How Leaders and Game-Changers Have Succeeded

Whether you’re a manufacturer attempting to schedule a meeting or a CEO who needs to sell-in a sustainable remodel to employees and the community, you need to be well-equipped with facts.But all sales efforts must also directly and specifically address what the ultimate benefit is to the person making the decision.For example, a finance manager might be most interested in the bottom-line impact of installing LED lighting, but human resources will want to know how the change will reduce eye strain and improve building security and safety. Knowing who the individual decision-makers and influencers are and how to appeal to them is critical.Engage third party experts and gather credible case studies from businesses or entities like yours. The more data points and stories you can bring to the table, the easier the sell-in process will be.Greenbuild provides a wealth of data and an engaged community that you can look to for powerful and relevant examples. Building a trusted community of professionals who share your goals and challenges keeps you energized, informed, and empowered.

Sustainability experts weigh in on some challenges they’ve faced and how they’ve overcome objections:

Keep the Story Simple

Break down the three ways sustainability can boost business growth -- improve financial performance, build customer loyalty, and attract and engage the right employees.” - Peter Hawksworth, CEO, Future Energy Solutions

Model the ROI and establish a direct connection with initiatives. That will help you get buy-in on future projects. Create an emotional connection and simplification of the message” - Rami Vagal, Senior Manager of Sustainability, Mohawk Industries.

Educate Consumers & Employees

The main issue is that most people don’t think of buildings when they think of things that impact health and the environment. Buildings are still invisible. We need more coverage of building impacts on health and the environment in mainstream media.” - Sara Neff, SVP, Sustainability, Kilroy Realty Corporation

Sustainability can be greatly advanced by empowering consumers to make better choices. Businesses, the media, and other stakeholders are all influencers of consumer awareness and have a responsibility. People need access to unbiased experts to help them make informed choices on the long-term benefits (or costs) of the products and services they select. Through awareness campaigns and transparent labeling, value can be aligned, allowing consumer choice to drive sustainability, using a carrot better instead of a stick of guilt.” - C.R. Herro, VP of Innovation, Meritage Homes

Management needs to recognize that market values for sustainable building features are increasing. With the rise of certification programs infiltrating both residential and commercial markets, green building raises the market value of properties.” - Farah Ahmad, Architect, Sustainable Design, NYC School Construction Authority

The media can assist in normalizing ultra-green building projects and begin to weave those standards into our cultural fabric. This can be done by framing sustainable action in a politically neutral and highly relevant light, using words like ‘clean,’ ‘pure air’ and ‘non-toxic materials’ rather than ‘sustainable’ and ‘eco-friendly.’” - Maria Agazio, Sustainability & Energy Efficiency Lead, Motili

Use Relatable Case Studies

Green building doesn’t always have to be glitzy. Some of the most important projects can be retrofits that maintain the sense of place while reducing waste & operating costs.” - Rob Zimmerman, Director of Sustainability (retired), Kohler Co.

Tie case studies to occupant outcomes.The studies tied to money are most compelling. If you’re not making an economic point, you won’t be giving the decision-maker all of the information they need.” - Lucas Hamilton, Manager, Building Science Applications, CertainTeed/Saint-Gobain

Bust the Myths

One perception even within the sustainable building community is that you can only achieve one goal at a time -- energy, health, water, etc. It would be more impactful, through a collaborative approach, to make as much progress in as many areas as possible. I’d also like to see the media cover climate change with the same vigor as they do reality TV stars.” - Todd Sims, Director of Sustainability, American Chemistry Council

Some people still think that green buildings are equivalent to LEED and that LEED is equivalent to code -- especially in major cities. LEED is not equivalent to code in most places. In some places, code is stricter than LEED. Equating all green buildings to LEED doesn’t allow for strategies that push even further.” - Jennifer Taranto, Director of Sustainability, Structure Tone

A common and big misconception is that green buildings are ‘harder to live/work in.’ In other words, a misconception exists that sustainable buildings require that users change their own behaviors. But this is generally not the case.” - Jon Smieja, Corporate Sustainability Manager, Andersen Windows & Doors