2025 is Green Builder Media’s 20th anniversary. So much has changed in the past two decades. The green building market, and Green Builder Media along with it, has evolved from niche to mainstream.
When I reflect on the past 20 years since Green Builder Media’s inception, I can hardly believe the amount of change that has taken place.
We started with Green Builder magazine. Back then, all we could really talk about was energy efficiency, building science, and cost savings from energy efficiency and building science if we wanted the industry to listen.
Today, we have evolved into so much more. Not only have we broadly expanded our offerings to include a wide spectrum of content marketing and media services, VISION House demonstration projects, comprehensive annual programs like Housing 2.0 (builder training) and Today’s Homeowner (consumer education), COGNITION Smart Data (market insights), and sustainability consulting (wow, that’s a lot!), but we’ve also had the unique privilege of playing an important role in transforming the building industry.
We are laser focused on doing everything we can to enhance the sustainability of the built environment (which happens to be the fastest growing segment of the building industry), empowering building professionals, manufacturers, and consumers alike with our award-winning editorial, innovative activations, COGNITION Academy (sustainability curriculum), and COGNITION Carbon Offsets Marketplace.
The Years Go By And Sustainability Marches On
As individuals, building professionals, corporations, and governments around the world have awakened to our pressing environmental realities, sustainability has become an intelligent strategy to reduce costs, increase resiliency, mitigate risk, strengthen supply chains, improve employee relations, and enhance customer loyalty.
Widespread global adoption of sustainability is here, and growth will continue in nations across the globe and sectors throughout the economy—regardless of the policies of any one administration.
Celebrating Achievements
While it is likely that we’ll see environmental protection and sustainability policy rollbacks at the federal level in the next few years in the U.S., we can also expect to see major advancements in municipal and state-based codes, regulations, and funding mechanisms that drive adoption of energy efficiency, electrification, renewable energy, and resiliency.
This is particularly noteworthy in cities like Los Angeles, New York, San Francisco, San Diego, Boston, Seattle, and Houston, all of which have made aggressive emissions reduction commitments by 2030 that largely rely on green building initiatives.
Even with potential headwinds from tariffs and regulations under the new administration, solar has undeniably become a cost-competitive energy resource for the U.S. The American Clean Power Association (ACP) projects that the U.S. solar market will grow 6.6% annually from 2025 to 2030, reaching 37GW of annual new installations by 2030, and that solar capital costs will continue to drop 14% by 2035 due to declining module prices.
Furthermore, a recent report from think tank Ember indicates that the planet is reaching global peak fossil fuel use, with approximately 50 percent of the countries across the globe transitioning away from fossil fuels. Most notably, China is nearing a period of declining fossil fuel use, adopting renewable energy at warp speed.
According to the Ember report, wind and solar has slowed fossil power sector growth by nearly 75 percent over the past ten years. Coal hit its peak in 2008 and has been rapidly declining ever since, and now one-third of the richest nations in the world are coal free (including the United Kingdom, which shuttered its last coal-fired power plant earlier this year).
And while we’re still a far cry from the 43 percent emissions reduction target that would keep us under a 1.5 Celsius degree warming threshold, new mechanisms are emerging to mitigate risk and enable us to meet our climate goals.
For example, at the recent COP29 meetings, a global architecture for carbon markets emerged that will authorize carbon credit transactions, manage tracking registries, ensure environmental integrity of projects, and define the parameters for technical reviews.
In the U.S., the green building market is surging, driven by the combination of consumer demand, investor requirements, ratcheted codes, and enabling technologies. Remarkable strides are being made in areas like energy efficiency, electrification, and decarbonization.
Programs like the U.S. Department of Energy's Zero Energy Ready Home certification have paved the way for builders to meet higher energy performance standards. Thousands of homes across the country now meet or exceed net-zero energy benchmarks, reducing emissions and lowering costs for residents.
States like California and Washington have set the bar with aggressive updates to building codes, mandating higher energy efficiency, electrification, and renewable energy integration. States like Massachusetts and Colorado have adopted or are advancing policies aligned with net-zero emissions targets.
Cities such as New York and Seattle have introduced groundbreaking policies requiring electrification in new buildings. New York City’s Local Law 97 sets clear carbon reduction mandates for large buildings, while Seattle’s Energy Code leads the way in transitioning away from fossil fuels.
The Green Market: Looking Ahead
The future holds immense promise. The U.S. green building market projected to grow at an annual rate of over 8% through 2030, fueled by billions of dollars in incentives for energy-efficient buildings, retrofits, and clean energy technologies.
In 2025, we can expect to see the launch of ANSI standard 1550, which will standardize calculation of embodied carbon in residential projects, and continued adoption of standards like ASHRAE 90.1, pushing the industry toward decarbonization.
Manufacturers will also continue to play a pivotal role, releasing innovative sustainable building materials that will reshape the construction landscape —such as recycled glass cement additives to reduce the embodied carbon of concrete, even smarter electrical panels that optimize peak load shifting and shedding, and phase change materials that store and release heat in response to ambient temperature changes.
And consumer demand will remain a driving factor, pushing climate action further and faster than ever before. Values based and mission driven, Millennials and Gen Zs are steering the economy to new frontiers.
These individuals have more economic power than any previous generation. They are now earning more, saving more, and investing earlier than their parents and grandparents, and they’re on the receiving end of a wealth transfer of tens of trillions of dollars that will continue to impact the entire economy, particularly the housing sector, for decades to come.
Call to Action
Even as we celebrate these achievements, it’s crucial to recognize the urgency of the challenges ahead. Achieving our ambitious—and necessary—climate targets will require even greater collaboration, innovation, and perseverance in the years to come.
Fortunately, I find great comfort in the stalwart and perpetually expanding network of dedicated, passionate, and committed sustainability professionals that Green Builder Media has amassed over the past two decades.
Because none of us hears this enough, I want to offer a sincere and heartfelt thank you for your hard work. Together, we are building more than structures—we are building hope for future generations. Let us continue to work together, knowing that every effort, no matter how small, contributes to transformative impact.
Reflections on Transformation: Green Builder Media’s Journey
2005: Ron and Sara incorporate Green Builder Media, the journey begins!!
2006:
First issue of Green Builder magazine released at the International Builders Show in Las Vegas–proof that what happens in Vegas doesn’t always stay there…
VISION House Albuquerque–custom home with Sun Mountain Construction that won the top prize in the Land of Enchantment Parade of Homes and the NAHB annual award for Best Green Home. It was featured on the “Today Show” and “Danny Lipford” and covered in a wide range of national magazines and newspapers.
Ron Jones, Co-Founder and President of Green Builder Media, wins Green Building Professional Lifetime Achievement Award from NAHB
WaterSense certification launched by Environmental Protection Agency
LEED for Homes program launched
2007:
Cati O’Keefe and Matt Power join the team and the real fun begins!
VISION House St. Louis–small infill community of five homes in Kirkwood, MO, built for the National Green Building Conference. This community was featured on the “NBC Nightly News” and covered in newspapers throughout the country such as the Chicago Tribune.
2008:
VISION House Orlando–high-end architect-designed custom home near Orlando built by Westmont Homes for the International Builders Show. This house won the top prize in the Orlando Parade of Homes and was covered in newspapers and magazines throughout the country, including Chicago Tribune, Washington Post, USA Today, and Orlando Sentinel.
Sustainable Home of the Year awards program launches
Creation of the first International Green Construction Code for residential buildings (IGCC 700), a joint initiative of the International Code Council and National Association of Homebuilders, chaired by Green Builder Media president Ron Jones.
Zero Energy Ready Homes and Indoor airPLUS certifications created by Department of Energy and Environmental Protection Agency
2009:
Craig Coale joins the Green Builder Media family–time to get to work!
ReVISION House Vegas–deep energy retrofit in Las Vegas for the International Builders Show. This highly successful project took the HERS rating from a 126 to a negative 2, meaning that the house produced more energy than it used. This project was visited by a large number of business professionals, covered in local and national media, and served as the host site for a televised press conference for an Arizona congresswoman. The home was featured on ‘This New House’ on the DIY network, ‘For Your Home’ on PBS and syndicated channels throughout the country. It was also written up in USA Today and the Washington Post.
Significant update to the IECC to enhance energy efficiency and home performance, and American Recovery and Reinvestment Act (ARRA) allocated significant funds for energy-efficient building retrofits and the development of green technologies. This financial support helped stimulate sustainable practices within the construction industry, particularly through tax credits for energy-efficient home improvements.
2010:
VISION House Aspen–luxurious, architect designed home in Aspen, CO, that demonstrated that green can be glamorous and appropriate for high-end markets. This project was showcased in publications such as Mountain Living, Aspen Magazine, 303 Magazine, and the Denver Post and Rocky Mountain News.
Clocktower Remodel in New Orleans–a one-of-a-kind, high-end, designer showcase remodel of a historical clock tower in the cotton mill district in New Orleans, LA. Best rooftop with a view in the city!
ENERGY STAR, an Environmental Protection Agency program, updated its standards for new homes to encourage builders to meet higher energy efficiency goals, including better insulation, more efficient HVAC systems, and reduced thermal bridging.
Readers’ Choice/Sustainable Brand Index program launches
Sustainable Products of the Year program launches
2011:
VISION House Orlando and ReVISION House Orlando–two unique homes, one new and one retrofit, in Orlando for the International Builders Show. The VISION House Orlando (a newly constructed colorful Urban Farmhouse) and the ReVISION House Orlando (an elegant high-performance retrofit) blended advanced green technologies with sophisticated sustainable design, resulting in two homes that were truly unforgettable.
First Emerald Circle Thought Leadership Event at Devil’s Thumb Ranch in the majestic mountains of Colorado–a truly transformational event with sustainability experts, industry influencers, and powerful change makers!
Impact Series: Game Changers in Sustainability webinar program launches–informative and entertaining sessions with sustainability leaders on the front lines of climate action.
2012:
VISION House INNOVENTIONS at Epcot® at the Walt Disney World® Resort in Orlando opens (2012-2014)--Green Builder Media partnered with Disney to create an attraction focused on sustainable living in the Epcot theme park. The exhibit reached over 6 million people annually for three years, teaching people how to enhance the performance, health, intelligence, and resiliency of their homes.
VISION House Los Angeles—a stunning, architect-designed infill project that integrated sophisticated style with advanced technologies and intelligent systems to optimize performance and comfort. The house was regenerative, returning energy to the grid, adding value to its neighborhood, and replenishing its surrounding natural environment. Located in the fashionable neighborhood of Pacific Palisades in Los Angeles, the VISION House project blended green building best practices with sleek, modern, climate responsive design.
Significant update to the IECC to enhance energy efficiency and home performance, and the federal Solar Investment Tax Credit (ITC) was extended, and state incentives increased, making residential solar power more accessible and affordable. This led to a rise in the number of homes with integrated solar panels and contributed to the growth of net-zero energy homes.
2013
VISION House Tucson–built in conjunction with legendary green builder John Wesley Miller in his famous infill community Armory Park, which had replaced derelict railroad housing and enjoyed national recognition.
2014:
Integrated multimedia technology platform launched, enabling us to expand our digital presence and start harvesting deep vertical insights about our audience.
The Celestia Project
2015
Paris Agreement and Global Climate Targets, underscoring the global commitment to limit global warming, accelerating the adoption of net-zero energy homes and promoting carbon reduction strategies across the construction sector.
California became the first state to mandate that all new homes built after 2020 must be net-zero energy. This milestone sparked significant innovation in sustainable construction methods and materials and set a standard for other states.
2016
Arc House–a hand-crafted, net-zero energy, solar-powered home that we brought to three important building conferences in Los Angeles, Las Vegas, and San Francisco. We had a fantastic response, inspiring guests to think seriously about small footprint, smart, sustainable living solutions.
Code Watcher launched
New York’s Carbon Challenge, aimed initially at commercial buildings, began influencing the residential sector. The challenge encouraged energy efficiency and the reduction of carbon emissions in residential construction, leading other cities to adopt similar initiatives.
2017
COGNITION Smart Data launched
Sustainability Symposium 2017: Ready for Anything
Flex House–a small footprint, prefab, net zero demonstration home that we brought to three important industry shows, including the famous Consumer Electronics Show in Las Vegas. Through the Flex House program, we successfully disseminated a strong message about right-sized, sustainable living to a broad international audience.
IAPMO's Water Efficiency and Sanitation Standard (WE•Stand) created
2018
The Align Project–demonstrated how to harmonize our spaces, technology, finances, and mobility solutions with our health and wellness, enabling us to live with grace and age with dignity. The cornerstone of The Align Project was a prefab, net zero, precision-engineered “Intuitive Home”, built in conjunction with Austin-based builder Kasita. We brought The Align Project exhibit with much fanfare to three key industry shows: Solar Power International, the Consumer Electronics Show, and Design & Construction Week. It was purchased by the CEO of Zappos and installed permanently in a community in downtown Las Vegas.
Sustainability Symposium 2018: Champions of Change
The Green New Deal, a proposed policy framework, was introduced. This plan included ambitious goals for energy efficiency and renewable energy in housing. Although it has not become law, it has raised awareness and shaped policy discussions around sustainable home construction.
2019
Sustainability Symposium 2019: The Desert Shall Bloom
2020
Housing 2.0 program launched
Today’s Homeowner program launched
Sustainability Symposium 2020: Improving the Human Condition
Annual State of the Industry Report launched
The Weatherization Assistance Program, which helps low-income households increase energy efficiency, received more funding and support. This expansion led to improved insulation, HVAC upgrades, and energy-efficient windows in residential homes, especially for underserved communities.
The 2021 International Energy Conservation Code (IECC) proposed improved energy efficiency standards for homes, and various states began adopting these codes in 2020 and beyond. The updated IECC requires more efficient insulation, air-sealing, and HVAC systems in new residential construction.
2021
ReVISION House Austin
Sustainability Symposium 2021: Into the Light
The Residential Zero Energy Appendix was added to the 2021 IECC. This appendix requires new homes to be built with enough efficiency and renewable energy to achieve a zero Energy Rating Index (ERI) score.
The U.S. recommitted to the Paris Agreement, leading to renewed focus on decarbonizing homes and increasing incentives for sustainable construction, electrification, and clean energy use.
2022
The Sonders Project
Sustainability Symposium 2022: Roadmap to Decarbonization
Annual Generational Marketing report launched
The Inflation Reduction Act (IRA) introduced new incentives for energy-efficient home upgrades, rooftop solar, heat pumps, and EV infrastructure. The IRA is expected to significantly impact sustainable home construction through rebates, tax credits, and funding for green building initiatives.
2023
VISION House Sussex
ReVISION House Scottsdale
Sustainability Symposium 2023: The Great Conversion
Transcend Communities launched
ESG Consulting Services launched
Annual Energy Insights report launched
California Governor signed three climate disclosure laws that shape climate disclosure practices beyond the state's borders. SB-253 (GHG emissions) and SB-261 (climate risks) apply to US businesses that meet specified revenue thresholds and do business in California.
US Securities and Exchange Commission (SEC) adopted rules that will require public companies to disclose extensive climate change-related information in their SEC filings.
2025–20th Anniversary!
VISION House Las Vegas
VISION House Austin
VISION House Hickory Grove
VISION House Transcend
Sustainability Symposium 2025: A Force of Nature
A sincere thank you to the passionate, committed, creative, and joyful Green Builder Media team for your decades of amazing work! Thanks also to our entire network of dedicated sustainability professionals who have helped push the boulder uphill. Here’s to another wonderful 20!
Publisher’s Note: Green Builder's 20th Anniversary celebration is sponsored by: Carrier.
As cofounder and CEO of Green Builder Media, Sara is a visionary thought leader and passionate advocate for sustainability. A former venture capitalist, she has participated in the life cycle (from funding to exit) of over 20 companies, with an emphasis on combining sustainability and profitability. She lives in Lake City, Colo., with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. She is also on the Board of Directors at Dvele, runs the Rural Segment for Energize Colorado, and is a former County Commissioner.
We’ve Been Here All Along
2025 is Green Builder Media’s 20th anniversary. So much has changed in the past two decades. The green building market, and Green Builder Media along with it, has evolved from niche to mainstream.
When I reflect on the past 20 years since Green Builder Media’s inception, I can hardly believe the amount of change that has taken place.
We started with Green Builder magazine. Back then, all we could really talk about was energy efficiency, building science, and cost savings from energy efficiency and building science if we wanted the industry to listen.
Today, we have evolved into so much more. Not only have we broadly expanded our offerings to include a wide spectrum of content marketing and media services, VISION House demonstration projects, comprehensive annual programs like Housing 2.0 (builder training) and Today’s Homeowner (consumer education), COGNITION Smart Data (market insights), and sustainability consulting (wow, that’s a lot!), but we’ve also had the unique privilege of playing an important role in transforming the building industry.
We are laser focused on doing everything we can to enhance the sustainability of the built environment (which happens to be the fastest growing segment of the building industry), empowering building professionals, manufacturers, and consumers alike with our award-winning editorial, innovative activations, COGNITION Academy (sustainability curriculum), and COGNITION Carbon Offsets Marketplace.
The Years Go By And Sustainability Marches On
Widespread global adoption of sustainability is here, and growth will continue in nations across the globe and sectors throughout the economy—regardless of the policies of any one administration.
Celebrating Achievements
While it is likely that we’ll see environmental protection and sustainability policy rollbacks at the federal level in the next few years in the U.S., we can also expect to see major advancements in municipal and state-based codes, regulations, and funding mechanisms that drive adoption of energy efficiency, electrification, renewable energy, and resiliency.
This is particularly noteworthy in cities like Los Angeles, New York, San Francisco, San Diego, Boston, Seattle, and Houston, all of which have made aggressive emissions reduction commitments by 2030 that largely rely on green building initiatives.
Even with potential headwinds from tariffs and regulations under the new administration, solar has undeniably become a cost-competitive energy resource for the U.S. The American Clean Power Association (ACP) projects that the U.S. solar market will grow 6.6% annually from 2025 to 2030, reaching 37GW of annual new installations by 2030, and that solar capital costs will continue to drop 14% by 2035 due to declining module prices.
Furthermore, a recent report from think tank Ember indicates that the planet is reaching global peak fossil fuel use, with approximately 50 percent of the countries across the globe transitioning away from fossil fuels. Most notably, China is nearing a period of declining fossil fuel use, adopting renewable energy at warp speed.
According to the Ember report, wind and solar has slowed fossil power sector growth by nearly 75 percent over the past ten years. Coal hit its peak in 2008 and has been rapidly declining ever since, and now one-third of the richest nations in the world are coal free (including the United Kingdom, which shuttered its last coal-fired power plant earlier this year).
And while we’re still a far cry from the 43 percent emissions reduction target that would keep us under a 1.5 Celsius degree warming threshold, new mechanisms are emerging to mitigate risk and enable us to meet our climate goals.
For example, at the recent COP29 meetings, a global architecture for carbon markets emerged that will authorize carbon credit transactions, manage tracking registries, ensure environmental integrity of projects, and define the parameters for technical reviews.
In the U.S., the green building market is surging, driven by the combination of consumer demand, investor requirements, ratcheted codes, and enabling technologies. Remarkable strides are being made in areas like energy efficiency, electrification, and decarbonization.
Programs like the U.S. Department of Energy's Zero Energy Ready Home certification have paved the way for builders to meet higher energy performance standards. Thousands of homes across the country now meet or exceed net-zero energy benchmarks, reducing emissions and lowering costs for residents.
States like California and Washington have set the bar with aggressive updates to building codes, mandating higher energy efficiency, electrification, and renewable energy integration. States like Massachusetts and Colorado have adopted or are advancing policies aligned with net-zero emissions targets.
Cities such as New York and Seattle have introduced groundbreaking policies requiring electrification in new buildings. New York City’s Local Law 97 sets clear carbon reduction mandates for large buildings, while Seattle’s Energy Code leads the way in transitioning away from fossil fuels.
The Green Market: Looking Ahead
The future holds immense promise. The U.S. green building market projected to grow at an annual rate of over 8% through 2030, fueled by billions of dollars in incentives for energy-efficient buildings, retrofits, and clean energy technologies.
In 2025, we can expect to see the launch of ANSI standard 1550, which will standardize calculation of embodied carbon in residential projects, and continued adoption of standards like ASHRAE 90.1, pushing the industry toward decarbonization.
Manufacturers will also continue to play a pivotal role, releasing innovative sustainable building materials that will reshape the construction landscape —such as recycled glass cement additives to reduce the embodied carbon of concrete, even smarter electrical panels that optimize peak load shifting and shedding, and phase change materials that store and release heat in response to ambient temperature changes.
And consumer demand will remain a driving factor, pushing climate action further and faster than ever before. Values based and mission driven, Millennials and Gen Zs are steering the economy to new frontiers.
These individuals have more economic power than any previous generation. They are now earning more, saving more, and investing earlier than their parents and grandparents, and they’re on the receiving end of a wealth transfer of tens of trillions of dollars that will continue to impact the entire economy, particularly the housing sector, for decades to come.
Call to Action
Even as we celebrate these achievements, it’s crucial to recognize the urgency of the challenges ahead. Achieving our ambitious—and necessary—climate targets will require even greater collaboration, innovation, and perseverance in the years to come.
Fortunately, I find great comfort in the stalwart and perpetually expanding network of dedicated, passionate, and committed sustainability professionals that Green Builder Media has amassed over the past two decades.
Because none of us hears this enough, I want to offer a sincere and heartfelt thank you for your hard work. Together, we are building more than structures—we are building hope for future generations. Let us continue to work together, knowing that every effort, no matter how small, contributes to transformative impact.
Reflections on Transformation: Green Builder Media’s Journey
2006:
2007:
2008:
2009:
2010:
2011:
2012:
2013
2014:
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
2025–20th Anniversary!
A sincere thank you to the passionate, committed, creative, and joyful Green Builder Media team for your decades of amazing work! Thanks also to our entire network of dedicated sustainability professionals who have helped push the boulder uphill. Here’s to another wonderful 20!
Publisher’s Note: Green Builder's 20th Anniversary celebration is sponsored by: Carrier.
By Sara Gutterman
As cofounder and CEO of Green Builder Media, Sara is a visionary thought leader and passionate advocate for sustainability. A former venture capitalist, she has participated in the life cycle (from funding to exit) of over 20 companies, with an emphasis on combining sustainability and profitability. She lives in Lake City, Colo., with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. She is also on the Board of Directors at Dvele, runs the Rural Segment for Energize Colorado, and is a former County Commissioner.Also Read