Embodied carbon greenwashing?

I’m really glad Fred wrote this piece. In the sustainability world (certainly not just with buildings), I see a sort of toxic positivity where people and firms tend to milk everything they can out of accomplishments while ignoring shortcomings and areas that demand attention. Highlight the good, don’t mention the bad (which is often inaction). In the building industry (and elsewhere), we’re certainly not where we need to be in addressing the climate crisis so I’d love to see more honest reports and narratives where firms and organizations are more transparent in what more needs to be done, because there is A LOT that needs to be done.

It’s important to celebrate victories, but honest and transparent reflection is much more valuable than ignorant celebration.