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a primer on environmentally preferred purchasing What's big, green, and growing at nearly 20 percent each year? Why, it's the green economy. Green consumers - those who purchase goods and services based on how those products impact healthy ecosystems and the sustainability of the planet - are trying to change the world, one purchase at a time. According to the LOHASJournal, a business magazine dedicated to lifestyles of health and sustainability (or LOHAS), about 30 percent of U.S. adults (more than 63 million people) fall into the green consumer niche. The marketplace for these products is currently estimated at $227 billion a year and is projected to reach $1 trillion annually by 2020. This potential has certainly not been lost on manufacturers, marketers and other business people, who see the promise of another type of green. Many iocal parks and recreation agencies, seeking to demonstrate their own environmental leadership and responsibility, have also begun to enter the green marketplace. 20 I l l i n o i s P a r k s & R e c r e a t i o n www.ILipra.org
www.ILparks.org M a y / J u n e 2008 21 As consumer demand increases for green products, manufacturers will respond to meet the demand,
Considering the Ultimate Costs as Well as the Purchase Price Traditionally, price and performance have been the primary criteria considered when purchasing supplies, equipment and services. In recent years, however, as awareness of issues such as groundwater contamination from waste disposal, food contamination and tainted products from foreign markets have increased, environmental impacts have become important to consider as well. Not only are consumers looking at what products are made of (e.g., organic, recycled, renewable resource, non-toxic), but also where they are made (e.g., at a local or regional company, within a fair labor market), how the raw materials are extracted or harvested and where the product goes after use (that is, whether it recycles). For those newly committed to green purchasing, all of these considerations can be overwhelming. Which are the most important factors to consider? How on earth does one find out all of these things about any one product? Can manufacturer claims be trusted? Finding the Smart Way to Purchase Green Fortunately, one of the largest purchasing agents in the world - the U.S. federal government - has made green purchasing a part of federal policy and is leading the way for the rest of us. The Environmentally Preferable Purchasing program (EPP) is administered by the U.S. Environmental Protection Agency (USEPA), which has established a set of guiding principles and resource lists to be used by executive agencies of the federal government. It is the USEPA's intent that the EPP program also be accessible and applicable to state and local government agencies as well as private businesses. Environmentally preferable is defined to mean products and services that "have a lesser or reduced effect on human health and the environment when compared with competing products or services that serve the same purpose. This comparison may consider raw materials acquisition, production, manufacturing, packaging, distribution, reuse, operation, maintenance or disposal of the product or service." The program does not dictate that all products meet some arbitrary environmental benchmark. The first guiding principle simply states that: Environment + Price + Performance = Environmentally Preferable Purchasing In other words, environmental considerations should become a part of normal purchasing practice, consistent with such traditional factors as price, performance, product safety and availability. The following considerations are outlined in the remaining guiding principles:
• Consider the product's entire lifecycle, including manufacture, use, distribution and disposal. • Compare the various environmental impacts of different products, e.g., the energy savings associated with one product versus the reduced use of toxic chemicals in the manufacture of another. • Use comprehensive, accurate and meaningful environmental performance information when determining the environmental impact of a purchase option. The USEPA's Web site contains a wealth of information on the EPP program. While the program does not provide product reviews or referrals, it does provide a list of commonly used types of products and services. The site includes information on environmental attributes to look for, procurement guidance, tools, case studies and other resources. 22 I l l i n o i s P a r k s & R e c r e a t i o n www.ILipra.org
Knowing the Difference Between True Green and Green Marketing The last guiding principle provided by the EPP program points to one of the biggest challenges inherent in green purchasing. How does one know that the environmental benefit claims made about a particular product are true? "Geenwashing," refers to the deceptive advertising strategies employed by some companies to give their products the patina of environmental correctness. Claims such as "environmentally safe," "recyclable," "biodegradable" and "eco-safe" sound wonderful, but what do they really mean? Many companies employ these warm but fuzzy claims on product labels to get us to buy their products. Recognizing the problem, the USEPA, working with the Federal Trade Commission (FTC), has developed guidelines (currently voluntary) for advertisers to ensure that their environmental marketing claims don't mislead consumers. For example, if a product claims to be made from recycled materials, the label should also tell you how much is recycled and also what percentage is post-consumer waste (recycled by consumers after a previous use) versus pre-consumer waste (manufacturer remnants and discards). Sometimes a claim is made that is true, but has been true all along, and the companies have just decided to tout it. Cleaning products often claim to be biodegradable. Most of these products have always been biodegradable as they entered wastewater treatment systems. The FTC's Web site provides a list of consumer awareness tips, but since these advertising guidelines are voluntary, the best advice is to educate yourself, or caveat emptor — "Let the buyer beware." While it certainly helps to become educated about the anatomy of ad claims, more specific help in identifying and verifying the environmental benefits of products is available from independent testing and evaluation organizations. Green Seal is a non-profit that certifies products based on rigorous, science-based environmental leadership standards. Manufacturers pay a fee to the organization to have their environmental claims tested and verified. The organization Web site contains an extensive listing of certified products, organized by product category, and it provides details on the certification standards used for different products. Co-op America is another organization that screens and certifies green businesses and publishes the National Green Pages, a listing of more than 2,000 businesses that offer tens of thousands of products. Making Green Products Competitive in the Marketplace Among public officials and purchasing agents unfamiliar with green purchasing, one of the most common concerns raised is the generally higher cost of green products, something that may be difficult to justify in an era of tight or reduced budgets. While it is true that many, if not most, of these products do cost more than their conventional counterparts, it is important to recognize that as consumer demand increases for green products, manufacturers will respond to meet the demand, and healthy competition will result in lower prices. Also, realize that green purchasing isn't an either/or proposition. Environmentally preferable purchasing only asks that environmental values be given equal consideration along with price, performance and other criteria. It is ultimately up to each agency to decide how much more it is willing to spend to protect the local environment and demonstrate the value the agency places on environmental stewardship and protection of natural resources. While some agencies may possess the financial resources and public support to go green with most of their purchasing, other agencies must take smaller steps and do what they can. Often, those green purchases that save money in the long run - even if up-front, short-term costs are slightly higher - are the easiest to justify. These small steps also help to build public awareness and support where it may be lacking. www.ILparks.org M a y / J u n e 2008 23
24 I l l i n o i s P a r k s & R e c r e a t i o n www.ILipra.org Green Purchasing in Practice at Illinois Agencies The Northbrook Park District has just begun to write specifications for some purchases in such a way that only green products may be considered. Parks and Properties Director Phil Yoder states that "many of these green buying initiatives have [traditionally] come from staff and do not follow a set of written guidelines." The district does have an environmental policy that supports green purchasing, and the board of commissioners supports both the policy and the slightly higher cost paid for some products if it helps to demonstrate the district's environmental commitment. This more informal approach was echoed by other park managers, including Jason Berger, the assistant structural maintenance manager with the Forest Preserve District of DuPage County. Members of the district's Green Team, of which Jason is the co-chair, have begun to look at various aspects of the district's operations to see where green products may be considered. He describes their efforts thus far as "going after the low-hanging fruit, as well as working within each department to set new goals for green purchasing." He feels it is key to involve staff from various departments within an agency in order to get buy-in and participation from all quarters. Participants in a case study conducted by the USEPA on successful EPP programs often stressed that encouraging voluntary participation in green purchasing initiatives by agency personnel often works better than policies that mandate such purchasing. Having a strong advocate within the agency was cited by all as crucial to the success of both voluntary and mandated programs. Since green purchasing is often new and, as already pointed out, can be confusing to people unfamiliar with it, excellent communication, teamwork and patience are all required to achieve success. What's Really at Stake The growth of the green economy is providing an amazing demonstration that economic concerns and environmental protection can work together to create a more livable world. The power and resources of modern technology and the marketplace are being harnessed to improve standards of living and quality of life. The many new green products on the market can assist park and recreation agencies with balancing the need to provide quality public recreation, clean and safe facilities and a clean and safe natural environment. There even exists the potential to pass on to future generations a world that is cleaner, healthier and ecologically richer than the one we received from past generations. David Brooks is manager of conservation services for the Schaumburg Park District and serves on IPRA's Environmental Committee. A Green Purchasing Checklist
Green Purchasing Resources IPRA Environmental Committee's Environmental Toolkit chapter on Purchasing - http://www.il-ipra.org/forms/envirotoolkit.pdf U.S. EPA's Environmentally Preferable Purchasing Program -http://www.epa.gov/oppt/epp/ Sorting Out 'Green' Advertising Claims (FTC's Facts for Consumers) -http://www.ftc.gov/bcp/edu/pubs/consumer/general/gen02.shtm Green Seal Product Certification - http://www.greenseal.org Co-op America Green Business Certification Program -http://www.coopamerica.org Green Procurement Exposition & Conference Midwest, June 4-5, 2008, Chicago's Navy Pier. An exhibition featuring 215 vendors displaying the latest in green products and services available to business and government, http://www.thegreenexposition.com/ www.ILparks.org M a y / J u n e 2008 25 |Home|
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