Over the next five years, water efficiency and conservation will become critical factors in green design, construction and product selection, according to McGraw-Hill Construction's latest SmartMarket Report, Water Use in Buildings, released in support from The Chicago Faucet Company and Sloan Valve Company. Architecture and engineering (A/E) firms, contractors and owners report that water efficiency is rapidly becoming a higher priority than other aspects of green building, such as energy efficiency and waste reduction.

“This study sheds light on the shift in what will define a green building," said Harvey Bernstein, vice president of Industry Analytics, Alliances & Strategic Initiatives, McGraw-Hill Construction. "The results are especially telling--the increasing importance of water issues, the business benefits from water-efficient products and processes, and building owner buy-in all point to how critical it will be for the industry to address responsible water practices in the future." According to the United Nations Environmental Program, buildings consume 20 percent of the world’s available water, a resource that becomes scarcer each year. Efficient practices and products, such as grey water treatment and low-flow plumbing fixtures, provide significant opportunities for the A/E industry to respond to this trend and build high-tech, low-water-demand projects that will turn the tide on the water crisis and create the conscientious buildings of tomorrow.

“We regard sustainability as an opportunity to travel down new roads with our customers," said John Fitzgerald, Director of Marketing, The Chicago Faucet Company. "Sustainability and social responsibility are closely interrelated and are important subjects for Chicago Faucets in thinking and acting in research and development and in production. Sustainability is the foundation of why, ultimately, we sponsored this research." The report covers involvement levels and growth opportunities over the next five years, as well business benefits, motives and obstacles encountered in this advancing market. Highlights include:

• Industry involvement and the perceived importance of water efficiency are growing dramatically. By 2013, 85% of industry reports that water efficiency will be an extremely important aspect of a green building, up from 69% this year.

• Owners are especially committed to water-efficient practices, with 42 percent reporting that more than three-quarters of current projects incorporate water-efficient designs; 50% expect to incorporate water-efficient practices in at least half of their building portfolios by 2013.

• Business benefits are the key growth drivers as companies focus on the bottom-line. Primary motivators include reducing energy use (87%) and reducing operating costs (84%). Respondents report that on average, applying water-efficient designs and products lead to 15% less water use, 10-11% less energy use, and an 11-12% reduction in operating costs.

• Increased government regulation and the desire to lower energy costs are also expected to trigger faster adoption of water-efficient products and methods. Seventy-three percent of respondents are motivated by energy cost increases, while more than two-thirds expect to respond to regulations on wastewater runoff (69%) and water efficiency (68%).

• A/E firms, contractors, owners, and product manufacturers can take advantage of this market opportunity by quantifying and explaining to customers how water-efficient practices and products can contribute to improved building performance. Current brand awareness is strongest for high-efficiency toilets (identified by 48% of respondents), water-saving sinks (30%), and waterless urinals (23%).

Water Use in Buildings is the latest green building SmartMarket Report from McGraw-Hill Construction Research & Analytics. More information can be found at .

[Editor’s Note: McGraw-Hill Construction serves more than one million customers within the $5.6 trillion global construction community, www.construction.com. Survey sponsor information, www.chicagofaucets.com/ and www.sloanvalve.com.]

Published: June 24, 2009

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Peter L. Mosca is president and founder of BAK Communications, Inc. He has over 22 years of communications and media consulting experience, serving a variety of nonprofit organizations, including the CCIM Institute and the REALTOR Association on all three levels – national, state and local. He is the Spokesperson Trainer for the CCIM's Jay Levine Academy and trains hundreds of residential REALTORS nationwide to be effective industry spokespeople. He is consistently ranked as "excellent" by about 90% of those who attend his presentations. While his principal consulting focuses are public speaking and media relations development and content delivery and management, Peter is also the host of the Voice America Network's weekly radio program, "Income Property Investment Talk," a one-hour program that brings the powerhouses of commercial and residential real estate to property investors every Wednesday at 11 a.m. EST. Peter is married 17 years to his wife Barbara. They have two children: Ashley, 15 and Kelli, 12. Hence, the name BAK Communications, Inc.