Positioning your business for the future

I recently gave a presentation to some 140 glazing executives at the GlassBuild America Show [Sept. 10 in Atlanta] on the Component Modeling Program being developed by the National Fenestration Rating Council.  It is my hope that this program will assist the commercial fenestration industry in preparing their businesses for a future for which I fear many companies may not be ready. 

What is the future I speak of? It’s one that places a much bigger emphasis on high-performance products and energy efficient building design – one in which the smartest, most forward-looking companies will succeed and others will suffer. Just consider the signs we can see already:

• The U.S. House of Representatives is calling for a 30 percent reduction in energy use by 2010 and a 50 percent reduction by 2020. How are these goals going to be accomplished? Fenestration will have to play a key role in making that happen. How are stakeholders going to verify product performance? The commercial fenestration industry needs NFRC to help accomplish these goals.

• Building owners and managers understand the need. In July, BOMA challenged its own members to cut energy use in buildings by 30% percent by 2012. Again, fenestration will have to be a part of the solution.

• Architects get it! Many readers undoubtedly have heard about Architecture 2030.  It’s a resolution supported by AIA that calls for carbon-neutral public buildings by 2030. How do you think buildings are going to become carbon neutral? They account for 40 percent of all carbon emissions! They will do it by reducing energy consumption. Local governments understand how important this is. In July, the National Association of Counties adopted AIA’s Challenge.  

• The U.S. Energy Information Agency recently reported that world energy consumption will grow by 71 percent between now and 2030. What will that do to energy prices? What will that do to building design? If the industry is not prepared to manufacture, sell, distribute and install high performance fenestration systems, then owners and developers will replace them with non-fenestration systems!

• Global warming will change the commercial building industry. Lawmakers are exploring climate change legislation that will track a buildings’ carbon footprint to the architect/developer. This inherent liability will create an incentive for more energy efficient building design— and, obviously, high performance fenestration systems. 

• We have all seen the growth in demand for sustainable, energy efficient building design, such as LEED qualified buildings. Those businesses that have positioned themselves to assist architects, developers and builders in meeting LEED requirements will find success in the future. In addition to providing high performance fenestration systems, these buildings will require 3rd party verification.   

I appeared at the GlassBuild Show to debate the merits of the Component Modeling Program with an industry colleague. She raised some legitimate issues, and NFRC has taken them seriously and worked with all stakeholders to address them in a mutually acceptable way.

In discussing the program, I tried to offer a more strategic view of the Component Modeling Program and why it’s important. Third-party certification programs provide verified performance. It’s about accountability, enforcement and tracking. It’s about providing the industry with a way to market and promote value-added products so commercial fenestration suppliers can show that they stand behind their products and are willing to allow independent analysis and confirmation of product performance.  

And why NFRC Certification?  For the following reasons:

• NFRC is recognized nationally (and internationally);

• NFRC provides a standard communication device (labels, label certificates) that code officials look for; and

• NFRC requires independent 3rd party validation of product performance.  

I could go on and talk about the need to integrate fenestration systems into building application and design (operable shading systems, photovoltaics, electrochromic glazings, etc.), but hopefully you have seen the big picture and the need to position your companies in the years to come. Simply put, enlightened commercial fenestration suppliers that embrace the future will prosper. Others will falter and fail.