Greenwashing and Sustainability - Navigating the Complex world of Green Architecture

In the labyrinthine world of sustainable architecture, amidst the cacophony of green initiatives and eco-friendly buzzwords, a discerning eye is required to separate genuine sustainability from mere greenwashing.

In the contemporary discourse surrounding sustainability in architecture and architect forums, a troubling trend emerges: greenwashing. Despite the noble intentions behind sustainable design, the concept has been co-opted, distorted, and even exploited for purposes far removed from its original ethos. Architects, builders, and designers find themselves navigating a landscape where true sustainability is often obscured by superficial gestures and marketing ploys.

Rethinking Sustainable Practices

Amidst the proliferation of greenwashing tactics, architects and builders are reevaluating their approach to sustainability. Instead of succumbing to the allure of trendy yet superficial solutions, such as biophilic design elements, they are embracing a more holistic understanding of sustainability. This entails a fundamental shift in mindset—from viewing sustainability as a mere checkbox to be ticked off, to recognizing it as a guiding principle that informs every aspect of the design process.

From the selection of materials to the orientation of buildings, from the integration of passive design strategies to the optimization of resource management, true sustainability demands a holistic approach—one that transcends superficial gestures and embraces a deeper commitment to environmental stewardship.

Sustainability is a comprehensive process that brings together the materials, their usage, into the context of the site and design. Casa Blanca by Biombo Architects

The Illusion of Sustainability

One prevalent example of this phenomenon lies in the misguided prioritization of certain materials over others. Take, for instance, the practice of importing “earthy” materials from distant sources instead of utilizing locally available ones. In regions like Kerala, where building practices are deeply entrenched in tradition and local resources, this departure from native materials not only undermines the authenticity of the design but also contradicts the principles of sustainability.

Example. While laterite may be perceived as more "natural" or visually appealing, its transportation over long distances incurs significant environmental costs, negating any purported sustainability benefits. The same is the case with brick and granite. While concrete blocks may be a less thermal comforting building material, a factory that's closer to the building site incurs less carbon footprint in transport rather than materials being shipped from an unfair distance.

The Role of Architects and Builders

Architects, whether freelance architects working independently, within established firms, or builders in Kerala, play a pivotal role in shaping the discourse around sustainability. Through their designs, they have the power to either perpetuate greenwashing or champion genuine, meaningful sustainability. By prioritizing local materials, optimizing spatial planning, and integrating passive design strategies, architects can create buildings that not only minimize environmental impact but also enhance the quality of life for their inhabitants.

Merely going full throttle on solar panels, low e-glasses, and other smart devices, the point is lost in translation if the overall design does not adhere to optimum usage of the site’s conditions.

Where discarded materials take center stage. Asmalay House by Incline Studio

Navigating the Architectural Landscape

In architect forums and discussions among architects in Kerala and beyond, the topic of sustainability has gained newfound prominence. Award-winning projects are increasingly scrutinized not just for their aesthetic appeal or technical innovation, but for their adherence to sustainable principles. Freelance architects, unencumbered by the constraints of institutional agendas, are at the forefront of this movement, challenging conventional wisdom and pushing the boundaries of what it means to design sustainably. Be it using waste debris from demolition in your walls to the Park Royal building flushing out vegetation, the theme of sustainability should always have a pure thread that underlines the ethos of eco-sensitivity.

As we confront the urgent challenges posed by climate change and environmental degradation, the need for authentic sustainability in architecture has never been more pressing. It is incumbent upon architects, builders, and designers to resist the allure of greenwashing and embrace a more conscientious approach to their craft. By prioritizing local resources, minimizing carbon footprints, and prioritizing the well-being of both occupants and the planet, we can chart a course toward a more sustainable future—one that is built on integrity, innovation, and a genuine commitment to environmental stewardship.

You can find second part of the report entitled Climate Change 2022: Impacts, Adaptation and Vulnerability prepared by the Intergovernmental Panel on Climate Change (IPCC) in the following link https://www.ipcc.ch/report/ar6/wg2/

Ghisleni, C. (2022, March 24). 50 Shades of Green: The Contradictions of Greenwashing in architecture. ArchDaily. https://www.archdaily.com/978874/50-shades-of-green-the-contradictions-of-greenwashing-in-architecture

Raza, H. (2023, April 2). Truth or Fake: Sustainable, Green, Eco-Friendly, Passive homes. Medium. https://habbanrazagodil.medium.com/truth-or-fake-sustainable-green-eco-friendly-passive-homes-a23f9a8300df