好色先生TV

The big picture

Now that everyone except the Clintons know who the Presidential candidates are going to be, what do you think we鈥檒l see in the way of a changing U.S. energy policy that might favor sustainable building? Both Senators running to assume the burdens of the Oval Office have acknowledged the reality of global warming and the need to do something about it. Add to this the fact that the U.S. Congress is likely to be heavily Democratic and possibly even 鈥渧eto proof,鈥� and one can expect that legislative concern over this issue is likely to translate into a number of regulatory and financial initiatives, including expanded new national energy codes for buildings, with strong Presidential backing.

Now just because something is a good idea, that doesn鈥檛 mean Congress will actually make it happen. Recently, influential New York Times columnist Thomas Friedman (鈥淭he Earth is Flat鈥� author) took Congress to task for failing to enact legislation to extend solar and wind power tax credits now planned to end later this year. (They may still do it, but it won鈥檛 be pretty to watch it happen.) And just because something is a really bad idea, it doesn鈥檛 mean Congress won鈥檛 support it, as we鈥檙e witnessing with expanded ethanol fuel subsidies to farmers contributing to a global food crisis as good edible corn (maize for you Brits) is diverted to fuel the E85 flex-fueled, one-ton pickups and SUVs of Americans.

Green shoots

What are some of the good things happening? For one, the accelerating march of green buildings continues unabated. One measure, US Green 好色先生TV Council membership now stands at nearly 15,000 members (that鈥檚 companies, universities, government agencies and nonprofits, not individuals) up from 7,000 at the beginning of 2007, a huge growth in 16 months for a nonprofit that no one 鈥渉as鈥� to join. Another measure: cumulative new LEED registered projects are up 25 percent through April alone, on top of a 75 percent increase in 2007 and 50 percent in 2006.

Developers of commercial speculative real estate all over the country are crawling all over each other (no animal kingdom analogies intended) to become the first, the biggest and/or the most aggressive green building advocates, for reasons that make eminently good business sense. One group I consult with wants to derive political benefits from being seen as on the side of the angels, with a 鈥�100 percent LEED鈥� commitment. Other larger development companies have strong CEO-led initiatives for sustainability, believing that a focus on responsible property development will have strong business benefits, including the ability to hire and retain key employees. Other developers see it as a one-time opportunity to 鈥渂rand鈥� their projects in a favorable green light (recall the success of The Body Shop two decades ago with a similar 鈥渃ause marketing鈥� approach).

Think thoughts

In the light of these rapidly developing events, I have developed 鈥淭en Testable Propositions鈥� favoring green development that I first presented at London鈥檚 鈥淭HINK鈥� conference earlier in May. These are testable because they鈥檙e amenable to data collection and analysis, something that鈥檚 beginning to happen. Since most of you were not in that room, I鈥檇 like you to check them out. Let me know what do you think about them.

One group I consult with wants to derive political benefits from being seen as on the side of the angels, with a 鈥�100 percent LEED鈥� commitment

1. You have to 鈥済o green鈥�:New non-green buildings will be functionally obsolete and economically disadvantaged the day they open for business.

2. An entire real estate portfolio could become rapidly obsolete as the movement toward green development accelerates. Institutional funders won鈥檛 let this happen.

3. It鈥檚 not green if it鈥檚 not certified by an independent third-party such as BREEAM or LEED. Otherwise, there are too many compromises in the design and construction (and operations) process to guarantee any real improvement from conventional norms.

4. Sustainability matters to companies large and small. Last year about 1,200 companies used the standards of the Global Reporting Initiative to publish their sustainability reports. By 2010, every large company will be doing this.

5. Sustainability initiatives must be company-wide to be effective; CEO leadership is necessary but not sufficient to guarantee results. Senior and midlevel managers have to 鈥渂uy in鈥� for such programs to work.

Sustainability matters to companies large and small. Last year about 1,200 companies used the standards of the Global Reporting Initiative to publish their sustainability reports. By 2010, every large company will be doing this

6. Carbon is increasingly becoming the common denominator for all sustainability efforts. As a result, measuring 鈥渃arbon footprint鈥� is essential for all companies.

7. 好色先生TVs make a difference in attaining zero carbon growth. Not only do buildings contribute 40 to 50 percent of all carbon emissions, directly and indirectly, but also investments in them are the most cost-effective way to reduce carbon.

8. Going green gets better buildings built. The process of integrated design, construction, commissioning, occupancy and evaluation of green buildings is far better than the messy process we have now. The extra money for assessment is well spent; testing and evaluation need to be part of every building鈥檚 pedigree.

9. There is a strong and multi-faceted business case for green buildings, and it doesn鈥檛 rest on zero net carbon or energy savings 鈥減aybacks鈥� alone. The real benefits come from making people healthier and more productive in buildings, from marketing and public relations and other sources.

10. To 鈥済o green,鈥� one has to change the fundamental 鈥淒NA鈥� of each organization. DNA is the code for how organisms replicate themselves, through hiring, training, empowering, motivating, communicating with, promoting, compensating (and sloughing off) their people. CEOs will begin to see the DNA transplant as a strong and necessary strategic imperative for their companies.

Now, compared to others, these are easy propositions. Now for tougher decisions, given my recent travels - whether I should have catsup, mayonnaise, mustard (English, French or German) or vinegar with my chunky fries!