Which sustainable building material, when launched in 2013, pioneered the 'carbon negative' product positioning in architectural marketing, absorbing more CO2 during production than it emits?

In recent years, the architecture industry has seen a significant shift toward sustainability, not just in design practices but also in how firms market their eco-friendly innovations. This transformation has led to new product launches, branding strategies, and communication approaches that emphasize environmental responsibility. Test your knowledge about a groundbreaking sustainable building material that revolutionized architectural marketing when it was introduced to the global market.

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Hempcrete (hemp-lime composite)
Cross-Laminated Timber (CLT)
Mycelium-based insulation
Ferrock (iron-based alternative to concrete)