Market transformation for Green Building

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Jeff Ranson provides an introduction to green building market transformation for the CaGBC Certified Sustainable Building Advisor Program in Toronto.

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Market transformation for Green Building

  1. 1. CERTIFIED SUSTAINABLE BUILDING ADVISOR PROGRAM TORONTO CaGBC
  2. 2. What is a Building?
  3. 3. What is Sustainability?
  4. 4. What is a Sustainable Building Advisor?
  5. 5. storytelling
  6. 6. The Transport of the Future Highway #7, Downtown Houston, Texas, USAKlaus Bürgle (The New Universe 76, 1959) Edward Burtynsky (Oil, 2004)
  7. 7. The Transport of the Future Badra Worli Sea Link, IndiaKlaus Bürgle (The New Universe 76, 1959) Woodysworldtv (Flickr, 2011)
  8. 8. our stories offer the promise of reward
  9. 9. stable raw cheap energymaterials labour supplyaffordable trade disposal fuel relations costs
  10. 10. 7 Billion
  11. 11. we need tore-imagine the rewards
  12. 12. Design Thinking 101 Grab a partner and a piece of paper
  13. 13. Design Thinking 101 Designing your ideal alarm clock
  14. 14. Design Thinking 101 5 Minutes each 1. When/where/why do you want to use an alarm clock? 2. What features do you look for in an alarm clock? 3. What issues do you have with alarm clocks?
  15. 15. Design Thinking 101 Sketch out a diagram of your partner’s ideal alarm clock – bonus points for sustainable features 3- minutes
  16. 16. Design Thinking 101 Present your drawings – 2 minutes each Give feedback
  17. 17. Design Thinking 101 Make a “final” model of your partner’s alarm clock 5 minutes
  18. 18. Design Thinking 101 What was your experience?
  19. 19. transformation
  20. 20. +Earth’s Carrying Capacity ZEH/ Living Building Population growth >>> Sustainable Building- Business as Usual
  21. 21. MAPPING THE A. MARKET PROFILEVALUE CHAIN B. CONSUMER ENVIRONMENT C. FINANCIAL ENVIRONMENTIn order to transform themarket, you need to D. REGULATORY ENVIRONMENTlook at the factors that E. INDUSTRY CAPACITYinfluence the CurrentConditions 1. PLANNING 2. DESIGN 3. CONSTRUCTION 4. SALES 5. OPERATION 6. RE-SALES 7. RETRO-FITS 8. DEMOLITIONand the primary activityareas in the housinglifecycle
  22. 22. To increase the uptakeof sustainable building, Developersit must becomeEASIER What they What theyand can build want to buildMORE DESIRABLEto build it, and also Capability Regulation Profitability Aspirationharder and lessdesirable not to. • Increase • Mandate • Lower cost • Lower risk knowledge performance • Improve • Increase • Increase • Promote demand perception Market transformation availability of transparancy • Increase • Increase desire solutions must: technology • Ensure accessibility • Provide legal compliance frameworks
  23. 23. Ten distinct WORKING 1. LOCALIZED BUILDING APPROACHESAREAS for driving market 2. FINANCIAL MOBILIZATIONtransformation emerged. 3. BUILDING PERFORMANCE ASSURANCE 4. CONSUMER EDUCATIONOnly ONE primarilyaddresses design. 5. TRAINING & CAPACITY BUILDING 6. POLICY FRAMEWORKSThe other nine address 7. MEET SOCIAL NEEDSNON-DESIGN BARRIERS 8. INFRASTRUCTURE INTEGRATION 9. FACILITATING PROCUREMENT 10. RECOGNIZING SUCCESS
  24. 24. Location Passive Building Electrical & Renewable Design Envelope Mechanical Energy+ Zero EnergyEnergy Consumption Ready Zero Energy Cost/Benefit of Design Approach- Energy Generator
  25. 25. KEY ISSUE #1: LOCALIZED BUILDING APPROACHES OPPORTUNITY AREAS • Support innovation for localized approaches and technologies. • Focus on cost reduction of sustainable building to increase affordability.Photo: Santa Barbara Garden, Shanghai, China • Continue to develop regional best-practices and guidelines based on measured performance and industry experience. MOBILIZATION TACTICS: • Pilot Projects • Performance Testing Photo: URBI Hacienda Santorini, Mexicali, Mexico • Clarifying Regionally-Appropriate Approaches
  26. 26. Capitalism, free enterprise, the economy, corporations, currency,markets, and regional borders are not forces of nature. We inventedthem. If they dont work, we can and must change them. -David Suzuki
  27. 27. KEY ISSUE #2: FINANCIAL MOBILIZATION OPPORTUNITY AREAS Increase capital available: construction financing, mortgages, retrofit loans, renewable energy project financing, etc. Reduce the financial carrying costs: insurance premiums, loan interest etc.The US Capital Markets Address the “split incentive.Partnership has releaseda Green BuildingUnderwriting Standard MOBILIZATION TACTICS: Green Building Underwriting Standards Green Building Lending Products Grameen Shakti provides low interest loans for solar installations in rural Green Leases villages Source: www.powergenworldwide.com Micro-Financing Solutions
  28. 28. KEY ISSUE #3: BUILDING PERFORMANCE ASSURANCE OPPORTUNITY AREAS • Integrate energy performance auditing and monitoring within residential construction. • Enforce compliance to building energy codes. • Improve data transparency around energy usage and costs to influence policy and consumer decision-making. MOBILIZATION TACTICS: Building Energy Codes Building Inspection StandardsLed by the US Dept of Energy, the APP Labellingproduced guides to building energy codesfor all 7 APP countries. Energy Monitoring & Reporting Standards
  29. 29. KEY ISSUE #4: CONSUMER EDUCATION OPPORTUNITY AREAS • Support market readiness efforts to provide consumers with understanding of the value proposition. • Increase consumer familiarity with green buildings (i.e. how they look, how they work) to increase buyer demand and confidence.Source: Minto Inspiration, Manotick, Canada: Virtual and OnSite Tours MOBILIZATION TACTICS: • Improved Lifecycle Costing Data • Demonstration Projects & Tours • Energy Labelling • Public Promotion/Outreach
  30. 30. KEY ISSUE #5: TRAINING & CAPACITY BUILDING National Green Building Councils OPPORTUNITY AREASFull Member Emerging Established • Provide supporting trades with access to design, Member Non-Member construction and maintenance skills necessary to Australia Korea China service buildings across their entire lifecycle. Canada Hong Kong India • Disseminate best practices and support knowledge JapanSource: WORLD GREEN BUILDING COUNCIL transfer to increase adoption of effective construction Mexico USA techniques and technologies. MOBILIZATION TACTICS: Best Practices Database Educational Curriculum Development Trade-Oriented Training SessionsThe Indian Green Building Congress Pilot Projects
  31. 31. KEY ISSUE #6: POLICY FRAMEWORKS OPPORTUNITY AREAS • Promote aggressive building energy codes and regional energy targets that raise the bar for building energy performance. • Clarify the value of green building for local, regional and national governments, including sustainability, energy security, job creation and housing affordability.Source: Harvard Business Review, Ranking Environmental Regulation and Performance • Support policies and regulatory initiatives that support or level the playing field for sustainable building. MOBILIZATION TACTICS: Policy Development Support Incentives, Penalties & Tax Subsidies Economic Development Opportunities Source: IEA Energy Autonomy
  32. 32. KEY ISSUE #7: MEET SOCIAL NEEDS OPPORTUNITY AREAS • Incorporate sustainability principles into new developments aimed at meeting housing shortfalls. • Create economic opportunities for low-income communities through sustainability: micro-financing for solar panel leasing, local construction jobs, maintenance programs etc.Source: WORLD RESOURCE INSTITUTE MOBILIZATION TACTICS: Social Housing Development Guidelines Affordable Housing Policy Social Enterprise Ventures/Micro-Lending Local Construction Training/Certification Programs Source: BaSIC
  33. 33. KEY ISSUE #8: INFRASTRUCTURE INTEGRATION OPPORTUNITY AREAS • Integrate transportation, infrastructure and land-use policy and planning. • Support grid connection technologies for renewable tie-in and metering. • Where grid connection is not possible, support local distributed energy networks and district energy. MOBILIZATION TACTICS: Transit Oriented Design Improved Metering Capabilities (energy & water) Feed-In Tariff Programs District Energy Systems
  34. 34. KEY ISSUE #9: FACILITATING PROCUREMENT OPPORTUNITY AREAS Facilitate acceleration of green technologies technologies to improve market accessibility. Promote development of local manufacturing capacity for components and materials. Support retail strategies to increase availability of components for smaller builders. MOBILIZATION TACTICS: Strategic Trade Relationships Green Building Product Directory/Database Manufacturer Education Retail Green Product Strategies
  35. 35. KEY ISSUE #10: RECOGNIZING SUCCESS OPPORTUNITY AREAS • Celebrate the achievement of stakeholders and identify leaders. • Continue to foster issue-specific working groups/collaborative networks across to advance priority sustainability issues. MOBILIZATION TACTICS: • Online Communities • Awards/Recognition Programs • Professional Networks/Directories • Case Studies Sources Top to Bottom: Zeroenergyhousing.org, Treehugger, Net-Zero • Media Relations Strategies42 Energy Home Coalition
  36. 36. Car MortgageChange = Risk Kids
  37. 37. INTEGRATED DESIGN PROCESS: What is it? IDP brings together all of the building stakeholders early in the design process to align on objectives and provide expertise.
  38. 38. ABILITY TO IMPACT DESIGNTIME
  39. 39. ABILITY TO IMPACT DESIGNTIME COST OF MAKING CHANGES
  40. 40. ABILITY TO IMPACT DESIGN KEEP COST AS LOW AS POSSIBLE ZONE OPTIMALTIME MAKE DECISIONS EARLY TO MAXIMIZE IMPACT COST OF MAKING CHANGES
  41. 41. ABILITY TO IMPACT DESIGN ZONE OPTIMALTIME & EFFORT RESOURCES COST OF MAKING CHANGES
  42. 42. ABILITY TO IMPACT DESIGN ZONE OPTIMALTIME & EFFORT RESOURCES COST OF MAKING CHANGES
  43. 43. Property OwnerNew Potential TenantNeighbourhood RepresentativeArchitect/DesignerContractor

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