Not sure if you saw this, but the Federal Trade Commission is re-evaluating its “Guides for the Use of Environmental Marketing Claims.” An Advertising Age report shared that updates to the 12-year old guides (expected by end of summer) could potentially eliminate “most of the more than 300 environmental seals of approval” currently used on a range of products and packages, and bolster standards for terms such as “recyclable,” “biodegradable,” “carbon neutral,” and “sustainable.”
I think this could really change how green building (and living in general) is communicated...but for better or worse, I don't know. I am all for clearer explanation of what "part" of green a product serves (i.e. energy savings, material use, etc), but not so that some products can communicate "green" better than others if they provide a better good. What do you think?
(If you missed it, you can check it out here: “FTC Green Guidelines May Leave Marketers Red-Faced” (I think subscription is required).)