Dive summary:

• Suzanne Shelton, who founded an ad agency focused on motivating consumers to make sustainable choices, learned that it is a lot easier to be conventional than green when it comes to building.
• In having a vacation house built at a lake, she found out she could not get the value she had invested in sustainable choices reflected in her home's appraised value because an appraiser lacked any homes to which to compare hers.
• As her company is building a a new office, she has had to push professionals to figure out how to go green, including an HVAC contractor who said he had never used a computer model to design a system and just knew he had designed the right one for her firm's space.

From the article:

I make a point to do the things we ask consumers to do on behalf of our clients -- in part because I’m what our segmentation system would classify as an Active -- but mostly because I want a visceral, real-world experience of what it’s like to be a consumer making greener buying decisions. ...