The Challenge to Avoid Greenwashing in Construction
As the world accelerates toward ambitious climate goals, the construction industry plays a pivotal role in the UK's push for net-zero emissions by 2050. Given its significant impact—accounting for roughly 40% of the UK's carbon emissions and 10% of its waste—it's essential that construction practices evolve to meet sustainability targets, not just in words but through actionable and measurable strategies.
There are so many ways we can make a difference implementing sustainable practices and technologies to mitigate the environmental impact. From constructing buildings with smaller carbon footprints to developing systems that monitor and reduce pollution, there’s no shortage of options. We can create technologies to mitigate the effects of climate change, incorporate renewable energy sources like solar and wind power, and add more green spaces to our construction sites.
At Matter, we are committed to leading the charge in this transformation. To ensure that our building practices contribute to a greener future, we not only work in compliance with regulations, but also combine integrity and innovation into every project.
The construction industry faces several challenges in adopting sustainable practices. Companies often operate in a fragmented manner, relying on their own data and varying methods to calculate targets, waste, and other key metrics. Although regulations specify what needs to be achieved, there is often insufficient guidance on how to meet these goals. Furthermore, financial constraints can discourage professionals from aligning projects with sustainable practices. As a result, companies may set targets that are not entirely accurate, increasing the risk of greenwashing.
So, what exactly is greenwashing? It’s when companies present themselves as environmentally friendly to boost their image or sales, but their actual practices don’t back up those claims. The risk of greenwashing is particularly high when the motivation to change is strong, but the resources to implement real change are lacking.
To avoid greenwashing, it’s essential for projects to be transparent, honest about their environmental claims, and committed to following through. Staying up-to-date with the latest sustainability best practices is key. And also:
Set Achievable Sustainability Goals
Start by considering which aspects of sustainability matter most to you and your practice. At Matter, this is the first step we take when quantifying sustainability. Clearly outlining your sustainability goals with clients and stakeholders will keep everyone on the same page and guide your efforts throughout the design process.
We’re always on the lookout for opportunities to repurpose and reuse existing structures and materials, incorporate energy-efficient practices into our projects, and embrace renewable energy sources, and focus on implementing water conservation measures and designing with waste reduction in mind.
Make Responsible and Informed Choices
Take time to research and select suppliers who share your values. Once you've identified them, opt for environmentally friendly materials, such as recycled or reclaimed materials, responsibly sourced timber, and low-carbon footprint alternatives. For example, we use industry guidance to compare the relative carbon in different structural solutions and discuss the options with our clients and design teams before making a decision.
Keep Data and Evidence
Sustainability claims should be backed by solid evidence. Keep a record of how you’ve implemented sustainable elements and the results you’ve achieved. This not only proves your targets were met but also reinforces your commitment to sustainability.
Remember: Technology is on Our Side
Modern technology is a powerful ally in our sustainability efforts. Advanced systems can monitor and verify building and system performance in real time, providing valuable data that informs decisions and identifies areas for improvement. By leveraging these technologies, you can ensure that your projects meet sustainability targets, optimize energy efficiency, and comply with environmental regulations. Real-time data collection also enables proactive adjustments, helping to maintain high standards throughout the construction process and beyond.
Be clear and honest
Use terms like 'eco', 'environmentally-friendly', 'natural', 'green', 'plastic-free', and 'sustainable' only if you can provide proof of these claims.
In addition to these efforts, following recommendations from reputable institutions focused on sustainability offers valuable guidance. At Matter, we rely on sources like IStructE (The Institution of Structural Engineers) and RIBA (Royal Institute of British Architects) to define our sustainability measures.
One of IStructE’s contributions is the Sustainability Resource Map, a document that outlines seven key stages: Get Informed, Low Carbon, Lean Design, Zero Waste, Influence the Brief, Get Involved, and Project Case Studies.
The map essentially guides us through each step of a project, helping us evaluate how our decisions impact the climate, control carbon emissions and costs, apply lean design principles, reduce waste through reused and recycled materials, encourage clients and collaborators to pursue low-carbon designs, and engage in information exchange and sharing of results.
By setting clear goals and adopting sustainable practices and technologies today, the construction industry can significantly lessen its environmental impact. This approach not only fosters the creation of better, more sustainable living spaces but also plays a crucial role in securing a future for generations to come. The time to build sustainably is now.
We can design a bespoke, low-carbon foundation solution for your project, and recommend tried-and-trusted piling contractors. If you would like to learn about sustainable footing options for eco-friendly builds, simply get in touch with us.