EPDs: A Marketer’s Secret Weapon
Your product may boast flawless performance, but if the specifier cannot see a credible environmental score next to it, you are out of the running before the first call. Environmental Product Declarations (EPDs) turn invisible supply-chain data into a story architects can cite and purchasing teams can trust.
Why marketers suddenly care about cradle-to-gate data
Climate claims have shifted from billboard fluff to contract language. Nearly 200,000 digitized EPDs sit in EC3 today, accessed by more than 50,000 users scouting materials for 12,500 projects (Building Transparency, 2025). That is a giant public-facing shelf where your brand either shows up or disappears.
EPD basics in one scroll
An EPD is a third-party verified report built on a Life Cycle Assessment and a product-specific rulebook called a PCR. Think of the PCR as the rulebook of Monopoly: ignore it and the game falls apart. Once verified, the EPD lives for five years before you refresh the numbers.
How EPDs rewrite spec sheets and RFQs
LEED v5 keeps two points on the table for products with Type III EPDs or better (USGBC, 2024). Government buyers from Washington to New Jersey now pre-screen bids using embodied-carbon thresholds. No EPD, no seat at the table.
Numbers that move the sales needle
The largest public French database, INIES, topped 6,500 declarations in July 2025, up twenty percent year-over-year (INIES, 2025). Growth that brisk signals one thing: specifiers will soon default to picking from products that have declared data. The numbers speaks for themselves.
Pitfalls that trip up promotional teams
- Treating an EPD as a one-time brochure. Five years fly by—budget now for the update.
- Over-promising footprint cuts without the science. Greenwashing penalties reached $15 million in EU fines last year (EU Commission, 2024).
- Waiting for R&D to finish carbon tweaks before you start. Publish current data, then launch the improved version as a marketing boost.
Choosing an LCA partner who will not drain every waking hour
Look for three signals:
- They handle data wrangling inside your plant so engineers stay on the line, not in spreadsheets.
- They benchmark competing PCRs and tell you which one buyers already know.
- They guarantee a review window short enough to meet bid deadlines instead of stretching past them.
Quick wins while the EPD is in the works
Post a landing page that spells out which products are entering assessment and when. Equip reps with a one-page explainer on what an EPD is and why it matters. More than 80 percent of architects say they personally research new materials (AIA, 2025); feed that curiosity before a rival does.
What this means for your next campaign
Environmental proof is no longer a sidebar. It sits beside price and lead time in every serious conversation. Nail your EPD early, keep it current, and watch specifications fall into place.
Frequently Asked Questions
How long is an EPD valid before it needs a refresh?
Five years in most programs, after which you must rerun the Life Cycle Assessment and align with the latest PCR edition.
Does our product need its own PCR before we can publish an EPD?
Usually not. Most industries share an existing PCR; only niche categories must fund a new one.
Can we claim LEED points by just having an EPD?
No single product earns points, but it can contribute to up to two points under LEED v5 materials credits when enough declared products are specified.
Will an EPD automatically make our product look greener than competitors?
Not automatically. The EPD discloses impacts; marketing must frame the data and, where possible, show improvements against baselines.
What happens if the PCR expires during our five-year EPD term?
Your EPD stays valid, but the next renewal must follow the updated PCR or a newer suitable rule.
About the Author
Walker Ryan is a climate-tech entrepreneur focused on driving industrial decarbonization through better data. As the founder and CEO of Parq, he helps manufacturers generate high-quality, third-party–verified carbon disclosures at scale—accelerating a traditionally slow and expensive process. Before starting Parq, Walker led over $200 million in sustainability-focused investments as VP of Strategy & Growth at ReStream Solutions, following earlier experience in investment banking at Deutsche Bank. He brings a rare mix of capital markets expertise and hands-on sustainability knowledge to tackling the infrastructure of industrial emissions.
