Since its creation in 2023, more than 60 organisations in the construction sector have signed the charter. They include Futurebuild, The Green Register and Timber Development UK.
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What is greenwashing?
Greenwashing is false or misleading statements made about the environmental performance or impact of a business, product or service. A 2021 report by the European Commission found that 59% of claims made in online markets had not provided easily accessible evidence to support them.
In 37% of cases, claims included vague and general statements such as “conscious”, “eco-friendly” and “sustainable” which aimed to convey the unsubstantiated impression to consumers that a product had no negative impact on the environment.
In the UK, environmental claims made to consumers are governed by the Consumer Protection from Unfair Trading Regulations 2008, which will soon be relocated to the Digital Markets, Competition and Consumers Act 2023.
The Competition and Markets Authority places particular emphasis on the construction sector (the largest emitter of greenhouse gases in the world, accounting for 37% of global emissions) and some of its questionable net-zero carbon claims.
Examples of greenwashing include vague language (e.g. use of terms such as ‘green’, ‘sustainable’ or ‘eco-friendly’ without detailing standards followed), misleading or false data, or the use of deceptive imagery in communications.
Although green building certifications like BREEAM, LEED and Passive House are becoming more popular to recognise the sustainability credentials of buildings or infrastructure, critics point out that these certifications only take into account the embodied emissions from a project, rather than the wider operational emissions.
A new green claims policy
Morgan Sindall published a green claims policy this month detailing the procedures it follows to ensure that the green claims it makes in its communications are “fair and substantiated”.
These include, among others, setting standards for authentic and accurate visual representation; having an editorial sign-off process in place for each project; and measuring carbon reduction outcomes on its carbon calculation tool, CarboniCa, where possible.
The contractor also “take[s] a deliberately conservative approach towards our carbon reduction outcomes and do not inflate our claims at any time”.
Timothy Clement, director of social value and sustainability at Morgan Sindall Construction, said: “Our new green claims policy does not change the way we operate but enhances our credibility by providing an additional layer of accountability.”
He continued: “We take pride in the fact that our sustainability claims are backed by solid proof. Partnering with the Anti-Greenwash Charter ensures we meet and exceed future legislative requirements in the UK.”
Anti-Greenwash Charter’s chief executive, Charlie Martin, said: “Morgan Sindall Construction’s dedication to our Charter is a significant milestone. Their leadership sets a powerful example for the industry, emphasising the importance of radical transparency. We hope this partnership inspires other organisations to adopt rigorous environmental communication standards.”
