The West Coast Green conference took place in San Francisco last week, featuring three days of speakers and panels and over 300 exhibitors on the trade show floor. The conference tag line was “green innovation for the built environment.” In other words, a focus on new approaches to green buildings.
One of the themes that emerged from the show was a profusion of new materials, or new uses for old materials. The green movement seems to be spurring tremendous innovation and creativity in the area of “stuff:” stuff for filling, for coating or for building. This innovation usually operates in one (or more) of three green dimensions:
- The material itself is more environmentally friendly;
- The material makes a building more energy efficient; or
- The material lasts longer, and so over time a building requires less resources.
Some of the materials at West Coast Green were fairly high tech, like the coatings produced by Evolution Surfaces. These coatings use nano-particles to protect surfaces from moisture, mold, UV or other assaults. The nanocoatings are biodegradable and last longer. Also in the high tech world were the foams produced by NCFI Polyurethane. These foams provide the insulating power of fiberglass while providing an airtight barrier, making a home more energy efficient. Rinoshield’s ceramic encapsulated paint and Timbertech’s plastic decking boards were other high tech materials.
A medium tech approach used by some innovators was to apply technology in order to recycle existing waste materials. For example, Nyloboard takes old carpet fibers, processes them and applies a resin to create a water, rot and termite resistant faux-wood for decks. Icestone makes a kitchen counter material out of recycled glass and concrete.
Finally, there were folks who were taking existing materials and reusing them in innovative ways. Restoration Timber takes wood from old barns and other buildings and repurposes it into flooring and paneling. Oregon Shepherd and Bellwether Materials are both taking the wool from sheep that is currently discarded (90% of the total amount sheared!) and using it as building insulation to replace fiberglass.
In all of the examples above (and plenty more not mentioned), entrepreneurs were focused not on solar, water purification and the other usual suspects of green building, but on the mundane stuff of which buildings are made. Even here, the market opportunity of green is driving innovation.