Full Spectrum
Green professionals, like their clients, see sustainability differently. Many are open to collaboration as a way to reach consumers—but, so far, it’s more of a blind date than a steamy love affair.
Aside from the market doldrums, what are the biggest obstacles to growing the market for green homes and products? If you’re a home builder, you may blame stingy lenders. If you’re a lender, you might point out that your builder’s clients aren’t financially solid enough to risk money on. World view has a strong impact on how we perceive things. But it may also be the key to launching a mainstream green conversion in the United States. New research shows that different “types” of Americans make eco-friendly purchase choices based on totally different criteria. The same is true of green professionals. This issue gives you a chance to see the world through the eyes of the other, and to adjust your methods and your message toward greater success.

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