By Cathy Barlow, Managing Director, Smith Goodfellow
It has almost become a cliché to proclaim that the climate crisis is one of the greatest threats facing humanity. However, with yet another record-shattering year of global high temperatures and extreme weather events behind us, the need for widespread and meaningful action cannot be understated.
As the shapers of the built environment— one of the planet’s most polluting industries, contributing around 38% of global carbon emissions— architecture is intrinsically linked with the notion of sustainability. Often, architects are seen as sages, bringing together their knowledge of environmentally conscious materials, legislation and approaches to lead us all to a more energy-efficient and resilient future. This has an obvious long-term commercial benefit for those practices with the in-house capabilities to deliver energy and carbon efficient schemes. However, it also carries huge responsibility in how the profession engages with the wider conversation.
Analysing our communications
In their eagerness to capitalise on the business opportunities brought about by increased eco-consciousness amongst consumers and various authorities, many organisations can fall foul of making claims which on the surface seem positive— but that are not backed up with clear and honest evidence, action, or impetus.
This includes:
- Use of vague language like ‘eco-friendly.’
- Misusing or not defining the practice’s interpretation of complex terms such as ‘net-zero carbon’, ‘carbon neutral’ or ‘net-zero energy.’
- Using ‘green’ imagery that holds no relevance to the project/service being spoken about.
- Over-promising and under-delivering, e.g. projects ‘built to achieve’ BREEAM Excellent / Passivhaus Standard or to be net-zero ‘ready’, when those ambitions then can’t be fulfilled in actuality or without significant investment.
- Basing claims on deductions rather than facts or making unsubstantiated claims, e.g. blanket-applying building certifications for all buildings on a project when only one has been assessed.
- Providing selective information e.g. talking about using more sustainable building materials whilst not considering where they are being imported from.
This is not to say there aren’t many companies and individuals out there doing truly great things for the planet and local communities. Often, acts of greenwashing can be inadvertent, arising from a misunderstanding of language, out of date information or lack of consensus on what certain terms mean. Deliberate or not, ambiguous communication around sustainability and climate change is an issue, as, in this competitive market, where one (mis)leads, others will follow.
So, what can practices do to ensure their communications are effective and that they are telling the whole story?
- Talk about tangibles
Any form of communication is only valuable when it is it is about something real. Whether big or small, audiences want to see visions turn into tangible actions which create lasting social, environmental, and economic change. For example, if your project is designed to meet a certain voluntary building standard such as Passivhaus or BREEAM, how are you collaborating with the delivery team to ensure this is carried through in practice? What assessment points are in place for the supply chain?
- Define your terminology
One of the biggest communication challenges in this area of construction is the inconsistent definition of popular terms such as ‘net-zero carbon/energy.’ The forthcoming UK Green Building Council’s ‘Net Zero Carbon Buildings Framework’ due to be published in 2024 will help to standardise approaches here in the UK, but it will still be vital for architects to explain their interpretation of the terms as a rationale for their approaches.
- Back yourself up
Backing up your claims with clear proof points that are accessible to your stakeholders is vital. The social age means that brands are never more than a Google search away from being disproven, so ensuring that claims, facts and figures are accurate and evidenced is fundamental to gaining credibility and trust in a space that is constantly battling against greenwashing. Keep your information up to date, clear, relevant, and easily accessible. Cite sources, link calculations and report real figures compared to those forecasted.
- Be transparent
People want to work with and buy from brands that are authentic, so talk about intentions, successes, challenges, and setbacks openly and honestly. Not everything will always go to plan, but what are you doing about it? This not only demonstrates your role as a problem solver but can also show the achievability of your schemes —helping to share knowledge and learnings across the industry and inspiring better building standards across the board.
- Make it relatable
Too much dialogue around the climate crisis and sustainable development feels abstract and distant – talking about tons of CO2 equivalent doesn’t really mean anything to most people. Relate your messages to tangible things that people can understand. For instance, if you’re talking emissions reduction, equate it to X number of long-haul flights. Not only will this make your communications clearer, but it will also be more engaging for your current and potential stakeholders. And remember that local, personable stories will also resonate more, including with staff and the communities your projects serve. Tell them about how your latest design will support local wildlife, how your staff are providing pro-bono support on local initiatives, or any other actions that will allow them to see the impact your work will have on their lives and the lives of future generations.
- Hold your supply chain to account
This guidance can not only help you ensure effectiveness of your own communications but provide touchpoints for assessing your supply chain too. There has been considerable scrutiny of how product manufacturers and service providers position their offering over the last several years, with incoming legislative bodies to manage misinformation in the market. Therefore, it is vital that architects continue to demand tangible proof of performance claims. There are a number of schemes which can support this, such as the Code for Construction Product Information (CCPI) or the government’s more generalised Green Claims Code.
Success is sustainable
In addition to the various legislative and regional demands for more energy efficient and socially responsible building schemes, numerous studies on more general consumer behaviour demonstrate that people are increasingly, and that people have more trust in those with “a transparent, accountable, and socially and environmentally responsible supply chain. Architectural practices who are genuinely acting sustainably and telling their story effectively will stand out to stakeholders, and make a real difference to the future of our planet.