More sustainability BS

I can't believe that we are still reading this stuff. We have secret to sustainable paint. Don't get me wrong, there is every reason to try new stuff and push the limits as far as they can go but where the hell was the journalist's mind here?

Resene believes it has identified the secret ingredient that will allow it to produce the world's first sustainable paint.

In August the paint-maker was the inaugural winner of What's Your Problem New Zealand?, a competition set up by the Crown research institute Industrial Research.

The prize was $1 million of research, and Resene has wasted no time in getting its project under way to develop a waterborne paint that is based on resins made up of 80 per cent sustainable ingredients.

Waterborne paints at present use acrylic as a resin, and existing environmentally friendly alternatives contain only 30 to 40 per cent sustainables.

The key is to find a substitute that will allow it to make a paint based on resins made of 80 per cent renewables.

The company will only say that the ingredient will be non-cropping (it won't compete with food crops for space) and is likely to come from existing industrial waste streams.

So lets go through that again shall we?

Resene believes it has identified the secret ingredient that will allow it to produce the world's first sustainable paint.

sustainable - Wiktionary
1. able to be sustained
2. able to be sustained for an indefinite period without damaging the environment, or without depleting a resource; renewable

OK? Simple; at the end of the day we have as much of the same quality of resources as we started with. So, how does it measure up?

The prize was $1 million of research, and Resene has wasted no time in getting its project under way to develop a waterborne paint that is based on resins made up of 80 per cent sustainable ingredients.

Weasel number one. to put it another way, this paint is 20% UNsustainable. Now, unless you can throw out of the formula the 20% that is not sustainable, then as soon as you run out of the unsustainable ingredients, you stop making the paint. Here, take enough food for a walk across the Nullabor plain and 80% of the water you will need. Have a nice trip. There is no such thing as percentage sustainability, your ability to produce anything is absolutely limited to the least available element. When that runs out, you are done.

Waterborne paints at present use acrylic as a resin, and existing environmentally friendly alternatives contain only 30 to 40 per cent sustainables.

See above, it doesn't matter whether your sustainable elements are 10% or 99%, its the non-renewables that will kill you. Now, not adding to the environmental load is in itself a good thing so 80% renewables is better than 30%, but sustainability it isn't.

The company will only say that the ingredient will be non-cropping (it won't compete with food crops for space) and is likely to come from existing industrial waste streams.

More weasels. If the sustainable elements comes from existing waste streams then they are absolutely dependent on the continuance of those waste streams in sufficient quantity to feed the sustainable paint mix. If those waste streams are legislated out of existence, or if they are generated by non-renewables, they too are going to stop and the sustainable paint is wholly dependent on the least renewable constituent of the other company's waste stream.

Furthermore, if the recovered ingredients are themselves composed of non-renewable atoms, Resene has shifted the problem exactly one step and, while they may have reduced some costs by being able to discount the waste content of their providing industries, they have exposed themselves to all the uncertainties that those industries have to deal with. I would bet they have increased their business risk by 50% or more.

I'm all for safer paint, I'm all for products that remove anything from the waste stream that can be reused as something else, but I'm 100% against misrepresenting this as sustainable, it's not even close.

Comments

[RobiNZ]

Or, truly sustainable, is something the great motorng journalist LJK Setright wrote to finish an article about a new car paint process:

If you need to paint it, you've probably selected the wrong material

[Earl Mardle]

Robin.

Aye. What's fascinated me about car paint specifically is how people mocked Ford for saying they could have any colour they liked as long as it was black and yet, given the apparent choice of any colour you like, the vast majority of us appear to prefer grey, or silver as the marketing people call it.

What would be the economic benefit of having ALL cars the same colour instead of just MOST of them?