Words like sustainable and natural get thrown around all the time. Most of the time, they’re bullshit. Anyone can slap them on a product without proving a thing. If everything is “eco-friendly,” then nothing really is. Here’s the reality: every time we dig something out of the ground or harvest it, there are real environmental impacts. Mining, cutting, refining, shipping—it all leaves a mark. The mission isn’t to pretend otherwise. The mission is to get those impacts down to a level the planet can actually handle. Right now, we’re not even close. In fact, we’re accelerating in the wrong direction. That’s why the real conversation isn’t about fluffy labels—it’s about measurable standards. A few that actually mean something: - Life Cycle Assessment (LCA): Adds up the impacts of a product from raw materials all the way to disposal. Think of it like a financial audit, but for carbon, water, and waste. - Environmental Product Declaration (EPD): A verified report that sums up an LCA in a standardized way. If two companies both publish EPDs, you can line them up side by side and see which product actually performs better. - Carbon Footprints / GHG Protocol: Tools for companies to measure and disclose their greenhouse gas emissions. Less product-specific, but essential for tracking the big picture. Are these standards perfect? No. But they’re improving every year, and they’re starting to show up in real policy and procurement. Governments are writing them into contracts, LEED and other programs are tightening the rules, and buyers are learning to look past the marketing claims. And this isn’t going to stay locked in government contracts. Before long, we’ll see the carbon footprint of a product—based on LCA—sitting right next to the price tag. From there, it’s only a short jump to seeing the actual financial cost of those impacts shown the way we already see taxes or shipping charges. In some cases, it may just get rolled straight into the final cost. So if you want to know whether a product is truly “sustainable,” ignore the greenwashing and look for the data. That’s where the real story is.

As someone who works directly with manufacturers to publish Environmental Product Declarations (EPDs) and conduct full life cycle assessments (LCAs), I see the same myths repeated across industries—from concrete and coatings to composites and cladding. Here are three of the most common. Misconception 1: “Bio-based materials are always more sustainable than plastic.” This isn’t necessarily true. Bio-based content can reduce emissions, but only when the full supply chain, energy inputs, and end-of-life impacts are favorable. For example, in a publicly available lifecycle assessment by NatureWorks for Ingeo PLA (a leading bioplastic made from corn), cradle-to-gate emissions range from 1.1 to 1.6 kg CO₂e per kg of product. That’s in the same range—or higher—than some fossil-based plastics like polypropylene or HDPE, especially if those plastics are manufactured using renewable energy or include recycled content. I think it does bear mentioning here the other environmental damage caused by plastics which is more than substantial, but the topic is carbon emissions so I wanted to stay focused here. Bio ≠ low carbon. You need the full life cycle data. Misconception 2: “Sustainability always costs more.” Not when you quantify it. Companies that invest in LCAs and EPDs often unlock operational savings, product insights, and access to new markets. Whether it’s prequalification for LEED or Buy Clean policies, better investor optics, or simply having data to defend pricing—environmental transparency can be a revenue generator, not a cost center. Misconception 3: “If the product is low-carbon, it doesn’t matter where it’s made.” Manufacturing location, energy mix, and plant efficiency can make or break your carbon story. I’ve modeled identical flooring systems—same ingredients, same build-up—but with one factory powered by coal-heavy grid electricity and another using 100% renewables. The result? Over 30% difference in emissions. Sustainability isn’t just what you make. It’s where and how you make it.

The world is changing fast. Companies are under pressure to prove their sustainability, cut carbon, and stay competitive — but most leaders I meet are stuck between: - Endless talk with little execution ❌ - Expensive consultants who overcomplicate things ❌ - Or… ignoring the issue until regulation (or clients) force the move ❌ This community is for builders, leaders, and innovators who want practical strategies that actually work: - 📊 Life Cycle Assessment (LCA) & EPDs without the jargon - ⚡ Real-world decarbonization moves that save money + win contracts - 🏗️ How to align sustainability with growth, resilience, and impact My mission: help companies future-proof in a resource-constrained world while building legendary businesses that matter. 👉 To kick things off: What’s the biggest challenge you’re facing if setting in sustainability or decarbonization right now? Drop it below ⬇️ — I’ll use your answers to guide upcoming posts, resources, and live sessions.