7 Steps to Get Your Piece of the Green Building Market

Friday, March 4, 2016

The green building market ended 2015 on a roll and is expected to be worth $234 billion by 2019, while global investment over the next eight years on greening existing structures could total $960 billion. Green building manufacturers should follow seven steps in order to tell their stories in the right way to the right people, first by compiling "chapters" of their sustainability stories, including reasons why their customers should believe them. The second step is to distill these narratives into a single, compelling platform that is benefit-centered, while the third step involves concentrating messages on product benefits instead of features. For example, top issues for building contractors identified by the Shelton Group's 2015 B2B Pulse study include energy/water efficiency, municipal/state/federal requirements, product innovation, the manufacturer's environmental history, and LEED point contribution. The fourth step is for manufacturers to specify their products' environmental advantages without being overly technical. The fifth step is to avoid industry jargon, which can confuse consumers and undercut the intended story, and the sixth step is to relate the products' entire life cycle, especially if raw materials and components come from certified, responsible sources. The final step is to be comprehensive without overstating the benefits.

GreenBiz.com 3/4/2016

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