'Greenwash' is the dark art of marketing in such a way that misleads the consumer into believing that a product or service has positive environmental attributes. The growing demand for sustainable materials has provoked a wide range of responses from the construction products industry. At one end of the spectrum are manufacturers driven to develop products that minimise their environmental impact, while at the other are ones who know a marketing opportunity when they see one. Confusingly for the designer, all manufacturers, bar those who think sustainability a passing fad, are marketing very similar claims - not all of which are true. Defra provide detailed advice to manufacturers for making environmental claims, but it is guidance only, with little bite.
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