AWASH IN GREENWASH: BLACK HILLS REAL ESTATE

Consumers, beware! The rising tide of "greenwash" is about to drown the minority of homes and household furnishings that are, in fact, "green."

When you buy "pure" orange juice, the Federal Trade Commission requires certain criteria be met to use "pure." Same with EPA-certified automobile mileage claims, FDA-certified drug claims, and FCC-certified safety claims. But any one can stand in the street and claim " I have a green__(you name it)___". Truth in product labelling is critical to the healthy diffusion of new technological products that truly do meet public expectations. However, media advertisers, many hapless real estate agents, and a growing number of home builders are joining the careless stampede to label nearly every thing, (including oranges, red peppers and blue flax) as "green." Or "sustainable" or "energy efficient" or "environmentally friendly" or "low carbon footprint." And since the term "dual fuel" is playing so well for the auto industry, some builders are now labelling their homes as "dual fuel." (Well, come on, folks! You mean you built an on-grid house with city gas and electricity and didn't think to design it so Mother Nature could bathe it in passive-solar heated warmth? Why isn't solar already the "dual" fuel? Solar radiation is free, so why do your buyers need $20,000 in photovoltaics or miniature windmills to be dual?)

Recently I called a local Black Hills builder who advertised "green homes." I mentioned that I have been interested in solar building since earning a Ph.D. in engineering during the 1970's energy crisis, and I have been studying and researching it for decades. Therefore, as the only nationally certified EcoBroker in the Black Hills region, I wanted to buddy up with this home builder to present legitmate "green homes" and green-home education to home buyers. But when I asked him if I could drop by and learn what, exactly, made his homes "green" he coughed, mumbled and sputtered a few moments then said "no thanks."

This greenwashing epidemic has become such a deceptive driver in American commerce, confusing and harming consumers (and the environment), that the Federal Trade Commission has held hearings on the problem and considered restrictions on loose claims of "green." Hooray for the University of Oregon School of Communications for establishing the Greenwashing Index to help consumers and advertisers submit green advertising claims for nationwide scrutiny.

So, Green-home buyers, beware! Know why you want a green home, and what that means to you. Then set your own metrics of performance to evaluate green homes, the homes' support of your own green living, and the impact of you and your home on the environment. I love this topic and enjoy helping homebuyers and other agents learn how to deal legitimately with the green movement, so call me if you'd like to chat or need answers. In addition, there are a number of links and helpful green-home evaluation models and calculators on my web site.

Here's hoping you can find a home that will make your neighbors "green" with envy.