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Green is a Fad

By Jeff Echols

Services for Real Estate Pros with ONE 10 STUDIO

April 10, 2008 01:54 PM

That's right, Green is a fad. Hear me now all you Eco-Brokers, LEED AP's, CGP's and the like. Green is a fad. In fact, some industry experts predict that the marketable, life expectancy of all of your fancy titles and certifications is a mere 5 years. And it's a good thing too!

"How can this be," you ask? "Is he crazy," you wonder? "Yes," some will reply. "But we've worked so hard and preached and blogged and studied and conserved and watched Ed Begley Jr. and changed our ways and our families' ways," you claim.

All right, calm down. Take a deep breath and listen. Here's the lesson. Despite our own societal inability to curb our insane appetite for consumption and self-destruction, all of this Green stuff may actually be working. Despite the fact that the USGBC and the NAHB seem to be more interested at times in fighting each other than fighting for the collective cause, more and more states, testing agencies and code entities are adopting Green certifications as mandates. Despite the fact that there are more companies and products participating in Green washing than there are legitimately Green counterparts, consumer awareness and education continues to rise exponentially every day.

My point, no matter how insane you think it may be, is that if the momentum continues, in 5 to 10 years Green will not be a buzz word or something Tree Huggers embrace (pun intended) or an ideal that communities will form committees to incorporate it into their lifestyles. It will be the norm. It will be expected. Yes, we'll have lost our marketing edge but we'll have made a difference.

So keep working. Keep preaching. Keep blogging and studying and conserving. Heck, keep watching Ed. Buy his Begley's Best cleaning products if you want. But be smart. Talk to your legislators about their support of Green issues. Let the USGBC and NAHB know that you support their working TOGETHER to get Green mandated. Do your homework on Green products and companies. And continue to work on the committees and get your certifications. By setting yourself apart now as a Green professional in some field and on some level, you'll make your "green" now but you'll also push Green to the next level. Let's work together to kill the Green Fad.

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Rob Graham

Windermere Real Estate - Seattle, WA

I disagree. I think the buzz about it will die down in the media, but I think the housing market is just reflecting what the consumer wants. I think the country in general is just evolving into a more enviromentally conscious society. Its inevitable. We have slayed all the dragons and have a Starbucks on every corner. Now its time to actually start thinking about more global issues. Poof! Environmental consciousness. The genie is out of the bottle and you can't put her back.

Apr 10, 2008 02:03 PM

Brian Sharpe

Tierra Antigua Realty - Tucson, AZ

Tucson EcoBroker

Jeff, you may be right that Green seems to be a fad but Green has been simmering in our societal consciousness for almost 50 years now. Why is it breaking out into the main stream at this time? There is really only one answer and that's $$$$$$$$$$. The market and the price of oil says it's time.

Apr 10, 2008 02:47 PM

Jeff Echols

ONE 10 STUDIO - Irvington, IN

CGP

Rob and Brian,

Thanks for your comments but read further than the title. You are exactly right. The media buzz will eventually die down. We are evolving. We must. Of course we're making the headway that we're making because of the $. That's what drives everything. In some of my past posts both here and on my Renovation Resourcesblog, I've talked about just how new Green isn't. The "Green" of today is basically a return (many excellent technological advances not withstanding) to much of the common sense of our past ways of life. My point is one of hope. If we carry on, in 5 to 10 years we won't even have discussions like this because this radical concept that we call Green will have been assimilated into our global culture and way of life.

Apr 10, 2008 03:04 PM

Joan Whitebook

BHG The Masiello Group - Nashua, NH

Consumer Focused Real Estate Services

It has been a big challenge in Nashua -- the argument seems to be that it is just to costly to go Green! There are some baby steps, but the economic issues seems to be holding things from progressing forward in a meaninful way.

Apr 10, 2008 03:37 PM

Stephanie Edwards-Musa

thredUP.com - The Woodlands, TX

knitwit at thred UP

Hi Jeff, LOL. I knew that someone would go off by not finishing the post. :) I totally agree with you. The term 'green' has already changed tremendously in the past few years. It has gone from being only for strict environmentalists to meaning quality, healthier, renewable, energy saving, recycled, etc.

I think we will start to hear more of the words that I just mentioned as people get educated and less of the term green. No disagreement here. :) Although I do tend to disagree a little bit about losing our marketing edge.

Technologies continue moving forward everyday and it will be people like us that actually stay up to date with it. There will always be different shades of green. :) IMO. Great job!

Apr 11, 2008 12:24 AM

Joan,

I'm in Indiana, 49th out of 50 on Forbes' Greenest States list. I know where you're coming from. Around here we recently had legislation up for vote on a "Green Mandate." Since I'm a member of the AIA and the NAHB, I get emails from the legislative committees of both organizations. One Friday I received an email from the AIA stating that we support the legislation. Monday morning I received an email from the NAHB stating that we don't support the legislation. Unfortunately, the NAHB lobbyists won. They fought and defeated the bill even though the bill had nothing to do with any project that would fall under the NAHB. Although they won't say it, they just want to fight LEED. That's how stupid some of the arguments are around here. Keep the faith.

Apr 11, 2008 01:16 AM

Stephanie,

It's about what I expected. Your point basically about staying ahead of the curve is right on. In any arena, if you acheive something and then rest on your laurels, you'll eventually lose your edge. Obviously the key will be to continue to evolve and, as you say, learn and stay up to date and out in front.

Thanks

Apr 11, 2008 01:23 AM

Michael I. Pulskamp

Mainstreet Brokers - Jackson, CA

REALTOR, EcoBroker, GREEN Desingnee

Great post Jeff, I totally agree with you on this and look forward to it!

I dare you to post this over in "Silent Majority" and watch the fun. Then again maybe not... but it would be fun...

Apr 11, 2008 05:21 AM

LOL at Michael. :) That would be funny.

Apr 11, 2008 05:28 AM

Peter Wolf

Coldwell Banker - Valley Village, CA

I hope so. We are quickly running out of our natural resources and nature has a way of purging things that get in its way. Ask the dinosaurs. Oh wait...

Apr 11, 2008 05:44 AM

Anonymous

Green Tallahassee

Oh! you must have been reading this month's issue of Wired Magazine:

"Attention Environmentalists: Keep Your SUV, Forget Organics, Go Nuclear, etc."

Jun 21, 2008 05:59 AM

#11

Christopher,

I think part of our mission has be one of education. Though there are cases out there of greenwashers actually being landing in court over their claims, there are obviously scores more that are trying to jump on the bandwagon and benefit from the growing knowledge that Green makes sense. Therefore, we must educate the consumer on what it means to be Green and what defines Green building.

Jun 22, 2008 11:16 AM

Green is a Fad

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