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Sara Gutterman

As Co-Founder and CEO of Green Builder Media, the nation’s leading media company focused on sustainable living, Sara has established a reputation as a visionary thought leader and passionate advocate for sustainability. She works closely with a diverse group of stakeholders in the building industry to develop impactful, long-term green strategies that are simultaneously sustainable and profitable. A former venture capitalist, she has participated in a portion of the life cycle (from funding to exit) of over 20 companies. She graduated from Dartmouth College and holds an MBA in entrepreneurship and finance from the University of Colorado. She lives in Lake City, Colorado with her husband, where she is a County Commissioner as well an avid long-distance runner, snowboarder, and Crossfit trainer.


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Recent Posts

The Path Ahead

Posted by Sara Gutterman

Apr 30, 2020 9:54:33 AM

As the economy opens up, questions and concerns abound about the delicate balance between physical health and economic wellbeing.  How will the Coronavirus pandemic impact the built environment, and what steps will the industry take in response?  

I tend to err on the side of optimism, but I can’t help noticing the glimmers of light at the end of the tunnel.  Across all channels that Green Builder Media is tracking through COGNITION Smart Data, sentiment about the Coronavirus is decidedly shifting.

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COGNITION Hot Take: Shifting Coronavirus Sentiment

Posted by Sara Gutterman

Apr 29, 2020 12:22:10 PM

Through COGNITION Smart Data, Green Builder Media is tracking online conversation about the Coronavirus.  We’re pleased to report that sentiment is shifting as hope overcomes fear. 

In the early days of the pandemic, sentiment was quite negative—people were worried about getting sick, dying from the virus, stopping the spread, and losing health insurance.

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The Accelerated Uptick in Health and Wellness

Posted by Sara Gutterman

Apr 23, 2020 2:07:20 PM

It’s not surprising that, in the age of Coronavirus, consumers are placing enhanced emphasis and priority on Health and Wellness.  With COGNITION Smart Data, Green Builder Media is tracking trends in the Health and Wellness category, assessing how shifting consumer demands will create systemic change in the housing sector.

The Coronavirus—the first global pandemic that has ever unfolded online— has hit all-time records of online engagement and activity.  Understandably, one of the leading conversation drivers about the topic is Health and Wellness.

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COGNITION Hot Take: How are our kids coping?

Posted by Sara Gutterman

Apr 17, 2020 5:01:17 PM

Not surprisingly, our kids are sad and scared.  They are missing out on important life events like birthdays, prom, and graduation due to the Coronavirus pandemic.  They are frustrated with social distancing measures and talking a lot about quarantine.

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Return of the Garden

Posted by Sara Gutterman

Apr 9, 2020 3:34:31 PM

As people shelter in place, they’re finding solace in home remodeling projects.  Sustainable landscaping and edible gardens are on the rise, offering a welcome connection with nature and the security of self-sufficiency.     

As Spring ushers in warm weather and a bit of well-timed cheer, homeowners are rediscovering their gardens, as evidenced by market data harvested by COGNITION Smart Data (Green Builder Media’s suite of market intelligence and data services.)

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COGNITION Monthly Snapshot: Coronavirus Leads to Changes in Homebuying

Posted by Sara Gutterman

Apr 2, 2020 1:34:57 PM

COGNITION Smart Data indicates changes in homebuying patterns, behaviors, and sentiment since the onset of the Coronavirus, highlighting progress and setbacks in the industry.

As people have been instructed to shelter in place, the number of in-person home showings has decreased dramatically.  However, builders and realtors are getting creative, showing homes via video and 3D home tours.  In fact, according to Zillow, there has been a 200% increase in the number of 3D home tours that have been created over the past few weeks.

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Trump Administration Seizes Coronavirus Pandemic to Roll Back Environmental Regulations

Posted by Sara Gutterman

Apr 2, 2020 12:56:36 PM

Stanford economist Paul Romer said in 2004 during a meeting of Silicon Valley venture capitalists that “A crisis is a terrible thing to waste.”  The Trump administration took this suggestion to heart by abruptly repealing, indefinitely, legally mandated public health and environmental regulations, granting companies carte blanche to pollute and rolling back fuel economy standards.

For an administration intent on chalking up complaints about its slow response to the Coronavirus pandemic as political gesturing and fake news, it pounced on the opportunity to advance its anti-environmental agenda under the cover of a national crisis.

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Special Report: Coronavirus and the Homebuilding Sector

Posted by Sara Gutterman

Mar 26, 2020 11:34:00 AM

In this special COGNITION Smart Data report, Green Builder Media highlights the impacts that we anticipate the Coronavirus will have on the homebuilding sector.

I sincerely hope that you and your family are staying safe and healthy. 

There are many unknowns swirling around the Coronavirus right now, but there is one thing of which I am absolutely certain: now is the time to step forward, be active, and provide people with ideas, inspiration, and authentic leadership.

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Homebuilding in the Time of Coronavirus

Posted by Sara Gutterman

Mar 19, 2020 12:47:34 PM

No one quite knows what the future will bring in these strange and unsettled times, but after talking with economists, building professionals, and manufacturers, I offer some insights into how the Coronavirus may impact the homebuilding sector.

There is nothing normal about this moment in time, and the Coronavirus has only just begun changing the rhythm of our lives. 

It’s unclear how extensively the Coronavirus will impact the economy.  Most economists agree that we’re heading for a recession.  Some project a “short but sharp” event, with a steep tumble in 2Q20 and a quick rebound in subsequent quarters.  Others forecast a longer downturn, with more dramatic impacts felt throughout the rest of the year.

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Coronavirus and the Phoenix

Posted by Sara Gutterman

Mar 12, 2020 12:51:18 PM

Between the World Health Organization’s declaration that COVID-19 has reached levels of a global pandemic, President Trump’s European travel ban, CDC’s projection that up to 45% of U.S. citizens will contract COVID-19, and the NBA suspending the rest of its season, yesterday was rough.  But, the human psyche is resilient, and it’s only natural to grasp for even a sliver of silver lining.

Let me be perfectly clear—there is nothing good about the COVID-19 global pandemic.  The impact of yesterday’s announcements left me speechless, and almost hopeless.

But I am nothing if not an eternal optimist, so I find myself clinging to even the most remote possibility of a positive outcome.

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Game Over: Death Knell for Fossil Fuels

Posted by Sara Gutterman

Feb 13, 2020 11:18:37 AM

As individuals, universities, investment funds, financial institutions, and even entire countries across the globe divest from fossil fuels, a new economic reality is emerging.  The writing is on the wall, and influencers ranging from BlackRock CEO Larry Fink to Mad Money host Jim Kramer are chanting the rallying cry.

At Green Builder Media’s recent Sustainability Symposium 2020: Improving the Human Condition, Green to Gold and The Big Pivot author Andrew Winston made it perfectly clear that the game is over for fossil fuels. 

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82 Million Reasons to Hope

Posted by Sara Gutterman

Feb 6, 2020 9:19:53 AM

At Green Builder Media’s recent Sustainability Symposium 2020, I delivered opening remarks that were intended to be both realistic and inspiring, pointing out the harsh reality of our situation while simultaneously outlining the many reasons to be hopeful about our future.

Amidst the unfathomable craziness that has become normalized daily life here in the U.S., I do my best to maintain some semblance of sanity. 

Heeding Comparative Mythology Professor Joseph Campbell’s advice, I try to joyfully participate in the sorrows of the world.  For, as Campbell says, “We cannot cure the world of sorrows, but we can choose to live in joy.”

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Megatrends Driving Market Transformation

Posted by Sara Gutterman

Jan 30, 2020 11:20:24 AM

At Green Builder Media’s recent Sustainability Symposium 2020, Andrew Winston, an internationally esteemed sustainability expert who works with the world’s largest companies, outlined five megatrends that are driving massive change in the business sector.

At Green Builder Media’s recent Sustainability Symposium 2020, sustainability expert Andrew Winston described the transformation that is taking place in the business sector—away from a singular focus on profitability and towards enhanced sustainability. 

“For decades,” Winston submitted, “companies existed just for shareholders, but things are changing.  Studies like the Edelman Trust Report show that 84% of investors agree that maximizing shareholder returns can no longer be the primary goal of a corporation.  There is a growing recognition that capitalism, for all of its strengths, really isn’t optimizing wellbeing.”

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