Editors Blog


Skaer-Tactics: Will Green Prevail in Down Economy?

December 15, 2008
/ Print / Reprints /
ShareMore
/ Text Size+

According to a national survey, America’s current financial slowdown could threaten to put the push for green on the back burner. The CMO Survey, recently released by Duke University’s Fuqua School of Business, states that “As the economy tightens, marketers report that their firms have a weaker emphasis on ‘marketing that is beneficial for society’ and that ‘minimizes the impact on the ecological environment.’”

In the case of green products, a financial slowdown could shift the priorities of consumers, causing them to switch to less expensive brands that are not green. That’s the overall fear, since the majority of the public believes going green means spending more. That is the perception, though not necessarily accurate.

The study “Costing Green: A Comprehensive Cost Database and Budgeting Methodology” compared the square-foot construction costs of 61 buildings pursuing Leadership in Energy and Environmental Design (LEED) certification to those of similar buildings without green goals. Taking into consideration climate, location, and other variables, the study determined that for many of the sustainable projects, aiming for LEED certification resulted in little or no impact on the budget.

It is a matter of convincing the public accordingly. Dan Bulley, senior vice president of the Mechanical Contractors Association (MCA) of Chicago and executive director of the Green Construction Institute, is at least one soul trying to get the word out.

“Green buildings require intensive planning to ensure optimal results,” he assured, “but that additional effort is worth it, when you consider that operating costs will be substantially reduced for the life of the facility.”
You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 World Energy Engineering Congress

Scenes from the 2014 World Energy Engineering Congress in Washington, D.C.

Podcasts

NEWSMakers: Kari Arfstrom

Kari Arfstrom, executive director of the HVACR Workforce Development Foundation, talks about the upcoming HVACR & Mechanical Conference. Posted on Jan. 23.

More Podcasts

ACHRNEWS

NEWS 01-26-15 cover

2015 January 26

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Regional Standards

With regional standards for a/c equipment going into effect in 2015, how do you think it will impact the industry?
View Results Poll Archive

HVACR INDUSTRY STORE

2015.jpg
2015 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research

 

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

DON'T MISS A THING

Magazine image
 
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

STAY CONNECTED

facebook icontwitter iconyoutube iconLinkedIn i con