Sustainable real estate: greenwashing or the future of the market ?

According to the European Commission, the real estate sector accounts for 40% of energy consumption and 36% of greenhouse gas emissions. To successfully complete the ecological transition begun in recent years and comply with new regulations, the construction industry is going to have to decarbonize and become less energy-intensive. This is where "sustainable real estate" comes in, in other words, a way of constructing, renovating or rehabilitating a building that respects the environment as much as possible at every stage of its life cycle. In addition to making real estate more responsible in terms of its ecological impact, this innovative approach also offers a host of economic opportunities for professionals in the field. Perhaps this trend is just the impetus the market needs to get back on track ?

Indeed, demand for sustainable real estate is growing, and is set to continue to do so in the years ahead. According to a report by Research and Markets, the global market for green building materials (wood, bamboo, biocomposites, reclaimed or recycled metal, etc.) is set to grow from $184.1 billion in 2023 to $347.7 billion in 2028. This increase is due to tighter regulations. Many countries are adopting stricter rules on the energy efficiency and environmental performance of buildings. France's RE2020, for example, calls for the elimination of gas in new housing, the installation of rainwater recovery systems and the introduction of a greenhouse gas emission ceiling for single-family homes. These regulations inevitably encourage owners and developers to build more sustainably.

Investors are also increasingly sensitive to environmental, social and governance (ESG) criteria. They are looking for investments that are not only profitable, but also responsible. This interest is supported by the awakening of an ecological conscience among occupants, who are ready to pay more for sustainable real estate, in order to reduce their ecological impact and their energy bills. A survey (Baromètre Qualitel, 2021) revealed that 75% of respondents are keen to live in an environmentally-friendly house or apartment. More specifically, 50% of 18-34 year-olds would be prepared to pay a little more for a more sustainable home. Among the over-60s, less than a third would be prepared to make this financial effort. The new generation is therefore more sensitive to this argument, which bodes well for the market.

But sustainable new construction doesn't just comply with standards, it goes much further. More and more, we are seeing the emergence of positive-energy buildings, i.e. buildings that produce more energy than they consume. This is made possible by the use of solar panels, heat pumps and more. In addition, bioclimatic architecture optimizes the use of natural elements (sun, light, ventilation), thanks to the orientation of the project and the materials used to reduce heating, lighting and air-conditioning requirements. The new-build sector is not the only one to be affected. Far from being condemned to demolition, existing buildings are given a new lease of life through sustainable renovation. Several levers can be activated. Thermal insulation can be improved to reduce heat loss and increase heating comfort, especially if combined with the installation of more efficient and economical offset boilers or heat pumps as heating systems. We can also count on the introduction of new technological tools such as smart grids, intelligent energy management systems that optimize consumption and reduce costs.

In order to stand out from programs that ride the green wave, it's important to lend credibility to the sustainable approach taken to building rehabilitation or construction. Indeed, cases of greenwashing, i.e. companies making misleading claims about their environmental behavior, have increased overall by 35% (according to the RepRisk report, 2023). As a result, serious, recognized certifications are becoming a real guarantee of credibility and performance. Numerous labels exist, each with its own criteria and requirements. Among the most renowned in France and internationally are :

• HQE (Haute Qualité Environnementale): This French label applies to new and existing buildings, and evaluates their performance in terms of the environment, health and occupant comfort.
• BREEAM (Building Research Establishment Environmental Assessment Methodology): This international label is one of the most demanding in terms of building sustainability. It takes into account many aspects, such as energy consumption, use of natural resources, waste management and indoor air quality.
• LEED (Leadership in Energy and Environmental Design): This American label is also widely recognized, and evaluates the environmental performance of buildings on the basis of several criteria, such as energy consumption, use of natural resources, indoor air quality and innovation.

But it's not enough to obtain a label to ensure that potential buyers, concerned about the environment, will set their sights on your program. It's also a matter of communicating successfully, carefully choosing how to showcase the project in image and word. Fortunately, Drawbotics has several years' experience in this field to support you !