Healthy Home Products That Aren’t Always What They Seem

Trick or Treat.....Don’t Let These “Healthy” Home Products Fool You

Walk into almost any home improvement store and you’ll see plenty of products promising to be better for you and the planet. Paint is labeled “low-VOC.” Flooring is advertised as “natural.” Insulation is “eco-friendly.” Cabinets are “green.” Even cleaners, adhesives, sealants, and finishes come covered in leaves, earth tones, and reassuring words about health and sustainability.

It all sounds great. But are you getting a treat, or being tricked by clever marketing?

There isn’t one universal definition of what makes a building product “green” or even “healthy.” Some claims are backed by meaningful certifications and testing, while others are little more than marketing.

If you’re building or renovating, learning to recognize greenwashing can help you make better decisions and spend your money on choices that actually make a difference.

Trick #1: “Natural” Means Healthy

Natural sounds reassuring, but it doesn't automatically mean a product is safe, non-toxic, or environmentally friendly.

A product may contain natural ingredients along with synthetic additives, preservatives, binders, fragrances, or other substances you may not want in your home. And plenty of substances that occur naturally aren't necessarily healthy.

Instead of relying on the word “natural,” look for information about what is actually in the product.

Manufacturers may provide ingredient disclosures, technical data sheets, Safety Data Sheets (SDS), or third-party certifications. These can tell you much more than the marketing language on the package.

The treat: Look past the label and investigate the ingredients.

Trick #2: “Low-VOC” Means No Harmful Emissions

VOC stands for volatile organic compound, a broad category of chemicals that can evaporate into the air. Building materials and finishes can be a significant source of VOCs inside a home, particularly when they are newly installed.

Choosing low-VOC products might sound good, but they generally still contain a higher amount of VOCs than we want to be exposed to. Zero-VOC is the preferred option. Also, VOC content is only one piece of the indoor-air-quality puzzle. A product can meet a VOC threshold without necessarily being the healthiest option available.

Paint is a good example. You may carefully select a zero-VOC base paint, but adding certain colorants or other components can change the final product.

The treat: Go for Zero- VOC when you can. But go further: Look for transparent ingredient information and reputable third-party emissions testing when possible. The Green Seal 11 checkmark is a great certification guide for finding healthy paint.

Trick #3: “Eco-Friendly” Means...What, Exactly?

“Eco-friendly,” “green,” “sustainable,” and “environmentally responsible” sound impressive, but they're incredibly broad terms.

What exactly is environmentally friendly about the product? A manufacturer can make up anything to validate their terminology. More often than not, it’s a marketing scheme, not a legitimate eco-friendly or healthy product.

This is the classic ‘green-washing’ approach, and though most of us are aware of it these days, it’s still easy to be persuaded by a big label that says ‘Green’.

The treat: Look for specific, measurable information instead of broad environmental promises.

Trick #4: One Green Feature Makes the Whole Product Green

A manufacturer might advertise that a product contains recycled materials, is rapidly renewable, saves energy, or uses less water. Those can all be valuable attributes, but one positive characteristic doesn't tell you everything about a product.

A material might contain recycled content but also include chemicals you would prefer to avoid. Another might be made from a renewable resource but require frequent replacement.

Healthy, sustainable material selection is rarely about checking one box. It's about looking at the bigger picture.

The treat: Consider health, durability, environmental impact, maintenance, and lifespan together.

Trick #5: A Green-Looking Label Is a Certification

Leaves. Trees. Globes. The color green. A circular seal with words around the edge.

Packaging can make practically anything look certified.

Before trusting a symbol on a product, find out who created it. Is it an independent third-party certification with published standards, or simply a logo created by the manufacturer?

Certifications and resources such as GREENGUARD Gold, Declare labels, Cradle to Cradle Certified, and FloorScore can provide useful information. Just remember that certifications measure different things. A certification for indoor chemical emissions, for example, isn't necessarily evaluating every aspect of a product's environmental impact.

So, How Do You Choose?

You don't need to research every building material for hours or find a perfectly “green” product for every part of your house.

Instead, focus on materials that cover large areas of your home or that you interact with every day, such as flooring, paint, cabinetry, countertops, insulation, adhesives, sealants, and interior finishes.

Ask a few questions:

• What's actually in it?

• Does the manufacturer disclose its ingredients?

• Has it been independently tested or certified?

• What does the certification actually measure?

• Is it durable and appropriate for the application?

• Is the health or environmental claim specific, or just marketing language?

  
  

Healthy Materials Lab is an amazing resource when searching for healthy and sustainable building and finish products. They focus on the items that have a big impact on your health and the environment.

When it comes to your home, look beyond the leaves on the label, ask better questions, and choose products based on what they actually do, not just what the package promises.

By Kate Hamblet

The Wellness Architect

Balanced Architecture

Kate helps health-conscious families create homes that support and promote health, happiness and longevity. You'll find her at www.balancedarchitecture.com