Why HPDs Are Your Secret Weapon for Winning Spec Projects
Architectural material samples showcasing the diversity of building products—from masonry and metal to wood and composite materials—that require transparent ingredient disclosure through Health Product Declarations.
The architecture firm just asked for your HPD. If your first reaction is panic—or worse, "What's an HPD?"—you're not alone. But here's what you need to know: that seemingly technical document might be the difference between landing the project and watching your competitor get the spec.
What Actually Is an HPD?
A Health Product Declaration is a standardized report that discloses the chemical ingredients in building products down to 100 parts per million. Think of it as a nutrition label for building materials—but instead of calories and sodium, it reveals what's actually in that ceiling tile, flooring, or wall panel.
Created by the Health Product Declaration Collaborative, HPDs use a consistent format that design teams can quickly scan to understand material composition and potential health impacts. No marketing spin, no vague claims—just transparent ingredient disclosure.
Why Design Teams Are Demanding Them
Today's project teams are laser-focused on occupant health and material transparency. LEED v5's Building Product Selection and Procurement credit awards points for HPDs that meet disclosure and screening requirements. The WELL Building Standard requires disclosure for certain product categories. The Living Building Challenge won't even consider products without full transparency.
For architects and specifiers, HPDs solve a real problem: they need to document material health for certifications, client requirements, and increasingly, their own firm sustainability commitments. When you provide an HPD, you're not just sharing data—you're removing a barrier to specification.
The Marketing Advantage Most Manufacturers Miss
Here's where HPDs become genuinely strategic: they're a trust signal that money can't buy.
Any company can claim their product is "eco-friendly" or "safe." But publishing an HPD means opening your books. It shows you know what's in your product, you're confident enough to disclose it, and you respect your customers enough to let them decide.
This transparency builds credibility that resonates throughout your marketing:
In sales conversations, HPDs demonstrate you understand the modern design process. You're not just selling a product—you're solving documentation challenges.
On project submittals, an available HPD can mean the difference between "meets requirements" and "incomplete submittal." Guess which one moves forward?
In content marketing, HPDs give you something substantive to discuss. Instead of generic sustainability messaging, you can speak specifically about ingredient optimization, material health improvements, and your transparency journey.
Turning Technical Compliance into Competitive Positioning
The smartest manufacturers don't just create HPDs—they build marketing narratives around them.
Showcase your commitment to transparency on product pages. Create case studies showing how your HPDs helped teams achieve LEED certification. Develop educational content that positions your company as a thought leader in material health.
When Milliken launched HPDs for their flooring products, they didn't bury them in a technical library. They made transparency central to their brand story, differentiating themselves in a crowded marketplace.
The Reality Check
Publishing an HPD means disclosing ingredients you might prefer to keep proprietary. It requires supply chain transparency that can be uncomfortable. Some manufacturers worry about revealing "imperfect" formulations.
But here's the truth: architects and designers already assume complexity in building products. What they value is honesty and a commitment to continuous improvement. An HPD that shows you're on a journey toward better chemistry is more compelling than vague claims of perfection.
Getting Started
If you don't have an HPD, start by understanding what's actually in your products. Work with your suppliers to get ingredient disclosure. Organizations like Green Seal offer approved HPD preparation and third-party verification services that can help manufacturers navigate the process while ensuring compliance with LEED v5 requirements.
If you already have HPDs, audit how you're using them in marketing. Are they hidden on a technical downloads page, or integrated into your value proposition?
The building products industry is moving toward mandatory disclosure. The companies thriving won't be those who resisted transparency—they'll be the ones who embraced it early and built trust while competitors were still hesitating.
Need help turning your transparency into market leadership? Bold Branch Collective specializes in helping green building brands transform technical credentials into compelling narratives. Founded by former USGBC leaders, we know how to position your HPDs as the competitive advantage they truly are. Contact us to learn more.