Paint the white picket fence green, perhaps. A recent
Yahoo! survey on home ownership found that one of the most desirable aspects of U.S. consumers’ “dream home” was energy efficiency. Whilst I personally find home ownership to be more of an American nightmare, the Yahoo! survey found that 81% of respondents do in fact cite home ownership as part of the so-called American dream, and 50% of respondents cited “green or energy efficient” as one of the top features of their dream home. Additionally, “60% of those in the market [for a new home] say that green/energy-efficient appliances are amenities they’d like to have in their next home; 27% of those in the market say that looking for a greener, more energy-efficient home is a significant reason they want a new home.” They conclude: “The Yahoo! Real Estate Home Horizons study indicates that 2012 is the year that demand for green homes, energy-efficient appliances and low-carbon impact home building materials reaches a tipping point in America.”
Mmm...maybe. What people admit in a survey and what they ultimately end up doing are very often two separate things, but it's reassuring that at least these things are on folks' radars.
About Richard Romano
Richard Romano is Managing Editor of WhatTheyThink. He curates the Wide Format section on WhatTheyThink.com. He has been writing about the graphic communications industry for more than 25 years. He is the author or coauthor of more than half a dozen books on printing technology and business. His most recent book is “Beyond Paper: An Interactive Guide to Wide-Format and Specialty Printing.