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Last updated on 2024年6月13日

How do you educate clients about the value of sustainable materials?

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Educating clients about the value of sustainable materials is essential in today's environmentally conscious market. As the demand for greener products and practices grows, it's crucial to understand not only what sustainability means but also how to communicate its importance effectively. Sustainable materials are those sourced, processed, and used in ways that are less harmful to the environment, often being renewable, recyclable, or biodegradable. By choosing sustainable materials, clients contribute to reducing waste, conserving natural resources, and supporting ethical labor practices. The key to convincing clients lies in presenting these materials as not just eco-friendly choices but as smart, long-term investments that offer economic, social, and environmental benefits.

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1 Understanding Needs

To effectively educate clients on sustainable materials, first understand their specific needs and values. This personalized approach ensures that the information you provide resonates with their unique priorities. For example, if a client is concerned about long-term costs, highlight how sustainable materials can be cost-effective due to their durability and efficiency. For those interested in corporate social responsibility, emphasize the ethical aspects of choosing materials that support fair labor practices and reduce environmental impact. Tailoring your message to address these individual concerns makes the concept of sustainability more relevant and compelling to your clients.

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James Turner
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Sustainable materials are key across any industry- but firstly it is important to gauge which sector specifically the client is interested in, and what their motivations are. Once this has been confirmed, the benefits can be analysed. In my experience, a focus on buildings still needs to be detailed even further on the asset class (offices, residential etc) and what they hope to gain, such as a broad commitment to sustainability or something tangible, such as a BREEAM certification for their building.

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2 Highlight Benefits

When discussing sustainable materials with clients, focus on the tangible benefits. Explain how these materials can lead to energy savings, waste reduction, and a lower carbon footprint, which are crucial for the planet's health and future generations. Additionally, sustainable materials often come with a unique aesthetic and story that can enhance a brand's image and appeal to consumers who value ethical consumption. By emphasizing these advantages, you help clients see beyond the initial investment and understand the long-term value that sustainable materials bring to their projects and businesses.

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James Turner
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In the context of a client attempting to gain a BREEAM certification for their building, focusing on sustainable materials can be a fantastic part of the journey, as BREEAM recognises responsible sourcing in its Materials section, awarding credits for procurement, sourcing and innovation.

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3 Case Examples

Utilizing real-world examples can powerfully illustrate the value of sustainable materials. Share stories of businesses that have successfully integrated these materials into their operations and the positive outcomes they've experienced. This could include improved brand reputation, customer loyalty, or even operational cost savings. By providing concrete case studies, you enable clients to visualize the potential impact sustainable materials could have on their own projects, making the concept more tangible and approachable.

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James Turner
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One client achieved a BREEAM Outstanding certificate for their building by having a focus on sustainable materials, and achieving all credits which were available in that category. They maximised the use of materials containing recycled and waste by products, including secondary aggregate in all concrete, recycled content in the steel reinforcement, and materials used in the floors minimised the amount of concrete needed, reducing the overall weight of the structure.

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4 Overcoming Barriers

Address any concerns or barriers your clients may have regarding sustainable materials. Common obstacles include perceived higher costs or doubts about performance and availability. Provide clear explanations on how these challenges are being overcome within the industry, such as through technological advancements that lower costs or increase the efficacy of sustainable materials. Reassuring clients about these developments helps mitigate their apprehensions and paves the way for more informed decision-making.

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James Turner
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Relay the key goals, and how targeting sustainable materials will help achieve them. A structured goal, such as BREEAM, helps, as the overall goal can be sub-categorised and justified. More vague approaches may work as well, but will likely fail when met with challenges such as cost, time or potential failure. Make the commitment to sustainable materials a key element of a wider, structured objective.

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5 Continuous Learning

Encourage clients to engage in continuous learning about sustainability. The field is constantly evolving, with new materials and technologies emerging regularly. Suggest resources such as workshops, webinars, or industry publications that keep them informed about the latest developments. This empowers clients to make more educated choices and positions them as leaders in sustainability within their respective industries.

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6 Future Trends

Lastly, keep clients informed about future trends in sustainable materials. Sustainability is not static; it's a dynamic field shaped by innovation and changing societal values. Discuss how investing in sustainable materials now can prepare them for future regulations and consumer expectations that will likely favor environmentally responsible business practices. This forward-thinking approach can motivate clients to take action today to secure their place in the market of tomorrow.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you educate clients about the value of sustainable materials?

1

2

3

4

5

6

7

1 Understanding Needs

2 Highlight Benefits

3 Case Examples

4 Overcoming Barriers

5 Continuous Learning

6 Future Trends

7 Here’s what else to consider

Sustainability

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How do you educate clients about the value of sustainable materials?

1

2

3

4

5

6

7

1 Understanding Needs

2 Highlight Benefits

3 Case Examples

4 Overcoming Barriers

5 Continuous Learning

6 Future Trends

7 Here’s what else to consider

Sustainability

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