Companies everywhere are leaping on the bandwagon, trying to convince their customers that all is ok.
The sad fact is, things are far from rosy. And claims around sustainability and carbon neutrality are often empty promises, or simply marketing jargon.
So let’s dig a little deeper and see how we can spot and cut through today’s greenwashing.
The claim of carbon neutrality is often achieved through carbon offsetting, where a company pays a fee for each ton of carbon they emit, so they can have the equivalent quantity absorbed. This might be achieved through nature based solutions like planting trees or active removal projects where carbon is actually sucked out of the air.
These carbon offsetting projects do have their upsides. They funnel money into positive projects such as planting new trees. And providing that these projects are well designed for the long term, this should be welcomed. The planting and care of woodlands needs every penny it can get.
However, there is a downside. The problem with offsetting is that greenhouse gases are being emitted now, and the trees being planted to remove these gases won’t do their job for decades.
Knowing what we do about the urgency of our situation, this is not soon enough.
With many quick and easy carbon offsetting options available today, claiming carbon neutrality is simple to do. But while it’s great for marketing, this approach only masks the problem.
Offsetting allows companies to claim that they, or their products, are carbon neutral, positive or negative (all confusingly used to mean good) when in fact greenhouse gases are still being emitted and the problem is only getting worse.
On top of this, the tidal wave of sustainability claims gives the impression that all is well. When really our situation is far from ok. In fact, I’d say we are up the creek.
So, how do we work out what’s true and what isn’t?
It starts with researching before you buy and digging under the surface of these green claims.
Greenwashing is something we feel really strongly about. So much so, that we don’t describe our Brimstone wood as sustainable, eco-friendly or carbon neutral. Because it’s just not true.
The truth is, Brimstone is one of the least impactful building products you can buy today. But it still leaves a mark. We know there is room for improvement. And we’re working hard to make those changes.
When customers ask us about the impact of our products, we give them a transparent, honest answer. One that’s backed up by facts.
We have measured the impact of producing Brimstone (Download EPD) and we’re continuing to reduce this impact.
Right now, from harvesting the tree to finally disposing of the cladding at the end of its useful life, 1m2 of 20 x 145mm Brimstone cladding creates 8kg of C02e. (CO2e is Carbon dioxide plus other greenhouse gases).
To put that into context, 1m² of brick-faced Precast Concrete Cladding creates 122 kg of CO2e*
In terms of reducing our impact, we’re also:
At the end of the day, making fully informed purchase decisions is one of the most important ways we can help our planet.
There are no easy answers or perfect decisions, as everything makes a mark. But seeing through the marketing jargon and being armed with the facts means our decisions can be wiser.
And right now that can really make a difference.
This beautiful renovation project is one of a kind. Once an old threshing barn, it has been transformed into a family home, studio and wildlife haven by landscape architect and owner Toby Diggens.
It’s not standard practice to use local wood - but we’re on a mission to change that.