"Greenwash is when somebody says that, 'Oh, we have the greenest building in town,' and they do not have the metrics to show that they've done something," said Anthony Bernheim, an architect at SMWM in San Francisco. "We've coined it from 'whitewash.' "
A range of businesses, industry trade groups and nongovernmental organizations have leaped to fill this need, offering seals of approval for everything from the source of lumber to the recycled content of various building materials.
Third-party certifications can support an application for the most recognized seal of approval, from the U.S. Green Building Council. The council, a nonprofit group, promotes energy efficiency and other environmental benefits in construction and design, and has established criteria to measure how green buildings are. The system is called Leadership in Energy and Environmental Design; so far more than 450 buildings have received some certification.—Jonathan D. Glater, The New York Times