Regulators are finally cracking down on advertisers making false green claims!
The EU’s move to tackle greenwashing has drawn attention from proponents and critics alike: the proposal for the new ‘Green Claims’ directive was voted in plenary with a huge majority, setting the foundation for a finalised law in the coming months.
If passed, it’ll ban generic claims—from ‘environmentally-friendly’ and ‘eco’ to ‘natural’ and ‘biodegradable’—from being made without evidence.
Will this mark the end of the 'greenwashing era'? And as greenwashing is kicked to the kerb, does this allow space for its more insidious cousin—circular washing—to creep in?
Find out in our latest blog article! (Link in the bio).
Photo by Melanie Lim on Unsplash.
Sustainable construction is being reshaped by grid capacity, whole life carbon and circular economy delivery rather than isolated material innovation. The UK approval of National Grid’s 2GW Sea Link, a 138km high-voltage connection between Suffolk and Kent, reinforces the dependence of net zero carbon buildings and energy-efficient buildings on resilient low-carbon infrastructure.
Electrification, heat pumps, smart systems and low carbon building strategies need a stronger renewable grid if sustainable building design is to translate into credible operational performance.
WRAP’s estimate that stronger circular economy measures could generate more than £93bn in gross value added and support 550,000 jobs gives new commercial weight to circular economy in construction. For developers, contractors and designers, embodied carbon, embodied carbon in materials and the carbon footprint of construction are becoming procurement priorities.
Designing for disassembly, using low embodied carbon materials, specifying reclaimed components, requiring environmental product declarations (EPDs) and planning end-of-life reuse in construction are moving from best practice to core sustainable building practices.
Policy pressure on biodiversity is tightening the definition of environmental sustainability in construction. Planning consent, insurance risk and investment confidence will increasingly depend on lifecycle assessment, whole life carbon assessment, life cycle cost and building lifecycle performance. BREEAM, BREEAM v7, net zero whole life carbon and low carbon design are set to gain greater influence as clients seek measurable carbon footprint reduction, resource efficiency in construction and nature-positive outcomes. The strongest businesses in green construction will treat eco-design for buildings, sustainable material specification and circular construction strategies as foundations for competitiveness, not compliance.
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