"Green concrete" is not just an empty advertising catchphrase. Concrete is the real deal - an environmentally friendly building product that can help conserve energy and resources before, during and after construction.

The case for concrete starts with its production. Limestone and the other raw materials used in concrete are readily available, and advances in technology are making the processing of those materials more energy-efficient . Also, today's concrete can be made with a number of recycled and waste materials, such as fly ash and ground-up used concrete.

After installation, concrete's environmental benefits are numerous. It's durable, impervious to rot or flame. It's a great insulator, able to retain and radiate heat. What's more, with the right finish, concrete is even reflective, which can cut down on heating and lighting costs. Porous "pervious" concrete allows storm-water runoff to pass through it to the ground underneath.