Green Building Benefits and Barriers:
Expanding Economic Markets

The expansion of green construction, along with related clean energy and green technology markets and services, is leading to new jobs and increased consumer choice. While companies and consumers still rely heavily on financial incentives for the adoption of green technologies, efforts are underway to demonstrate these technologies are sound investments even without rebates.

Green job markets and categories

The construction industry in general can benefit from an increasing interest in green buildings. Building professionals—architects, builders, construction workers, and others—educated in green building practices will be in higher demand as interest continues to grow. In Massachusetts, some building and developing companies have already committed to constructing 100% ENERGY STAR®-qualified homes.¹ Companies and professionals can increase their value to consumers by offering these specialized services.

Contractors who are trained to install heating, ventilation, and air conditioning (HVAC) systems that meet high-efficiency standards can also achieve a competitive advantage as the market for green design grows.

An expanding green construction market also means greater demand for clean energy technologies. The solar and wind industries in particular will likely present more jobs for engineers and other research and development professionals along with jobs in manufacturing, distribution, installation, sales, and service. Jobs associated with other clean energy sources, such as biofuels used in home heating, may also grow.

The role of financial incentives

Many utilities currently offer rebates for energy-efficient equipment purchases, and some even offer free or low-cost energy audits for homes. An energy auditor can suggest cost-effective energy efficiency improvements. Commercial buildings may also be eligible for cost-shared audits or larger installation incentives. See Green Building in Massachusetts for details on rebates or other funding opportunities in the Commonwealth.

Utilities award these rebates in order to reduce demand on the electrical grid. Reducing demand is particularly important today in states at risk of blackouts due to overloaded electric grids. When demand is reduced through energy efficiency, states may be better equipped to cope with the devastating economic effects of severe blackouts.

Rebates are very important in making green technologies more cost-effective for homes, offices, schools, and other buildings. As the green building market expands from an “infant” to full-fledged industry, however, it will become more important to rely on the merits of the technologies themselves to “sell” green design. Market expansion will also mean that prices will likely come down for green technologies, making financial incentives less necessary.

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¹ ENERGY STAR® website, www.energystar.gov. Click on “New Homes” and “New Homes Partner Locator.”