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A Deeper Shade of Green

Posted by Ron Jones

May 1, 2017 10:39:11 AM

We are quite proud of the fact that green implies a sincere commitment to the natural environment, as well as an awareness and concern for social issues that are directly affected by the shelter industry. But there is so much more to the whole concept of green.

I enjoyed reading and learning about the amazing projects featured in the March/April 2017 issue of Green Builder, highlighting our annual green home award winners, and perusing the lists of outstanding building materials, products and systems that these extraordinary builders and designers have employed in their entries. But I can’t help but shake my head and privately chuckle in amusement, as well.

You see, for more than a decade we have delivered the highest-quality information to our readers about successful sustainable development and green building. Yet from time to time, we still turn over a rock and find folks in the industry who haven’t gotten the message, or for some reason refuse to hear it.

While the vast majority of the building product manufacturers—and those who handle their marketing internally or through third-party agencies—have long understood the underlying green message and the benefits that come with it, there are still a few out there who leave us bewildered and asking ourselves where they have been for the past couple of decades.

When we approach these companies, they sometimes respond that they’re “not promoting green” or that they “don’t think they have a green message to tell,” or that their “customers aren’t asking for green.” Others tell us that they are only trying to reach “mainstream” builders and designers, whatever that means.

Sure, we are quite proud of the fact that green implies a sincere commitment to the natural environment, as well as an awareness and concern for social issues that are directly affected by the shelter industry. But there is so much more to the whole concept of green. So, in the context of the building and development sector, what does green really mean?

We believe it simply means better.

Green means not being satisfied with just meeting the minimum requirements. Green means being energy and resource efficient. Green means improved comfort and indoor environment quality.

Green means employing proven building science, third-party verification and performance testing.

Green means durability and resiliency, and it means caring about your projects and how they perform long after they have been completed.
In a nutshell, green means higher quality!

Take time to study the award-winning projects in this issue, and be sure to take a good look at the products and systems that are listed with each one. These are not exotic, crunchy, hard-to-find options that come from obscure sources, whether we’re talking about the building envelope, surfaces, mechanical systems, finishes, appliances or whatever you care to name.

They are proven, respected, readily available components that really smart builders—those who deliberately and strategically differentiate themselves and their projects from the pack—specify in order to excel and succeed.

If you would like to offer your goods and services to the kind of builders and designers featured in this issue of Green Builder, you know where to find us.

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