Page 35 - Green Builder Remodeling Field Report 2021

BY MICHELE LERNER consumers can check when they’re replacing a system.
Cost and sustainability often create a sort of push- “Frankly, I would avoid appliances and HVAC systems that
pull in a big remodeling project. A recent survey don’t have an ENERGY STAR label, even if they’re labeled as
energy efficient,” Eckman says.
by Adweek and Morning Consult found that 76%
of respondents said sustainability is at least some- IDENTIFY GREENWASHING
what important to them, and 73% said they’re Unfortunately, too many companies exaggerate their green
bona fides. According to research by Tracy Rezvani at the
concerned about Climate Change. Montgomery County Maryland Office of Consumer Protection,
But in that same survey, just 21% ranked sus- indication that a company may be overstating its ecological
tainability above cost, if they are forced to choose impact include a lack of proof for sustainability claims.
They’ll also lack third-party proof, notes Eckman. “If their
between the two. That’s a fairly hollow commit- claims are not connected to an outside program, that can be
ment, if you look at all age groups. Zero in on an indication that they’re not true,” he explains. “Even if they
younger generations, however, and sustainable say they have data to prove it, the tests may have been done
by the manufacturer itself, and you won’t be able to know how
concerns rise substantially. Among respondents it’s tested. They could be testing something for energy effi-
in the Gen Z age group, 30% ranked sustainability ciency at a minimum level of use, not how people really use the
higher than cost, and 27% of millennials ranked product.”
The Maryland Office of Consumer Protection recommends
sustainability higher than cost. the following steps to evaluate on the legitimacy of sustain-
For professionals who want to build better per- ability claims:
forming homes, the challenge is selling clients on ■ Check for verification by a legitimate third-party
organization.
spending a little more now to do the right thing.
■ Check for data or scientific evidence of their claim and
But first, they have to meet people where they are. where it comes from.
Check the company’s consistency over several years and in
■
different countries in terms of eco-friendly practices.
ADD LABELS FOR CREDIBILITY ■ Check the company’s history of charitable donations to see
People outside the building industry often lack clarity about which organizations it supports.
what it means to build green. While there’s no one source that
provides a complete and simple green label for everything, DISCUSS ENERGY COSTS AND
there are a variety of places they can go to validate a “sustain- WEATHER VULNERABILITIES
able” product or design choice. A better built, more energy-efficient home is inherently
“It’s a confusing issue for people, because there’s really no anxiety-reducing and more affordable to operate. It will be less
uniformity when it comes to green labels,” says Richard Eck- at risk from power outages, extreme temperatures, storms or
man, an energy policy analyst with the Consumer Federation wildfires.
of America. “But there are some great sources for specific Translate these real risks into sustainability action points.
items, such as the ENERGY STAR label for appliances, which Typically, they lead to increased insulation, better air sealing,
have real meaning for consumers.” higher performance windows and doors and more durable sid-
Eckman recommends the international “Green Seal” and ing and roofing. Go the extra mile. When replacing roofing,
the EPA’s “Design for Environment” as credible sources where seize the opportunity to add insulation and prewire for solar
products are reviewed and certified for their sustainability. panels. When upgrading a kitchen, specify only water smart
“Our sister organization, Consumer Reports, has a ‘Greener dishwashers, induction cooktops and quiet, efficient range
Choices’ site that provides information to consumers about hoods. Raising the bar on these standard home components
products to help them sort through the different labels and results in a “win-win” for both the remodeler and the client.
their meaning,” says Eckman. “It can be hard for consumers Resources that can help you decide the types of remodeling
to know what’s credible and what’s not from manufacturers. projects that will improve the durability of your home include
The Federal Trade Commission has a ‘Green Guide’ for mar- the Federal Alliance for Safe Homes (FLASH), whose mission
keting that attempts to force truth-in-advertising.” is for everyone to have a “DREAM” home, which stands for
The gold standard for homeowners and homebuyers “durable, resilient, energy-efficient, affordable and modern.”
for choosing appliances and heating and air conditioning The FLASH Buyers Guide to Resilient Homes includes a
systems is ENERGY STAR, says Eckman. Heat pumps come variety of home improvement suggestions that increase your
with a SEER (Seasonal Energy Efficiency Ratio) rating that home’s resilience and meeting sustainability goals.

REMODELING FIELD REPORT GREEN BUILDER 35