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New Green Marketing Rules Old News For CIMA

The Federal Trade Commission (FTC) recently updated its Guides for the Use of Environmental Marketing Claims. The “Green Guide” outlines the guidelines and requirements for companies and marketers making claims about their products’ environmental benefits. (See this story from the Environmental Leader for a succinct recap of the update.)

This update by the FTC is an attempt to rein in the rampant “green washing” that is all too pervasive in the building materials industry and many others. As the interest in green building continues to increase so do the vague and questionable green claims by companies seeking to profit on this growing phenomenon. Green is generating a lot of green and the potential for growth in green building continues to show promise as the debate over climate change and other environmental planetary concerns mount.

Cellulose insulation manufacturers are more than comfortable with these new FTC rules. CIMA and its members have been producing products that are the gold standard of green building for many years. It’s easy to meet these FTC rules, and make the claim for being green and environmentally friendly, with a product that is up to 85% recycled waste paper–the majority of it post consumer waste newsprint. The fact is, cellulose insulation diverts paper from landfills converting it into a highly efficient insulation material that saves energy, reduces green house gasses and sequesters carbon in the walls of buildings and homes for years and years. On top of that, it requires a fraction of the embodied energy required to produce other leading types of insulation like fiberglass and foam. That’s why CIMA confidently states that cellulose insulation is “The Greenest of the Green.”

At CIMA, we put cellulose insulation green facts front and center right on our website making it easy for regulatory officials, consumers, architects and builders to understand the green aspects and environmental benefits of producing and using this amazing product.

Everyone should applaud the FTC’s efforts to keep green claims in product marketing truthful and accurate. Protecting the integrity of green product marketing is critical to ensuring confidence as consumers try to make purchase decision that embrace the benefits of true green products like cellulose insulation. Every bogus claim risks the possibility of diminishing that interest and desire. When people seek out green products in an attempt to make a difference for the environment it’s important that the information provided for such products is straight forward and easy to understand. The updated guidelines require just that.

And that’s just fine with cellulose insulation manufacturers.

 

2013-01-18 10:55:11
Joe Tharnbarry says:

What is the cellulose industry's plan for recycled materials as the newspaper industry continues to downsize and reduce actual newsprint.

2013-01-19 12:31:14
CIMA Admin says:

Consumption of newsprint by the newspaper industry has decreased. In the long term it may continue to decrease, but totally on line newspapers are probably still many decades in the future. Currently recovered newsprint is readily available. In the near term and mid-term, supply is likely to increase as the economy rebounds and recovery rates increase. When/if the supply of recovered newsprint becomes significantly constrained there are other sources of suitable fibers that are not likely to decrease in usage, notably cardboard. A significant amount of recovered cardboard is already used by cellulose insulation manufacturers. It has properties that make it especially suitable for some cellulose insulation products.

2013-01-22 13:57:18
Doly Garcia says:

I have written a blog post on how to market carbon neutral products here:

http://www.marketingforgreenland.co.uk/uncategorized/carbon-neutral-the-good-the-bad-and-the-ugly/

2013-01-24 11:48:49
CIMA Admin says:

Joe, you can find more info on how cellulose producers are planning for future change in the waste paper supply on this post from last year on the blog. Here's a link: http://wp.me/p1OsjN-bi.

Thanks.

2013-03-29 04:45:30
susaner says:

cellulose is the green product on the market, Why is all these contractors pushing all us home owners and builders to use foam insulation, If we quit buying paper wont that help the enviroment more so they quit cutting down trees for paper usage and build more houses out of concrete. Just thought i would ask ! I cant belive people use foam or fiberglass, when i change my furnace filter i cant belive anyone would want this fiberglass in there walls or attic to filter air, and its costs 2 times more, Does the goverment have there hands in the fiberglass industry also!

2013-03-29 08:14:20
CIMA Admin says:

We ponder these same questions often here at the Greenest Insulation Blog. When it comes to insulation products and the environment, foam and fiberglass are not even in the same league.

Paper in the waste stream is inevitable. In fact, the numbers are staggering. Cellulose insulation manufacturers recycle tons and tons of paper annually (check this post for more info http://wp.me/p1OsjN-bi), most of it post-consumer waste in the form of newsprint, turning it into highly efficient insulation that reduces energy consumption and traps carbon in homes and buildings for years.

Most newspapers are printed on recycled newsprint. So, cellulose insulation is often a second or greater generation of recycling. Sustainable forestry of planted pine is also a primary source for new raw material in the process. So cellulose insulation really has little or no real impact on deforestation.

The fact is, all insulation products are good in that they make life more comfortable and reduce energy consumption. However, not all insulatin is created equal. Only cellulose insulation can claim up to 85% recycled content. Why the government does not put more emphasis on cellulose insulation is a question for others to answer.

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