Marketing SPF as Green - Spray Foam SPF as Green - NCFI.pdf · Acknowledgements > NCFI G ldStNCFI GoldSt a r® Ilti dInsu la tion an d TierOne ® Roofing Contractors > NCFI M k ti

Marketing SPF asMarketing SPF as GreenGreen

Don SchumacherDon SchumacherDirector of Marketing & SalesDirector of Marketing & SalesDirector of Marketing & SalesDirector of Marketing & Sales

NCFI PolyurethanesNCFI PolyurethanesMarch 16, 2008March 16, 2008

AcknowledgementsAcknowledgements>> NCFI G ldStNCFI G ldSt ®® I l ti dI l ti d>> NCFI GoldStarNCFI GoldStar®® Insulation and Insulation and

TierOneTierOne®® Roofing ContractorsRoofing Contractors>> NCFI M k ti d S l P lNCFI M k ti d S l P l>> NCFI Marketing and Sales PeopleNCFI Marketing and Sales People>> The Bloom AgencyThe Bloom Agency>> Atlantic Web WorksAtlantic Web Works>> SimpleLivingTV SimpleLivingTV -- Wanda UrbanskaWanda Urbanska>> What’s WorkingWhat’s Working®® -- David JohnstonDavid Johnston>> SPFASPFA

Is SPF reallyIs SPF really GreenGreen??????

>> Composition:Composition:Primarily petrochemical basedPrimarily petrochemical based–– Primarily petrochemical basedPrimarily petrochemical based

–– Limited recycled contentLimited recycled contentLi it d bl t tLi it d bl t t–– Limited renewable resource contentLimited renewable resource content

–– Geographical sources of componentsGeographical sources of components

Is SPF really Is SPF really GreenGreen??????>> Performance:Performance:

–– Evidence of energy savingsEvidence of energy savings–– Indoor air quality benefitsIndoor air quality benefits–– Alternative sealing materialsAlternative sealing materialsgg–– HVAC designHVAC design–– Durability and strength claimsDurability and strength claimsu ab ty a d st e gt c a su ab ty a d st e gt c a s–– Life safety issuesLife safety issues

Is SPF reallyIs SPF really GreenGreen??????

>> End of lifeEnd of lifeDoes SPF contribute to longer usefulDoes SPF contribute to longer useful–– Does SPF contribute to longer useful Does SPF contribute to longer useful life of buildings?life of buildings?

–– Recycling or repurposing unprovenRecycling or repurposing unproven –––– Recycling or repurposing unproven Recycling or repurposing unproven ––not commercializednot commercialized

EcoEco ControversyControversyEcoEco--ControversyControversy

“O f th l i l d i th j t id th

Built Green? Nope BLACK

“One of the people involved in the project said the homes used "green" techniques such as … super-insulated walls … “

A Story of EcoA Story of Eco--ConfusionConfusion

>> [C.S.] went with [Brand A] spray foam. "I [C.S.] went with [Brand A] spray foam. "I thought about blowing in cellulose," says thought about blowing in cellulose," says Sandy. Sandy.

>> "I dismissed it because of something I'd"I dismissed it because of something I'd>> "I dismissed it because of something I'd "I dismissed it because of something I'd read about chemicals they treat the paper read about chemicals they treat the paper with. with.

TheGreenGuide.comTheGreenGuide.com


>> I wanted to use the blue jeans, but you I wanted to use the blue jeans, but you don't know how animals would react to don't know how animals would react to that. that.

>> I have trouble with mice so I don't want to I have trouble with mice so I don't want to encourage them to come back." encourage them to come back."

>> (Insulation made of recycled denim is (Insulation made of recycled denim is treated with an "antitreated with an "anti--microbial agent" to microbial agent" to repel pests.) repel pests.)

A Story of EcoA Story of Eco--ConfusionConfusion>> She pondered various kinds of spray She pondered various kinds of spray

foam before picking the [Brand A].foam before picking the [Brand A].>> She says the estimate she got for the She says the estimate she got for the

soysoy--based polyurethane spray foam based polyurethane spray foam d bl th t f [B d A]d bl th t f [B d A]… was double that of [Brand A]. … was double that of [Brand A].

>> "Plus the [soy"Plus the [soy--based] is at least 50 based] is at least 50 t ' th ' t i l d ftt ' th ' t i l d ftpercent 'other' material, and often percent 'other' material, and often

the 'other' is just plastic." the 'other' is just plastic."


>> In the end, she picked [Brand A In the end, she picked [Brand A sprayfoam], though it bothered her that sprayfoam], though it bothered her that p y ], gp y ], gshe couldn't get any answers, from the she couldn't get any answers, from the company or elsewhere, about its contents. company or elsewhere, about its contents.

>> "I chose [Brand A] because it's a tried and "I chose [Brand A] because it's a tried and true product. I talked to people who had true product. I talked to people who had th i tti i l t d ith it d thth i tti i l t d ith it d ththeir attics insulated with it, and they were their attics insulated with it, and they were very pleased.very pleased.


Fortunately, she perceived that she Fortunately, she perceived that she received the desired benefits resultedreceived the desired benefits resultedreceived the desired benefits resulted received the desired benefits resulted from her choice of SPF:from her choice of SPF:

>> With the foam the mice can't get inWith the foam the mice can't get in>> With the foam, the mice can t get in. With the foam, the mice can t get in. Also it's good for sound insulation, Also it's good for sound insulation, which is important for a bed andwhich is important for a bed andwhich is important for a bed and which is important for a bed and breakfast."breakfast."

Why did C.S. choose Why did C.S. choose [brand A] SPF insulation? [brand A] SPF insulation?

A Case of EcoA Case of Eco--IgnoranceIgnoranceL f N Y k kL f N Y k k>> Larry from New York asks:Larry from New York asks:

A contractor is suggesting we installA contractor is suggesting we installA contractor is suggesting we install A contractor is suggesting we install a spraya spray--on polyurethane on polyurethane insulation What are the health andinsulation What are the health andinsulation. What are the health and insulation. What are the health and environmental factors to environmental factors to consider ?consider ?consider…?consider…?

TheGreenGuide.comTheGreenGuide.com

A Case of EcoA Case of Eco--IgnoranceIgnoranceTh G G id liTh G G id li>> The Green Guide replies:The Green Guide replies:–– Unfortunately, PentaUnfortunately, Penta--BDEs BDEs ---- a type of a type of

brominated flame retardant frequently used inbrominated flame retardant frequently used inbrominated flame retardant frequently used in brominated flame retardant frequently used in polyurethane foam products polyurethane foam products ---- pose a recently pose a recently recognized and worrisome concern.recognized and worrisome concern.

–– Among other options, sprayAmong other options, spray--on polyurethane on polyurethane foam is a common choice, but brominated fire foam is a common choice, but brominated fire retardants, proven toxic in animal tests, canretardants, proven toxic in animal tests, canretardants, proven toxic in animal tests, can retardants, proven toxic in animal tests, can leach out of itleach out of it

Just for the record …Just for the record …>> All brands of spray foam are considered 100% All brands of spray foam are considered 100%

“plastic”“plastic”

>> Mice can get through most foam if they are Mice can get through most foam if they are determined enoughdetermined enough

>> PentaPenta--BDE’s are NOT used in SPFBDE’s are NOT used in SPF

>> There is no evidence of flame retardants leaching There is no evidence of flame retardants leaching from SPFfrom SPF

Our Industry ChargeOur Industry Charge>> IntegrityIntegrity>> IntegrityIntegrity

–– Clear and Accurate MessagesClear and Accurate Messages•• Product identityProduct identityProduct identityProduct identity•• Product performanceProduct performance

–– Sound PracticesSound Practices•• BusinessBusiness•• Building CodesBuilding Codes

CREDIBILITYCREDIBILITY

FTC Guides for the Use of FTC Guides for the Use of Environmental MarketingEnvironmental MarketingEnvironmental Marketing Environmental Marketing

ClaimsClaims

FTC Guidelines for EnvironmentalFTC Guidelines for EnvironmentalFTC Guidelines for Environmental FTC Guidelines for Environmental Marketing ClaimsMarketing Claims

>> Apply to Environmental attributes of Apply to Environmental attributes of productproductproductproduct–– Labeling / packagingLabeling / packaging

Advertising and promotionAdvertising and promotion–– Advertising and promotionAdvertising and promotion–– Directly or by implicationDirectly or by implication

C i l i tit ti lC i l i tit ti l–– Commercial, institutional,Commercial, institutional,industrialindustrial


>> InterpretationsInterpretations of FTC Actof FTC Act>> To provide To provide guidanceguidance in conforming in conforming

with with legal requirementslegal requirementsg qg q


>> Not enforceable regulationsNot enforceable regulations>> ““Safe HarbourSafe Harbour” for certainty” for certainty>> However … Section 5 of the FTC Act However … Section 5 of the FTC Act

makes deceptive acts and practices makes deceptive acts and practices affecting commerce unlawfulaffecting commerce unlawfulgg


>> Anyone making a claim must Anyone making a claim must at the at the time the claim is madetime the claim is made have ahave atime the claim is madetime the claim is made have a have a reasonable basisreasonable basis for the claimfor the claim

competent and reliable scientificcompetent and reliable scientific–– competent and reliable scientific competent and reliable scientific evidenceevidence

–– use generally accepted test proceduresuse generally accepted test procedures–– use generally accepted test procedures use generally accepted test procedures


>> Claims must be clear, prominent and Claims must be clear, prominent and understandableunderstandableunderstandableunderstandable

>> Claims should avoid implications Claims should avoid implications that a negligible environment benefitthat a negligible environment benefitthat a negligible environment benefit that a negligible environment benefit is significant (overstatement)is significant (overstatement)C i l i t b lC i l i t b l>> Comparison claims must be clear Comparison claims must be clear and substantiatedand substantiated


Example:Example:

>> Product should not be marketed as Product should not be marketed as RECYCLABLE unless it can beRECYCLABLE unless it can beRECYCLABLE unless it can be RECYCLABLE unless it can be recovered for reuse recovered for reuse through an through an established recycling programestablished recycling program..

A h t M k tiA h t M k tiApproaches to Marketing Approaches to Marketing SPF as GreenSPF as GreenSPF as GreenSPF as Green

Approaches to Marketing SPF asApproaches to Marketing SPF asApproaches to Marketing SPF as Approaches to Marketing SPF as GreenGreen

SustainabilitySustainabilityyy

Preserving our planet and it’sPreserving our planet and it’sPreserving our planet and it s Preserving our planet and it s resources for future generationsresources for future generations


>> Resource ConservationResource ConservationEnergyEnergy–– EnergyEnergy

•• Life Cycle Analysis (LCA)Life Cycle Analysis (LCA)–– Production, Use, DisposalProduction, Use, Disposal, , p, , p

–– Other Building MaterialsOther Building Materials•• Forest productsForest products•• Air and vapor barriersAir and vapor barriers•• Roofing materialsRoofing materials


>> Waste reductionWaste reductionFlood resistant materialsFlood resistant materials–– Flood resistant materialsFlood resistant materials

–– Commercial roofing tearCommercial roofing tear--offsoffsMetal roofing restorationMetal roofing restoration–– Metal roofing restorationMetal roofing restoration


>> Indoor Air QualityIndoor Air QualityMoisture controlMoisture control–– Moisture controlMoisture control

–– Mold preventionMold preventionPolutant and Particulate InfiltrationPolutant and Particulate Infiltration–– Polutant and Particulate InfiltrationPolutant and Particulate Infiltration

–– Fiber InfiltrationFiber Infiltration


>> DurabilityDurabilityPrevent degradation of other buildingPrevent degradation of other building–– Prevent degradation of other building Prevent degradation of other building materialsmaterials

–– Increased wall strengthIncreased wall strength–– Increased wall strengthIncreased wall strength–– Roofing Wind Uplift resistanceRoofing Wind Uplift resistance

Earthquake damage controlEarthquake damage control–– Earthquake damage controlEarthquake damage control

Topics of Future InterestTopics of Future Interest>> Thermal Performance beyond RThermal Performance beyond R--

valuevalue>> Life Cycle AnalysisLife Cycle Analysis

–– Petroleum vs. Agricultural resourcesPetroleum vs. Agricultural resourcesgg–– Energy content vs. Energy savingsEnergy content vs. Energy savings

>> Indoor Air Quality ComparisonsIndoor Air Quality Comparisons>> Indoor Air Quality ComparisonsIndoor Air Quality Comparisons>> Recycling SPFRecycling SPF

What’s Green Mean?Mean?

The Current InsulationInsulation Situation

Our Industry ChargeOur Industry Charge>> IntegrityIntegrity>> IntegrityIntegrity

–– Clear and Accurate MessagesClear and Accurate Messages•• Product identityProduct identityProduct identityProduct identity•• Product performanceProduct performance

–– Sound PracticesSound Practices•• BusinessBusiness•• Building CodesBuilding Codes

CREDIBILITYCREDIBILITY

Documents

Marketing SPF as Green - Spray Foam SPF as Green - NCFI.pdf · Acknowledgements > NCFI G ldStNCFI GoldSt a r® Ilti dInsu la tion an d TierOne ® Roofing Contractors > NCFI M k ti