PAN recently attended a seminar on Energy Efficiency in New and Existing Buildings on how to build and retrofit smarter, more energy efficient buildings (put on by the good attorneys at Eckert Seamans in Boston this past Thursday). The seminar featured four speakers—Executive Directors Patrick Clooney of the Massachusetts Clean Energy Center; Steven Imrich, principal of Cambridge Seven Associates; Galen Nelson, Green Tech Business Manager of the Boston Development Authority; and David Zisskind founder of Green Haus Development.

Like it or not,energy economy is increasingly a driver of business–not surprising since it’s estimated that nearly 40 percent of energy usage can be attributed to buildings. Panelists noted we are close to getting “building labeling” — a system similar to how automobiles are graded on fuel efficiency. Building, commercial and residential, will have “grades” given to them on their energy efficiency. Building requirements are moving beyond the dimensional, and are becoming “performance-based.” One of the biggest changes in green building is a surprising one—behavior modification—changing the way we interact, work, live and dwell in/with buildings.

When it comes to public relations for real estate clients, the benefits of touting “green” design and buildings are well known. We have represented many real estate clients over the years as part of our Professional Services portfolio. A number of our clients have asked us to pitch the “green angle” to the media—some examples: LEED certification is seen as a public relations asset; the GreenBuild show is a must-attend for many; and the VCs we work with are funding more startups that are focused on innovations and tools that can help buildings become energy efficient and deliver quick ROI.

Now a wide number of landlords and developers (and tenants) are also recognizing the value, and necessity, of “going green.” And while it may seem ironic, PAN looks forward to the day where being a “green building” is no longer unique or a story to tell the media. With the wide array of federal/state legislative and regulatory changes that are coming, that day may be here sooner (we hope!) than you think.

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