Sustainable Land Development Today - March 2008 - (Page 42) PROJECT LEADERSHIP Eco-Design & Development: Moving from Blip to Tip By Kevin A. Fletcher, Ph.D. The United States is buzzing with excitement around all things environmental. From General Electrics’ “ecoimagination” to Al Gore’s Oscar- and Nobel Prize-winning performances on climate change, it would seem we’ve come to the “tipping point” that Malcolm Gladwell refers to in his book by the same name—that point where environmentalism and sustainability has seemingly moved from fad to craze to commonplace. But is that really true? Are we really experiencing a sea-change, specifically with respect to land development, green building, and the development of more sustainable communities? The messages and feedback we’re receiving from the development community would seem to support this “tip” is occurring. Certainly, the overall tenor of the development community would lead one to believe that the entire industry has gone green. This emphasis on profitable development that works to sustain, and even restore, our fragile planet was a good thing to witness. Developers are learning, growing, and taking notice of their role in protecting natural resources and thinking about sustainable development. Yet, much of this focus on sustainability by the broader development community remains largely as style, without much substance at this point. Once you remove the colorful noise and clutter of a “greening” conference and coverage in the trade and professional press, one simple truth is revealed—eco-design and development is barely a blip on the radar of everyday planning and practice in land use, design, development, and building. In recent surveys of the top building owners in the United States, for instance, 38 percent stated green design to be “increasingly important,” with 15 percent stating it to be “very important.” So, at best, one could conclude from these survey results that still half of all top building owners do not consider eco-development and design important. In another survey, 25 percent of members of the Construction Management Association of America stated an interest in taking building projects through the U.S. Green Building Council’s Leadership in Energy and Environmental Design (LEED) program. It’s safe to assume that a smaller segment of that 25 percent might actually end up spending the time and money to go through the process. Surveys like this, as marketing professionals know, often hold a significant margin for error—a gap between word and deed. The results of these surveys should not be shocking as they mirror other information gleaned from the broader population. For decades, Roper-Starch, for instance, has conducted consumer behavior surveys that have clearly and constantly demonstrated that 10-15 percent of the population are “greenhearted,” meaning they are willing to pay more for a green product and go out of their way to make the eco-responsible Audubon International is a not-forprofit, 501(c)(3), environmental organization that provides people with the education and assistance they need to practice responsible management of land, water, wildlife, and natural resources—with a broader vision of fostering more sustainable communities. Audubon International is not affiliated with any other national, state, or local Audubon group, but has members and projects throughout the United States and in over two-dozen countries. AIG’s Spruce Peak at Stowe resort in Stowe, Vermont is walking the walk of sustainability through the Audubon Signature Program, a new LEED-certified hotel, and enrolling the entire property in Audubon International’s Sustainable Communities Program. 42 March 2008 Sustainable Land Development Today
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.