Recently while visiting the Northwestern Michigan College M-Tech Center I really began to wonder what the future holds. I hear and see so many claims to modern technology that is already in existence, yet not being sold on the market place. I questioned why this is. The answer I got was concerning. It would seem there is a break down between the various stages of supply and demand. You can't have cutting edge technology with out installers knowing what to do with the product. Once the product is installed you need someone who can explain the benefits. You hope by the time the person is explaining the benefits, the manufacturer will have sufficiently promoted the product so there is some recognition of the product and so on.
That made me think about why as an EcoBroker am I not busy all the time. The answer is simple really there is a disconnect between the consumer, the builder, the media and the Realtor. In order to build green all you must do is follow a set of guidelines and currently there are several. In order for the consumer to want a green home all they need do is turn on the tv or open a newspaper and the benefits are right there. Realtors now have 2 opportunities to be able to represent green homes through EcoBroker and NAR Green Designation. So why aren't we seeing more homes going green? I believe consumerism is to blame. It is hard to want to share. In this case every one is being asked to share in the profits. The Builder plans for a certain amount of profit to be built into the home. The Realtor plans on a profit for both the listing agent and the selling agent that cuts into the builders profit. The media plans on a profit from the marketing that cuts into the Realtors profit. The consumer plans on a profit from the final offer that cuts into both the builders and Realtors profit. So who is going to win and get the most profit? If the industries work together the consumer is ultimately the winner. In contrast when they don't no one wins as profits tumble and feelings of resentment and being on the losing end create ill will between all involved.
Social Sustainability shows us a new way in which to work together for the common good of all. When industries work together sharing the risk and rewards we no longer have conflicting needs. The Consumers tells us what is important, then the individual industry work together on a best management plan that provides adequate profits for what now is a team effort. This is easily accomplished through shared information, training, and planning.
I want to hear from you if you have seen examples of this in practice. Has it worked? Is it even possible? How would you let builders, media, consumers and Realtors know how it is in there best interest to work together?
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