The Green Column 10/7/2010

The Green Column

by Richard C. MacCrea, Andrews Valley Initiative

rmaccrea1@gmail.com

Forced Green

The economy is motivating more people to use green principles when building and remodeling.

A recent survey of architects shows that we are building homes smaller, more practical, and less extravagant. To get what we want in smaller spaces, we are settling for rooms that serve multiple purposes. We are also opting for more outdoor living spaces (which cost less per square foot).

The survey indicates less people are choosing home theater rooms. Instead they are choosing lower priced home theater systems in their den, recreation room, or living room. Architects are not designing as many exercise rooms, indoor greenhouses, or home workshops either. With many having to work more hours, home offices are still important.

Another survey shows a change in kitchen design trends. People are choosing smaller, more efficient kitchens that serve a wider scope of needs. The kitchen is becoming even more the center of the house. They want kitchens that are more energy efficient, adaptable, and practical.

Nationally the second home and vacation home market is suffering the most. That explains why our local construction and real estate economy is doing worse than the rest of the country. What is selling? Remodeling first and low priced homes second (nationally and locally).

How has the recession affected the green movement? There is much less interest in recycled products. But more people are requesting features that save energy. This includes better insulation, windows, tankless water heaters, solar panels, geothermal heat pumps, and energy management systems. The public is discovering that many energy efficient products can save them money but they have little interest in green products that do not.

This is a huge shift from the construction trends before the recession. Locally I have seen less interest in high priced items. People are deciding to invest their precious funds in energy saving features that will pay them back with lower utility bills. Even those with money are worried about the future, and are simply not willing to squander money on luxuries. They are setting smaller budgets, and sticking to them. Green used to be a status symbol. Now it is a budgeting tool.

How can our local green building industry respond to this trend? While you might offer a wide assortment of green products you should promote the ones that pay for themselves. In your advertising and sales meetings be prepared to show clearly how it pays for itself.

Richard C. MacCrea is the director of The Greening of  Andrews Valley, a program of Andrews Valley Initiative. He works in the field of energy efficient, green building. rmaccrea1@gmail.com