P.R. vs. Progress: The Green Cost-Benefit Dilemma

In a consumer-driven market like the U.S., change often rests in the hands of buyers and investors. The fastest way to spread a new social norm through society is by making a product that people want to pay for. The environmental arena has made a lot of progress in what can be a difficult arena: turning a social movement into a salable marketplace—but  the conversion comes with a catch. Organizations and companies that end up contributing to the “cause” want to make sure people know about it so it does not seem like money is just evaporating. For a number of entities this creates a tough choice of spending on things that are easiest to see or things that make the most difference.

A couple days ago I had the chance to sit down with a good friend who works as part of the financial department of a college in New England. For the sake of discretion, I will call him “Mr. Nes” (North Eastern School). Mr. Nes told me that his institution was on board with lowering their carbon footprint and increasing the efficiency of their campus. Apparently, they are one of a growing number of schools that are becoming more serious about being greener. This particular college was working with a consulting company to try and realize the best ways to address the issue of upgrading an existing campus.

Mr. Nes said that it was not long before the school began to run into tough choices when it came to what methods would be used in the campaign. It became clear that the efforts that would add the most benefit environmentally would not be showy additions that you could point out on a tour. At the same time, when it comes to endowment dollars, donors want to know that the money is being used wisely.

“The thing that makes the most sense is putting in a cogeneration plant” behind an existing building. “But no one would ever see it. On the other hand, we could throw up a bunch of solar panels on the admissions building, but the savings would be minimal,” Mr. Nes confessed.

The dilemma is not an uncommon one and will likely be around until the market matures beyond the point of needing to bolster recognition for making good choices. From anything to single family homes to college campuses, the measures that make the most difference are often not the ones that look best in an alumni newsletter. Systems like rain water capture tanks, grey-water filtration, power storage, and using geothermal or outside air for heating and cooling all are relatively absent from the public eye yet provide amazing savings in resource consumption. On the other hand, wind turbines, photovoltaics, low flow fixtures or waterless urinals are features that people can interact with.

Buildings like One Bryant Park end up with some combination of both, providing systems that produce a better bottom line and satisfy the need for publicity. Investors and pedestrians can see green materials, waterless urinals and naturally lit spaces with walls of high efficiency, fritted windows. Behind the scenes, the rain water capture tanks, ice storage containers and under-floor air systems are providing some of the backbone for their ecological savings.

In the short term, I see a couple of options or challenges for projects like these. One is for the architects and engineers who are tasked with making systems more visible to people in an attractive way. The other is to marketing departments and communication groups who have to find new ways of displaying and promoting important steps in sustainability so that those providing the funding dollars feel like they are getting the credit they are after.