What’s in a Label

Deciphering the maze of eco-labels and green certifications

Everywhere you turn, all you see is green—on your TV and radio, in the newspapers and trade publications. But what does green really mean?

The term typically relates to environmental issues, more specifically, products that are made with recycled content, use less energy or somehow do something that is more environmentally friendly than comparable products. Unfortunately, these multiple and sometimes divergent claims lead to confusion as consumers try to evaluate which products are greener than others. For example, what’s greener—a product that doesn’t pollute the air or a product that doesn’t pollute the water? Certainly, the world would be better off with a product that doesn’t pollute either, but eco-labels—that is, third-party certifications that focus on a single product attribute—only provide a portion of the information needed to make an informed, sustainable purchase.

What’s truly needed to make an informed decision is a process that identifies, measures and compares every aspect of a product’s impact throughout its entire lifespan—the cultivation and transport of raw materials, the manufacturing process, the transport of the finished product, its use and ultimate disposal. Thankfully, such a process exists. It’s called lifecycle assessment (LCA).

Third-party certification

There are many labels on products today that indicate a product’s green attributes, whether it is energy efficient, conserves water, uses recycled materials or doesn’t contribute to poor indoor air quality. These certifications—conducted by an independent, neutral party with no interest in the manufacturer being certified—verify that products meet a certain set of standards. Facility managers who are concerned with making operations in their facilities more sustainable look to these certifications when making purchasing decisions. Many of these certifications are single-attribute certifications which means they only look at one particular criterion of a product.

Wind farm.

While these single-attribute certifications are a good start for making purchasing decisions, it is important to look beyond the single-attribute certification of the product and consider other environmental impacts the products might have. This is where an understanding of LCA is important.

For example, a product might be certified because it includes a high percentage of recycled material, but it might have used massive amounts of energy during the manufacturing process. There are multiple-attribute certifications that exist that take into account several characteristics of a product. Furthermore, there are lifecycle based certifications that examine a product’s raw materials, how it is manufactured, how it performs and what happens to it when it is done being used—the entire life of a product.

Eco-labels

The term green is part of a broader concept known as sustainability. In 1986, the U.N. Brundtland Commission termed sustainability as the practice of responsibly using limited space, scarce natural resources and respecting the fragility of eco-systems while minimizing the environmental consequences of human activities. Twenty-five years later, sustainability in the business world relates to initiatives that effect the financial, environmental and social bottom lines of an organization.

Today’s increasing water shortages in certain geographic areas of North America as well as escalating energy prices are helping fuel the sustainability movement. As more research comes out about the positive impact of sustainability, companies are realizing its benefits and embracing sustainability as a viable business approach. Then, in an effort to tell their customers about their sustainable efforts, they certify their products.

Well-intentioned decisions are made regularly by manufacturers who work hard to deliver innovative products to the marketplace—products their customers ask for and products they believe will meet a new need and expand their market share. Having products meet third-party certifications provides customers with written assurance that a product, process or service conforms to specified requirements.

Single-attribute certifications

Indoor environmental quality (IEQ)
One of the most commonly asked questions by facility managers and specifiers on low-emitting materials and the LEED® (Leadership in Energy and Environmental Design) rating system is which certification to use when considering flooring products’ indoor environmental quality performance. The fact is, as long as the flooring products are independently tested and qualify as low-emitting material using the CA Section 01350 specification and the Collaborative for High Performance Schools rating system (CHPS Designed & CHPS Verified), they help achieve points for LEED v3 EQ Credit 4.3 Low-Emitting Flooring Systems under the optional pathway. Below are third-party labels and certifications that verify which products are low emitting.

GREENGUARD Environmental Institute sponsors three different certifications that aim to improve public health and quality of life through improving indoor air:

  • GREENGUARD Indoor Air Quality Certified;
  • GREENGUARD for Children & Schools; and
  • GREENGUARD for Building Construction that improve indoor air.

GREENGUARD-certified products are tested for their chemical emissions performance.

Green Label is another certification concerned with indoor air quality (IAQ). The Carpet and Rug Institute developed the Green Label program in 1992 to test carpet, cushions and adhesives and identify those with very low emissions of volatile organic compounds in order to create a better indoor environment. More recently, Green Label Plus was introduced that sets even higher standards for IAQ.

FloorScore—developed by the Resilient Floor Covering Institute with Scientific Certification Systems—certifies hard surface flooring and flooring adhesive products that have low volatile organic compound emissions. The products certified do not exceed one-half of the allowable concentration limits according to the CA Section 01350 Specification.

Wood.

Materials and resources certifications
Certifications also exist for certain materials such as wood. The Forest Stewardship Council (FSC) promotes environmentally responsible, socially beneficial and economically viable management of the world’s forests, by setting standards that guide forest management toward sustainable outcomes. Products with an FSC logo have documented that the wood used comes from a certified, well-managed forest.

Energy
Started in 1992, ENERGY STAR®—sponsored by the U.S. Environmental Protection Agency (EPA) and the U.S. Department of Energy (DOE)—is a certification for products used in both commercial buildings and homes that save money and protect the environment through energy efficiency. To be ENERGY STAR certified, products must meet strict energy efficiency guidelines set by the EPA and DOE. The ENERGY STAR program also certifies products within 50 categories. Heating, ventilation and air-conditioning units, lighting, flat-screen TVs, refrigerators, roofing materials, windows, fax machines and copiers all can be purchased with the ENERGY STAR label.

Water.

Water
The EPA also sponsors WaterSense—a program that certifies products, programs and practices that protect the water supply in the U.S. through water efficiency. Products with the WaterSense label perform well, help save money and encourage innovation in manufacturing.

According to the EPA’s website, “Recent advancements have allowed toilets to use 20 percent less water than the current federal standard, while still providing equal or superior performance.”

The EPA estimates that “over the course of your lifetime, you will likely flush the toilet nearly 140,000 times. If you replace older, existing toilets with WaterSense labeled models, you can save 4,000 gallons per year with this simpler, greener choice.”

Although these certifications offer consumers a relatively easy way to make apples-to-apples comparisons among products within the same category, they don’t evaluate the overall sustainability of a product throughout its useful life.

As little as a decade ago, any manufacturer wishing to explain its product’s impact on the environment or human health would have found it difficult because there was an air of confidentiality about all corporate matters. Additionally, even if these companies wanted to share that information, it would have been difficult to do so because there was no way to measure their product’s environmental and social impacts.

Clouds.

Today, there are dual forces making sustainability reports the norm rather than the exception. First, the demand for corporate transparency by consumers and non-governmental organizations regarding environmental and social impacts is growing. Second, globalization and new technology are making it possible to respond to those demands and companies are filling this information gap. Again, the question remains: Is the information being offered complete or is the company merely responding to these external pressures with as little effort as is necessary? LCAs help fill in even more of the gaps that remain between single-attribute certifications.

Lifecycle-based certifications

The EPA states, “LCA is a technique to assess the environmental aspects and potential impacts associated with a product, process or service, by:

  • Compiling an inventory of relevant energy and material inputs and environmental releases;
  • Evaluating the potential environmental impacts associated with identified inputs and releases; and
  • Interpreting the results to help you make a more informed decision.”

LCAs include the entire cycle of the product and not just the production or the use. They also look at more than a single attribute such as recycled content or energy usage. Therefore, they can yield in-depth information about impact and efficiency on a step-by-step basis. Some of the more important LCA-based certifications are outlined below.

Buildings
One of the leaders in market transformation of the built environment is the U.S. Green Building Council (USGBC) based in Washington, D.C. Its LEED rating system seeks to optimize the use of natural resources, promote regenerative and restorative strategies, minimize the negative environmental impacts of the building industry and provide high quality indoor environments for building occupants.

LEED is a multi-attribute certification that takes into account energy, water, site selection, materials and ongoing operations and maintenance procedures. LEED-certified buildings deliver lower operating cost, increased building value, a higher return on investment and a higher occupancy ratio.

Products
The Environmentally Preferable Product standard developed by Scientific Certification Systems addresses multiple attributes over the full lifecycle of the product. Products are evaluated by attributes they have while in use and while manufactured, if they conserve resources, if they are risks to human health and the end-of-life considerations. Companies with this certification adhere to environmental standards in their facilities and are committed to eliminating industrial pollution.

Founded in 1989, Green Seal aims to achieve a more sustainable world by promoting environmentally responsible production, purchasing and products. Green Seal evaluates products in many different categories with a lifecycle approach—looking at material extraction, manufacturing and use, and recycling and disposal. Green Seal certified products have been through evaluation, testing as well as a plant visit to ensure compliance.

The Institute for Market Transformation to Sustainability is a non-profit organization working to transform manufacturing and retail practices worldwide. Its sustainable product standard (SMaRT) certification—a rating system with a set of minimum requirements—aims to create one comprehensive sustainable standard by incorporating all of the world’s best sustainable product standards.

Because SMaRT-certified products are required to have a third-party LCA completed, the USGBC awards their use an innovation and design point in the LEED rating system. SMaRT standards are available for textile, flooring, building products and apparel.

Knowledge is power

Americans spend 90 percent of their time indoors. Buildings are the largest consumer of energy and contributor to greenhouse gas emissions. Therefore, the built environment is an ideal place to start transforming the marketplace to one that is more sustainable.

Many believe that being environmentally responsible is the right thing to do. Fortunately, it is also the smart thing to do. Green buildings contribute to the reduction of energy and water use, CO2 emissions and solid waste. At the same time, many studies have shown green buildings lower operating costs, increase building values, generate a higher return on investment and result in a higher occupancy ratio. Major contributors to all these benefits are the products that go into green buildings and the services used to operate and maintain them.

Single-attribute product certifications help building owners and managers make sustainable decisions. However, lifecycle-based, multi-attribute product certifications offer a more comprehensive, holistic view of a product, providing purchasers with a full scope of environmental impacts—from cradle to grave—to help building owners and managers make fully informed decisions. FMJ

Tim Cole has been with Forbo for the past 20 years and involved in the flooring industry since 1970. Since employed by Forbo, he has been fortunate enough to undertake challenging responsibilities in many different departments both in North America and Europe. Cole is currently responsible for environmental initiatives and product development, as well as the development of all training programs for Forbo North America.

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