This video lays out in short form the roll life cycle assessments have in determining what is green and what is not. Because it is a promotional video for wood products (produced by a group called Forest Innovation Investment) it concludes that wood is the most effective product for reducing carbon use. Whatever you think about that conclusion, the video explains why life cycle assessment is ultimately the only tool being developed that can get the green movement beyond the problem of “green washing.”
I am skeptical of green claims whenever I hear them, but only because environmental responsibility is so much more than a green sticker on a product. Life cycle assessments are the beginning of understanding how we use and abuse the environment and getting away from the green marketing hype.
Rob Koci is the publisher of Canadian Contractor magazine. Rkoci@bizinfogroup.ca 647 407 0754 All posts by Robert Koci