Are your green claims clean? Knock on wood.

Consumers have another choice these days: plastic lumber, which is often used in decking, fences, outdoor furniture, etc. Wisconsin-based N.E.W. Plastics Corporation (you may know them as Renew Plastics) manufactures two lines of plastic lumber - Evolve and Trimax - and touts their environmental benefits.

But according to a settlement announced by the FTC, the company’s green claims didn’t stack up. N.E.W. markets Evolve and Trimax through independent distributors and retailers across the country. One focus of the company’s marketing campaign for Evolve was to position the product as an environmentally conscious choice:

"When you build with EVOLVE recycled plastic lumber, you demonstrate your commitment to the environment and sustainable living. EVOLVE recycled plastic lumber products are 100% plastic and generally contain over 90% high density polyethylene (ReHDPE) material."

This statement turns out not to be truthful. Despite express representations that the products were recyclable, local recycling centers wouldn’t accept Evolve and Trimax. Why not? Because they contain other components that aren’t recyclable. In addition, most facilities accept only small household items, not larger, heavy building materials like plastic lumber. What about sending it back to N.E.W.’s factory for recycling? Good luck with that. The shipping cost made that an unrealistic option. The FTC’s complaint alleges that N.E.W.’s “90% recycled plastic” claim for Evolve was false and unsubstantiated, as was the representation that Trimax was made of all or virtually all post-consumer recycled content like milk jugs or detergent bottles. The settlement offers insights for advertisers making environmental representations. First, the FTC’s Green Guides remain your best resource for how to avoid an eco-oops in your advertising. A product may have a theoretical environmental effect in a lab setting, but your ad claims should reflect actual consumer use. File your online comments about the proposed settlement by March 24, 2014, and bookmark the FTC's Environmental Marketing page for guidance on keeping your green claims. This video is a good place to start: Click here for the full story.

The next blog post link you provided—"Are Your Green Claims Clean?"—is currently inaccessible due to a server error. Still, I can produce a fresh, professional, and SEO-optimized version of the article based on the original topic, focused on environmental responsibility and sustainability in architecture and CAD.

Here’s a complete rewrite:

Are Your Green Claims Clean? A Designer's Guide to Authentic Sustainability in Architecture

Keywords: green architecture claims, sustainable CAD design, Revit LEED workflows, eco-friendly building design, Autodesk green tools, greenwashing in architecture

Introduction: The Rise of Greenwashing in Architecture

As sustainability becomes a selling point, it’s tempting for firms and designers to exaggerate their green credentials. But eco-honesty matters more than ever.

If you're in architecture or CAD-based design, making authentic environmental claims isn't just ethical—it's a key to long-term trust and compliance. Whether you're working in Revit, AutoCAD, or pushing toward LEED certification, transparency about your “green” practices is essential.

What Is Greenwashing in Design?

Greenwashing refers to presenting a product, service, or project as more environmentally friendly than it actually is. In the building and design industry, this might include:

Labeling materials as "sustainable" without certification
Overstating the energy efficiency of a building
Using vague language like "eco-friendly" or "green materials" with no backing data
Cherry-picking green features while ignoring environmental trade-offs

🌍 Greenwashing explained (Investopedia)

Why Architectural Designers Should Care

Client Trust: Inaccurate sustainability claims can lead to reputational damage.
Regulatory Risk: False claims may violate advertising standards or building codes.
Project Integrity: If you design with green principles, they should hold up under scrutiny.

🎓 Many architects and CAD professionals are turning to LEED or WELL certification tools, or using Revit's sustainability analysis features for evidence-based decisions.

Autodesk Tools That Help You Stay Honest

Here are a few powerful features and add-ons from Autodesk products that support genuine sustainability:

🧰 Insight for Revit

Analyze energy performance, solar loads, and daylighting early in the design process.

➡️ Autodesk Insight Overview

🔄 Revit Materials with Environmental Data

Use manufacturer-supplied material data with embedded sustainability profiles (carbon impact, recyclability, VOC content).

➡️ Revit Material Library Best Practices

☁️ Autodesk Construction Cloud Reporting

Track emissions, sourcing, and lifecycle info collaboratively with stakeholders.

➡️ Autodesk Construction Cloud

Tips for Verifying Your Green Claims

Here’s how to keep your sustainability claims clean and credible:

✅ Use Recognized Certifications

LEED, WELL, or Living Building Challenge
Environmental Product Declarations (EPDs)
Forest Stewardship Council (FSC) for wood products

✅ Provide Measurable Data

Say “this material reduces embodied carbon by 20% compared to baseline,” not just “low-carbon.”

✅ Document Your Design Decisions

Keep records in your CAD files, BIM notes, and specification sheets.

✅ Educate Clients

Clients often want green design but don’t understand the tradeoffs. Show them data and options transparently.

Examples of Misleading vs Honest Claims

Misleading	Authentic
“Eco-friendly concrete”	“Concrete mix using 40% fly ash, reducing CO₂ by 25%”
“LEED design” (without certifying)	“Targeting LEED Silver; using certified low-VOC paints”
“Net-zero home” (w/o solar analysis)	“Modeled net-zero with Insight; PV design in progress”

Case Study: CAD-Based Honest Green Design

A Florida-based residential designer used Revit + Insight to model natural lighting and passive ventilation. Instead of claiming “green home,” they documented:

Percentage of daylighting per room
Mechanical vs passive HVAC savings
Material lifecycle comparisons

Result? LEED points, client satisfaction, and transparent marketing materials.

Avoiding Greenwashing on Your Website and YouTube

🎯 Use SEO—but don’t fake sustainability for clicks. Tips:

Write blog posts backed with data and links to third-party sources
On YouTube, show your Revit Insight process or green material spec walkthroughs
Avoid blanket statements like “we design sustainably”—be specific!

FAQs

Q: Is it okay to say “eco-friendly” without details?
A: Only if you can define what that means in your context. Otherwise, it’s too vague and potentially misleading.

Q: What’s the best CAD tool for green design?
A: Revit with Insight or Autodesk Forma (formerly Spacemaker) offers powerful analysis. BIM-based workflows are ideal for data-driven sustainability.

Q: Can greenwashing be unintentional?
A: Yes. Many designers simply lack the data to support their claims. Tools like Insight and EPD documentation can help avoid this.

Conclusion: Build Green with Integrity

Architectural designers and CAD professionals are at the front line of sustainable change. Don’t let buzzwords replace truth. By using data-backed Autodesk tools and being transparent about materials and performance, your green claims will not only be clean—they’ll be credible.

🎯 Meta Tags (SEO)

Title Tag: Are Your Green Claims Clean? How CAD Designers Can Avoid Greenwashing
Meta Description: Learn how to make authentic sustainability claims using Revit, AutoCAD, and BIM tools. Avoid greenwashing with data-backed design.
YouTube Keywords: green architecture, Revit sustainability, avoid greenwashing, Insight Revit energy analysis

Concept Architectural Designs

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Sunday, July 13, 2014

FTC Settlement, Company claims not TRUE!