Choosing to "do the right thing" in the area of energy efficiency is no longer profitable. We want to be a Company and silence our ethical conscience as dictated by the market.
Every day we want to be greener, more sustainable, more efficient, from the baker to the great architect in his masterpieces. The media encourage and highlight an issue that until a very few years ago only some companies and the clever "Eco" were trying to highlight in a notably closed Spanish market at an extra cost on any building that was provided.
Let it be clear that I fully agree to study and implement energy efficiency in buildings. But I have doubts about the implantation. The processes, studies and materials to achieve adequate Energy Efficiency lead to constructions with investments that the Spanish middle and lower class cannot carry out, they are significantly more expensive constructions. And if we look at our portfolio!… Well, we are not for parties. If the claims of the Administration - as has happened in other countries - is to reward those who consume less, (for example) those who have more money because they save energy by paying for and acquiring sustainable construction. Is it then a double prize? There is something that does not close me in this energy saving in Building.
Market demand drives the “Green Building” also called High Energy Efficiency Building. Not that I say so!… Here is the Report “World Green Building Trends - Business Benefits Driving New and Retrofit Market Opportunities in Over 60 Countries”. The document is taken from a McGraw-Hill Construction study of companies from 62 countries around the world. Businesses include architects, engineers, contractors, consultants, and building owners.
According to the data released, companies are changing their business towards sustainable construction -with more Energy Efficiency- with 51% of those surveyed stating that more than 60% of their activity is sustainable by 2015. This represents a significant increase of 28% on the expected results for 2013 and much more if we compare it with the 13% of 2008.
Another highlight in the study is that the best incentive for green building was "doing the right thing." However, in 2012, the fundamental factors to drive the development of this activity have been customer and market demand.
Ladies and gentlemen, make no mistake, this is already a business and very profitable. The baker and the architect coined "Eco" to sell more and not to silence their conscience. If we add to the present the subsidies from Governments and Administrations that break in in an alarming way, we will have a "perfect" business model for companies. Not to mention those for efficient products, media, gadgets that are not sustainable by themselves, if they are not profitable it is not worth it.
The field of Energy Efficiency is a matter of will; but not only of political will; but of social will. Society must be made aware of why it should be Efficient: economic savings, higher performance in facilities, increased durability of the same; more comfort. Greater ethics among construction professionals and an implication would be from the administration with demands based on regulations; and greater control regarding compliance with it, so that subsidies are not left on deaf ears or in the hands of the dark businessman.
I hope that the new 2013-2016 Housing Plan, which includes different types of subsidies, meets the rigor that I think we all hope to improve our quality of life and that of the house where we live “Call it Earth” even a little.
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From OVACEN
