Amid our ongoing battle against climate change, the need for authentic decarbonization strategies has never been more urgent. Professions, companies, and organizations worldwide face mounting pressure to integrate sustainable practices into their operations, particularly in response to recent climate challenges. The realm of architecture and urban planning is no exception. Phrases such as “sustainable architecture” and “green architecture” have gained widespread popularity, accompanied by various certifications, products, and advertising, all promising transformative advancements in the field that should align with our global aspirations for a sustainable future.
However, amidst this growing environmental awareness, another phenomenon has emerged: greenwashing. It refers to practices adopted by various sectors, especially those related to marketing strategies that present initiatives that convey a false impression or provide misleading information about how a company’s products or projects are more environmentally friendly than they are when analyzed from a more critical and careful perspective.