2010-02-24 13:47:24
Ideas to Build On, From Function: Energy Efficiency
A New Culture
For years the American mindset was “greed is good” (á la Gordon Gekko in the 1987 movie “Wall Street”). We produced a lot, consumed even more and thought little of the impact our indulgence would have on the planet. Today, our culture is experiencing a tremendous shift toward conservation – fiscally and environmentally. Wastefulness is criticized; recycling is the norm; and organic, local food is praised and preferred.
As new generations – those that grew up recycling and took college courses like “Environmental Literature” – enter the workforce and begin to spend their paychecks, it becomes very important that businesses in all industries have a deep understanding of how to efficiently conserve the environment. Because it is those businesses that will gain the respect of a new generation and will ultimately thrive in the future marketplace.
So What Exactly is Energy Efficiency?
It’s not a new concept, but it seems that energy efficiency is the term of the day (or year). According to the World Energy Council (WEC) definition, the idea is two-fold: Energy efficiency can be reached through creating products that don’t use up as much energy, and it can also be reached by making wise management decisions.
Energy Efficiency in the Building Industry
Recent studies indicate that the building and construction industry is one of the industries that is most harmfully impacting the environment. According to the U.S. Green Building Council (USGBC), in the United States alone, the building industry accounts for:
• 72% of electricity consumption,
• 39% of energy use,
• 38% of all carbon dioxide (CO2) emissions,
• 40% of raw materials use,
• 30% of waste output (136 million tons annually), and
• 14% of potable water consumption.
For this reason, the building industry has become a leader in trends toward sustainability. And building product manufacturers (BPMs) are doing all they can to help. Through product development, energy modeling programs, awareness campaigns and tools for architects, employees and individuals, BPMs are working to lead the charge, so to speak.
A survey conducted by Building Design + Construction magazine found that more than four out of five AEC professionals answered that they would be “somewhat” or “significantly” more involved in green building within two to three years. Less than one in ten of these respondents believe that green building is simply a passing fad.
Because of these trends toward environmentalism and sustainability, now is a perfect time for manufacturers to capitalize on rising interest in energy efficiency. And as a new generation of architects, contractors, builders and designers emerges, manufacturers who focus on energy efficiency will see their supporters increase.
What difference will a focus on energy efficiency make?
A big difference, according to a report from the International Energy Agency (IEA). The IEA has predicted that a focus on energy efficient buildings, industrial processes and transportation has the potential to reduce the world’s projected energy needs by one third in the year 2050.1
Communicating Change
Manufacturing energy efficient products or creating sustainable building programs is good, but communicating these products, systems and tools is essential. Although trends toward sustainability are here to stay, they aren’t met without resistance. There is still a great deal of greenwashing on the market, which causes uncertainty for product specifiers, as well as general consumers. Some building owners fear that incorporating sustainable products and processes into their building will increase initial expenses, while some architects and designers believe that sustainable or energy efficient products may not be aesthetically appealing.
BPMs know otherwise. Incorporating energy efficient products in a building can yield exponential cost savings over time. Sustainable products can be aesthetically pleasing. In fact, as the green building market continues to crowd, manufacturers are working harder to differentiate their message and ensure that communications are clear. But they can’t always do it alone. Often a partnership with a communications agency is a wise choice for BPMs.
Double the Efficiency
A communications agency’s accurate and detailed research saves clients precious time and money. An agency’s ability to trouble-shoot, and expose inaccurate myths about energyefficiency as well as its ability to further expose and clearly articulate the need for sustainable building, holds unbridled value for any company marketing Green products in the architecture and building industry.
It is important for a company who wants to market green products to select a communications agency that is an expert in these areas of sustainability. Trends in environmentalism require constant research and attention; it is wise to pick an agency that already has a firm grasp on these trends. And finally, it is important to choose an agency that knows the audience you are trying to reach. When you are well connected to your audience, you ensure that messages about energy efficient products will be channeled to end up in the right hands.
At Function: we feel strongly about all of this because it is exactly what we have based our business on. It all comes down to being a specialized agency. At Function: our job is to connect BPMs to architects, contractors, and facility managers. We speak the language. We know the industry trends. And we know how to get your products specified. Bottom line: we’re connected to the audience you need to reach.
1 Science and Development Network. http://www.scidev.net/en/news/invest‐in‐clean‐technology‐saysiea‐
report.html
For years the American mindset was “greed is good” (á la Gordon Gekko in the 1987 movie “Wall Street”). We produced a lot, consumed even more and thought little of the impact our indulgence would have on the planet. Today, our culture is experiencing a tremendous shift toward conservation – fiscally and environmentally. Wastefulness is criticized; recycling is the norm; and organic, local food is praised and preferred.
As new generations – those that grew up recycling and took college courses like “Environmental Literature” – enter the workforce and begin to spend their paychecks, it becomes very important that businesses in all industries have a deep understanding of how to efficiently conserve the environment. Because it is those businesses that will gain the respect of a new generation and will ultimately thrive in the future marketplace.
So What Exactly is Energy Efficiency?
It’s not a new concept, but it seems that energy efficiency is the term of the day (or year). According to the World Energy Council (WEC) definition, the idea is two-fold: Energy efficiency can be reached through creating products that don’t use up as much energy, and it can also be reached by making wise management decisions.
Energy Efficiency in the Building Industry
Recent studies indicate that the building and construction industry is one of the industries that is most harmfully impacting the environment. According to the U.S. Green Building Council (USGBC), in the United States alone, the building industry accounts for:
• 72% of electricity consumption,
• 39% of energy use,
• 38% of all carbon dioxide (CO2) emissions,
• 40% of raw materials use,
• 30% of waste output (136 million tons annually), and
• 14% of potable water consumption.
For this reason, the building industry has become a leader in trends toward sustainability. And building product manufacturers (BPMs) are doing all they can to help. Through product development, energy modeling programs, awareness campaigns and tools for architects, employees and individuals, BPMs are working to lead the charge, so to speak.
A survey conducted by Building Design + Construction magazine found that more than four out of five AEC professionals answered that they would be “somewhat” or “significantly” more involved in green building within two to three years. Less than one in ten of these respondents believe that green building is simply a passing fad.
Because of these trends toward environmentalism and sustainability, now is a perfect time for manufacturers to capitalize on rising interest in energy efficiency. And as a new generation of architects, contractors, builders and designers emerges, manufacturers who focus on energy efficiency will see their supporters increase.
What difference will a focus on energy efficiency make?
A big difference, according to a report from the International Energy Agency (IEA). The IEA has predicted that a focus on energy efficient buildings, industrial processes and transportation has the potential to reduce the world’s projected energy needs by one third in the year 2050.1
Communicating Change
Manufacturing energy efficient products or creating sustainable building programs is good, but communicating these products, systems and tools is essential. Although trends toward sustainability are here to stay, they aren’t met without resistance. There is still a great deal of greenwashing on the market, which causes uncertainty for product specifiers, as well as general consumers. Some building owners fear that incorporating sustainable products and processes into their building will increase initial expenses, while some architects and designers believe that sustainable or energy efficient products may not be aesthetically appealing.
BPMs know otherwise. Incorporating energy efficient products in a building can yield exponential cost savings over time. Sustainable products can be aesthetically pleasing. In fact, as the green building market continues to crowd, manufacturers are working harder to differentiate their message and ensure that communications are clear. But they can’t always do it alone. Often a partnership with a communications agency is a wise choice for BPMs.
Double the Efficiency
A communications agency’s accurate and detailed research saves clients precious time and money. An agency’s ability to trouble-shoot, and expose inaccurate myths about energyefficiency as well as its ability to further expose and clearly articulate the need for sustainable building, holds unbridled value for any company marketing Green products in the architecture and building industry.
It is important for a company who wants to market green products to select a communications agency that is an expert in these areas of sustainability. Trends in environmentalism require constant research and attention; it is wise to pick an agency that already has a firm grasp on these trends. And finally, it is important to choose an agency that knows the audience you are trying to reach. When you are well connected to your audience, you ensure that messages about energy efficient products will be channeled to end up in the right hands.
At Function: we feel strongly about all of this because it is exactly what we have based our business on. It all comes down to being a specialized agency. At Function: our job is to connect BPMs to architects, contractors, and facility managers. We speak the language. We know the industry trends. And we know how to get your products specified. Bottom line: we’re connected to the audience you need to reach.
1 Science and Development Network. http://www.scidev.net/en/news/invest‐in‐clean‐technology‐saysiea‐
report.html