The Innovation Struggle of Latin America and The Medellín Marketing Machine

Medellín is Colombia’s second largest city, and maybe most famous for being home to Pablo Escobar’s cocaine-cartel. During Escobar’s rule, Medellín was the world’s most murderous city, with 381 for every 100,000 inhabitants. During the height of his business, Escobar was reportedly worth 50B and ranked on the Forbes list of the world’s most rich. Between 1988 […]

Did We Get Zero Energy Wrong? Arizona Builder Designs for the Grid, not Net-Metering

Dave Everson, CEO Of Mandalay Homes, Says It Is Time To Revamp The Renewable Energy Model By Designing For The Grid — Not Net-Metering. This Means Redefining How We Talk About Zero Energy. Dave Everson is recognized as a leader for homebuilding innovation — his company, Mandalay Homes, received the DOE Innovation Award ten times since 2013. An […]

Patagonia Has Created One Of The Most Referenced Corporate Responsibility Examples In The World, With An Emphasis On Storytelling, Transparency, And Reporting → Here Are Lessons From The The CR Leader.

Labeled Purpose-Driven, Patagonia’s Brand Activism Gets Louder, And Profits Increase. When a company cares, is it called CR, TBL, CSR, sustainability, or environmentalism?  For Patagonia, the chosen label is responsibility — or maybe no label at all, as caring has been in the company’s fabric since day one. Yet, Patagonia openly recognizes they are also a part of […]

A Low HERS Index And Zero Energy, Once A Market Differentiator — Not Anymore.

Other than high-budget custom, or tiny-minimalist homes, homebuilding is a homogenous industry — with little ingenuity. Instead, builders attempt differentiation by advertising smart home features, energy saving strategies, the latest wall assembly, or announcing green ratings, certifications, and awards won. Some go a step further, and claim their energy efficiency strategies and low-flush toilets help the environment.  Meanwhile, […]

Startup targets zero-energy homes

W. P. Carey alums are using lessons learned in a W. P. Carey Master of Real Estate Development (MRED) classroom to help chart their vision of the future of homebuilding, one built around neighborhoods and communities replete with zero-energy homes. Mike VanSteenkiste (MRED ’07) and Philip Beere (MRED ’07) have teamed up to launch a project that will offer net-zero home plans, […]

The 5 Sustainabilty Marketing Pitfalls to Avoid

In a previous article, I help you identify your company’s sustainability type. Before messaging sustainability, it is important to know your company type. To recap, there are three types of company categories: Sustainability in the DNA Sustainability integrated into the business and vision/mission Traditional, with no sustainability plan* (*a sustainabilty related product, such as solar panels […]
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