renewable rather than depleting wherever technically
and economically practicable.
8. Reduce derivatives - Unnecessary derivatization (blocking group, protection/ deprotection,
temporary modification) should be avoided whenever possible.
9. Catalytic reagents (as selective as possible) are superior to stoichiometric reagents.
10. Chemical products should be designed so that at the end of their function they do not persist in
the environment and break down into innocuous degradation products.
11. Analytical methodologies need to be further developed to allow for real-time, in-process
monitoring and control prior to the formation of hazardous substances.
12. Substances and the form of a substance used in a chemical process should be chosen to
minimize potential for chemical accidents, including releases, explosions, and fires.

32. Our Plan to Stimulate Market Transformation
Clear & Compelling Vision
Broad Stakeholder Engagement
bridge disconnects, system-wide, holistic Educate
the
communication and connection Market
Develop & Support Leadership
Education, Technical Support
Raise education, awareness and promote a
positive vision of the future desired state
Influence
Provide clear definitions and language Promote Standards &
Stimulate Demand Sales
Innovation
increase demand for preferable products
quantify the increase in demand
Promote Innovation
Create healthy competition for specific
product performance criteria Facilitate
Standards and Benchmarks Communication
Coordinate and collaborate
with standards bearers to align
Disseminate clear language and definitions

33. 4) Next Steps: What You Can Do

34. What is the Green Product Association?
The mission of the Green Product Association
is to lead industry-wide market transformation
so that all construction and building operation
products meet a continuously increasing level
of sustainability throughout their life cycle.
• Promote Green Products
• Promote continuous improvement
• Support transparency and standards
• Recognition and awards
• Educate specifiers & purchasers
• Drive procurement to be
ALL green
ALL the time

35. • 20,000 subscribers and growing all the time
• 250,000 design prof, FM, owners in network
• 13,000 visitors for training, networking,
• product showcases
• 200 events last year
• Exhibitor Showcases- 350+ specifiers, designers, etc
Like a mini-Greenbuild all year long.

36. What do people think of us?
I feel inspired. Now I feel like possibilities are endless, before I didn't know where to start.
Now there's a place I can come for EVERYTHING
I don't have to buy LEED reference material, can use it here
I see how to be smarter about products in LEED projects
green doesn't have to be weird and alternative, it can be smart
green products are cool
There are an unbelievable amount of resources
software I can use to understand energy/carbon impacts
There is much more that goes into "Green Design" than I thought.
Feedback from
lighting!! Omigod, didn't realize there were so many options - for both the fixtures and the controls!
green trail cell phone tours of green buildings
free workshops and expert help!!
Our community…
how to support LEED accreditation in my office in cost effective way - how to better use the utility programs
having someone who can answer questions about almost anything!!! The help desk is greatz.
Doctor programs! I have experience, but not confident about everything, this helps me close the gap.
I thought I knew green products, but there are a lot more here than I was aware of.
im bringing my students here (MBA, CRE)
now I know how to approach my landlord and what to say
learn: now I know I can integrate green strategies NO MATTER what my budget is. I thought it was only if I had a
lot more money to spend. I left knowing specific things I could do.
act: going to convince my clients to build green. Those that don't agree, I'll do it anyway.
im going home and educating my neighbors/community
I will do a blog entry on some of these materials for the company where I work
didn't realize that the FF&E stuff is so imprtant, computers, etc/ Tambient system is really cool
now I know how to help my GCs do better
now I know I need to block out more time. Two hours was just not enough. Im coming back thrusday night or Saturday
building green for free! And I can forward my articles … green spec directory will change my life!!
I will be back! I'm intent on recreating myself in a green career, preferably energy conservation and building materials.
im bringing my architectural students here. Wow. I wish this had been around when I was earlier in my career.
will bring a development team for product selection session

37. GPA is Global…..

38. Why GPA is Global
• The industry is global
• Manufacturers who sell globally have to deal with conflicting
standards and issues
• The intention is to grow the Green Economy and promote all green
products abroad
• Address trade issues of hazardous materials

40. Global Green Product Assoc - NEXUS program
• Promote Trade • Promote GPA programs • Stimulate innovation
• Deal with and members • Support R&D
conflicting • Distributes to 250,000 • Promote Visionary
standards industry subscribers thinking
• Take on barriers to • Connect with strategic
growth partners, trade shows, etc
• Global Education

41. Global Green Product Assoc - NEXUS program
We work with our Manufacturer members to:
Support
• Internal efforts to green product lines and
• Manufacturing processes/facilities
• Educate at all levels
• Develop internal metrics and initiatives
• Support innovation in their product lines
• Work with their supply chain
Promote
• Promote their green products to their customers
• Through online media, in GPA Pavilions at Trade Shows, in
Trade Missions, etc
Barriers
• Take on industry barriers such as conflicting standards
• Market hurdles (varying RFIs)
• Greenwash

42. We work with our Industry Partners to:
• Clarify definitions, language and standards
• Provide critical tools, resources and content
• Coordinate ever-evolving market changes
• Increase demand
• Improve communication
Thought Leaders are a critical element of our
Industry Partners who both advise programmatically
And work with us to define and classify green products.
Thought Leaders are not manufacturers, and have
Expertise in relevant areas such as:
• Green Chemistry
• Life Cycle Assessment
• Supply Chain
• Human Health
• Green Building
• Biomimicry

43. What is GPA doing next ?
Based on input from Founding Members and Peer Advisors,
GPA’s priorities include:
Eliminate Greenwash and provide the industry with a clear framework:
•Convening Thought Leaders
•Use GPA Pavilions at Greenbuild, Build Boston, etc to publish clear definitions
Increase Literacy and streamline data
•Educate specifiers and architects thru GPA Literacy Campaign
•Work with top specifying companies to streamline/unify their RFIs and
questionnaires, with ultimate goal being to work towards one format
•Publish key resources that simplify understanding of 1st, 2nd and 3rd party
certifications available in the market, map standards globally
Stimulate Demand
Leveraging our Global Trade Partners, Media Partners and
Industry Partners, help drive demand for green products
Global standards and Regulations
Identify top 3 countries with conflicting standards and work with
our Global Trade Partners and others to align them

44. The Future Of (Green) Products:
Global Innovation Challenge Competition
Transparency / Certification Innovation

45. Get Involved!
www.thepetitionsite.com/1/GPA-ProductSustainabilityandTransparency

46. Get Involved!

47. Get Involved!
GPA Pavilion : Showcasing Green Products
At Major Tradeshows

48. Discussion

49. Thank You!
Resources:
• Presentation: www.greenproductassociation.org (posted by end of day)
• GPA Value Proposition: www.nexusboston.org/benefits
• Next webinar: “What is Transparency, Anyway?,” August 11, 12:30-1:30pm,
https://www1.gotomeeting.com/register/550957569
The Green Roundtable / NEXUS
(617) 374-3740
www.nexusboston.org
info@greenroundtable.org

50. GPA - PROPOSED LEVELS
4 CRADLE-TO-CRADLE
3 GREEN ATTRIBUTES
2 RED-LIST
1