When you have a great product that meets LEED, Energy Star or other important sustainable standards, it’s natural to want to get the word out. But will your prospective customers really hear you? There’s an old adage about what happens when you assume—and it especially applies to assuming consumers will get the message when you label your products with industry buzzwords.
Our Pulse research shows consumers have a very limited understanding of terms common in the construction industry. Take the latest, greatest thing out there: net-zero homes. Exciting stuff, confusing terminology.