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    Green … and Growing

    Feb. 2, 2005
    These days, more often than not, industry discussions involve the topic of sustainability. Is it practical? How does it fit within the goals of performance and efficiency? Is the concept truly a market transformation?A new book on marketing green buildings predicts that the number of LEED®-registered buildings will grow more than five-fold over the next 5 years. (Leadership in Energy and Environmental Design [LEED] is the green building rating system developed by Washington, D.C.-based U.S. Green Building Council [USGBC].) Author Jerry Yudelson, chair of the steering committee for this year’s Greenbuild conference, predicts that the total number of LEED-registered projects will grow from about 1,760 at the end of 2004 to nearly 10,000 at the end of 2009. “I’ve used classical models of adoption of new technologies to make this prediction,” explains Yudelson, “and I’m confident that green building growth will follow these models.”The Insider’s Guide to Marketing Green Buildings is based on the last 7 years of Yudelson’s experience. Nearly 200 pages, it contains more than 50 charts, graphs, project photos, figures, and tables – all of which chart the past growth and future direction of the green building industry. There are numerous case studies of successful marketing by professional service firms, product manufacturers, contractors, and developers; Yudelson, however, is candid about the obstacles facing future growth of this industry. “The primary issue is upfront cost,” he says. “Based on numerous surveys, we know that the building industry is very sensitive to initial cost.” What’s unique about this book, he feels, is that it brings contemporary marketing theory and practice together with green building professional practice, and it gives data, tools, techniques, strategies, and practical examples, designed to encourage more successful marketing of green buildings, developments, and products by industry professionals.“This book was written for practitioners such as me – architects, engineers, developers, product vendors, and construction professionals – out there on the front lines of the green building revolution. There are thousands of us out there, trying to transform the building industry into a more environmentally responsible activity, and we’re doing it literally one presentation, one meeting, one design, one project, one product at a time,” says Yudelson.Sample chapters and a table of contents, as well as ordering information, can be viewed at Yudelson’s website (www.yudelson.net).One well-known environmental practitioner says, “No trend in the building industry carries more consequence or momentum as the green building movement.” As a facilities professional, shouldn’t you become a large part of directing it?

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