In the dynamic realm of sustainable design and construction, where evolution is constant, green marketing strategies demand a nuanced approach for firms aiming to stay ahead. Four years since the release of “Marketing Green Building Services: Strategies for Success,” authored by Jerry Yudelson, a veteran in strategic green marketing, the industry has witnessed remarkable growth, with close to 30,000 new LEED-registered projects and over 13,000 certifications.
Shifting Conversations and Rising Challenges
The discourse has evolved from the standard LEED Gold or Platinum achievements to embrace Architecture 2030 commitments, the Living Building Challenge (LBC), and Zero-Net Energy buildings. With over 175,000 LEED Accredited Professionals, the landscape has shifted from proving capabilities to exploring what’s next. The question now facing leading firms is, “What should be the green marketing strategy moving forward?”
Key Differentiation Modes for Leading Firms
- Budgets and Performance: Firms must demonstrate the ability to meet conventional budgets while delivering high-performance sustainable design outcomes. The era of “frugal green” is here, demanding outcomes that align with financial expectations.
- Innovation and Beyond Green: Innovation is a hallmark of leading firms. Can they articulate a signature design approach that brings innovation to projects? Beyond sustainable elements, how well do buildings serve their purposes, incorporating new ways of work and minimizing costs?
- Regenerative Buildings: Leading firms are future-focused, anticipating a time when LBC prerequisites and Architecture 2030 requirements will be the norm. How many Zero Net-Energy, LBC, or “Max Green” projects have been completed?
- Indoor Environmental Quality: Ultimately, buildings are for users. Leading firms document the avoidance of “Red List” materials and collaborate with research organizations to assess indoor air quality, health, and productivity outcomes.
- Building Type Expertise: Some building types, like retail, healthcare, and data centers, lag in green design. Firms active in these segments must assemble a portfolio that positions them at the forefront of sustainability thinking.
- Thought Leadership: Active, regular, and forceful advocacy for sustainable design and construction is essential. Thought leadership through publishing, speaking engagements, and robust social media exposure establishes firms as industry authorities.
- Existing Buildings and BIM: The green building landscape has shifted to existing buildings, presenting unique challenges. Firms must adapt marketing plans to address high-level green renovation and remodeling. Additionally, proficiency in Building Information Modeling (BIM) is increasingly expected.
Navigating the Marketing Landscape: A Holistic Approach
Beyond these key points, a comprehensive marketing strategy involves segmentation, targeting, positioning, and differentiation. The road to effective business development and marketing begins with clarity about a firm’s strengths and the identification of achievable client targets.
As the industry faces new realities, revisiting marketing plans for 2021 and 2022 is not just a choice but a strategic necessity. In a landscape evolving as swiftly as sustainability, adaptability and foresight define success.*
Jerry Yudelson, a LEED Fellow and principal of Yudelson Associates, offers strategic green marketing and project consultancy. With 12 books in the green building space, his upcoming book, “The World’s Greenest Buildings: Promise vs. Performance in Sustainable Design,” is anticipated in Winter 2023 from Routledge Taylor & Francis (London).
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