As the political landscape shifts in the wake of the latest election, the
business debate over sustainability enters another critical phase. Recent years
have been marked by fierce ideological clashes over the role of government
mandates versus market
solutions
in driving environmental progress.
The built
environment —
the spaces where we live, work and gather — offers a powerful lens through which
to consider the future of sustainability initiatives. By emphasizing
market-driven innovation and the economic advantages of better buildings, we can
chart a path toward sustainability that bridges political divides and delivers
real results.
Moving beyond mandates
Mismatched approaches to driving sustainability are not new. History is replete with examples
of top-down government initiatives that faltered under the weight of
inefficiency, resistance and misaligned incentives. From failed solar adoption
programs in the 1970s to modern struggles with electric vehicle mandates, the
lesson is clear: Mandates alone rarely inspire lasting change. Instead, it is
the interplay of market forces, innovation and consumer demand that drives
meaningful progress.
Better buildings exemplify this dynamic. Today, innovations in advanced
materials
and resilient
design
are transforming the construction industry — enhancing energy efficiency while
improving occupant comfort and productivity. High-performance
glazing, dynamic
windows,
solar-reflective
coatings
and other sustainable building
technologies
are reshaping the market — not because regulations demand it, but because they
offer superior value.
The economic case for better buildings
One of the most compelling arguments for market-driven sustainability is its
economic logic. Developers and property owners increasingly recognize that
low-carbon, energy-efficient buildings are more than environmentally
responsible — they’re financially advantageous. Reduced energy costs, lower
maintenance needs and higher tenant satisfaction translate into better returns
on investment. Moreover, as consumer awareness grows, buildings that prioritize
sustainability and human-centric
design
command a premium in the market.
Take daylighting, for example.
Studies consistently show that natural light improves workplace productivity,
student performance and patient recovery times. Incorporating features such as
large, energy-efficient windows not only reduces reliance on artificial lighting
but also creates spaces that people want to inhabit. These economic,
environmental and human benefits make better buildings an easy sell to the
market.
A unifying approach to sustainability
In this politically polarized
environment,
sustainability risks becoming a casualty of partisan divides. But market-driven
solutions offer a rare opportunity to unite diverse perspectives. For those on
the right, emphasizing innovation and efficiency aligns with economic priorities
and skepticism toward regulation. For those on the left, the tangible
environmental benefits of sustainability
innovations
provide a compelling narrative.
This balanced approach can also foster collaboration across industries and
interest groups. Architects, developers and manufacturers all have a stake in
the future of sustainable construction. Policymakers, too, can play a pivotal
role by creating a regulatory framework that supports innovation without
stifling creativity. For example, building codes could evolve to encourage
flexibility — allowing architects to integrate sustainable features such as
advanced glazing technologies to meet energy-efficiency goals.
The role of policy in a market-driven framework
While market forces are the primary engine of innovation, government
policy still has a
critical role to play. Rather than dictating specific solutions, policymakers
should focus on fostering an environment where sustainable practices can
flourish. Investments in research and development, incentives for early
adoption, and support for infrastructure development — such as EV charging
stations or grid
modernization
— can all accelerate market-driven progress.
Crucially, the government has a unique ability to undertake front-end research
and large-scale studies that are otherwise infeasible for private entities.
These efforts, often requiring significant funding and coordination, can provide
foundational insights that drive innovation across industries. For example,
large-scale energy-efficiency studies or research into emerging
materials
can help identify opportunities and barriers that guide both market participants
and policymakers. Far from being a regulatory burden, such research efforts
represent a net positive role for government involvement — enabling informed
decision-making and fostering a more competitive marketplace.
Building a resilient future
The future of sustainability in business is not about choosing between
government intervention and market solutions — it’s about finding the right
balance. By leveraging the power of the market while supporting innovation and
collaboration, we can achieve environmental goals without sacrificing economic
realities.
Better buildings are a microcosm of this vision. They demonstrate that
sustainability need not come at the expense of quality, comfort or
profitability. Instead, they show how initiatives that increase
resilience
can align the values and interests of diverse stakeholders — creating a win-win
scenario for people, businesses and the planet.
As we navigate the post-election era, the conversation around sustainability
must evolve. It’s time to embrace a pragmatic, market-driven approach that
transcends political divides and focuses on outcomes. The built environment —
where policy, innovation and human experience converge — offers a roadmap for a
future where sustainability is not just a goal, but a shared priority. Let’s
build it together.
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Co-founder, Advanced Glazings
Dr. Doug Milburn is a serial entrepreneur and innovator who has brought his vision and passion to manufacturing, engineering, software development and process engineering for more than 35 years. In 1995, he and his wife, Michelle, co-founded Advanced Glazings — a pioneer in sustainable glass solutions, dedicated to revolutionizing the way buildings connect with the outdoors — based in Cape Breton, Nova Scotia.
Published Jan 27, 2025 7am EST / 4am PST / 12pm GMT / 1pm CET