Calls for standardised product assessments address growing concerns about greenwashing

A new industry-wide study has revealed widespread support for the introduction of mandatory Lifecycle Assessments (LCAs) on products used in the UK’s built environment to address widespread concerns about greenwashing. The findings, published in the report Greenhushing: Silence is Costing Credibility, show that 86 percent of professionals surveyed believe that LCAs are essential to reduce confusion and rebuild trust in environmental claims. Produced by Futurebuild in collaboration with The Anti-Greenwash Charter, The Carbon Literacy Project and communications agency Hattrick, the report draws on responses from over 3,000 people, including nearly 300 professionals in the built environment. It provides insight into the sector’s growing demand for standardisation and transparency in sustainability communications.

The survey suggests a clear generational divide in expectations. While two-thirds of those aged 24 to 35 believe the sector can lead on creating a greener future, only 18 percent of those over 45 share that confidence. A significant proportion of younger respondents also called on businesses to lead with clear evidence, rather than marketing-led claims.

Industry leaders appear increasingly aware of the risks associated with vague or misleading environmental messaging. Over half of the professional respondents said they had either changed or considered changing suppliers due to unclear sustainability claims. Meanwhile, two-thirds reported increased concern about greenwashing compared to a year ago.

However, fear of reputational damage or regulatory scrutiny appears to be discouraging many organisations from speaking up. Over a third admitted to scaling back public sustainability messaging in the past year, a trend the report refers to as “greenhushing”.

Malin Cunningham, founder of Hattrick and a certified Carbon Literacy trainer, said that the solution lies in open, honest communication. “It’s not about having all the answers,” she said. “When businesses explain the challenges and share their progress with integrity, it builds trust.”

The research found that just 18 percent of professionals feel very confident in identifying greenwashing, and nearly half pointed to training gaps as a key barrier. Respondents highlighted the importance of robust data, shared language and third-party certification in helping teams communicate their efforts credibly.

Support for standardised LCAs reflects calls made in the Government’s recent Construction Products Reform Green Paper, signalling a growing appetite across the sector for clearer benchmarks and accountability.