Green Homes - eco-friendly home building trends

American Demographics, Jan, 2001 by David J. Lipke

Currently, the LEED rating is designed for commercial buildings only, but a draft of the residential version will be finished toward the end of 2001. The overwhelming industry interest in the system has led to a jump in membership in the Green Building Council from 200 in 1998, to 600 today. Already, California, Pennsylvania, Seattle, and the U.S. General Services Administration have mandated that all new taxpayer-funded buildings must meet certain LEED standards. "LEED helps prevent `greenwash' in the marketplace," says Ervin. "A rapidly growing number of consumers and builders are interested in green building and this provides a set of standards that everyone can understand."

Educating the public about the many benefits of environmentally-friendly homes is one of the key goals of green building advocates. The 2000 Roper Starch Green Gauge survey found that "not knowing how" was one of the key stumbling blocks for 56 percent of consumers who wanted to do more for the environment. Programs like the FSC certification effort, and Energy Star, are building public awareness. But marketers should remember that the most attractive features of green houses are those that provide a clear consumer benefit, not just those that appeal to an environmentalist's conscience. As in many areas of the marketplace, consumers have shown they want to "live their values" - as long as they get something in the bargain. Being a hero of the planet may be nice, it seems, but saving some money on the utility bills is even better.