The role of environmental sustainability in marketing of small architectural design practices

Abstract

Environmental sustainability in construction is a pressing concern. Despite their importance to the industry, and evident differences from large organisations in business strategy, markets and challenges, the literature has little to say about how small architectural design firms view the marketing potential of improved environmental sustainability. The current study aimed to address this gap, by examining practitioner experience of sustainability and marketing in small architectural design practices. Semi-structured interviews were conducted with 16 such practices. A critical interpretive stance was adopted in analysis, drawing on the theoretical framings of Service Dominant Logic (SDL) and relationship marketing. Sustainable design is part of the co-creation of value in architecture, enhancing the value proposition beyond a cost basis. Its inclusion contributed to business development through referrals. Taken together, co-creation of value and asymmetry of knowledge between professional and client drive the conclusion that the architectural designer has primary responsibility in guiding clients towards greater environmental sustainability. This responsibility and the role of sustainability in business development were not necessarily recognised by the designers. Insights from SDL challenge assumptions that cost and lack of client demand prevent greater sustainability in design.

The relationship between motivations of architectural designers and environmentally sustainable construction design

“…As 14 of the participants were owner-managers of small firms, it could be expected that business development through incorporation of sustainable design could act as an extrinsic motivator. However, a separate analysis of marketing strategy by the firms here concluded that most failed to recognize the marketing potential of sustainable design (Murtagh et al, 2016) and none made reference to marketing, business or financial benefits of sustainable design.…”

“…Although quality of product lends itself to commercial value (Baker and Lamb, 1994), here the participants' focus was specifically on design rather than quality as a marketing strategy. Indeed, a separate analysis of marketing strategy by the firms who participated in this study found that most failed to recognize the marketing potential and actual marketing role of sustainable design in their business development (Murtagh et al, 2016). Given the emphasis in architectural education on the Vitruvian ideals of designing for soundness, usefulness and beauty, perhaps unsurprisingly, a number of participants linked high quality in design with sustainability, suggesting that pursuit of design quality is congruent with pursuit of improved sustainability.…”

The role of building control surveyors and their power in promoting sustainable construction

“…The broader picture of how BCSs operate in their day-to-day activities is necessary alongside examining aspects relating to sustainability. 14 The term 'sustainability' has been critiqued as ill-defined (Murtagh, Roberts, & Hind, 2016). To ground references to sustainable construction in the analysis below, we begin with a brief summary of responses when participants were asked what they understood by "sustainable construction".…”

Sustainable development and architectural practice: Framing strategic approaches in the United Kingdom

“…It encompasses numerous assessment criteria including comfort, space, energy, materials, water, and project delivery; however, it also prioritises energy performance (Awadh, ). Engagement with BREEAM is voluntary; however, it is often required by institutional policy (Parker, ) or local authorities in certain contexts (Murtagh, Roberts, & Hind, ). Although implementation may be challenging in smaller projects, these standards have nevertheless shaped the discourse on sustainable building in the United Kingdom (Murtagh et al, ).…”

“…Engagement with BREEAM is voluntary; however, it is often required by institutional policy (Parker, ) or local authorities in certain contexts (Murtagh, Roberts, & Hind, ). Although implementation may be challenging in smaller projects, these standards have nevertheless shaped the discourse on sustainable building in the United Kingdom (Murtagh et al, ).…”