Looking Ahead: The Next 10 Years of Green Building
(Page 5 of 10)
May/June 2009
By Eric Corey Freed
The first major roadblock is habit and "we've always done it this way" and the limitations of people’s experience. Just not knowing what to do, or how to do it, or what to ask for is one obstacle.
RELATED CONTENT
A second big obstacle is the widely pervasive assumption that greening will cost money. In our circles people don't think that, but in most of the world, people do. Analysts think that because they want to delay pressures for greening; government thinks that because they want to use tax money to incentivize people to do good green things; and environmental organizations believe that because they are telling businesses to be a little less profitable to benefit the Earth. All three of these groups, which disagree on so many things, agree on this one notion that green costs money. And it's positively just not true, but people assume it's true. So this becomes a barrier and delaying factor in making the investments in green that need to happen.
The third obstacle is the way the market distorts prices and values. With a society that is paying far less that the true cost of energy, economic decisions get distorted. We, in effect, are subsidizing fossil fuels so we are able to build communities that are dependent on cheap energy prices in a way that we think we couldn't if we were paying the real price. Whether through cap and trade or carbon taxes or removal of subsides from fossil fuels, we have to get to the other side. In so many ways, it's the core of what we face. Rational actors in a market can't make intelligent decisions if the prices are distorted. As long as prices stay distorted, we're going to be pushing boulders uphill forever.
MICHELLE KAUFMANN: The three key drivers for us in our work are: to make thoughtful, sustainable design; to make it accessible to not take additional time or cost; and to be easier for our clients.
Education is still a key element. Options are still confusing in the marketplace. There is a lot of greenwashing. However, there are also a lot of good products and smart systems. Educating people to help them know what questions to ask, know what elements to look for, is critical to help people make the best choices.
NH: In looking at the issues surrounding energy, water, food and resources, which problems need to be solved first?
SARAH SUSANKA: I don't think we can prioritize. My belief about how things change is all of us in our culture play different roles, like a big orchestra. You don't ask which instruments do we have play in the orchestra first. The fact is that a violin may start, but then the cellos, oboes and clarinets come in at their appointed moment and they are all making music together. Follow what your heart tells you to do. There are a lot of people today who feel inspired to act and want to serve in some way to make a better world. Do what you feel most inspired by. That's your part in the orchestra.
Page:
<< Previous 1 |
2 |
3 |
4 | 5 |
6 |
7 |
8 |
9 |
10 |
Next >>