Transforming Building Markets, or Transforming Marketing?

 

Bill Walsh’s reprinted article in GreenBiz.com with the same title as above passionately highlights the insidiousness of greenwashing within the building materials sectors, but his thoughts address a similar concern across the entire spectrum of real estate development.

“When Home Depot invited suppliers to submit products for consideration in its Eco-Options program, manufacturers claimed that more than 60,000 of the items currently on the shelves were already “green.” According to the New York Times, “Plastic-handled paint brushes were touted as nature-friendly because they were not made of wood. Wood-handled paint brushes were promoted as better for the planet because they were not made of plastic.”

In these heady days of sustainability’s emergence within the commercial real estate industry, how will we hold each other accountable for true market transformation and not cleverly marketing the status quo?

Click here to read the article in its entirety and share your comments with us.

Labels: Bill Walsh, GreenBiz.com, Greenwashing, market transformation