Archive for December, 2010|Monthly archive page

A Passive Solar Addition in Arlington

Thursday, December 30th, 2010

Architect and Designer, Sam Young of Amicus Green (Kensington, MD ) walks his first completed passive solar design in Arlington, Virginia.

It is an honor to walk through an architects first project to see what they see and hear the back story to how they “got to sustainable” design. Even Sam Young’s back story is intriguing: An environmentalist father, who was tasked as keeper of Georgia’s green spaces and a biologist professor mother, who was a conservationist and naturalist at heart brought new ways of thinking about sustainability into Sam’s youth. This upbringing, inevitably, brought him into his love of sustainable architecture and passive solar design. When his client came to him and spoke of her wishes for a home that could give her optimal use of sunlight while remaining true to the integrity of her 1950′s childhood home, he was up to the task.

The client wanted to be able to work with her changing growing family- functionality and multipurpose space which was light, bright and full of the spirit and vibrancy which captures her family essence and would be able to shift as the family dynamic did. This was accomplished by adding 700 square feet of living space to the main level, excavating the same amount on the basement level and creating a unique widow’s walk and screened in porch to the 2nd level and space above the new great room addition; all of these spaces which offer multi-functionality. Low-E, Argon filled windows of various U values were strategically placed along a bank of windows on the main level, inviting in the warm Winter sunlight and heating the space naturally, passively- if you will. Operable transom windows are placed in optimal locations to offer in more of the direct light, and when the temperature is “right” proper ventilation to the space. Adding a vaulted ceiling to the new eat in kitchen space makes the space feel airy and the perfect place for the family to gather. Stealthy, built in seating with hinges for storage make the eat in kitchen functional and multi-purpose. A newly designed full bath on the first level is also able to utilize the passive solar design with a frosted glass door for privacy and generous amounts of light.

The family needed to expand on the “microscopic 1950′s kitchen”, which they did by opening up the original kitchen wall and reconfiguring the space to a more open lay out. Reclaimed aggregate from dam dredging gives a soft green hue to the content of the custom concrete counters which adorn FSC, formaldehyde free cabinetry from Executive Cabinets giving the new kitchen a lived in, earthy feel that fits the space perfectly. Cohesiveness is key in a project like this, and Young’s team was able to find re-purposed red oak flooring that perfectly matched the existing hardwoods to pull throughout the new addition. The floors are wonderful, rich and warm and are almost reminiscent of an old school house, which is perfect, since the homeowner is a teacher! The smart, passive solar design again, floods the space with a solid dose of natural sunlight. No interior lights are on even though it seems as if they are- but lucky homeowner’s pocket book- they are not…

From the outside, an inspection of the addition will bring you to the custom, louvered-fins or awnings which allow for shading when needed, much as 2 foot overhangs would provide; however, these are special. Sam and his team meticulously studied the sunlight patterns of the area before creating these custom fins which, in the worst case scenario, will offer the home the optimal amount of sunlight through the slits in the panels. A different sort of approach, but it just makes sense. From the front of the house, this 1950′s federal home looks just that. It is unassuming. It matches it’s Arlington Heights neighborhood quite well. Most importantly, Sam Young listened to his client, discovered what she wanted and needed for her family, and instituted that in his plan for making her home exactly what she desired: A passively designed home which is open, airy, full of charm, character and warmth right in the heart of Arlington, Virgina.

Earth Brick house in Falls Church

Tuesday, December 28th, 2010

This Erdhaus is not what you see everyday in Falls Church, but it makes perfect sense!

Andreas Betz and Mike Nichols serendipitously found everything that they needed in a deep set lot in Falls Church, Virginia. The Little City, as it is now known to the residents, has become an amalgamation of old school to the new school of architecture and design with the completion of Andreas and Mike’s Erdhaus, which is German for Earth House. You see, the lot they were seeking to build their very green dream house needed to have a very long south facing elevation, and when they found the lot on Grove Avenue, among the 1940’s cape cods and newly restyled federals, they knew they had the perfect spot to start digging. Digging? Yes, digging. The exemplary environmentally conscious home that Andreas and Mike set out to build was going to be comprised of mud bricks. It may sound strange to some, thinking of all of the construction technology available; but really, the use of mud as a building material and concept dates back to pre-Roman and Neolithic times actually makes sense in contemporary times just as it did then.
By excavating the clay based soil upon which the home would sit, compressed earth bricks were produced to create the infill for the very lean and linear home. Using the soil dug up from the construction site mixed with sand and Portland cement, compressed earth bricks were formed and cured. Mind you, these bricks were air-cured, not kiln dried, which significantly minimized the carbon footprint of this construction. Utilizing a brick making machine created by engineers Steve Keiley and Ron Hubbard, the construction team on the Erdhaus hand made the very bricks that were laid to create the form of the home. To produce the over  5,000 bricks that were handmade for this structure, Keiley and Hubbard’s machine only used a little less than six gallons of fuel and a whole lot of man-power; this is impressive. By dry stacking the cured bricks, which have a very thoughtful tongue and grove pattern, the bricks interlock in an almost foolproof pattern. To stabilize the earth-brick walls, eco-friendly slag (iron based) concrete columns and headers reinforced with rebar were poured around window and door frames and again every twenty feet to lock the bricks in place. Each brick weighs just over twenty-seven pounds and can stand the test of pressure, as they will need to, since they are the load bearing support system to the home. Finally, just as a ring symbolizes an eternal lock to someone professing their love, a ring of the super-strong slag based concrete was poured to form the ultimate bond for the structure.
After the bricks had been placed and the structure strengthened with the concrete support system, the home was skim-coated and wrapped in 3” R15 insulating foam. The foam “acts just as a blanket would in winter” protecting the thermal envelope. Finally, the structure was coated in EIFS synthetic stucco that will require minimal upkeep and no paint, which is a great cost effective technique for an  easy-maintenance exterior finish. The minimally used wood component of the home is primarily FSC certified (wood which has been rated by the Forest Stewardship Council) and was reused where ever possible. The exterior of the home is very modest and reminiscent of a sexy Dwell Magazine cover-model, with the crisp, clean lines of the front elevation’s slightly angled projection towards the southern horizon accented with neatly placed square windows and richly stained cedar planks.  The wall of windows facing the south isn’t just for their prominent beauty, but actually acts to warm and light the home, passively. The thought behind this tranquil and earth friendly home is that it is going to maximize its energy use through proper site location and by utilizing the southern exposure to passively heat and cool itself. Green Consultant Chris Conway of Conway Construction notes that the Erdhaus’ passive solar heating keeps the home at a comfortable 65 degrees even on the coldest winter day. This is in part due to the strategically placed cardinal glass windows and doors along the southern exposure and the proper insulation that the earth bricks and foam insulation create. On the north side of the home is the entrance where you can see the long system of gutters which pipe into one of three buried fiberglass cisterns which can hold over 4700 gallons of rainwater. The harvesting of rainwater, an incredibly earth friendly feature of this home, allows for Mike and Andreas to use the roof water run-off for the watering of exterior landscaping and the flushing of the toilets inside.
Just as with the site location and architectural lay out, much thought went into the high performance systems of this unique home. Andreas mentioned that he absolutely had to have the sleek Belgian wall-hung, dual flush toilets, radiant floor heat and the rain water collection systems. Partly because of his European heritage, Andreas felt like the wall hung toilets just made sense for the maximization of space; radiant floor heat is a given since, in his German spent youth, all of the homes he lived in had radiant floor heating systems. The rain water collection system is his very own pet project; he pointed out, quite excitedly, that the rainwater collection can be switched on and off to City water. Also, if they ever  needed to, and if they went the extra mile, they could ultimately install extensive filtration systems to make the water potable so that their home could be entirely sustained on harvested rainwater. The Ecoprocote stained concrete floors have an elaborate labyrinth of hot water fueled tubes which warm the floors making the home toasty-warm and ever so comfortable in five different controlled zones. The Polaris hot water heater is top of the line and 95%+efficient than the average heater. In the soon to be finished out basement along the eastern wall, the tubing system controls are housed and when switched on, the sound is surprisingly hushed. From the basement you can see that the interior walls are framed just as they would be in an average home, the sub-flooring is advantage recycled sub-flooring.  If you see any yellow-pine, that wood was not FSC certified. Additional soy-based Agribalance foam insulation creates an even tighter home where it has been used at the floor joists.

The system of duct-work is totally sealed and was “treated like a plumber should treat pipe” to ensure that there is no leakage or wasted air in this very tight thermal envelope. Through a top of the line Canadian made Total Air Recovery system, the “stale” air in the home is cycled through the home and fresh air is pumped inside. The Energy Recovery system sends air from outside past the air from inside the home to transfer the energy of the air either heating or cooling the air through the system that is then filtered through two pleated media filters; the ERV acts somewhat as a dehumidifier and keeps the home nice and tight, while supplying cleaner air. Mike and Andreas like their peace and quiet, and this tightly- built 1500 square foot home is cozy and calm.
In keeping with the tranquility of the healthy living lifestyle, the entire interior of the home is thoughtfully laid out to encourage maximization of space and function. The entry delivers you into a great room comprised of the minimalist kitchen complete with wheat-board counters and a crushed granite sink –then opening to the combined living and dining area. The living space has a waist-height, wall-mounted  Bodart & Gonay fireplace that vents the heat through the space when in use. Throughout the home you will find the- quite literally- warm, cola-colored, soy-stained concrete floors.  All walls have been covered with a sumptuous, suede-like American Clay Plaster that requires no paint. The serene gray of the walls with their playful texture casts the luminous natural light around all of the spaces. On the west side of the home is a guest suite which has its own full bath and can be sectioned off for guest privacy, thanks to the homeowners’ selfless attention detail. Mirroring the guest suite is the master bed and bath on the east side of the house. A great concept that you have to look up to see is that there are cut outs in the closet space that pull in the natural light from the wall of south facing windows- this is Erdhaus’ practical genius at work. The master bath has a clean-spa feel with a slate grey tiled walk-in shower partitioned by an iron-free frosted glass (a lovely little splurge).
Everyone wants to know what the bottom line is on a home as superiorly green-built as this Erdhaus. The answer is that the average new construction price in Falls Church, Virginia is about $200/sf; Mike and Andreas have managed to spend about $140/sf. So, they were entitled to their little splurge on that glass in the master! The layman generally associates green-building with a heavy price tag; however, this doesn’t have to be so. Mike and Andreas found that they could save over $17,000 in haul-off charges by using the earth from the project site to build their home. They researched good deals on products from the R15 foam insulation to the recycled glass tiles and they even got a fantastic deal on the Energy Recovery System which saved them hundred of dollars. Building a green home can be done and it can be done cost effectively- you just have to have the team who knows how!
Mike and Andreas were lucky enough to have an architect with over three decades of experience on their side; Architect John Spears even got his hands dirty making and laying bricks on this project! Having a knowledgeable resource such as Chris Conway who acted a consultant and provided verification for the Level III EarthCraft House certification was also something that paved the way for this project to come to fruition. Chris says, “This should have been a four to five month build from start to finish- but it took twelve months.” Even though the price tag may have been lower for this custom built green home, building a home of this green-caliber does not come without its very own hiccups. How  could the building experience have changed for Mike and Andreas? For starters, the homeowners could have created a team from the outset who had worked on green projects such as this one to ensure that obstacles could have been more easily navigated. Proper planning and “understanding site and location is a must for a home like this.” Another hiccup for any build is the weather: it is bound to happen and can be a major delay factor; rain and snow added extra potholes for their building crew. Windows and doors should be properly ordered and installed- this is a biggy! Sometimes it only takes a very small mis-read of plans to make for a very large problem. The Erdhaus experienced a near three month delay for replacement windows when it was discovered that the wrong size windows had been ordered and delivered. What happens when the subcontractors just don’t show up? It happens and even the best general contractors can’t always foresee when their subs aren’t going to pull through. Of course, having a solid general contractor from the get-go is truly imperative. They had some bad luck with contractors in the beginning, and had to weed their way through to find the solid team that they ended up with. With a gracious smile, Andreas noted that “our neighbors were incredible! They were very interested in what we were doing. We actually found that some of the best builders that we had ‘on our side’ were the people who live around us.” The house that doesn’t necessarily look or perform like the others on Grove Avenue may have brought the community together; now that is in fact the spirit of green! By announcing the project to their neighbors and inviting them to follow their detailed blog of trial and error, setbacks and progressions, these two were able to bring their community together by educating them about the process and encouraging them to be interested.
Both commercial pilots by trade, Mike and Andreas didn’t want to be viewed as “crunchy granola people.” They just wanted to find a place to build a home that was going to endure time. Oh, and they absolutely had to be inside the beltway! The lot they stumbled upon in Falls Church fit their needs entirely: it is just 2 blocks away from the Metro, there was hardly any demolition required for the lot, it is deep enough for the plan they’d worked so hard on with their architect, John Spears. With “some extra thinking and maybe a little extra effort” they have managed to successfully build a practical, sustainable home for themselves that they plan on staying in for a very long time.

Mike and Andreas’ advice to someone looking to build a home by following green practices:

•You should have a team that has done this sort of project before and who will know what questions to ask.
•Find a builder who is established and innovative. The builder must understand the flow and processes and how to build a green certified project.
•Having the system of checks and balances in place is very important; it validates what you have done.

Virginia’s EarthCraft House Training Seminar

Thursday, December 23rd, 2010

A guide through the sustainable building practice is made easy by EarthCraft’s Green Building Program.

On Thursday, August 29th there was an all day EarthCraft Home training event for single family builders hosted by Arlington County Parks and Operations in their general very functional conference facility near Shirlington. Although the class was geared towards builders who were looking to green their building practices by learning from the professionals at EarthCraft Virginia, in attendance you could find award winning architects, insulation experts, home energy auditors, Arlington County inspectors, planners and then some. This seminar was really a way to bring together people who are interested in building a community in a sustainable way. Another training program is being organized for early April of 2011. Keep posted through Conway Construction for more details!

EarthCraft is originally based out of Atlanta, Georgia; the program was brought to Virginia through the help of the Home Depot Foundation in 2007. The idea behind EarthCraft Home is to help to educate builders about new and time tested techniques to build high performance and energy efficient homes. EarthCraft Virginia began in 2007 as the scion of Chuk Bowles and his business partner who saw a desperate need for sustainable building practices in their native Richmond area. Seeking a program that he could ultimately take state wide, Bowles looked to the Georgia based Southface Institute to help him put together a green building program modeled after some of the most successful programs in the nation such as Austin Energy’s Green Building Program. The program seems to be catching on, as they branch out with more technical advisers (highly skilled construction experts who advise builders while taking their project through the certification process). They have 25 technical advisers (one of whom is Chris Conway, the Technical Adviser of the Year for Northern Virginia) working in Virgina at the present time, each of whom is very knowledgeable about their craft. So far, Earth Craft has been able to certify 525 single family homes and 2500 multifamily homes in Virginia.

What goes into an EarthCraft certified home? Well, the short, simple answer is 150+ points (green building techniques and resources) on a new construction that enable the home to be at least 15% more efficient than its regularly built counterpart. The long answer would mean that you need to sit through the basic building science class that is their EarthCraft Virginia training session. Seriously though, EarthCraft is only for new construction at this point, but they are working on a pilot program for remodels/retrofitted homes in the Virginia area. During the training they touch on the hundreds of things that go into building a green home. They discuss everything from the mandatory Manual J (the mathematical formula that ensures that your HVAC is properly sized to ensure proper pressurization, balances and comfort performed by the HVAC professional) to the importance of site orientation.  Something that a lot of the folks in the seminar didn’t know about is that there are energy efficient mortgages available to assist their clients in building a green home! They stress the importance of building a team that is on the same page from the get go. All the while, they remind the builders that the house is a system, the walls, the thermal envelope, etc and that a house must be breathable to have a healthy indoor air quality.

In the training seminar which is meant to kickstart builders into the Green building machine, KC McGurren, the energetic and enthusiastic Director of EarthCraft gave several hours of straight knowledge to the audience of mixed builders, architects, inspectors and rogue Realtors. She would get some great questions about construction science, and immediately rattle off a very precise answer:  Why are we doing it this way? “Green building is trying something new and ultimately coming up with cost effective solutions for problems…” So what happens if A, B or C happens? “Code trumps EarthCraft, just know that this is a collaborative work that is about health and safety.” The registration page noted that “This program serves as a blueprint for healthy, comfortable homes that not only reduce utility bills but also protect the environment.” The kind folk, of EarthCraft Virginia definitely held up to their end of the bargain and put out some very helpful information for people looking to hit the ground running into the sustainable building field.

In a nutshell, EarthCraft Virginia is the only statewide, regionally focused program for certification of a green built home. Skilled and passionate technical advisers are assigned to builders specifically to help them liaise between the tradesmen and even the client to understand how a home should be properly constructed to ensure a healthy environment. The homes are “graded” with the points system and will ultimately achieve a rating through EarthCraft to certify that the home has been built to specific standards of sustainability. This is a wonderful program for Northern Virignia Buiders to become a part of. If you are interested in participating in the next EarthCraft Training in Northern Virginia or know a builder whom you think would enjoy the benefits of an EarthCraft verified project, follow us on Facebook and keep posted on The Green Gobbler.

EarthCraft House Virginia’s Key Component

Tuesday, December 21st, 2010

The EarthCraft Certification process is made possible by the technical advisers.

If you have been thinking about building a home that is sustainably built, EarthCraft Virginia’s certification process is definitely something to look into. In mid 2010, we were fortunate enough to sit in on an EarthCraft house initial training seminar to get the bearings on how to become involved as an EarthCraft Virginia professional. This training seminar was filled with local Northern Virginia builders, Arlington based Architects, Arlington County green building program members and more. These people all have to start at this level to become a part of the EarthCraft Virginia Program.

What most people may not understand that the key here isn’t just becoming a part of the program. That is just the jumping off point. When the builder decides to begin the process of constructing a green built home, EarthCraft will assign a technical adviser who will effectively be the liaison between the builder, the subcontractor and the inspectors. Understand that the most important part of constructing a sustainably built home is  formulating a team who is all on the same page from the get-go. Having this technical adviser, who is highly educated in construction science and the green building process will enable the builder to hopefully have a solid communication with the subcontractors who are putting the green puzzle pieces together. These professionals will keep the green building process on track, helping to make sure that all parties involved in the construction understand what their duties are to keep the building sustainable.

Northern Virginia is lucky enough to be able to claim the EarthCraft Virginia Technical Adviser of the Year, Chris Conway! Chris keeps his builders (and ultimately their subcontractors) on track with no-nonsense straight talk. He manages each of his assigned projects to stay on target and is so dedicated to his trade that it shines through in his work enough to earn him the title of Tech Adviser of the year.  Each of the 25 Virginia technical advisers are very passionate about what they do, and they each take their position very seriously.

Having people who are passionate about green building and creating a community of environmentally focused builders and residents is what EarthCraft Virginia is all about. This is a very interesting program that is a state wide. If you are interested in having a EarthCraft certified home built, contact us. Plans are in the works for an EarthCraft training session for Early April of the new year. Keep your eyes on the Green Gobbler and our Facebook page for more information and registration details.

What goes into a Home Energy Audit

Thursday, December 16th, 2010

Energy audits give insight into how homeowners can make big improvements in little increments

My husband and I just bought a house in Arlington, VA just above Shirlington. We were so thrilled to find a home that matched our style and, of course, that we could afford in an adorable neighborhood of 1940-1950′s homes! Since both of us are very conscientious about the environment, we wanted to spring for a home energy audit to make sure that we are doing our part to ensure that our home is not a big energy sucking monster.
Remember when Jack Nicholson’s  character in A Few Good Men, Col. Jessop, said “ You can’t handle the truth!” ? I do. It is a saying that resonates with many and can be parlayed into any circumstance where there is a truth to be told.  I sort of had the feeling that when Chris Conway , the Green Gobbler, came into my new home that I was not going to be able to handle the truth about the possible energy sucker that is my newly purchased 1950’s rambler up above Shirlington. It wasn’t as scary as I thought it was going to be. I mean, I’d gone through other people’s homes conducting energy audits, but not my own. That wasn’t the case; Chris framed everything about our house that needed to be  done in very manageable and understandable terms. Being that I come from a builder background, it was easy for me to understand what he was talking about, from the R-ratings of insulation to the E-values of windows. I did have the re-visiting of the conduction-convection-radiation story of how heat travels… and then there was the math… but Chris did it for me thank goodness! Yep, math in public…
The arithmetic of a home energy audit is in three equal parts, there is the homeowner, the mechanical system and the thermal envelope. 1+1+1=3. Easy enough.  Chris starts out his home energy audit by going through the full diorama of how home efficiency chalks up to how the home owner uses their house, how the mechanical systems operate and how the thermal envelope is sealed to provide health, safety, comfort, cost effectiveness, etc. Living in Northern Virginia, for instance, home owners will more than likely be pushing their air conditioner to the max during heat spells such as the one that we’ve had for the last several days, but in a few weeks, we may just want to open our windows and let the breeze do the work for us. Since every home owner lives differently in their home, Chris takes the time to investigate how well you know your home by asking specific questions about your comfort level and how you use your space. After we’ve taken the “short course” on home energy efficiency, it is time for the tour of the house. In our tour, Chris takes the time to assess everything from the flooring systems to the draperies to see if there are any smaller scale items which would help to provide more comfort in your home i.e. thermal insulated curtains will reduce solar heat gain in the home. Hardwoods will be cooler and less apt to hold in allergens than carpeted flooring, etc. We look at recessed can lighting to see if it is properly rated. When we happen upon the mechanical closet we stop. The truth about my little house has been discovered.
Can I handle it? Yes. Chris sees that the mechanical space is wide open to the attic. Taking his handy-dandy infrared camera, he shoots an image of the attic space as being 114 degrees, and the space near eye level as being in the 80’s. Outside of the mechanical closet, the kitchen space is a cool and comfortable 75. The attic space is wide open with its heat pumping down into our kitchen. That is why it is so much hotter in the back half of our house- the attic is wide open to our house, in essence. I want answers- most of them are fairly obvious, but I want the straight dope from Chris. Patience is a virtue, right? Chris offers recommended solutions at the end of the audit with actionable solutions based on priority and cost benefit. Another “biggie” that we find in our walk through is that the addition on the back of the house has almost no insulation above it whatsoever and the lights that were installed were IC, not ICAT. This is ok, but having ICAT lights would make the back of the house cooler in the summer and warmer in the winter, because air would not be lost through the cans. This needs to be remedied. While walking my house, Chris gives helpful information and answers all sorts of questions that didn’t necessarily have much to do with the audit. He’s full of goodies!
After nearly four hours of detailed information, lessons and asking for and creating solutions together, it is time for the recommendations. The truth isn’t always pretty, but at least with a house, things can be fixed! I was pleased to find out that our little house that could is in good shape. We just have a few items to tweak and we have actionable solutions. I have a list of items that are going to provide my husband and I cost benefit as well as comfort and safety in our home. I was able to have a very knowledgeable professional come through my home and help me assess what was going to provide us with immediate results as well as making plans for future improvement.
Having a home energy audit may seem like a daunting thing. You have someone coming into your home and telling you the raw truth, but this means that you have the opportunity to correct things that could be costing you money, safety and even time in the future. By allowing myself to listen to what is going on in my home, I can better understand how I need to live in it, make sure that  we’re still doing our part to be environmentally aware. It doesn’t hurt that we’ll be saving money in the long run after we make our few improvements. I look forward to that, for sure!

-Genevieve Concannon, EcoBroker

Greenwashing and Your Home. Part III

Tuesday, December 14th, 2010

What does it mean for consumers when buying or upgrading their home?

We are revisiting the topic of greenwashing and how TerraChoice was able to put together a very elaborate market research program to review how greenwashing affects Northern Virginia and all other consumers and retailers alike.  In our field, we were especially curious about how greenwashing or this green sheen stuff comes into play in the real estate market and homes in general?

Well, some real estate agents will say that a home is green if low VOC paint was used in the house they are marketing. This doesn’t make a home entirely green- but it doesn’t hurt. A truly green built home will be very high performance and of course have the interior functionality of a healthy home.  TerraChoice notes that they found through focus on products revolving around the consumers’ homes and their families, the sense of research and security was very much in depth. Consumers want to protect the health and safety of their families, and when it comes to the space where you live, you want to be healthy, and comfortable there. Builders have evolved to meet the rising need for healthier indoor air quality- why? Because their consumers demand it.

Companies are evolving to meet this demand, and in turn, are getting (hopefully) better and better at the greening of their building practices. As the public becomes hyper-aware of the need for a healthier indoor environment, their desire for a greener product is heightened. When you are looking for a home that is actually green-built, or has the potential to be upgraded to be a sustainable home, it is definitely a good idea to have an Ecobroker on your side so that you can have the added bonus of a resource who knows about what makes a home a healthy living environment. By understanding the green building practices and the principles behind sustainability, Ecobrokers can help you avoid the greenwashed homes that you are looking into. If the home has had a bit of the green sheen, at least an Ecobroker can point you in the right direction of how to modify the home to be truly green. More importantly, it is important to have a third party verification implemented in order to test the actual efficiency and air quality of the home, if it is being marketed as such.

The good people at TerraChoice have recognized that building standards have changed because consumers now can identify with the correlation of health to our indoor air quality. Real Estate agents can also verify the fact that there is an increased demand for healthier, more comfortable and energy efficient homes in their market and how these homes are on the market for a significantly shorter amount of time and bring higher sales prices per square foot.

What we can take away from the TerraChoice 2010 Sins of Greenwashing is that consumers are getting educated. Third party verifications are key to keeping consumers and vendors educated about the real nature of their products. Take a look at the EarthCraft Virginia program if you’re looking for a verification of a property which is being marketed as green. Reach out to your local energy auditors and Home Energy Rating Systems (HERS) auditors and other construction professionals to create a team for you to help you accomplish your indoor air quality goals. Research and don’t fall pray to any of the 7 sins of Greenwashing, as presented by our friends at TerraChoice. What are your thoughts on this? How do you think Greenwashing has affected the Northern Virginia and DC Metro Area?  Tell us what you think!

Greenwash = Hogwash… Or Does It? Part II

Friday, December 10th, 2010

A few months back, I was chatting with some colleagues and several times within our conversation, the phrase greenwashing, which is not unlike the term green sheen.

I thought it was a little bit funny to have really never heard anyone say greenwashing before, but then all of a sudden, I heard it repeatedly and by different people in totally separate conversations all over Northern Virginia. It is sort of like when you buy a new car- say, a black Civic- and then once you get on the highway- you discover that you’re surrounded by black Civics- and in the parking lot, you have to hit the panic button to find your car in the sea of similar cars. Greenwashing is something that a consumer can get lost in, just like a sea of similar cars. This made me think: what sets the truly green apart from the products which have been greenwashed or have had a bit of that green sheen?

It helps to know what we’re even talking about here… so, a trip to ye old internet brought me to the ever knowledgeable Wikipedia. This standard claims that greenwashing is the practice by which companies make false representations about how environmentally friendly their product or services are. They want to make their product appear to be a part of the green movement, when in fact, they aren’t at all a part of the movement. Sometimes, greenwashing can be a complete and total manipulation of the consumer to believe something that is entirely false; disappointing- yet true. Here is a bit of trivia for you: apparently back in the late eighties, a man named Jay Westerveld coined the term “greenwashing” in an essay debunking the supposed environmentally friendliness of hotel chains who decided to post signs in their rooms claiming that they would only wash your sheets or towels if you requested it, not on a daily basis, as we as the American Consumer had grown accustomed. You’ve seen the signs in hotel rooms, and you’ve probably seen the “signs” in the recent products you’ve picked up on the shelves at the store, or even heard about it when talking about a newly constructed home.

TerraChoice, a national marketing research company recently came out with their 3rd annual greenwashing report aptly named Sins of Greenwashing. Their comprehensive report takes a look at the consumer and retailers viewpoints as to how greenwashing is affecting the market. They take a look at whether greenwashing is truly a bad thing, or if it is, in fact, a positive thing. In this years’ edition of the report they state: “scrutiny of environmental claims will be positive only as long as it manages to discourage greenwashing while simultaneously encouraging more and more green product innovation and commercialization.” The way that TerraChoice sees it, greenwashing may be driving the consumer as well as the retailer to take a deeper look at environmental action and how it affects them.

At the 2010 DC Greenfestival, I wondered the aisles looking at all of the new and exciting products that are eco-labeled as “green” or “eco-friendly” and I happened to stop at a booth that was petitioning to have eco-labeling more closely scrutinized. They had huge mock ups of the shampoos and health/beauty products I have long since known as being “green” or holistically created, and as I took a closer look, I saw that their mock ups noted how they were not really green or healthy products at all. It was an interesting eye-opener to see how these companies had fallen into one of the Sins of Greenwashing; #7, in fact. The Sin of False labeling. This makes you think about the products you have been buying as eco-friendly, which very well might not be. What TerraChoice says; however, is that as consumers are more aware of their impacts on the environment and as proper labeling is administered through third party certifications, greenwashing can potentially be a good thing. Greenwashing is seen as a good thing because it drives up motivation of retailers to create products which are more environmentally friendly and in an honest way. This, in essence, drives up consumer awareness and product quality at the same time. So, greenwashing is a good thing? What do you think?

Issues in Sustainability: Greenwashing Part I

Monday, December 6th, 2010

A recent research report posted has given more insight into Greenwashing and how it affects the market.

TerraChoice, a marketing research firm recently released their third annual green marketing report. This year, they claim that 95% of all products are violating one of their noted seven sins. They even have an adorable green goblin (no relation to the Green Gobbler) to demonstrate the sins:

1.  Hidden Trade-Off
2. No Proof
3. Vagueness
4. Worshiping False Labels
5. Irrelevance
6.  Lesser of Two Evils
7. Fibbing

We want to navigate greenwashing with you by giving a history of the terms, discuss how it is affecting our lives through general product selection and usage as well as how it is affecting the homes that we live in. Speak up if you have some thoughts on the subject, because TerraChoice brings up some very interesting positions on Greenwashing and how it has come to play in our Northern Virginia market.