As the economy continues to struggle, one bright spot of continued activity and growth may prove to be the sustainability sector. According to Turner Construction's most recent "Green Building Barometer," 75 percent of commercial real estate executives say the credit crunch will not discourage them from building green, and 83 percent would be likely to pursue LEED certification for new construction during the next three years. McGraw-Hill Construction predicts the value of green construction to reach $30 to $60 in new construction (compared to $12 billion in 2006) and $240 billion in renovations by the year 2010, and green principles are pervasive throughout the new administration's economic recovery plan.

Indeed, the principles of sustainability dovetail nicely with a growing interest in a new economic model that values sensibility over excess, and the world is clearly in need of a new economic order that emphasizes profitability, but not without regard for our collective future. More and more, examples are coming to light of sustainably minded organizations whose successful operations suggest that they may already be finding the way and laying the foundations for sustainability in business, as well as design.

In this month's article on building a sustainable design practice (see page 68), Elizabeth Meeks, Richard Tepp, and Meredith Elbaum of Sasaki Associates note that "the idealism and excitement of the early green design movement remain but today are being translated into compelling and profitable business models, both for design firms and their clients." In the earlier days of the green movement, design firms were among the first types of businesses to adopt green operational models. Today, the trend is spreading even among those business sectors thought to be the epitome of profit-drivers, indicating that sustainability and profitability are no longer considered mutually exclusive concepts. So now the most pressing question surrounding "going green" may not be, "How much will it cost me?" but rather, "How much will it cost me if I don't?"

Tom Sargent, the developer of Cavallo Point—the Lodge at Golden Gate in Sausalito (see page 58) and the subject of our April Perspectives column (see page 72), says, "Real estate development should be a commitment to long-term investment, involvement, and decision making. The Native American notion of making decisions for the 'seventh generation' to come is a good one. We need to lengthen our timeline for how we think about what we build and reduce our short-term economic expectations."

As sustainable concepts become mainstream and pervasive, we find that it is no longer sufficient to report on the topic only from the perspective of Contract's primary reader, the commercial interior designer and architect. So this month we are also launching an online publication (or digital magazine) called Green & Design, a new information resource covering all the developments shaping the future of sustainability in commercial design and construction for designers, product manufacturers, builders, developers, and owners. The goals is to leverage the expertise of our sister publications at Nielsen Business Media—Hospitality Design, Display and Design Ideas, Kitchen & Bath Business, Multi-Housing News, and Commercial Property News—to deliver the most relevant content in the industry and to equip members of the real estate, design, and construction community with the tools they need to run their businesses more efficiently and profitably. If you would like to receive a copy of the Green & Design digital magazine when it launches on April 15, go to www.greenanddesign.com/subscribe and complete the short form to be added to the list.