This document discusses sustainability and indoor air quality certification. It explains that sustainability has become increasingly important to businesses and consumers. There is also information overload when it comes to sustainability labels, and it can be difficult to determine which labels are legitimate. The document then discusses the differences between first, second, and third party certifications. It emphasizes that third party certifications like GREENGUARD are the most trustworthy because they are independent and have rigorous testing and standards. GREENGUARD is highlighted as a globally recognized leader in third party indoor air quality product certification.

2. Sustainability
PROFIT
NET PE
PLA OP
LE

3. The Sustainability Business Imperative
• Growing sensitivity in most markets
• Potential to significantly impact businesses or capabilities
• Ability to influence the outcome of that impact
• Long-term economic growth not possible unless socially and
environmentally sustainable

5. Information •Sustainability is the “wild west”
Overload •No time to explore new
manufacturers
•So many labels---Which ones
are legitimate?
•Do I really need to know it all?
•Is there an information filter?

7. Understanding the three types of Certifications:
Certifications
First Example: manufacturer’s in-house label
Party
Example: FloorScore, CRI-Green Label and Green
Second Label Plus
Party
Example: FSC, GreenSeal, GREENGUARD
Third Certification (the only one focused on health
Party impacts)

8. YE
Avoidance of
T
sustainable
products and
processes
Achieve clean
environment

9. The 7 Sins of “Greenwashing”
• Hidden Trade-Offs
• No Proof
• Vagueness
• Irrelevance
• Worshipping False Labels
• Fibbing
• Lesser of Two Evils
Source: Terrachoice 2009

10. FTC Environmental Marketing Guides
FTC: KMart To Stop "Biodegradable" Claims
“The company is among three retailers charged by the Federal Trade Commission with
making "false and unsubstantiated" claims about the environmental "greenness" of their
products.”
FTC Charges Companies with 'Bamboo-zling' Consumers with False Product
Claims
“Bamboo-based Textiles, Actually Made of Rayon, Are Not Antimicrobial, Made in an
Environmentally Friendly Manner, or Biodegradable”

11. “70% of consumers believe products claiming to be green or
sustainable is just a marketing tactic.”
1Loechner, Jack, “Most Americans Say Green Marketing is ‘Just a Marketing Tactic,’” September 27, 2007,
http://publications.mediapost.com/?fuseaction=Articles.showArticleHomePage&art_aid=68186
2GfK Custom Research of North America, “Americans Reaching Environmental Turning Point…Companies
Need to Catch Up According to GfK Roper Green Gauge Survey,” April 2007,
http://www.csrwire.com/News/9473.html

12. Preference for 3rd Party Certification
•Almost 40% prefer
governmental involvement
•Approximately 30% prefer
independent organizations
•Consumers do not prefer
manufacturers, industry
trade associations and
retailers handling IAQ
certification
Source: Harris Interactive Consumer Study, Dec 2008

13. Use of and
Engage Easier decision -making
reliance on
players on all process; technical issues
Eco Labels
sides of the explained, reliable claims
and Third -
sustainability documentation
party
effort.
Certifications
Eco-Label: Individual or organization that offers a product or service
with some type of verification, assurance, label or certification to a
standard or set of criteria. (GREENGUARD Environmental Institute)

14. Why Third-Party Certification Matters?
• Public health and
quality of life concerns
• Complexity
• Trust and credibility
• Liability
• No official standards
or regulations

15. Qualification
• Independence, 3rd Party
• Standards
• Verification, CoC, Audits,
Rigor
• Transparency / Public
Information
• Market Acceptance

16. How does the Sustainable community
benefit from third party Eco Labels:
Labels
Leadership: Transforming Standards
Educational Resource: Continuing Education courses, Certification
Programs, Product Guides
Specification Resource: Use of manufacturers’ products you know and trust
Green Building Certification Process: Readily available information through:
Certificates –proof of product compliance with documentation;
Information – on product applicability to your design needs;

17. Weeding through the “green garden”
Name Certification
ENERGY STAR YES
WaterSense YES
GREENGUARD YES
Certification Program
Green Seal YES
Forestry Stewardship YES
Council (FSC)
Cradle to Cradle YES
Sustainable Forestry YES
Initiative (SFI)
Eight Market Movers that you can trust: (Courtesy McGraw Hill Smart
Market Report 2008)

19. Indoor Air Quality is Important
• People spend more than 90% of their time indoors
• Children receive 72% of environmental exposure to
chemicals indoors
• Air pollutions levels indoors are typically 2-5x
(sometimes 1,000x) higher than those found outside
• The largest source if indoor air pollution is chemical
emissions from building materials and furnishings
products
• Poor indoor air quality is recognized by the U.S.
EPA the American Lung Association and the World
Health Organization as “one of greatest modern
risks to human health.”

20. Indoor Air Pollution Leads to Health Consequences
Asthma and allergies
Headaches
Respiratory disease
Eye, nose & throat Irritation
Reproductive / developmental defects
Neurological disease
Cardiovascular disease
Cancer
Children and other sensitive individuals are
at increased risk

21. GREENGUARD’s Mission
“To protect human health and quality of life
through programs that reduce chemical exposure
and improve indoor air quality”

22. Introduction to GREENGUARD
• Certifying products for low, non-toxic emissions
since 2001
• Globally recognized leader in indoor air quality
• Industry independent, third-party certification
program
• Two product certification programs:
• GREENGUARD Indoor Air Quality
• GREENGUARD Children & SchoolsSM
• More than 300 participating manufacturers
• More than 200,000 products represented in the
largest online database for low-emitting
products

23. History of GREENGUARD
June 2001 GREENGUARD Environmental Institute (GEI)
founded by Dr. Marilyn Black
Sept. 2002 Formation of Independent Advisory Board
Oct. 2002 First Certified Product (Insulation)
Nov. 2004 ANSI Accredited Standards Developer
Dec. 2004 Publish Test Methods
Jan. 2005 Publish Laboratory Qualification Guidelines
Sept. 2005 GREENGUARD Children & Schools Certification
Feb. 2006 GREENGUARD Building Construction Program
July 2007 100th manufacturer certifies products with GREENGUARD
Nov. 2008 Opening of subsidiary in Beijing, China
Mar. 2009 200th manufacturer certifies products with GREENGUARD
April 2009 1st ANSI standard: ANSI/GEI MMS 1001

24. The GREENGUARD Certification
The GREENGUARD Indoor Air Quality Certification
indicates that products have been tested for emissions
of volatile organic compounds (VOCs)
The emissions criteria for the GREENGUARD
Certification is among the most stringent IAQ
standards in the U.S.

25. Achieving GREENGUARD Certification
Extensive review of material,
manufacturing processes and
manufacturing locations
Products are tested for over 10,000
individual chemicals
Testing in state of the art stainless steel
environmental chambers, following
global ISO standards
Products are certified to
GREENGUARD Standards, based on
comprehensive emission criteria from
the EPA, Germany’s Blue Angel
Program, State of California and
reputable public health expert agencies
Products must undergo annual testing
to remain certified

26. GREENGUARD Certified Products Help Create
Healthier Indoor Environments

27. Advantages of GREENGUARD Certified products
Third‐party validated product
scientific substantiation
Reduction in product/occupant
complaints
Demonstration of social
responsibility
Environmental marketing
advantages: list program, bid
specifications, sole sourcing and
others

28. GREENGUARD - Recognized & Referenced in Leading
Sustainable Organizations & Programs

29. Industry Leaders Choose GREENGUARD

30. Questions?
Mark Rossolo
Director of Public Affairs
mrossolo@greenguard.org
(503) 267‐8516