Many in the Passive House industry would like to build demand and overall awareness of Passive House but have found it difficult to communicate to the average person why they should be interested in a Passive House structure. Various obstacles also exist in terms of the communication filters through which messaging has to be communicated (e.g., real estate brokers or the general real estate industry media that might not always be well versed in Passive House design).
During this session, we’ll explore the multiple angles through which we could better market Passive House to the broader public and thus raise the overall demand for Passive House structures. Looking beyond the typical frameworks through which Passive House is marketed (e.g., sustainability and energy savings), we’ll explore the plethora of benefits that a Passive House might offer its occupants and how we can make marketing messages better resonate along these lines. These include three broad categories of benefits: wellness, economics, and environmental sustainability.
This session will draw on a course John Oppermann has taught at New York University called Marketing Green Homes, which looked at other industries such as sustainable food and sustainable fashion, as well as broader climate change communication best practices, for lessons we can apply to the building industry.
Intended audience: architects, designers, developers, contractors or anyone involved in the green building field who would like to better communicate with their clients and their communities the benefits of Passive House design.
The session will include a general presentation on the topic followed by an open discussion where attendees will be encouraged to share their own experiences of challenges and successes in communicating the benefits of Passive House.