More Green Certification Means Less Press

I often argue there are three primary non-environmental reasons for seeking green building certification: profit, regulatory compliance and press/goodwill.  An article in the Minneapolis/St. Paul Business Journal recently looked at diminishing press for buildings that achieve LEED certification: 

A few years ago, it was a big deal when any building announced it was LEED certified. There were regular tours, speaking engagements, white papers, awards and news stories.  Today, when a building like Orion Associates new headquarters attains Leadership in Energy and Environmental Design status, it may or may not be noticed by anyone besides the building owners and tenants, regardless of what level or type of LEED certification it attains -- bronze, silver, gold or the most rigorous level, platinum.

The only cause for dwindling attention is the sheer number of projects that have been designated LEED. In Minnesota, that number (at all levels, from certified to platinum) has exploded from nine to 98 over the past two years. In September 2007, there were 89 projects registered and awaiting certification. Today, there are 262.

The marketing benefits that result from seeking green building certification can depend on the number of certified buildings in the region.  The fewer certified green buildings in the region, the more likely the owner will receive positive press for achieving certification. 

Have you noticed less positive press for buildings that achieve LEED certification?  

Related Article:
Is LEED Losing Its Buzz? (Minneapolis/St. Paul Business Journal)
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Comments (3) Read through and enter the discussion with the form at the end
Mark Rabkin - November 30, 2009 2:36 PM

The goal of any non-profit should be to change the market and make itself obsolete. When the luster fades and the real estate community begins to rebound, "green" building should become the norm.

Chris Cheatham - December 4, 2009 5:42 PM

Mark - But what if the non-profit wants to keep pushing the industry further along? Can it go to far?

DC Observer - December 7, 2009 7:51 PM

The problem with some non-profits is that if what's deemed revolutionary eventually becomes routine, the non-profit's existence becomes less necessary. So non-profits come up with some complicated legislative and regulatory schemes and then, conveniently enough, offer their services to help builders and government officials understand the ins and outs of an unnecessarily complicated law.

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