SEGD Sustainability Survey: “Green” Remains a Work in Progress

The Society for Environmental Graphic Design (SEGD) conducted the Sustainability Survey to identify attitudes, trends and approaches towards EGD sustainability (Accent Signage Systems served as the survey’s sponsor). The 14-survey questionnaire addresses both specific questions and solicits open-ended responses.

According to the 95 respondents that addressed the question, 86.3% (82) actively try to incorporate sustainable practices. When asked for specific responses in the next questions, replies included such diverse tactics as specifying materials made less than 500 miles from the project site; a material’s durability and percentage of recycled content; non- or low-VOC paints; and, energy-efficient lighting and recycled papers.

When asked if clients resisted sustainable practice, 27 of 94 survey participants, or 28.7%, said no. According to the survey, fabricators resisted slightly more – 33 respondents, or 35.1%, said they did. When proved for the primary reason of resistance, 30 out of 71, or 42.3%, said budget. “Other” comprised the second-largest reply category, at 32.4%. When asked for specifics, those surveyed again offered a wide gamut of replies. A few examples:

• ‘We haven’t found comparable, ‘green’ solutions for cut-vinyl lettering.”
• “Lack of current, effective options in the current market, and cost.”
• “Clients only seek sustainable products for LEED projects.”
• “Lack of product information, and insufficient time or infrastructure in place to effectively support the process.”

The survey asked what percentage of projects required sustainable products, processes and approaches. Responses from the 88 who answered predictably varied from 0 to 100%, but a calculation of the percentages quoted (a few gave nondescript, narrative responses) indicated an average of approximately 35%. Among 94 respondents, 70% said they were undertaking sustainable projects due for completion within the next year. Among those that did, university and museum clients tied for the most, at 31% apiece (respondents could choose up to three segments). Healthcare followed cost behind at 29.6%. “Other”, which wasn’t detailed, measured 26.8%, and office commercial tallied the most of the remaining market segments, at 16.9%.

When asked what sustainable-design aspects most concerned their clients (respondents could list up to three), participants most often cited costs and benefits, which tallied 61.5%, closely followed by “promoting their support of sustainable design,” which was named 53.8% of the time, and LEED certification, which measured 52.7%.

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When asked how they spec sustainable products, participants most frequently use familiar products – 68.5% of survey respondents said they use products they’ve used before (the survey provided eight choices, and those replying could check any that applied). Green certification was cited second most frequently at 53.9%, and products listed in the SEGD Green Resource Guide tied with “Other” at 37.1% for third.

When asked for additional comments at the end of the survey, respondents provided yet another array of responses:

“Sustainability is a great thing … but most clients are looking for short-term returns because they don’t know if they’ll be around long enough to reap the benefits of going green.”
“We’re a long way from a sustainable industry.”
“It’s important to differentiate between green marketing and truly [sustainable] materials and practices.”