2010 GreenMeet

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A presentation titled Green or Greenwashing delivered to the US Green Building Council, San Diego Chapter, at their first 2010 GreenMeet event.

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2010 GreenMeet

  1. 1. g re e n Green or Greenwashing? Closed Loop Systems US Green Building Council, San Diego GreenMeet - January 20, 2010 Kevin Foster O’Donnell founder & fundamentalist @ threadcollaborative 1
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  4. 4. Is itittoxic to manufactured? it is this itmymadeone life? biodegradable? Is happens this reused? Can is to at the end of it’s life? What it more than of? How Can What have be customers? 5
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  8. 8. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication 1969 “It’s Not Easy Being Green” 9
  9. 9. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 10
  10. 10. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 11
  11. 11. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 12
  12. 12. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 13
  13. 13. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 14
  14. 14. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 15
  15. 15. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? 16
  16. 16. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication what is green? Green is the new? 17
  17. 17. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication certifications & labels 18
  18. 18. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication certifications & labels 19
  19. 19. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication certifications & labels 20
  20. 20. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication certifications & labels 21
  21. 21. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication certifications & labels 22
  22. 22. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication greenwashing? Cut out and keep 23
  23. 23. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Communication greenwashing? 24
  24. 24. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 25
  25. 25. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 5 miles 5 miles 26
  26. 26. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 7926 miles 27
  27. 27. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 28
  28. 28. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 29
  29. 29. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 30
  30. 30. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 31
  31. 31. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative CO2 Emissions 8000 7000 6000 Million Metric Tons 5000 end of WWII - start of the Baby Boom ➜ 4000 3000 start of the 20th Century ➜ 2000 1500 1000 500 0 1750 1800 1850 1900 1950 2000 32
  32. 32. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative U.S. CO2 Emissions source: 2006 Energy Information Administration 800 700 600 Metric Tons of Carbon (millions) 500 400 18% 300 200 100 0 1950 1952 1954 1956 1958 1960 1962 1964 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 33
  33. 33. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative U.S. CO2 Emissions source: 2006 Energy Information Administration 800 700 600 Metric Tons of Carbon (millions) 34% 500 400 18% 300 200 100 0 1950 1952 1954 1956 1958 1960 1962 1964 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 33
  34. 34. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative U.S. CO2 Emissions source: 2006 Energy Information Administration 800 48% 700 600 Metric Tons of Carbon (millions) 34% 500 400 18% 300 200 100 0 1950 1952 1954 1956 1958 1960 1962 1964 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 33
  35. 35. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative U.S. CO2 Emissions source: 2006 Energy Information Administration Buildings - 48% Residential Commercial Other 20% 18% 10% 34
  36. 36. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative U.S. CO2 Emissions source: 2006 Energy Information Administration Buildings - 48% Residential Commercial Other 20% 18% 10% 35
  37. 37. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 36
  38. 38. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Industrial Age Business Model Virtually endless supply of raw materials. Abundant inexpensive energy. Plentiful cheap labor that’s easy to replace. The ability to externalize environmental costs. 36
  39. 39. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative transition template industrial age ecology energy society economy sustainable age 37
  40. 40. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative transition template industrial age ecology energy society economy green sustainable age 38
  41. 41. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative transition template industrial age ecology energy society economy green greener sustainable age 39
  42. 42. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative transition template industrial age ecology energy society economy green greener greenest sustainable age 40
  43. 43. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative transition template industrial age ecology energy society economy green greener greenest sustainable age 41
  44. 44. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative transition template industrial age ecology energy society economy green greener greenest sustainable age 42
  45. 45. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Human consumption surpassed the regenerative capacity of the planet around 1980, and we are now pushing its systems well beyond their ability to heal. National Academy of Sciences 43
  46. 46. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 44
  47. 47. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Resource Consumption source: Energy Information Administration 2008 EIA annual Energy Outlook Water: 13.6% Wood: 25% 45
  48. 48. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Resource Consumption source: United Nations 14% 20% 86% 80% Resource Usage Wealth 46
  49. 49. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Post-Consumer Squak Mountain Stone IceStone Stardust Glass Bedrock Industries Shetkaworks Interstyle Eleek 47
  50. 50. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Post-Consumer Alumillenium Tile 48
  51. 51. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Junckers Ekobe Kerei Habitus Alkemi Biofiber Wheat COR Products Constantine Carpet 49
  52. 52. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer 50
  53. 53. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Fireclay Tile 51
  54. 54. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Fireclay Tile 52
  55. 55. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Fireclay Tile 53
  56. 56. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Fireclay Tile 54
  57. 57. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Fireclay Tile 55
  58. 58. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer Kirei USA 56
  59. 59. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle: Pre-Consumer EnviroGLAS 57
  60. 60. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Recycle grading C B A 30% to 50% 50% to 80% 80% + Post-Consumer 30% to 50% 50% + Pre-Consumer B A 58
  61. 61. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse Appalachian Hardwoods Terra Mai Trestlewood Colonial Barn Mountain Lumber West Lincoln Barnboard 59
  62. 62. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse 15th Avenue Coffee and Tea 60
  63. 63. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse 61
  64. 64. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse Black’s Farmwood 62
  65. 65. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse Black’s Farmwood 63
  66. 66. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse Black’s Farmwood 64
  67. 67. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse Black’s Farmwood 65
  68. 68. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Repurpose & Reuse Black’s Farmwood 66
  69. 69. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Renewable Plyboo End Grain Dura Palm Nova Cork Nova Cork Constantine Carpet Maya Romanoff 67
  70. 70. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Renewable 68
  71. 71. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Renewable grading Rapidly Renewable 20 years to biological maturity 69
  72. 72. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Renewable grading Renewable Rapidly Renewable > 20 years to 20 years to biological maturity biological maturity 69
  73. 73. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Renewable grading Renewable Rapidly Renewable Hyper Renewable > 20 years to 20 years to < 5 years to biological maturity biological maturity biological maturity 69
  74. 74. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Renewable grading Renewable Rapidly Renewable Hyper Renewable Old Growth Groves Cork Bamboo 70
  75. 75. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Reduced Ancient Woods Kauri Lumber Kauri Veneer Halm Lumber LA Treasures 71
  76. 76. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Reduced Anthropologie 72
  77. 77. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Panelite Rethought 01/29/2007 12:19 AM Interstyle Fusion Plexwood Panelite Modular Arts Interlam Caba 73
  78. 78. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Rethought 74
  79. 79. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Rethought Caba Barkskin Glass 75
  80. 80. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Locally Cultivated 76
  81. 81. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Locally Cultivated 76
  82. 82. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Locally Cultivated 77
  83. 83. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Locally Cultivated 78
  84. 84. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 37% of all landfill refuse is generated by building related construction source: EPA 79
  85. 85. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Municipal Solid Waste source: Environmental Protection Agency wood - 3% other - 3% rubber - 5% metal - 7% paper - 35% plastic - 12% food scraps - 12% yard waste - 13% 80
  86. 86. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Total Waste source: Environmental Protection Agency municipal solid waste - 1% hazardous - 2% industrial - 57% special - 39% 81
  87. 87. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Industrial Waste source: Ray C. Anderson, CEO of InterfaceFLOR 1 32 82
  88. 88. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Industrial Waste source: Ray C. Anderson, CEO of InterfaceFLOR 1 32 82
  89. 89. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Industrial Waste source: Ray C. Anderson, CEO of InterfaceFLOR TRASH 83
  90. 90. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Meat Seafood Cheese Bakery Produce Deli Floral Checkout 84
  91. 91. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 85
  92. 92. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 86
  93. 93. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Waste Reduction 87
  94. 94. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Typical Project Timeline Sourcing Manufacture/ Grand Design Installation Construction Opening End of Life Landfill Landfill Landfill 88
  95. 95. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Locally ReSource Timeline Cultivated Recycle Repurpose/Reuse Renewable Reduced Rethought Manufacture/ Grand Sourcing Design Installation Construction Opening End of Life ReSource ReSource 89
  96. 96. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Modified Delft Ladder building stages material cycle local process waste renewable return reduced rethought design construction production extraction 3 2 3 1 maintenance use 4 recycled reused reclaimed 4 6 4 3 source end of life demolition 5 recondition 1 innovation 2 renovation 3 return to use incinerate 4 evaluation 5 not suitable for use landfill 6 suitable for use 90
  97. 97. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 91
  98. 98. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 92
  99. 99. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 93
  100. 100. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 93
  101. 101. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 93
  102. 102. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 93
  103. 103. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 94
  104. 104. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 95
  105. 105. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 95
  106. 106. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Building Energy Use Over Time source: UN Environment Programme - Buildings and Climate Change Report - referenced table by Jones, 1998 Demolition and Recycling Energy Consumption (MWh/m2) Operating Energy 15% Induced Energy Grey Energy Embodied Energy 10 20 30 40 50 60 Time (years) 96
  107. 107. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Embodied Energy source: Cole and Kernan Material Btu/lb. Material Btu/lb. Baled Straw 6,499 Mineral Wool Insulation 395,365 Stone (local) 21,685 Glass 430,564 Concrete Block 24,388 Fiberglass Insulation 820,524 Concrete 35,199 Steel 866,534 Lumber 67,696 PVC 1,895,615 Brick 67,696 Copper 1,911,832 Gypsum Wallboard 165,185 Paint 2,526,565 Particle Board 216,665 Linoleum 3,141,298 Aluminum (recycled) 219,367 Polystyrene Insulation 3,168,389 Steel (recycled) 240,990 Carpet (synthetic) 4,007,832 Plywood 281,658 Aluminum 6,147,204 97
  108. 108. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Embodied Energy source: Cole and Kernan Material Btu/lb. Material Btu/lb. Baled Straw 6,499 Mineral Wool Insulation 395,365 Stone (local) 21,685 Glass 430,564 Concrete Block 24,388 Fiberglass Insulation 820,524 Concrete 35,199 Steel 866,534 Lumber 67,696 PVC 1,895,615 Brick 67,696 Copper 1,911,832 Gypsum Wallboard 165,185 Paint 2,526,565 Particle Board 216,665 Linoleum 3,141,298 Aluminum (recycled) 219,367 Polystyrene Insulation 3,168,389 Steel (recycled) 240,990 Carpet (synthetic) 4,007,832 Plywood 281,658 Aluminum 6,147,204 98
  109. 109. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Embodied Energy source: Cole and Kernan: 99
  110. 110. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party LEED - Leadership in Energy and Environmental Design Sustainable Sites Water Efficiency Materials and Resources Indoor Environmental Quality Innovation and Design Process 100
  111. 111. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 101
  112. 112. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party Embodied Water Content Closed Loop Products Renewable Water Use Renewable Energy Use Embodied Energy Habitat 102
  113. 113. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party Occupational Safety Consumer Safety Fair Compensation Equality Corporate Practices Community Contributions 103
  114. 114. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party Solid Waste Indoor Air Quality Water Quality Toxic Releases Air Quality Climate 104
  115. 115. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 105
  116. 116. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 106
  117. 117. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 107
  118. 118. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 108
  119. 119. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 109
  120. 120. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 110
  121. 121. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 111
  122. 122. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative Third Party 112
  123. 123. Green or Greenwashing? USGBC San Diego GreenMeet threadcollaborative 113
  124. 124. ➜ ➜ kevin@threadcollaborative.com questions? thank you 114

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