Regulators are finally cracking down on advertisers making false green...

Circle Economy Foundation 3 years ago

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.

layersDaily Sustainability Digest

Published about 1 hour ago



Regulatory momentum across the built environment is tightening as governments and industry bodies align around robust frameworks for decarbonising construction. The EU’s reform of carbon market controls aims to maintain strong carbon price signals to advance whole life carbon reduction, while ISO’s new standard on net‑zero transition plans gives investors and contractors a consistent structure for measuring life cycle cost and performance. The Science Based Targets initiative is establishing clearer boundaries between verifiable net zero carbon buildings and unsubstantiated claims, driving greater transparency in embodied carbon reporting and lifecycle assessment within construction supply chains.

Engineering progress is translating policy ambition into practice. Plans for a large‑scale direct air capture plant on Teesside highlight a new model of carbon neutral construction industry in the UK, pairing heavy engineering expertise with circular economy principles. Expansion of natural fibre insulation and low embodied carbon materials into mainstream housing retrofits demonstrates eco‑design for buildings moving beyond pilot projects. Sustainable construction now depends on accurate whole life carbon assessment and the specification of renewable building materials validated through environmental product declarations (EPDs).

Climate resilience is reshaping valuation and insurance models as climate‑driven subsidence data sharpen awareness of the environmental impact of construction. Developers are applying sustainable building design and low carbon design strategies to manage soil instability and resource efficiency in construction projects. The focus on whole life carbon and embodied carbon in materials signals a maturing market where green construction and sustainable building practices are metrics of competitiveness, not aspiration. Standards such as BREEAM v7 reinforce this shift toward lifecycle performance, end‑of‑life reuse in construction and circular construction strategies that define the next phase of environmental sustainability in construction.

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