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A World Beyond Greenwashing: True Sustainability in Construction 

In light of the government’s recent u-turn on achieving Net Zero targets, the construction industry must take proactive steps to drive positive environmental change. 

However, as more businesses within the sector strive for sustainability, some are struggling to keep up, fuelling the rise in greenwashing – an umbrella term used to describe businesses that, often unintentionally, make false or misleading claims about their products or services environmental impact. This has been hindering genuine progress toward a more sustainable future, an opportunity the construction industry can seize to make a real difference.

What is greenwashing? And what’s wrong with it? 

One of the best ways to help support the construction industry’s progression is knowing how to spot the tell-tale signs of greenwashing to avoid replicating any of them. These may include: 

• Vague claims and misleading terminology: Businesses committed to long-term sustainability will always provide clear, specific claims backed with real data and informative explanations. Using terms like ‘eco,’ ‘sustainable,’ ‘non-toxic,’ ‘natural materials,’ and ‘Net Zero’ to market building products without explaining what these terms mean, or how they benefit end users and the environment. 
• Missing information: Failing to fully disclose the environmental impact of certain aspects of development by missing out key information – such as the associated pollution levels. 
• Unaccredited eco logos: Displaying ‘eco logos’ without accreditation from a professional body. In the UK, genuine environmental certifications are typically granted by third-party organisations, so these must be verified. 

The engineer’s role

Engineers play a pivotal role in leading the construction industry into a more sustainable and eco-conscious sector, being key decision-makers in the construction process. 

Despite our role as an engineer having an immediate negligible carbon impact we have to recognise the pivotal role we play in guiding the construction industry into a more sustainable sector, being key influencers across the design stage in the construction process

So, what can we do to prevent greenwashing?

• Long-term thinking

Rather than risk sustainability becoming a quick box tick, entire teams need to work together at the early stages of development to form a lasting, circular strategy. Being a critical mind in the process, engineers should be applying eco-friendly thinking to every rung of the ladder – from the initial design phase, through to end-of-life planning. 

The embodied carbon input is significant in the production of superstructure and substructure elements, and engineers can advise on sustainable solutions to reduce and limit usage. Longer-lasting structures require fewer resources and less frequent renovation – which is not only a financial benefit but an environmental one too. 

• Materials matter

Given that engineers work closely with project managers and architects, they should be strong advocates for sustainable construction – which includes opting for quality, eco-friendly building materials. It’s equally as important to plan for their eventual disposal, so those that can be either recycled or repurposed, should be prioritised. 

• Design leaner structures

Pioneering leaner, greener building strategies that focus on minimising any form of waste  – whether that’s materials, effort, or time – is crucial in the construction industry’s journey to sustainability. Engineers, and whole teams for that matter, must work collectively to ensure that the process is efficient, whilst continuously holding the planet at the forefront of every decision. 

• Reframing success

It’s important for clients to consider carbon alongside cost, programme, and safety as the key measures of project performance. The latter will always be the most important consideration with any design, whether factoring in how sustainable a project is, or how much it’s going to cost. However, this by no means makes greener developments unobtainable. 

All possible options should be considered before any project, which will involve engineers openly communicating with everyone involved to establish the best plan of action. Any potential dangers, problems, or risks to the environment must always be transparently communicated, using real findings and data to back any changes. 

The framework for change

So, now that we know how to spot the signs of greenwashing, and how to avoid doing it ourselves, what needs to happen to ensure that other businesses follow suit?:

• Standardised sustainability metrics: Establishing clear sustainability metrics such as those provided by the UK Green Building Council (UKGBC), the Building Research Establishment (BRE), and the Building Research Establishment Environmental Assessment Method (BREEAM). These standardised metrics provide a common language for assessing and improving environmental performance, ensuring that everyone is working towards the same sustainability objectives.
• Transparency backed by trusted certifications: Companies must always be honest about environmental practices and achievements. Trustworthy certifications like LEED, ISO 14001, and BREEAM offer third-party validation of eco-friendly practices, instilling confidence in stakeholders and consumers alike. 
• Increasing auditing and compliance measures: This will ensure that companies are accountable for greenwashing. Independent audits can verify the accuracy of environmental claims, while regulatory bodies can enforce penalties for deceptive practices. Rather than claiming to achieve unrealistic ‘Net Zero’ targets, any formal measures taken should be quoted based on industry standard standards. By taking accountability and acting transparently, it’s much easier to move forward in the right direction. 

What happens next? 

Although a vital puzzle piece, the construction industry alone won’t be able to put a stop to greenwashing, which is why campaigning for government action and legislation is so important. Whether it’s mainstreaming reusing and repurposing or curbing deceptive marketing strategies, these standards aid collective transformation – across all sectors. 

Combating climate change also requires continued education, and it’s the responsibility of business leaders to instil a greener mentality into their employees. By increasing sustainability awareness and ensuring that they have access to training and resources, it’s much easier to work towards the same goal. 

We are consistently adapting to the evolving needs of our climate. Our structures team concentrates on understanding and minimising embodied carbon, recognising its significance, and exploring avenues for reduction. Simultaneously, our civils team has long been committed to reduction efforts through Sustainable Drainage Systems (SuDS), with an unwavering dedication to encouraging embodied carbon reduction in infrastructure-led activities.

You can find out more about what we do here.