This paper, Gen 5, was originally published in May 1995. It has now been fully reviewed by the author and republished to reflect updates to the topic since original publication.
Building design professionals are committed to enhancing the quality and sustainability of the natural and built environments. This commitment reinforces the need for architects and other building design professionals to consider the long term social and environmental impacts of their design decisions. It should also be regarded as an opportunity for them to establish new competitive advantages in the building industry. This note provides an overview of marketing, how a practice might identify the opportunities for its skills, the steps to be taken in developing a Marketing Plan, and some of the useful tools for communicating its ecologically sustainable design skills.