Green claims making investors see red

As we look to what's ahead for 2012, Property Observer is republishing some of our most noteworthy stories of 2011.

Who’d have thought – one little word, five little letters, and so much power – the power of green.  Put the word “green” into a search engine and you’ll get a bucket load of topics in return – green loans, green guides, green rebates, green grants, green energy, green cars…green, green, green.  So what does this all mean?  Is it real, or are we dealing with a whole load of spin that begets greenwashing?

There are many products on the market claiming to be green and some of those can be tested, but when it comes to property, for example, there is no real measure or standard.  This means that anyone can call their house “green”, “eco-friendly”, “sustainable”, or whatever environmental catch-word comes to mind, as we do not yet have a legal definition as to what makes a green house.  There is the six-star energy minimum that many new buildings must adhere to, but does that make a property green?  Add a water tank, a pool cover and a few solar panels – is that green?  The reality seems to be that green more often means money for those purveyors of the colour rather than savings for those who buy into it.

A widely touted study by environmental marketing company TerraChoice has found that 95% of green-marketed products use misleading claims, while only 5% of the 5,300 products examined were free from some form of greenwashing.  The number of green claims is increasing by leaps and bounds, with 73% more green-identified products on the market today than a year ago.

Unfortunately, many home buyers don’t want to pay for the privilege of buying a green dwelling.   This is especially the case for investors.  Many like the idea – either out of some misguided guilt or erroneous desire to do something good for the environment – but they think that the developer or the government should pay for their “green”.  The most optimistic studies show that the average buyer will pay up to $15,000 more for a new green dwelling, which, and here’s the rub, will pay back that premium in terms of reduced energy and water costs within two to three years of purchase.  Impossible.

And to add further salt to the wound, these buyers are prepared to pay about 2% more for a green residence, yet the true cost of all the green goodies is closer between 5% and 8%.  Another nail in the housing affordability coffin.

As Christopher Zinn, of consumer advocacy group Choice, says:  “Wherever you see the words ‘eco’ or ‘green’ or ‘natural’, you need to get out a very accurate ruler.  It could mean anything and nothing.”

For mine, it may be time to bring in some new colours in response to most “greenwash” claims – “blackball” and “redline” come to mind.  Better still, Senator Barnaby Joyce summed it up earlier this year when he quipped: “If you really want to piss someone off right now, mention climate change.”