Resources

Can You Trust This Sustainability Claim? 

A practical buyer guide for the built environment

Sustainability claims are everywhere — from recycled content and low carbon to ecolabels and environmental declarations. But not all claims are credible, comparable or defensible. 

This resource is designed to help buyers, specifiers and procurement professionals make confident decisions when selecting products and services for the built environment — particularly where sustainability claims are being relied on in Green Star projects or other procurement and reporting processes. 

It expands on the one-page buyer cheat sheet by providing a little more context around what to look for, what to question, and where risks commonly arise.

Why this matters for buyers

People responsible for buying and specifying products are increasingly being asked to: 

  • assess a wide range of sustainability claims, 

  • compare different types of evidence, 

  • and justify decisions to clients, auditors, regulators or rating tools. 

At the same time, the market is crowded with vague or poorly substantiated claims — creating real risk for project teams. 

This guide focuses on a simple principle that cuts through complexity: 

Independent verification matters. 

Key areas to assess:

01

Recycled Content

One of the highest-risk claims in the built environment

Recycled content claims are common, but they are often: 

  • vaguely worded, 

  • inconsistently calculated, or 

  • unsupported by independent verification. 

When assessing recycled content claims, buyers should look for: 

  • a clearly stated percentage, 

  • whether content is pre- or post-consumer, 

  • the scope of the claim (which part of the product it applies to), and 

  • evidence of independent verification. 

Red flags include vague claims such as “contains recycled materials”, missing calculation methods, or no named verification body. 

02

ecolabels

Not all labels mean the same thing

Ecolabels can be useful tools — but only when they are credible. 

Trustworthy ecolabels are typically characterised by: 

  • independent third-party assessment, 

  • publicly available standards, 

  • lifecycle-based criteria, and 

  • regular reassessment. 

Buyers should be cautious of: 

  • self-created logos or badges, 

  • single-issue labels presented as holistic, or 

  • schemes with no transparency around criteria or governance. 

03

Environmental Product Declarations (EPDs) 

Verified data — not a value judgement 

EPDs provide verified environmental data, but they are often misunderstood. 

An EPD: 

  • reports environmental impacts using agreed rules, 

  • supports comparison only when products follow the same Product Category Rules and functional units, 

  • does not, on its own, indicate that a product is environmentally “better”. 

Using an EPD as a sustainability endorsement rather than a data source is a common pitfall. 

04

Product carbon footprints 

Carbon numbers need context 

Carbon information is increasingly requested, but not always presented consistently. 

Good practice includes: 

  • a clear methodology, 

  • a defined scope (for example, cradle to gate), 

  • independent review or verification. 

Common red flags include: 

  • carbon figures with no stated scope or baseline, 

  • “low carbon” claims with no reference point, 

  • offsets or insets presented as emissions reductions. 

The 60-Second Buyer Test 

Before relying on any sustainability claim, ask: 

  • Who verified it? 

  • What exactly is being claimed? 

  • What’s included — and what isn’t? 

  • Would I be comfortable defending this claim in a Green Star submission or audit? 

If the answers aren’t clear, the claim likely needs closer scrutiny. 

why independent verification matter

 Independent verification: 

  • reduces greenwashing risk, 

  • supports confident procurement decisions, 

  • simplifies sustainability documentation, and 

  • protects reputations — including yours. 

In a crowded and complex market, credibility is a procurement tool. 

A note on scope 

This resource is intended as practical guidance for buyers and specifiers. It is not: 

  • a rating tool, 

  • a compliance checklist, or 

  • a substitute for project-specific or rating tool requirements. 

Always check the requirements relevant to your project.