Download this Power Point from the left sidebar. Thisis the question bouncing around the industry: "Is green a niche, a fad, or a fundamental shift in consumer behavior?" The jury may be out on the answer, but each contractor needs to master the technical skills to produce better buildings or suffer a business death of irrelevance. The knowledge exists to do so, and I know of no consumers who say "I want a worse performing building." Selling these performance characteristics (tighter homes, less energy consumed, more comfort, more durability) is often an up-sell with consumers fixated on first-cost as their criteria. The incentives of personal satisfaction, pride, and social responsibility cannot be imposed on others who may only ask "how much?". Every home owner will have slightly different motivation. Exploring their motivation, and helping with their decisions, will lead to more improved buildings.