Potential nature-based solutions and greenwashing to generate green spaces: Developers’ claims versus reality in new housing offers

The implementation of nature-based solutions (NbS) largely depends on the strategic planning of urban green infrastructure (UGI) and the measures adopted for planning and maintaining urban green areas under investment pressure. UGI planning is highly important for housing areas, and its elements are often used in selling campaigns for developers’ investments. In many cases, when developers refer to ecological values and greenery ​​in promotional campaigns, these are often considered as greenwashing (GW). The aim of the present study was to determine the frequency and mechanism of providing greenery and ecological solutions in renderings, the types of vegetation presented, and the approach of the developers to the existing greenery and other ecological values. The authors selected and analysed 73 development offers from 25 developers in Poznań, which is a major city in Poland with intensive development of housing investments. All the investments were analysed for the contents of advertisements and illustrations (plans and renderings). In the first stage of the study, analyses were conducted according to three groups of criteria: 1) creating an image of a green estate, 2) types of green spaces, and 3) approach to the existing green resources. The results revealed the importance of greenery in developers’ strategies. In the second stage, another four criteria for NbS and four indicators of GW were identified. The analysis helped us in assessing whether the offers met the NbS or GW assumptions. Statistical analyses showed that offers with the largest amount of GW indicators, indicating near and accessible green spaces, were primarily located distantly. The study verified that most of the marketing strategies of selected developers in Poznań should be considered as GW, and only a few estates exhibited NbS characteristics. However, the indicators of GW are often observed in the same cases. Further, the question arises whether NbS would be implemented in housing estates, in the absence of systemic regulations mandating the use of environmentally friendly solutions.