{"id":1004816137,"date":"2026-10-22T05:09:43","date_gmt":"2026-10-22T13:09:43","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004816137"},"modified":"2026-10-22T05:44:17","modified_gmt":"2026-10-22T13:44:17","slug":"greenbuild-special-report-recasting-the-message-on-sustainable-design","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/greenbuild-special-report-recasting-the-message-on-sustainable-design\/","title":{"rendered":"Greenbuild Special Report: Recasting the Message on Sustainable Design"},"content":{"rendered":"
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L to R: Jim Schneider of PCI Mountain States, Annie Kell of Burns & McDonnell and Patti Mason of DLR Group. Photo by Therese Fitzgerald<\/figcaption><\/figure><\/div>\n\n\n

The demand for green design and construction remains strong, but the language architects and engineers use to pitch clients has changed considerably.<\/p>\n\n\n\n

That was the gist of a panel titled \u201cLead, Don\u2019t Plead: How to Make Sustainability the Default Design\u201d at Greenbuild 2026, being held this week at the Jacob Javits Center in Manhattan. The annual conference brings together executives from a broad spectrum of the green building community to discuss fresh innovations, demonstrate successes and network. The theme of this year\u2019s conference is \u201cInvest for Impact.\u201d<\/p>\n\n\n\n

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LISTEN ALSO:<\/strong> Sustainability Street: It’s Go-Time for CRE<\/a><\/p>\n\n\n\n

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Changes in the lexicon around sustainability strategies stem largely from the current administration’s skeptical view of climate change and the withdrawal of billions of dollars of Biden-era clean energy funding. Such terms as s<\/em>ustainability, ESG, decarbonization, and environmental justice have fallen out of favor for many corporate and institutional clients.<\/p>\n\n\n\n

However, the business case for sustainability<\/a> is increasingly stronger, allowing architects and engineers to use other terms: resilience, improved asset values, energy efficiency and measurability.<\/p>\n\n\n\n

Despite the changes in the lexicon, many companies have maintained or increased their sustainable investments, with 90 percent of the Fortune 500 still reporting on sustainability, according to panelist Jim Schneider, executive director of PCI Mountain States. \u201cIt\u2019s just we\u2019re not talking about it in the same way,\u201d he said. \u201cWhat we have right now is an opportunity to shift how we approach this and come at it from the real practical business side of things, rather than trying to appeal to people\u2019s altruism.”<\/p>\n\n\n\n

Currently, he said, three \u201cpillars\u201d guide sustainability conversations: economic value, risk management <\/a>and human well-being.<\/p>\n\n\n\n

\u201cBuildings are awesome\u2014buildings are cool,\u201d Schneider said. \u201cWe can get caught up in the engineering whiz-bang piece of it, but ultimately they are for people. Communities are for people. So how do we bring the focus back to that?\u201d<\/p>\n\n\n\n

Messaging for external engagement<\/h2>\n\n\n\n

Sustainability features may show up in RFPs, but they don\u2019t always make it to the construction phase, particularly if sustainability isn’t part of the client’s typical design mandate, remarked panelist Annie Kell, sustainability services lead for Burns & McDonnell.<\/p>\n\n\n\n

\u201cIf it is viewed as an add-on, it is the first to get cut,\u201d she said. \u201cWe try to have sustainability built into the design rather than bolted on afterward.”<\/p>\n\n\n\n

Kell said her firm’s goal is to have all the disciplines on a project use sustainability as their baseline design or standard of care: “If we can integrate sustainability and the value that it brings into standard design … we can achieve the goals and move the needle in the way that we’re hoping to.”<\/p>\n\n\n\n

To match the right sustainability proposal to the client, Kell said, Burns & McDonnell stresses getting to know all stakeholders on a project to find out their values and pain points.<\/p>\n\n\n\n

According to the Yale Climate Opinion Maps that Kell cited, a surprising 63 percent of U.S. adults are worried about climate change, and 50 percent believe it is caused by human activity. Yet only 44 percent believe it affects them.<\/p>\n\n\n

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Attendees line up to pose with the Greenbuild sign. Photo by Therese Fitzgerald<\/figcaption><\/figure><\/div>\n\n\n

That, she said, is a communication challenge, which is compounded by the inability to talk about climate change in the frankest terms. But architects and engineers can lean into the evidence from what is now decades of sustainable construction.<\/p>\n\n\n\n

There is, however, a silver lining, Kell noted: \u201cThere is an era of greenwashing coming to the end. People are not using words for the sake of using them.\u201d<\/p>\n\n\n\n

Internal conversations<\/h2>\n\n\n\n

Patti Mason, climate action strategist at DLR Group, said that conversations with clients about sustainability would also be more productive if they started earlier, so clients could help shape sustainability goals.<\/p>\n\n\n\n

As for internal engagement, Mason noted that each project at DLR gets a “climate strategy meeting” regardless of size or whether the lead designer thinks the client will be agreeable. Sometimes, she said, she has to “sell” internal clients on how sustainability strategies will benefit their clients’ projects, and sometimes her language has to be adjusted depending on her colleagues’ locations and projects.<\/p>\n\n\n\n

Mason also asks DLR’s designers to talk about their clients’ drivers so the firm can align its values with those of its clients.<\/p>\n\n\n\n

When communicating her company\u2019s internal values, Mason said, she needs to acknowledge that outside forces may shift priorities or delay progress toward some goals. Recently, her firm has been focusing on preparing for the potential passage of SB 261 in California.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Today, the business case carries more weight than the desire to do good.<\/p>\n","protected":false},"author":756,"featured_media":1004816145,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21808,21783,21786],"tags":[48224,33577,53028],"class_list":["post-1004816137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-investment","category-sustainability","tag-burns-mcdonnell","tag-dlr-group","tag-pci-mountain-states"],"acf":[],"yoast_head":"\nGreenbuild Special Report: Recasting the Message on Sustainable Design - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/greenbuild-special-report-recasting-the-message-on-sustainable-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Greenbuild Special Report: Recasting the Message on Sustainable Design\" \/>\n<meta property=\"og:description\" content=\"Today, the business case carries more weight than the desire to do good.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/greenbuild-special-report-recasting-the-message-on-sustainable-design\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-22T13:09:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-22T13:44:17+00:00\" \/>\n<meta name=\"author\" content=\"Therese Fitzgerald\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2026\/10\/IMG_0372-1.jpeg\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/greenbuild-special-report-recasting-the-message-on-sustainable-design\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/greenbuild-special-report-recasting-the-message-on-sustainable-design\\\/\"},\"author\":{\"name\":\"Therese Fitzgerald\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/#\\\/schema\\\/person\\\/72a93f240402a8c7f4e56a69aed5f713\"},\"headline\":\"Greenbuild Special Report: Recasting the Message on Sustainable Design\",\"datePublished\":\"2026-10-22T13:09:43+00:00\",\"dateModified\":\"2026-10-22T13:44:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/greenbuild-special-report-recasting-the-message-on-sustainable-design\\\/\"},\"wordCount\":790,\"image\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/greenbuild-special-report-recasting-the-message-on-sustainable-design\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/wp-content\\\/uploads\\\/sites\\\/46\\\/2026\\\/10\\\/IMG_0372-1.jpeg\",\"keywords\":[\"Burns & McDonnell\",\"DLR Group\",\"PCI Mountain States\"],\"articleSection\":[\"Featured\",\"Investment\",\"Sustainability\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/greenbuild-special-report-recasting-the-message-on-sustainable-design\\\/\",\"url\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/greenbuild-special-report-recasting-the-message-on-sustainable-design\\\/\",\"name\":\"Greenbuild Special Report: Recasting the Message on Sustainable Design - 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