[Source: “Different shades of green,” J. Craig Anderson, Arizona Republic, June 26, 2008] — Over the past six months, large-scale home builders have incorporated claims of environmental friendliness into their marketing efforts like never before. Some of those claims are even backed by real improvements in design, construction, and materials. Still, home designers and builders who were green before green was gold say the mass-market version of their philosophy often misses the point.
Philip Beere bristles when asked about mainstream home builders’ recent appropriation of the word green. Beere recently remodeled a 1960s home in central Phoenix to obtain the U.S. Green Building Council’s Leadership in Energy and Environmental Design Gold Certification, which is about as green as it gets. “I think it’s great that the big builders are getting on board to make a better home,” said Beere, a green-leaning Scottsdale entrepreneur who formed Green Street Development in 2007 with proceeds from his successful cleaning business, Ecofresh Planet. “However, it should be advertised for what it is, which is an efficient home, not a green home.” [Note: To read the full article, click here.]