Jeff Ranson provides an introduction to green building market transformation for the CaGBC Certified Sustainable Building Advisor Program in Toronto.

1. CERTIFIED SUSTAINABLE BUILDING ADVISOR PROGRAM
TORONTO
CaGBC

2. What is a Building?

3. What is Sustainability?

4. What is a Sustainable Building Advisor?

5. storytelling

9. The Transport of the Future Highway #7, Downtown Houston, Texas, USA
Klaus Bürgle (The New Universe 76, 1959) Edward Burtynsky (Oil, 2004)

10. The Transport of the Future Badra Worli Sea Link, India
Klaus Bürgle (The New Universe 76, 1959) Woodysworldtv (Flickr, 2011)

11. our stories offer the promise of
reward

13. stable
raw cheap
energy
materials labour
supply
affordable trade disposal
fuel relations costs

14. 7 Billion

17. we need to
re-imagine the rewards

19. Design Thinking 101
Grab a partner and a piece of paper

20. Design Thinking 101
Designing your ideal alarm clock

21. Design Thinking 101
5 Minutes each
1. When/where/why do you want to use an alarm clock?
2. What features do you look for in an alarm clock?
3. What issues do you have with alarm clocks?

22. Design Thinking 101
Sketch out a diagram of your partner’s ideal alarm clock –
bonus points for sustainable features
3- minutes

23. Design Thinking 101
Present your drawings – 2 minutes each
Give feedback

24. Design Thinking 101
Make a “final” model of your partner’s alarm clock
5 minutes

25. Design Thinking 101
What was your experience?

26. transformation

27. +
Earth’s Carrying Capacity
ZEH/
Living Building
Population growth >>>
Sustainable
Building
-
Business as
Usual

28. MAPPING THE A. MARKET PROFILE
VALUE CHAIN B. CONSUMER ENVIRONMENT
C. FINANCIAL ENVIRONMENT
In order to transform the
market, you need to D. REGULATORY ENVIRONMENT
look at the factors that E. INDUSTRY CAPACITY
influence the Current
Conditions
1. PLANNING
2. DESIGN
3. CONSTRUCTION
4. SALES
5. OPERATION
6. RE-SALES
7. RETRO-FITS
8. DEMOLITION
and the primary activity
areas in the housing
lifecycle

29. To increase the uptake
of sustainable building, Developers
it must become
EASIER
What they What they
and can build want to build
MORE DESIRABLE
to build it, and also
Capability Regulation Profitability Aspiration
harder and less
desirable not to.
• Increase • Mandate • Lower cost • Lower risk
knowledge performance • Improve
• Increase
• Increase • Promote demand perception
Market transformation availability of transparancy
• Increase • Increase desire
solutions must: technology • Ensure accessibility
• Provide legal compliance
frameworks

30. Ten distinct WORKING 1. LOCALIZED BUILDING APPROACHES
AREAS for driving market
2. FINANCIAL MOBILIZATION
transformation emerged.
3. BUILDING PERFORMANCE ASSURANCE
4. CONSUMER EDUCATION
Only ONE primarily
addresses design. 5. TRAINING & CAPACITY BUILDING
6. POLICY FRAMEWORKS
The other nine address 7. MEET SOCIAL NEEDS
NON-DESIGN BARRIERS 8. INFRASTRUCTURE INTEGRATION
9. FACILITATING PROCUREMENT
10. RECOGNIZING SUCCESS

31. Location Passive Building Electrical & Renewable
Design Envelope Mechanical Energy
+
Zero Energy
Energy Consumption
Ready
Zero Energy
Cost/Benefit of Design Approach
-
Energy
Generator

32. KEY ISSUE #1: LOCALIZED BUILDING APPROACHES
OPPORTUNITY AREAS
• Support innovation for localized approaches
and technologies.
• Focus on cost reduction of sustainable building
to increase affordability.
Photo: Santa Barbara Garden, Shanghai, China • Continue to develop regional best-practices
and guidelines based on measured
performance and industry experience.
MOBILIZATION TACTICS:
• Pilot Projects
• Performance Testing
Photo: URBI Hacienda Santorini, Mexicali, Mexico
• Clarifying Regionally-Appropriate Approaches

33. Capitalism, free enterprise, the economy, corporations, currency,
markets, and regional borders are not forces of nature. We invented
them. If they don't work, we can and must change them.
-David Suzuki

34. KEY ISSUE #2: FINANCIAL MOBILIZATION
OPPORTUNITY AREAS
Increase capital available: construction financing,
mortgages, retrofit loans, renewable energy
project financing, etc.
Reduce the financial carrying costs: insurance
premiums, loan interest etc.
The US Capital Markets Address the “split incentive.
Partnership has released
a Green Building
Underwriting Standard
MOBILIZATION TACTICS:
Green Building Underwriting Standards
Green Building Lending Products
Grameen Shakti provides low interest
loans for solar installations in rural Green Leases
villages
Source: www.powergenworldwide.com Micro-Financing Solutions

35. KEY ISSUE #3: BUILDING PERFORMANCE ASSURANCE
OPPORTUNITY AREAS
• Integrate energy performance auditing and
monitoring within residential construction.
• Enforce compliance to building energy codes.
• Improve data transparency around energy
usage and costs to influence policy and
consumer decision-making.
MOBILIZATION TACTICS:
Building Energy Codes
Building Inspection Standards
Led by the US Dept of Energy, the APP Labelling
produced guides to building energy codes
for all 7 APP countries.
Energy Monitoring & Reporting Standards

36. KEY ISSUE #4: CONSUMER EDUCATION
OPPORTUNITY AREAS
• Support market readiness efforts to provide
consumers with understanding of the value
proposition.
• Increase consumer familiarity with green
buildings (i.e. how they look, how they work)
to increase buyer demand and confidence.
Source: Minto Inspiration, Manotick, Canada: Virtual and On
Site Tours
MOBILIZATION TACTICS:
• Improved Lifecycle Costing Data
• Demonstration Projects & Tours
• Energy Labelling
• Public Promotion/Outreach

37. KEY ISSUE #5: TRAINING & CAPACITY BUILDING
National Green Building Councils OPPORTUNITY AREAS
Full Member Emerging Established • Provide supporting trades with access to design,
Member Non-Member
construction and maintenance skills necessary to
Australia Korea China service buildings across their entire lifecycle.
Canada Hong Kong
India • Disseminate best practices and support knowledge
Japan
Source: WORLD GREEN BUILDING COUNCIL transfer to increase adoption of effective construction
Mexico
USA
techniques and technologies.
MOBILIZATION TACTICS:
Best Practices Database
Educational Curriculum Development
Trade-Oriented Training Sessions
The Indian Green Building Congress Pilot Projects

38. KEY ISSUE #6: POLICY FRAMEWORKS
OPPORTUNITY AREAS
• Promote aggressive building energy codes and regional
energy targets that raise the bar for building energy
performance.
• Clarify the value of green building for local, regional and
national governments, including sustainability, energy
security, job creation and housing affordability.
Source: Harvard Business Review, Ranking Environmental Regulation and Performance • Support policies and regulatory initiatives that support or
level the playing field for sustainable building.
MOBILIZATION TACTICS:
Policy Development Support
Incentives, Penalties & Tax Subsidies
Economic Development Opportunities
Source: IEA
Energy Autonomy

39. KEY ISSUE #7: MEET SOCIAL NEEDS
OPPORTUNITY AREAS
• Incorporate sustainability principles into new
developments aimed at meeting housing shortfalls.
• Create economic opportunities for low-income
communities through sustainability: micro-financing
for solar panel leasing, local construction jobs,
maintenance programs etc.
Source: WORLD RESOURCE INSTITUTE
MOBILIZATION TACTICS:
Social Housing Development Guidelines
Affordable Housing Policy
Social Enterprise Ventures/Micro-Lending
Local Construction Training/Certification Programs
Source: BaSIC

40. KEY ISSUE #8: INFRASTRUCTURE INTEGRATION
OPPORTUNITY AREAS
• Integrate transportation, infrastructure and land-use
policy and planning.
• Support grid connection technologies for renewable
tie-in and metering.
• Where grid connection is not possible, support local
distributed energy networks and district energy.
MOBILIZATION TACTICS:
Transit Oriented Design
Improved Metering Capabilities (energy & water)
Feed-In Tariff Programs
District Energy Systems

41. KEY ISSUE #9: FACILITATING PROCUREMENT
OPPORTUNITY AREAS
Facilitate acceleration of green technologies
technologies to improve market accessibility.
Promote development of local manufacturing
capacity for components and materials.
Support retail strategies to increase availability of
components for smaller builders.
MOBILIZATION TACTICS:
Strategic Trade Relationships
Green Building Product Directory/Database
Manufacturer Education
Retail Green Product Strategies

42. KEY ISSUE #10: RECOGNIZING SUCCESS
OPPORTUNITY AREAS
• Celebrate the achievement of stakeholders and
identify leaders.
• Continue to foster issue-specific working
groups/collaborative networks across to advance
priority sustainability issues.
MOBILIZATION TACTICS:
• Online Communities
• Awards/Recognition Programs
• Professional Networks/Directories
• Case Studies
Sources Top to Bottom: Zeroenergyhousing.org, Treehugger, Net-Zero
• Media Relations Strategies
42
Energy Home Coalition

43. Car
Mortgage
Change = Risk Kids

44. INTEGRATED DESIGN PROCESS: What is it?
IDP brings together all of the building stakeholders early in the
design process to align on objectives and provide expertise.

45. ABILITY TO IMPACT DESIGN
TIME

46. ABILITY TO IMPACT DESIGN
TIME
COST OF MAKING CHANGES

47. ABILITY TO IMPACT DESIGN
KEEP COST AS LOW AS
POSSIBLE
ZONE
OPTIMAL
TIME
MAKE DECISIONS EARLY TO MAXIMIZE IMPACT
COST OF MAKING CHANGES

48. ABILITY TO IMPACT DESIGN
ZONE
OPTIMAL
TIME
& EFFORT
RESOURCES
COST OF MAKING CHANGES

49. ABILITY TO IMPACT DESIGN
ZONE
OPTIMAL
TIME
& EFFORT
RESOURCES
COST OF MAKING CHANGES

50. Property Owner
New Potential Tenant
Neighbourhood Representative
Architect/Designer
Contractor