I agree with AlexT that there needs to be an understanding of the motivations driving business decision makers. Isn’t that the critical first step of any project—a clear understanding, not just of the end result but of the clients wants and needs?
The conversation about sustainable materials and processes doesn’t happen in a vacuum but within the context of the designer/client relationship. Whether designing a space, a product or a system, good design strives for clarity. Asking the right questions and listening leads to clear understanding. What is the project goal for the short term/ long term? Who are your client’s clients? What is your client’s perception of its own identity [message], and what does your client want its identity to be? Because rationally, no client wants a completed project to deliver the message “I spent as little money as possible†we can conclude that there must often be more significant motivations than cost.
With this insight, opening the conversation about sustainable materials and processes becomes the designer’s responsibility rather than option. Understanding trends in market messaging, societal expectations and even emerging national and local government regulations demands consideration of sustainable design practices. If the designer is to function as a resource of knowledge and experience then it is irresponsible for the designer to withhold information on what’s available.
While “green†products might still carry a price premium, they bring measurable value to a project. That value can line up well with the needs of a project both in the short and long term.