Designing Buildings - User contributions [en]

New Platform Launched to Encourage the Use of Wood Fibre Insulation

2022-03-15T08:39:28Z

Gusto: Created page with "File:Fibres - Header Image.png Building performance specialist, [https://www.backtoearth.co.uk/ Back to Earth] has unveiled a [https://woodfibreinsulation.co.uk/ new, online..."

[[File:Fibres - Header Image.png]]

Building performance specialist, [https://www.backtoearth.co.uk/ Back to Earth] has unveiled a [https://woodfibreinsulation.co.uk/ new, online learning platform] in response to the astonishing finding that wood fibre insulation, a carbon negative material, still accounts for less than 1% of the UK insulation market.

With a lot of vociferous media coverage about insulating buildings in the UK and looming carbon promises, it is hoped that with better education, the material will be more widely used and in-turn help the UK government meet its net zero targets.

“It’s amazing to think that even though here in the UK we’re up against it in terms of our carbon targets, the adoption of wood fibre and other natural fibre insulations are still in their infancy. This is why we decided to develop Fibres and provide free access to expert guidance on how to adopt the use of wood fibre insulation.”

Chris Brookman, Founder of Back to Earth

Building on the popularity of their suite of online resources, Back to Earth has created [https://woodfibreinsulation.co.uk/ Fibres] to provide a single point of discovery for any architects, builders or self-builders interested in learning how to specify, source and use wood fibre effectively.

The platform itself features seven courses, based on key building scenarios, covering topics such as how to use wood fibre insulation for a retrofit building project to understanding the important issues concerning airtightness. The courses have been created with practical insight from industry expert and the founder of Back to Earth, Chris Brookman.

Furthermore the platform also provides an introduction to the Sustainable Building Forum, a place designed to encourage peer-to-peer learning and best practice advice about all things wood fibre insulation and more broadly, sustainable construction.

With just over 600 architectural practices having already accessed Fibres’ courses and resources, it is hoped that increased awareness will ultimately lead to a greater use of wood fibre insulation throughout the UK.

To discover more, head over to [http://woodfibreinsulation.co.uk/ woodfibreinsulation.co.uk].

[[Category:Education]] [[Category:Research_/_Innovation]] [[Category:Theory]] [[Category:Sustainability]] [[Category:Construction_management]] [[Category:Construction_techniques]] [[Category:Design]] [[Category:Products_/_components]] [[Category:Property_development]]

File:Fibres - Header Image.png

2022-03-15T08:38:27Z

Gusto:

Anti-greenwash charter

2022-02-28T12:05:02Z

Gusto:

[[File:Header Image for Charter.png]]

[https://workwithgusto.co.uk/ Specialist communications agency, Gusto] and the [https://asbp.org.uk/ Alliance for Sustainable Building Products (ASBP)] have partnered to launch the [https://workwithgusto.co.uk/the-anti-greenwash-charter/ Anti-Greenwash Charter] in response to the alarming finding by the Competitions and Markets Authority (CMA) that up to [https://www.gov.uk/government/news/global-sweep-finds-40-of-firms-green-claims-could-be-misleading 40% of green claims made online in 2021 could be misleading].

To support a response from the construction sector and [https://www.gov.uk/government/news/greenwashing-cma-puts-businesses-on-notice help mitigate against any potential legal action an organisation may face, as a result of the CMA’s review], the Charter has identified four key standards that any entity should adopt to help counter the problem of greenwashing and adhere to the Government’s [https://greenclaims.campaign.gov.uk/ Green Claims Code]: transparency, accountability, fairness and honesty.

“The findings of the CMA’s report are shocking but not wholly surprising. Since our inception ASBP has campaigned against greenwashing and continues to make the case for transparent and accurate product marketing. We welcome the introduction of the new Green Claims Code and look forward to working with Gusto on the Anti-Greenwash Charter to provide best practice guidance to encourage responsible communications within the construction sector.”

Richard Broad, Projects & Communications Manager, ASBP

Signing the Charter enables organisations from the sector to make a public commitment to uphold these standards and eradicate unsubstantiated ‘green claims’ from their marketing and communication campaigns, whilst also participating in a learning programme exploring how to promote their business more responsibly. Finally, to ensure the Charter's standards are upheld, signatories will be subject to periodic reviews of their communication practices, carried out by Gusto.

The Impact of Greenwashing

In recent years, there has been a significant and negative impact of misleading or false information on the speed of development of the UK’s sustainable built environment with, according to the UK Green Buildings Council (GBC), the construction industry still contributing approximately 40% of the UK’s total carbon footprint in 2021.

Greenwashing itself can come in many different forms, from promises made about targets to over-optimistic product specifications but what is clear is that the public and customers alike have, at times, been subjected to poor standards of communication from within the UK’s construction sector.

In simple terms, greenwashing is hindering the dissemination of critical information needed to help us build more sustainably, and is therefore why a movement championing the use of more responsible messaging, is so critical.

Why Sign the Charter?

If an organisation upholds the highest standards of integrity and clarity when it comes to their marketing and communications, their commitment to sharing information responsibly should be recognised.

The Charter enables those organisations that are doing so to make a public commitment to continue to implement marketing and communications campaigns that uphold the following key standards:

# Transparency - a commitment to clear communication of what sustainability benefit a product or service offers, without concealment or omission of information.
# Accountability - sustainability claims will be substantiated with accurate and regularly evaluated empirical evidence.
# Fairness - a commitment to using fair, clear and unambiguous language when providing comparisons with products or organisations.
# Honesty - only specific statements about an organisation’s sustainability efforts will be made and actions will match those promises.

What Happens Next?

Organisations that sign the Charter will be given permission to use the Anti-Greenwash logo on their branded materials to promote the quality of their communications. Furthermore, Gusto will offer free, strategic advice about how to market products and services responsibly, that reflects the Government’s own guidance as contained in the [https://www.gov.uk/government/publications/green-claims-code-making-environmental-claims CMA’s new Green Claims Code]. Finally, signatories will be contacted to arrange Gusto’s review of their communication practices and adherence to the Charter's standards.

Organisations interested in making the commitment, [https://workwithgusto.co.uk/the-anti-greenwash-charter/ can sign the Charter here].

[[Category:Organisations]] [[Category:Research_/_Innovation]] [[Category:Policy]] [[Category:Standards_/_measurements]] [[Category:Sustainability]] [[Category:Public_procedures]] [[Category:Roles_/_services]]

File:Header Image for Charter.png

2022-02-28T12:03:46Z

Gusto:

Anti-greenwash charter

2022-02-28T11:57:59Z

Gusto: Created page with "[https://workwithgusto.co.uk/ Specialist communications agency, Gusto] and the [https://asbp.org.uk/ Alliance for Sustainable Building Products (ASBP)] have partnered to launch t..."

[https://workwithgusto.co.uk/ Specialist communications agency, Gusto] and the [https://asbp.org.uk/ Alliance for Sustainable Building Products (ASBP)] have partnered to launch the [https://workwithgusto.co.uk/the-anti-greenwash-charter/ Anti-Greenwash Charter] in response to the alarming finding by the Competitions and Markets Authority (CMA) that up to [https://www.gov.uk/government/news/global-sweep-finds-40-of-firms-green-claims-could-be-misleading 40% of green claims made online in 2021 could be misleading].

To support a response from the construction sector and [https://www.gov.uk/government/news/greenwashing-cma-puts-businesses-on-notice help mitigate against any potential legal action an organisation may face, as a result of the CMA’s review], the Charter has identified four key standards that any entity should adopt to help counter the problem of greenwashing and adhere to the Government’s [https://greenclaims.campaign.gov.uk/ Green Claims Code]: transparency, accountability, fairness and honesty.

“The findings of the CMA’s report are shocking but not wholly surprising. Since our inception ASBP has campaigned against greenwashing and continues to make the case for transparent and accurate product marketing. We welcome the introduction of the new Green Claims Code and look forward to working with Gusto on the Anti-Greenwash Charter to provide best practice guidance to encourage responsible communications within the construction sector.”

Richard Broad, Projects & Communications Manager, ASBP

Signing the Charter enables organisations from the sector to make a public commitment to uphold these standards and eradicate unsubstantiated ‘green claims’ from their marketing and communication campaigns, whilst also participating in a learning programme exploring how to promote their business more responsibly. Finally, to ensure the Charter's standards are upheld, signatories will be subject to periodic reviews of their communication practices, carried out by Gusto.

The Impact of Greenwashing

In recent years, there has been a significant and negative impact of misleading or false information on the speed of development of the UK’s sustainable built environment with, according to the UK Green Buildings Council (GBC), the construction industry still contributing approximately 40% of the UK’s total carbon footprint in 2021.

Greenwashing itself can come in many different forms, from promises made about targets to over-optimistic product specifications but what is clear is that the public and customers alike have, at times, been subjected to poor standards of communication from within the UK’s construction sector.

In simple terms, greenwashing is hindering the dissemination of critical information needed to help us build more sustainably, and is therefore why a movement championing the use of more responsible messaging, is so critical.

Why Sign the Charter?

If an organisation upholds the highest standards of integrity and clarity when it comes to their marketing and communications, their commitment to sharing information responsibly should be recognised.

The Charter enables those organisations that are doing so to make a public commitment to continue to implement marketing and communications campaigns that uphold the following key standards:

# Transparency - a commitment to clear communication of what sustainability benefit a product or service offers, without concealment or omission of information.
# Accountability - sustainability claims will be substantiated with accurate and regularly evaluated empirical evidence.
# Fairness - a commitment to using fair, clear and unambiguous language when providing comparisons with products or organisations.
# Honesty - only specific statements about an organisation’s sustainability efforts will be made and actions will match those promises.

What Happens Next?

Organisations that sign the Charter will be given permission to use the Anti-Greenwash logo on their branded materials to promote the quality of their communications. Furthermore, Gusto will offer free, strategic advice about how to market products and services responsibly, that reflects the Government’s own guidance as contained in the [https://www.gov.uk/government/publications/green-claims-code-making-environmental-claims CMA’s new Green Claims Code]. Finally, signatories will be contacted to arrange Gusto’s review of their communication practices and adherence to the Charter's standards.

Organisations interested in making the commitment, [https://workwithgusto.co.uk/the-anti-greenwash-charter/ can sign the Charter here].

[[Category:Organisations]] [[Category:Research_/_Innovation]] [[Category:Policy]] [[Category:Standards_/_measurements]] [[Category:Sustainability]] [[Category:Public_procedures]] [[Category:Roles_/_services]]