Greenwashing Construction: LEED Certification Helps Avoid ‘Building Makeovers’

Officially, greenwashing is disinformation disseminated by an organization so as to present an environmentally responsible public image. The Web site calls it “the phenomenon of socially and environmentally destructive corporations attempting to preserve and expand their markets by posing as friends of the environment. it is environmental whitewash. Hogwash.” Greenwashing – as depicted in ads where environmentally negligent companies portray themselves through pictures of lush forests and furry animals – has also been described as “eco-porn.” The building industry, at least, is emerging from this conundrum, thanks to the U.S. Green Building Council’s Leadership in Energy and Environmental Design program. It is the first widely accepted standard for what makes a building truly green and consists of a grab-bag of environmental measures a builder can implement, from air quality to recycled content to energy use. Follow the link.
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