More people are making sustainable choices in many areas of their lives. Items like organic food and natural beauty products are the fastest-growing segments in their industries. Sustainable clothing looks to be next.

There is clearly an expanding demand for new types of products. Smart companies are capturing market share by choosing simple ingredients and promoting personal benefits alongside environmental credentials.

But buildings — even sustainable buildings — are different. They lack a customer-friendly profile. They fail to say what is in them and why they are good for you. They have not kept pace with the world outside.

The audience for green and healthy places is already here. What companies need are ideas and actions that resonate.

Sustainable products in other industries outperform the competition by miles. 

Why should places be any different?