Carbon Footprint Issue Gains Steam

By Linda Tozer

Just when you thought you had green building all figured out, “carbon footprint” entered the discussion.  With green products and awareness increasing in sophistication, consumers’ perceptions of what is green have evolved. Armed with that knowledge they now are managing purchasing and energy choices with the environment in mind. Suddenly, the question “How green are you?” has taken on new importance.

Framing this largely invisible phenomenon – energy and resource use and greenhouse gas production – with a footprint seems to have engaged the public’s imagination and moved ccarbon emissions to the forefront of our consciousness. This trend is rapidly gaining steam and morphing, with cconsumers reporting that they expect to double their spending on green products and services in 2008 (2007 ImagePower Green Brands Survey).

In the US, green is seen as a positive reflection of core values and of connectedness to society and to the world at large. The discussion about whether we are in a global climate change crisis now takes a back seat to actions taken to minimize our earth impact. Consumers today expect the businesses they frequent to be good environmental stewards as well. As a result, a whole new market is forming around this attitude shift. 

In the UK where the concept of carbon footprint already has taken hold, a Carbon Trust Survey (November 2006) found that almost 75 percent of surveyed consumers were concerned about climate change and their own carbon footprint. Two-thirds wanted to know the carbon footprint of the products and services they were buying. About 67 percent were more likely to buy from a business they thought was trying to reduce their business carbon footprint.

As US consumers become more and more engaged in the carbon footprint discussion, new home builders will be called upon to distinguish which techniques, technologies and products create the least operational CO2 and therefore the smallest home footprint. These engaged consumers are already seeking information about the size of their home’s carbon footprint, casting a mantle of shame over those considered excessive. As carbon-embedded product information and practical carbon-saving opportunities develop, this call to action is likely to become an increasingly significant factor both at home and in business decision-making.

At a minimum, a consumer’s home operational footprint will likely include carbon emission estimates based on the home’s energy use, peak energy demand and renewable resource choices. Since carbon dioxide is the most prevalent greenhouse gas, it is the typical measure used to designate a carbon footprint. That footprint is simply a way to measure of the effect of consumer activities on the environment by equating those activities with the amount of greenhouse gas they produce.

As new metering devices, electronic thermostats, energy software and other innovative devices become more advanced, consumers will be able to view their home’s energy consumption and carbon contribution in real time. Though many carbon calculators have been developed, few allow comparisons based on a single appliance or technology choice to assist consumers in making purchase decisions. 

At their online “Greener Choices Global Warming Solutions Center,” Consumer Reports does prioritize a list of the top twelve ways to reduce a home’s carbon footprint. Switching to green power (solar, wind and water) and sealing and insulating your duct system are listed as the top two priorities, with their carbon reduction potential listed at more than three times the benefit of option three (www.greenerchoices.org/globalwarmingathome.cfm).

Why should builders be interested? Staying ahead of this terminology curve can give builders who understand and can assist their clients with smart carbon-saving choices a large marketing edge. Homes built with the environment in mind, are more durable, more comfortable and more cost-effective to live in. Consumers proud to live in a community and home viewed as carbon-smart will likely be happier and more loyal. With so many builders taking up the mantle to become green to differentiate themselves from the competition, this is simply one more way to gain market share. According to the National Association of Home Builders, by 2010 about 10 percent of all new homes are expected to be “green” energy-smart homes (2007).  And, even in a fragile housing market “green” homes are outselling their counterparts, sometimes as much a two-to-one. Good to know.

Want to find out more? Attend the SunBuilt seminar at SEBC “Reducing Your Carbon Footprint: A Blueprint” on Friday August 1, 8-10 am, at the Orange County Convention Center in Orlando.

Linda Tozer, APR, is the Director of Marketing and Education for the Florida Solar Energy Research & Education Foundation and the SunBuilt Program.

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