I'm an experienced sustainability focused architect based in London. It has been my observation as a sustainability-oriented architect that this phenomenon is growing in tandem with optimism and cynicism. There is such a thing as really sustainable architecture, but unfortunately, many projects that claim to be sustainable but end up harming the environment more than they help. The dishonest technique referred to as "greenwashing" endangers genuine efforts towards responsible construction while spreading false information to clients, consumers, and lawmakers. In this article, we will go into the topic of greenwashing in the architectural industry, examining its mechanics, analysing its importance, and how to implement true sustainability in the profession.
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