Putting sustainability second

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Bob BestPosted by:
Bob Best
Energy and Sustainability Services

The commercial real estate industry has been working hard to make the buildings that we build, manage or own more sustainable.  That’s a good thing. 

But, we are starting to see the next stage in this effort, where sustainability is less of a differentiator and more of an expectation.  And, that’s a better thing. 

We seem to be approaching that magical tipping point where a building has to be sustainable to even be competitive.  We have come a long way.

Just look at the vast number of buildings going through energy-reduction programs, or getting sustainability certifications and ENERGY STAR ratings; even the number of professionals in our industry getting sustainability accreditations. 

99 High Street is a building Jones Lang LaSalle manages in Boston for TIAA-CREF.  We have worked very hard together to make it a sustainability leader.  Yet, the marketing effort focuses on the advantages the building offers to tenants – not on its sustainability achievements.  Take a look at this video link and you will see what I mean.

When we don’t need to put sustainability upfront anymore, as if it’s the crowning glory of a building, that’s when we have really arrived.  By letting sustainability become “secondary,” we are beginning to acknowledge it’s simply the new standard.

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