By Lena Babaeva

Marketing in the green building business – It is surprising that this topic doesn’t get more coverage, because the article accurately notes it is not just bombardment of the consumers with environmental messages that is necessary to increase market share in the green building business, but molding of that behavior is necessary, and:

That's why companies such as Positive Energy are turning to psychology and social behavior to figure out the best sales strategy, said Josh Becker, co-founder of New Cycle Capital.

Arlington, Va.-based Positive Energy, a portfolio company for New Cycle, aims to work with utilities to nudge people into conserve energy. For example, the company would provide the energy consumption of each household in a neighborhood to show residents there how they stack up against their neighbors, Becker said. That information would be part of the monthly utility bills, which also would include recommendations on ways to conserve energy.

"Social sciences show that people care how they compare with their neighbors," Becker said.

The article does note that marketing is not the only aspect of the green building business, but it is a large part of any business’ success and it is unique for the green building market as that is a newer market.  Speaking only for myself, I hope to see more on marketing of green building businesses and novel ideas to increasing market awareness in the media as the green building market grows.