How Do Those Who are Advocating Greener Building Tackle Objections?

Getting buyers to embrace something new begins with education and examples of similar businesses that have seen great results by switching to more sustainable solutions.

"First-time construction costs are often the biggest objection to designing more energy-efficient buildings. Demonstrating that additional construction costs can be recouped in a few years through reduced utility and operating expenses is critical. Once capital expenses are recouped, the savings will continue for the life of the building.”

Richard Berliner, AIA, LEED AP, Principal, Berliner Architects

"Convey to decision-makers that we have very little time left to transition to a zero-carbon economy and missing this window of opportunity is not an option. There is no planet B.”

Gordian Raacke, Executive Director, Renewable Energy Long Island (reLI.org)

"That’s too difficult' or 'That’s not the way it’s done' are easy answers that are often heard and are all too easy to accept. After hearing these repeatedly, it’s not uncommon to fall into the trap of the status quo. It’s important to keep looking for ways to improve and to keep asking the questions. In each instance that we made significant production changes to make our products more sustainable, the instinctual response from our supply partners was that what we were aiming to achieve was not possible. In each case, we challenged our partners and eventually achieved the results we were looking for.”

Iwan Nassimi, Executive VP, Nassimi

"We address objections with facts, wherever they may lead. For example, an independent energy audit will confirm or refute potential energy savings from a proposed project such as solar PV conversion. The most common hurdle is cost/benefit. In high-cost electricity states like CA, the value proposition is easy to document. In lower-cost electricity states such as AZ, the value proposition of converting to solar is much less compelling. Some property owners fear that significant building upgrades such as solar PV, conversion to the microgrid, etc., can lead to a reassessment for property tax purposes. This has proven speculative.”

Peter Grabell, Senior Vice President, Dividend Finance Inc.

"The most common objection is cost. However, the financial element balances itself out. Building sustainably reduces the reliance and need for mechanical equipment for heating and cooling, which leads to savings in the long run.”

Wayne Turett, RA, Founder and Principal of The Turett Collaborative

"Objections are typically based on a lack of knowledge and are typically centered on upfront costs, which is why incentives need to continue to provide the necessary spark.”

Vince Myers, AIA, LEED AP, President, DIGroup Architecture LLC

"Despite the good that it will produce, there are many that don’t agree with green building. Some of the most common objections are high costs, troublesome processes, and the possibility of the project being difficult to maintain. In the case that objections do arise, I look to explain my reasoning for its need within our current landscape. I often review all the possible solutions and outline why my strategy has the most advantages. While the opposition may never approve of green design, I am simply happy to share my knowledge and get their thoughts going-- maybe one day, they’ll remember my words and come to revel in green building.”

Keng-Fu Lo, managing director of the Chain10 Architecture & Interior Design Institute

"I would guess the most common objection is cost. Leadership at the executive and board level should buck short-term profitability for long-term gains. That message has to come from within the company and should be ingrained in the culture.”

Ganesh Nayak, Principal, Metier Inc.

"Our current challenge is explaining embodied carbon. Our institutional clients are often comfortable with tried-and-true materials; we educate them on emerging options, such as mass timber as an alternative to concrete and steel.”

Jenna Knudsen, AIA, LEED AP BD+C, Managing Principal, CO Architects

"Some of the most common objections that we encounter in our practice are also the most stereotypical: profit-conscious developers and NIMBYism from neighbors. First, we engage in conversations with our clients. We walk through the ways we can innovate our designs and building methodologies to carve out budgets for adding community-serving programs and increased sustainability....Second, we find that informative community engagement tends to alleviate fears. It is a valid concern people carry that change could be detrimental to their neighborhood. "

Scott Sullivan, AIA, NCARB, Principal, Relativity Architects