Everyone gets the warm and fuzzies when talking about sustainability and building/construction projects, but how available are these solutions today? Using Google Trends data (Google Trends provides representative samples of global search term trends dating back to 2004), analysts and industry professionals can get a sense of long-term trends around sustainable building materials and construction to answer this question. The numbers suggest that the United States is losing interest in sustainable building solutions, but a closer look into green building trends tells a different story.

Interest in Sustainable Building Materials Over Time

Searching for generic terms such as “sustainable building materials” reveals a steady decline in interest over time for this term within the United States. Could the notion of sustainable building materials have peaked in 2004?

Of course, there has been an evolution in the vocabulary used to describe the idea of more sustainable building practices. For example, in the 70’s “deep ecology” was a phrase that emerged, and today the term “green” gets thrown around. Despite new words to describe similar topics, U.S. data reveals the same type of declining trend:

Even more specific industry terms, such as the Leadership in Energy and Environmental Design (LEED) material and building rating system, developed by the U.S. Green Building Council, seems to have already peaked more than a decade ago.



Is it possible that interest in sustainable construction techniques and materials is at an all-time low? That conclusion stands out as a possibility. Some of the reasons the industry may not have adopted sustainable building materials at large include a lock of policy, resources and standardization, as well as a lack of education.

Pulling from these conclusions, major change in the industry seems to need a coordinated effort from governments, regulatory bodies and even consumers. It’s not all doom and gloom, however. In fact, one theory is that interest has shifted away from the general discovery of sustainable building and onto the specific materials that work.

Winning Sustainable Building Materials On The Rise

As builders test new building materials, there are bound to be winners and losers. For example, potentially-harmful fluorescent light bulbs were all the rage as energy-savers not long ago, and although they’re still sold, LED lights are now known as a safer energy-efficient alternative. Getting back to more traditional construction projects, concrete comes to mind. Hempcrete is a sustainable alternative to concrete that’s on the rise according to Google.



While hempcrete typically has a higher void space percentage than other materials in its category, its unique properties make it an excellent sustainable alternative for building roofs, walls or slab insulation. While disputed legally, hempcrete has the following attributes:

• natural;
• lightweight;
• retains thermal mass;
• highly insulating;
• no pests;
• no mold;
• good acoustics;
• low humidity; and
• a renewable plant that grows from seed to harvest in about four months.

Hempcrete comes cheaper than polystyrene foam insulation but runs approximately double that of mineral wool or fiberglass insulation per cubic foot. That said, hempcrete insulation is 14 inches thick, and the only other insulation to come close to that is dense-packed cellulose at 9 inches. So it may be worth the extra investment for homeowners. But is it worth the investment for builders?

Emerging Trades for a Renewable Future

Low incentive and profit margins mean most builders are unlikely to turn to hempcrete for common construction projects. Realistically, unless the end consumer demands and budgets for sustainable construction practices and materials, they just won’t get used. However, entirely new industries are being born in response to the demand for sustainable solutions. This is where builders can win when it comes to sustainability.

Take solar roofs, for example. This is a specific sustainable building technique and material that is slowly on the rise:



Being a solar panel installer is a relatively new certification available to certain tradespeople. Roofers could also expand their services to include solar, as well as electricians. The emergence of entirely new trades, driven by sustainability, helps builders diversify and start to move away from tired building materials and practices that are non-renewable, hazardous and/or polluting.

So Is The Future Green Or Not?

Despite what looks like a steep decline in the interest of emerging sustainable building technology, a closer inspection reveals that certain materials and new practices are on the rise. Perhaps 2004 represents the beginning of our general awareness for sustainable building practices, which are now well underway in more sophisticated forms. As previously stated, entire industries have been born from our desire to build a more sustainable future, such as solar. The notion of sustainable and green building isn’t going away, it’s getting smarter, with more defined purpose and intention. It’s the duty of builders to continue to embrace these new techniques and materials, so they can learn to apply them when customers request.