What does green really mean?
October 1st 2008

The cleaning products industry is set to grow by 8% in the next four years*,and products that are environmentally friendly and sustainable are expected to succeed. So how does this affect the future of chemical usage? Gerardine Coyne reports on the hot topics under discussion at the Intertech Pira conference,Cleaning Products 2008M

Held in London in September, Cleaning Products 2008 aimed to offer a global perspective to the European market on ‘going green’ in the cleaning products industry. A diverse range of speakers, chaired by Frank Lee from CIBA Specialty Chemicals and Doreen Fedrigo, (pictured) EU Policy Unit coordinator from the European Environmental Bureau (EEB), suggested strategies and delivered information on their companies’perspective, with some agreement, some dispute and a lot of passion.

ECOVER Belgium’s concept manager Peter Malaise's talk, entitled 'Cleaning up the path into the future', was an entertaining, yet sincere address.According to Malaise, (pictured), "Sustainability is not a target, it's a lifestyle, something you do all the time".This tied in well with what chairperson Doreen Fedrigo had to say over coffee. "Sustainability is our concern, in terms of changing decision making. I'm interested in the niche companies who are more flexible in production and decision making, and who are able to make moves towards sustainability." She said that the EEB is currently working with smaller companies across Europe who already understand that,“decisions must be based around environmental issues, not just tacked on at the end”.

Zero tolerance

Federigo's later address articulated a strong line with regard to chemicals. "I am interested in a shift – a phasing out of nonbiodegradable and toxic chemicals, not just slowly reducing." She argued a need for zero/no impact ingredients that are biodegradable, renewable and benign."We need to change the concept of 'Eco-design' which is niche, to 'Good' design, where design is automatically eco.“ She stated that when designing products they should not be so complex that they cannot be broken down, in terms of chemical, physical, or electronic properties.

However, earlier Malaise had claimed that 'eco-friendly' products did not exist. "So let's stop talking about that!" His point was that the term ‘friendly’was misleading.He articulated a plea for more care in terminology.He claimed companies were polluting the issue, using meaningless and confusing terms such as 'green', 'natural' and 'ecological'."Why do we allow it? Because it's 'just environment'. If you did it in book keeping you would be shot!" So it seems Malaise believes some companies’ current green credentials are only a superficial label.Malaise went on to claim that,“the reality of business is the 'Three Ps' – Profit, People, Planet, and in that order”.

The problem with ‘greeness’ is the difference in approaches. For example, according to Malaise, greener than green 'Ecofundamentalism' believes that nature is simple and safe, therefore products should be simple and safe, and there is mistrust and misunderstanding if products contain 'bad' chemicals.Whereas 'Eco- Realism' has a better informed cradle to grave approach. It aims to use renewable and mineral over fossil sources, low energy in all processes and produces low waste with low acquatic toxicity.Malaise also called attention to 'Dinosaurs' – old beliefs that are held, such as ‘green is expensive and doesn't clean’,‘climate change is normal’, ‘enviro-costs have to stay internalised (ie society pays the bills)’; and on the other side,‘industry and NGOs are the enemy’ and ‘chemistry is unnatural’.

The right chemistry

Green chemistry, however, can actually help sustainability. Jennifer Duran from Reckitt Benckiser explained to me a little more about it. “One of the twelve principles of Green Chemistry is catalysis”– the process whereby the rate of a chemical reaction is increased by a chemical substance known as a catalyst. "It's what nature uses to carry out complex reactions.The common analogy is a lock and key."

Catalysis allows reactive change to occur using less energy, at lower temperatures and pressures. "So for example one molecule of bleach could destroy a million or even a billion odour molecules, whereas another process – stoichiometry – requires the amount of reactant to equal the amount of product, so one bleach molecule would only destroy one odour molecule." Catalysis maximises efficiency and minimises hazards, and Duran predicts a big industry shift towards it.

Proctor & Gamble's Mark Stalmans also challenged what he labelled "the common misbelief" that 'natural' surfactants biograde better, or are somehow less toxic than synthetic ones.He argued that these claims were without scientific basis.He said that the scientific view of sustainability, rather than being about 'natural' products with less chemicals should be more about production compaction, less packaging, and more energy and water savings.He also argued that changing consumer behaviour was very important. Dax Lovegrove from the WWF (World Wide Fund for nature) agreed with the principle of savings. "We consume 30% more natural resources than can be replenished."

He stated that regulations and material constraints on resources, especially water,were the way forward. "The way we use water, especially in areas where water is critical, ie India, need to be monitored, as do the type of products that go into the water system – how much water do they need to be neutralised?" He also said that the kind of water used in manufacturing processes was crucial. "Using 'blue' water (fresh) as opposed to 'green/grey' water has huge consequences."

So there is conflict in approaches to sustainability and greeness. On the one hand is Federigo’s very purist line with its ultimate aim for zero impact, and on the other, is Stalman’s which concentrates on the areas around product – resources, packaging, energy.As Malaise points out, "The problem is that we are at the beginning of developments, not the middle or the end, and people want paradise immediately." So did he think more drivers were needed to speed things up? "No! For God's sake, no more legislation!" Malaise believes middle to long term strategies and developments are what we need, and that everyone can make a difference, even at the slightest level. "When you think a small thing doesn't change things – think about trying to sleep when there’s a mosquito in the room!"

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