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Green Marketing Trends G W H Green Works Houston T he U.S. green building market is accelerating at a dramatic rate, with the market estimated to triple over the next five years. In 2005, McGraw-Hill Construction (MHC) found that green building was approximately 2% of the U.S. new construction market. In 2008, as reported in the MHC report, The Green Outlook: Trends Driving Change, the green building market had swelled to 10%. The market is only expected to continue to grow. Based on McGraw-Hill Construction’s Dodge project starts database, market research and industry analysis, MHC estimates that in 2013, the market will triple to where it comprises between 20%-25% of the nonresidential market and 12%-20% of residential construction. Education and Government Sectors Pose Strong Opportunity for Green Building The most stable market in the U.S. for green today and in the short-term is in the commercial and institutional construction sectors. Green building has grown from 2% of new construction starts in 2005 (valued at $3 billion) to 10% to 12% by the end of 2008—a market worth $24-$29 billion. Of this market, the biggest share is from education and office buildings. The education sector in particular is a strong, stable market for green buildings over the next five years. With green at 10%-15% of this market in 2008 (or $8-$10 billion), it is expected to double over the next five years. Much of this strong market is coming from increased government interventions that are either mandating or forcing public schools to go green, such as legislation in Ohio, Washington State and Hawaii. Additionally, higher educational institutions—particularly those with building projects planned for the future—are establishing green policies in their construction guidelines. Government buildings also pose a tremendous opportunity for green. With the stimulus money earmarked for energy-efficiency projects, the growth of green is expected to be significant over the next 3-5 years. www.greensource.construction.com/ resources/smartMarket.asp

Houston_Green_10.23.09

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