As sustainability and energy efficiency initiatives continue to escalate, you can find business value and opportunity in marketing the environmentally responsible offerings of your building products.
Green construction has exploded and is fueling the entire construction industry. According to McGraw-Hill Construction’s 2013 Dodge Construction Green Outlook report:
- Green is expected to grow up to 55% of all commercial and institutional construction by 2016 (up from 44% in 20120
- Residential green construction will comprise a 22-25% share in 2013 and by 2016, this share is expected to increase to 29-38% – an estimated $89-$116 billion
Other key points found in the study include:
- Health-related green building labels are taking force in construction specifications, growing more rapidly than any other aspect of green, according to Dodge SpecShare
- One third of all home builders in the U.S. expect to be fully dedicated to building green by 2016
- Green construction jobs are following the green building market; 35% have green jobs today
- 81% of executive leaders in corporate America believe the public expects them to engage in sustainability – one of the key forces driving corporations to institutionalize some green efforts. 30% of senior executive officers report that they are greening two-thirds of the buildings in their portfolio – with 47% expecting to do so by 2015.
All you have to do is look at the growth and increases in market share to see the competitive advantage in LEED-oriented marketing. But there still remains confusion and misinformation about LEED, so it doesn’t necessarily market itself.
As a recap, LEED promotes a holistic approach to sustainability by recognizing performance in five key areas of human and environmental health, which include sustainable site development, water efficiency, energy efficiency, materials selection, indoor environmental quality.
In your marketing messaging, I suggest you to take a page from technology marketing. Rather than highlight a list of sustainability points, your messaging should help your consumer visualize the benefits and advantages. By allowing them to visualize a sustainability solution, you are demonstrating that you are helping them get there.
It’s important to remember that when you help consumers solve problems, particularly in the rapidly-evolving green market, you can gain competitive distinction with unique marketing messaging.
The 2013 Dodge Construction Green Outlook Report is produced by a staff of researchers, economists and analysts, drawing from its Dodge project database, its construction market forecasts, proprietary market research, and secondary research, as well as extensive data and trend analysis.