{"id":81562,"date":"2023-11-21T03:01:56","date_gmt":"2023-11-21T02:01:56","guid":{"rendered":"https:\/\/blog.bluebeam.com\/se\/?p=81562"},"modified":"2023-11-17T09:14:31","modified_gmt":"2023-11-17T08:14:31","slug":"greenwashing-what-construction-needs-to-avoid-and-why","status":"publish","type":"post","link":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/","title":{"rendered":"Greenwashing: vad byggbranschen m\u00e5ste undvika och varf\u00f6r"},"content":{"rendered":"\n

D\u00e4rf\u00f6r \u00e4r byggf\u00f6retagens milj\u00f6meriter viktiga<\/strong> <\/h2>\n\n\n\n

\u00d6ppna vilken tidning eller webbplats som helst som handlar om byggbranschen, s\u00e5 ser du snart att det finns gott om f\u00f6retag som skryter om sina enorma milj\u00f6meriter. <\/p>\n\n\n\n

Med tanke p\u00e5 de milj\u00f6effekter<\/a> <\/a>som kan uppst\u00e5 till f\u00f6ljd av att leverera och driva en byggnad \u00e4r det inte s\u00e5 konstigt att byggf\u00f6retagen v\u00e4ljer att lyfta fram det faktum att man bygger h\u00e5llbart. <\/p>\n\n\n\n

De som ska anv\u00e4nda byggnaden vill f\u00f6rst\u00e5s veta att den har minsta m\u00f6jliga inverkan p\u00e5 omv\u00e4rlden. Ut\u00f6ver utvecklarnas egna p\u00e5st\u00e5enden om det har det \u00e4ven skapats ackrediteringsprogram f\u00f6r h\u00e5llbarhet som illustrerar en viss byggnads milj\u00f6meriter. <\/p>\n\n\n\n

Men de p\u00e5st\u00e5enden som f\u00f6retag i en rad branscher f\u00f6r fram har b\u00f6rjat granskas allt noggrannare, och vissa anklagas f\u00f6r s\u00e5 kallad \u201dgreenwashing\u201d \u2013 det vill s\u00e4ga att milj\u00f6anspr\u00e5ken inte st\u00e4mmer med verkligheten. <\/p>\n\n\n\n

Hur kan byggf\u00f6retagen undvika att komma med h\u00e5llbarhetsp\u00e5st\u00e5enden om sina projekt som i slut\u00e4ndan inte st\u00e4mmer?  <\/p>\n\n\n\n

Vad inneb\u00e4r greenwashing fr\u00e5n f\u00f6retag?<\/strong> <\/h2>\n\n\n\n

Uttrycket \u201dgreenwashing\u201d (som ibland kallas \u201dgr\u00f6nm\u00e5lning\u201d eller \u201dgr\u00f6ntv\u00e4tt\u201d p\u00e5 svenska) myntades i mitten av 1980-talet av milj\u00f6aktivisten Jay Westerveld, som inv\u00e4nde mot att hotellen bad sina g\u00e4ster att \u201dspara en handduk\u201d f\u00f6r att hj\u00e4lpa milj\u00f6n, samtidigt som man sl\u00f6sade med resurser p\u00e5 andra st\u00e4llen.  <\/p>\n\n\n\n

Enligt en samordnad global granskning<\/a> av Competition and Markets Authority som omfattade ungef\u00e4r 500 slumpvis utvalda webbplatser skulle omkring 40 % av alla milj\u00f6p\u00e5st\u00e5enden som g\u00f6rs online kunna vilseleda konsumenterna. <\/p>\n\n\n\n

Det kanske mest \u00f6k\u00e4nda fallet av greenwashing fr\u00e5n ett f\u00f6retag var Volkswagens bedr\u00e4gliga p\u00e5st\u00e5enden om att deras dieselbilar<\/a> orsakade mindre utsl\u00e4pp \u00e4n vad som visade sig vara fallet. <\/p>\n\n\n\n

Greenwashing inneb\u00e4r allts\u00e5 att skapa ett intryck hos kunder \u2013 befintliga och potentiella \u2013 av att ett f\u00f6retag sysslar med milj\u00f6v\u00e4nliga aktiviteter n\u00e4r s\u00e5dana p\u00e5st\u00e5enden i sj\u00e4lva verket bara \u00e4r en slags fasad. <\/p>\n\n\n\n

Greenwashing i byggbranschen \u00e4r en del av problemet<\/strong> <\/h2>\n\n\n\n

M\u00e5nga f\u00f6retag i byggbranschen har beskrivit sitt engagemang i att skydda milj\u00f6n efter b\u00e4sta f\u00f6rm\u00e5ga, men oro kvarst\u00e5r kring hur h\u00e5llbara och framtidss\u00e4kra<\/a> vissa nya byggnader egentligen \u00e4r. <\/p>\n\n\n\n

Med det sagt har 175 f\u00f6retag skrivit under World Building Councils Net Zero Carbon Buildings Commitment<\/a>, som \u00e4r en avsiktsf\u00f6rklaring d\u00e4r man beskriver branschens ambitioner kring att minska sin milj\u00f6p\u00e5verkan. <\/p>\n\n\n\n

Enligt avsiktsf\u00f6rklaringen ska befintliga byggnader senast 2030 \u201dminska sin energif\u00f6rbrukning, eliminera utsl\u00e4ppen fr\u00e5n energi och kylmedel och sluta anv\u00e4nda fossila br\u00e4nslen s\u00e5 snart som m\u00f6jligt i till\u00e4mpliga fall. D\u00e4r s\u00e5 kr\u00e4vs ska man kompensera f\u00f6r resterande utsl\u00e4pp\u201d. <\/p>\n\n\n\n

WBC till\u00e4gger: \u201dNya utvecklingsprojekt och st\u00f6rre renoveringsprojekt utformas f\u00f6r att vara h\u00f6geffektiva och drivas av f\u00f6rnybara energik\u00e4llor med en maximal minskning av inb\u00e4ddad koldioxid och kompensering f\u00f6r alla resterande utsl\u00e4pp\u201d. <\/p>\n\n\n\n

Och \u00e4ven om den brittiska regeringen nyligen drog tillbaka vissa av sina \u00e5taganden att uppn\u00e5 nettonollutsl\u00e4pp<\/a> senast 2030, har man inom den byggda milj\u00f6n varit noga med att po\u00e4ngtera att det inte \u00e4r n\u00e5got alternativ att avvika fr\u00e5n kursen. <\/p>\n\n\n\n

Men inneb\u00e4r det h\u00e4r att byggbranschen inte \u00e4gnar sig \u00e5t greenwashing? Tyv\u00e4rr inte. \u00c4ven om somliga p\u00e5st\u00e5enden om att projekt och byggmaterial \u00e4r h\u00e5llbara kan debatteras, menar vissa branschobservat\u00f6rer<\/a> att greenwashing \u00e4r ett resultat av milj\u00f6lagstiftningen. <\/p>\n\n\n\n

Kunden b\u00f6r h\u00e5lla sig informerad<\/strong> <\/h2>\n\n\n\n

Alla som letar efter fanb\u00e4rare f\u00f6r milj\u00f6n m\u00e5ste vara p\u00e5 sin vakt. Som Elaine Butler fr\u00e5n Circular Design Institute<\/a> s\u00e4ger: \u201dOm man fr\u00e5gar svarar de flesta f\u00f6retag att h\u00e5llbarheten \u00e4r viktig, men det \u00e4r n\u00e5got som ofta inte oms\u00e4tts i handling \u2013 s\u00e4rskilt n\u00e4r det g\u00e4ller att tilldela n\u00f6dv\u00e4ndiga resurser.\u201d  <\/p>\n\n\n\n

\u201dDe kommer med mycket goda sk\u00e4l till att ingenting har h\u00e4nt sedan f\u00f6rra m\u00f6tet. I allm\u00e4nhet \u00e4r sk\u00e4len \u00e4kta, men det g\u00e4ller att \u00f6vervinna dem. Det blir inget resultat om man inte g\u00f6r jobbet\u201d, forts\u00e4tter Elaine. <\/p>\n\n\n\n

Elaine Butler f\u00f6resl\u00e5r att kunder s\u00f6ker efter positiva tecken fr\u00e5n ett f\u00f6retag \u2013 dess h\u00e5llbarhetshistorik, vilka resurser det l\u00e4gger p\u00e5 h\u00e5llbarhet med mera. P\u00e5 projektniv\u00e5 b\u00f6r man titta efter bevis p\u00e5 effekterna av f\u00f6retagets h\u00e5llbarhetsmeriter, hur olika h\u00e5llbarhetsaspekter har inf\u00f6rts och hur f\u00f6retagen g\u00f6r n\u00e4r de utvecklar nya produkter och tj\u00e4nster. <\/p>\n\n\n\n

Vad beh\u00f6ver f\u00f6retagen t\u00e4nka p\u00e5 n\u00e4r det g\u00e4ller att undvika greenwashing i byggbranschen? <\/p>\n\n\n\n

S\u00e5 undviker du greenwashing i framtida projekt<\/strong> <\/strong> <\/h2>\n\n\n\n

Var \u00e4rlig och tydlig<\/strong> <\/h3>\n\n\n\n

H\u00e5ll f\u00f6rst och fr\u00e4mst fast vid era m\u00e5l och ambitioner n\u00e4r det g\u00e4ller att bedriva verksamhet och genomf\u00f6ra projekt ur ett milj\u00f6perspektiv. Formulera m\u00e5len klart och otvetydigt<\/a>, och backa upp dem med fakta. H\u00e5ll ackrediteringsanspr\u00e5ken enkla \u2013 att bombardera m\u00e4nniskor med p\u00e5st\u00e5enden om vilka som har uppm\u00e4rksammat ert h\u00e5llbarhetsarbete kan leda till f\u00f6rvirring. <\/p>\n\n\n\n

Om f\u00f6retaget verkligen \u00e4r fokuserat p\u00e5 att leverera h\u00e5llbara projekt m\u00e5ste de investeringar och den personal som finns p\u00e5 plats runt om i f\u00f6retaget f\u00f6r att uppn\u00e5 det vara synliga. <\/p>\n\n\n\n

G\u00f6r inga p\u00e5st\u00e5enden kring h\u00e5llbarheten f\u00f6r verksamheten eller ett projekt som ni h\u00e5ller p\u00e5 att utveckla som inte t\u00e5l att synas i s\u00f6mmarna. Undvik att anv\u00e4nda ett marknadsf\u00f6ringsspr\u00e5k som \u00f6verdriver sanningen, eller som \u2013 \u00e4nnu v\u00e4rre \u2013 handlar om p\u00e5hittade milj\u00f6f\u00f6rdelar som inte finns i verkligheten.  <\/p>\n\n\n\n

Konsekvenserna av greenwashing fr\u00e5n f\u00f6retag kan bli betydande. Volkswagen fick b\u00f6ta n\u00e4stan 4,5 miljarder US-dollar (cirka 49 miljarder kronor) f\u00f6r sin felaktiga utsl\u00e4ppsinformation, och f\u00f6retagets anseende och integritet skadades allvarligt.  <\/p>\n\n\n\n

Omfattningen av den tyska biltillverkarens bedr\u00e4geri var n\u00e5got i s\u00e4rklass, men straffet b\u00f6r tj\u00e4na som en varning till andra som f\u00f6rs\u00f6ker lura kunder och myndigheter. <\/p>\n\n\n\n

Kundn\u00f6jdhet<\/strong> <\/h3>\n\n\n\n

\u00c4r greenwashing i byggbranschen ett hot mot h\u00e5llbarhetsambitionerna? Det skulle kunna vara s\u00e5. Precis som f\u00f6r alla andra f\u00f6retag kan man genom att p\u00e5st\u00e5 saker som inte st\u00e4mmer skada kundernas tillit \u2013 ibland o\u00e5terkalleligen. \u00c4nnu v\u00e4rre \u00e4r att samh\u00e4llet inte f\u00e5r den byggda milj\u00f6 som det f\u00f6rtj\u00e4nar. <\/p>\n\n\n\n

Harvard Business Review (HBR) har gjort en unders\u00f6kning<\/a> bland 202 stora, b\u00f6rsnoterade amerikanska bolag. Man tittade p\u00e5 vilka m\u00e5l f\u00f6retagen hade och vad de sa sig g\u00f6ra i fr\u00e5ga om milj\u00f6v\u00e4nlig produktinnovation mellan 2008 och 2016, tillsammans med kundn\u00f6jdhetsdata fr\u00e5n det amerikanska kundn\u00f6jdhetsindexet American Customer Satisfaction Index (ACSI). <\/p>\n\n\n\n

Unders\u00f6kningen visade att de f\u00f6retag som troddes syssla med greenwashing fick i genomsnitt 1,34 % l\u00e4gre ACSI-po\u00e4ng, och som HBR p\u00e5pekar: \u201dEftersom f\u00f6retagen konkurrerar h\u00e5rt inom ett relativt smalt ACSI-intervall g\u00f6r en minskning p\u00e5 1,34 % skillnad.\u201d  <\/p>\n\n\n\n

\u201dDet h\u00e4r slaget mot kundn\u00f6jdheten har ekonomisk betydelse. Tidigare studier visade att \u00e4ven sm\u00e5 f\u00f6r\u00e4ndringar av ett f\u00f6retags kundn\u00f6jdhetspo\u00e4ng kan f\u00e5 betydande konsekvenser f\u00f6r resultatet.\u201d <\/p>\n\n\n\n

Fokusera med andra ord p\u00e5 h\u00e5llbarhetsm\u00e5len, oms\u00e4tt dem i praktiken och leverera eller best\u00e4ll projekt som h\u00e5ller f\u00f6r s\u00e5v\u00e4l granskning som f\u00f6r tidens tand. <\/p>\n\n\n\n

G\u00f6r ett bes\u00f6k i v\u00e4rldens f\u00f6rsta cykelparkering under vattnet<\/h2>
<\/div><\/div>
L\u00e4s mer h\u00e4r<\/a><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Greenwashing \u2013 att g\u00f6ra anspr\u00e5k p\u00e5 omotiverade eller helt enkelt osanna milj\u00f6meriter f\u00f6r en produkt eller ett projekt \u2013 h\u00f6r inte hemma i byggbranschen. Att skapa h\u00e5llbara utvecklingsprojekt genom att investera i m\u00e4nniskor, material och leveransmetoder \u2013 och l\u00e4gga fram bevis p\u00e5 s\u00e5dana p\u00e5st\u00e5enden \u2013 \u00e4r r\u00e4tt v\u00e4g fram\u00e5t.<\/p>\n","protected":false},"author":634,"featured_media":81563,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[144],"tags":[16916,16715],"class_list":["post-81562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-projects","tag-bygga","tag-sustainability","category-144","description-off"],"yoast_head":"\nGreenwashing i byggbranschen: vad vi m\u00e5ste undvika och varf\u00f6r | Built<\/title>\n<meta name=\"description\" content=\"Byggf\u00f6retagens milj\u00f6meriter synas i s\u00f6mmarna mer \u00e4n n\u00e5gonsin, men hur kan man bekr\u00e4fta sina p\u00e5st\u00e5enden och undvika att bli anklagad f\u00f6r \u201dgreenwashing\u201d?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenwashing i byggbranschen: vad vi m\u00e5ste undvika och varf\u00f6r | Built\" \/>\n<meta property=\"og:description\" content=\"Byggf\u00f6retagens milj\u00f6meriter synas i s\u00f6mmarna mer \u00e4n n\u00e5gonsin, men hur kan man bekr\u00e4fta sina p\u00e5st\u00e5enden och undvika att bli anklagad f\u00f6r \u201dgreenwashing\u201d?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/\" \/>\n<meta property=\"og:site_name\" content=\"Built | SE\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bluebeamSE\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-21T02:01:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hamish Champ\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bluebeam\" \/>\n<meta name=\"twitter:site\" content=\"@bluebeam\" \/>\n<meta name=\"twitter:label1\" content=\"Skriven av\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hamish Champ\" \/>\n\t<meta name=\"twitter:label2\" content=\"Ber\u00e4knad l\u00e4stid\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minuter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/\"},\"author\":{\"name\":\"Hamish Champ\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#\\\/schema\\\/person\\\/21a7e4c2e25689a8eb849910b9a3399f\"},\"headline\":\"Greenwashing: vad byggbranschen m\u00e5ste undvika och varf\u00f6r\",\"datePublished\":\"2023-11-21T02:01:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/\"},\"wordCount\":1349,\"publisher\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2023\\\/11\\\/Greenwashing_Feature-1.jpg\",\"keywords\":[\"Bygga\",\"H\u00e5llbarhet\"],\"articleSection\":[\"Projekt\"],\"inLanguage\":\"sv-SE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/\",\"url\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/\",\"name\":\"Greenwashing i byggbranschen: vad vi m\u00e5ste undvika och varf\u00f6r | Built\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2023\\\/11\\\/Greenwashing_Feature-1.jpg\",\"datePublished\":\"2023-11-21T02:01:56+00:00\",\"description\":\"Byggf\u00f6retagens milj\u00f6meriter synas i s\u00f6mmarna mer \u00e4n n\u00e5gonsin, men hur kan man bekr\u00e4fta sina p\u00e5st\u00e5enden och undvika att bli anklagad f\u00f6r \u201dgreenwashing\u201d?\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#breadcrumb\"},\"inLanguage\":\"sv-SE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"sv-SE\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#primaryimage\",\"url\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2023\\\/11\\\/Greenwashing_Feature-1.jpg\",\"contentUrl\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2023\\\/11\\\/Greenwashing_Feature-1.jpg\",\"width\":900,\"height\":600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/greenwashing-what-construction-needs-to-avoid-and-why\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Greenwashing: vad byggbranschen m\u00e5ste undvika och varf\u00f6r\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#website\",\"url\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/\",\"name\":\"Built | SE\",\"description\":\"The Bluebeam Blog\",\"publisher\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"sv-SE\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#organization\",\"name\":\"Bluebeam Inc.\",\"url\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"sv-SE\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2020\\\/05\\\/bluebeam.png\",\"contentUrl\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2020\\\/05\\\/bluebeam.png\",\"width\":840,\"height\":630,\"caption\":\"Bluebeam Inc.\"},\"image\":{\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/bluebeamSE\",\"https:\\\/\\\/x.com\\\/bluebeam\",\"https:\\\/\\\/www.instagram.com\\\/bluebeam_nordics\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/showcase\\\/bluebeam-sweden\",\"https:\\\/\\\/youtube.com\\\/bluebeampdfrevu\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/blog.bluebeam.com\\\/se\\\/#\\\/schema\\\/person\\\/21a7e4c2e25689a8eb849910b9a3399f\",\"name\":\"Hamish Champ\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"sv-SE\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/721f86b553fb5d465a83b6fefadcf05310d50e07e3b3cddda7ab85acfbab5351?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/721f86b553fb5d465a83b6fefadcf05310d50e07e3b3cddda7ab85acfbab5351?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/721f86b553fb5d465a83b6fefadcf05310d50e07e3b3cddda7ab85acfbab5351?s=96&d=mm&r=g\",\"caption\":\"Hamish Champ\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Greenwashing i byggbranschen: vad vi m\u00e5ste undvika och varf\u00f6r | Built","description":"Byggf\u00f6retagens milj\u00f6meriter synas i s\u00f6mmarna mer \u00e4n n\u00e5gonsin, men hur kan man bekr\u00e4fta sina p\u00e5st\u00e5enden och undvika att bli anklagad f\u00f6r \u201dgreenwashing\u201d?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/","og_locale":"sv_SE","og_type":"article","og_title":"Greenwashing i byggbranschen: vad vi m\u00e5ste undvika och varf\u00f6r | Built","og_description":"Byggf\u00f6retagens milj\u00f6meriter synas i s\u00f6mmarna mer \u00e4n n\u00e5gonsin, men hur kan man bekr\u00e4fta sina p\u00e5st\u00e5enden och undvika att bli anklagad f\u00f6r \u201dgreenwashing\u201d?","og_url":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/","og_site_name":"Built | SE","article_publisher":"https:\/\/www.facebook.com\/bluebeamSE","article_published_time":"2023-11-21T02:01:56+00:00","og_image":[{"width":900,"height":600,"url":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1.jpg","type":"image\/jpeg"}],"author":"Hamish Champ","twitter_card":"summary_large_image","twitter_creator":"@bluebeam","twitter_site":"@bluebeam","twitter_misc":{"Skriven av":"Hamish Champ","Ber\u00e4knad l\u00e4stid":"6 minuter"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#article","isPartOf":{"@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/"},"author":{"name":"Hamish Champ","@id":"https:\/\/blog.bluebeam.com\/se\/#\/schema\/person\/21a7e4c2e25689a8eb849910b9a3399f"},"headline":"Greenwashing: vad byggbranschen m\u00e5ste undvika och varf\u00f6r","datePublished":"2023-11-21T02:01:56+00:00","mainEntityOfPage":{"@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/"},"wordCount":1349,"publisher":{"@id":"https:\/\/blog.bluebeam.com\/se\/#organization"},"image":{"@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1.jpg","keywords":["Bygga","H\u00e5llbarhet"],"articleSection":["Projekt"],"inLanguage":"sv-SE"},{"@type":"WebPage","@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/","url":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/","name":"Greenwashing i byggbranschen: vad vi m\u00e5ste undvika och varf\u00f6r | Built","isPartOf":{"@id":"https:\/\/blog.bluebeam.com\/se\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#primaryimage"},"image":{"@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1.jpg","datePublished":"2023-11-21T02:01:56+00:00","description":"Byggf\u00f6retagens milj\u00f6meriter synas i s\u00f6mmarna mer \u00e4n n\u00e5gonsin, men hur kan man bekr\u00e4fta sina p\u00e5st\u00e5enden och undvika att bli anklagad f\u00f6r \u201dgreenwashing\u201d?","breadcrumb":{"@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#breadcrumb"},"inLanguage":"sv-SE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/"]}]},{"@type":"ImageObject","inLanguage":"sv-SE","@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#primaryimage","url":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1.jpg","contentUrl":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1.jpg","width":900,"height":600},{"@type":"BreadcrumbList","@id":"https:\/\/blog.bluebeam.com\/se\/greenwashing-what-construction-needs-to-avoid-and-why\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blog.bluebeam.com\/se\/"},{"@type":"ListItem","position":2,"name":"Greenwashing: vad byggbranschen m\u00e5ste undvika och varf\u00f6r"}]},{"@type":"WebSite","@id":"https:\/\/blog.bluebeam.com\/se\/#website","url":"https:\/\/blog.bluebeam.com\/se\/","name":"Built | SE","description":"The Bluebeam Blog","publisher":{"@id":"https:\/\/blog.bluebeam.com\/se\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blog.bluebeam.com\/se\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"sv-SE"},{"@type":"Organization","@id":"https:\/\/blog.bluebeam.com\/se\/#organization","name":"Bluebeam Inc.","url":"https:\/\/blog.bluebeam.com\/se\/","logo":{"@type":"ImageObject","inLanguage":"sv-SE","@id":"https:\/\/blog.bluebeam.com\/se\/#\/schema\/logo\/image\/","url":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2020\/05\/bluebeam.png","contentUrl":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2020\/05\/bluebeam.png","width":840,"height":630,"caption":"Bluebeam Inc."},"image":{"@id":"https:\/\/blog.bluebeam.com\/se\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/bluebeamSE","https:\/\/x.com\/bluebeam","https:\/\/www.instagram.com\/bluebeam_nordics\/","https:\/\/www.linkedin.com\/showcase\/bluebeam-sweden","https:\/\/youtube.com\/bluebeampdfrevu"]},{"@type":"Person","@id":"https:\/\/blog.bluebeam.com\/se\/#\/schema\/person\/21a7e4c2e25689a8eb849910b9a3399f","name":"Hamish Champ","image":{"@type":"ImageObject","inLanguage":"sv-SE","@id":"https:\/\/secure.gravatar.com\/avatar\/721f86b553fb5d465a83b6fefadcf05310d50e07e3b3cddda7ab85acfbab5351?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/721f86b553fb5d465a83b6fefadcf05310d50e07e3b3cddda7ab85acfbab5351?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/721f86b553fb5d465a83b6fefadcf05310d50e07e3b3cddda7ab85acfbab5351?s=96&d=mm&r=g","caption":"Hamish Champ"}}]}},"featured_image_src":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1-600x400.jpg","featured_image_src_square":"https:\/\/blog.bluebeam.com\/se\/wp-content\/uploads\/sites\/4\/2023\/11\/Greenwashing_Feature-1-600x600.jpg","author_info":{"display_name":"Hamish Champ","author_link":"https:\/\/blog.bluebeam.com\/se\/author\/hchamp\/"},"_links":{"self":[{"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/posts\/81562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/users\/634"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/comments?post=81562"}],"version-history":[{"count":0,"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/posts\/81562\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/media\/81563"}],"wp:attachment":[{"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/media?parent=81562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/categories?post=81562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.bluebeam.com\/se\/wp-json\/wp\/v2\/tags?post=81562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}