When did McGraw-Hill Construction focus on “green” building as a business opportunity?
Why? A. The green building marketplace emerged very rapidly–in 2004 and 2005–as sustainable design and architecture really began to explode. When I joined McGraw-Hill Construction in 2004, I was asked to expand on the work McGraw-Hill Construction was already doing in the sustainability area in our magazines and to identify ways to provide the industry with the market intelligence required to gauge the depth and nature of the opportunities associated with the green building trend. In 2005, we conducted our first study in partnership with the U.S. Green Building Council (USGBC). Our aim was to investigate the commercial green building marketplace and identify the key market trends, gaps and resources. The findings revealed an expanding demand for green construction, with a projected market share of $60 billion by 2010. We realized that, in order to best serve our customers, the industry, and the environment, we needed to find a way to incorporate green building knowledge into our prod
