by Mark Bates and Grant Kristofek
Principal and mechanical Engineer, Continuum
With the myriad criteria inevitably part of any project, it is not always easy to bring sustainability to the top of the design agenda. Mark Bates and Grant Kristofek share what they have done to lift its profile with their clients. This effort in conjuction with an ongoing research project at their firm suggests that there are significant opportunities to make sustainability a valued factor in consumer decisions.
The title Colorblind is a play on the notion that not everyone
“sees” green the same way. Through this study, we hoped to uncover how people think and feel about the environment. We wanted to know what consumers are doing (if anything) for the environment and why; where people are getting their information; and what influences their way of thinking. Ultimately, we want to find out what motivates consumers to choose green.
What we discovered opened our eyes and paved the way for possibility.
• People care about people; the environment only matters when it directly affects them.
. We learned that people view the environment as abstract.
. People’s ideals were often inconsistent with the reality of their actions. Being green and buying green don’t go hand in hand.
. It is not one or the other. We discovered that people’s green-ness is multi-dimensional.
Download PDF Here
The complete findings will be share in the coming weeks
