Legal Ramifications of Green Marketing — Marketing Your Green Construction Practices in an Uncertain World
Lane Powell Shareholder Mike Nesteroff authored an article titled “Legal Ramifications of Green Marketing” in the November issue of BUILDERnews magazine. In the article, Nesteroff discusses the increasing use of “green” practices in construction and how companies that overstate the environmental benefits of a project can harm not only their reputation, but possibly their pocketbooks as well. Nesteroff points out the proliferation of green building certifications, such as LEED, Built Green, Green Point Rated and Energy Star, and the benefits to a project, but also the downside when the green claims are overstated or the project fails to live up to the claims.
As clean tech and sustainability practices continue to gain footing in the private sector with an increasing number of businesses, large and small, adopting “green” practices, the construction industry has not been left behind. In fact, developers, builders, designers and contractors all have been vying to establish and enhance their green credentials for the same reasons as businesses in other sectors — for the good of the environment, to save costs and foster goodwill with the customers. Any company, however, that adopts these new practices and wants to tell the world about it also needs to be aware of how easily their credibility and cost savings can be lost if they overstate or misstate the environmental benefits, a practice that’s become known as “greenwashing.”
This article first appeared in BUILDERnews magazine.