Phius Communications Manager Max Lapthorne discusses messaging strategies for introducing passive building to newcomers.
When Apple launched the first iPod 25 years ago, billboards went up across the country with an image of the new device accompanied by a simple message: “1,000 songs in your pocket.”
The decision to use that phrase rather than something such as “3GB of storage in your pocket” illustrates the most important aspect of any message — making sure it is relatable to the intended audience.
The iPod advertisement has become a famous example of benefits-first messaging, and while this concept isn’t new or novel, it offers a valuable blueprint for anyone trying to get a newcomer on board with passive building. Whether it is a boss, client, developer, policymaker, friend or grandparent, introducing someone to the concepts, benefits and ramifications of passive building is no small task. So much so that we have multiple webinars, a number of informational flyers and an entire training course dedicated to introducing people to the world of Phius and passive building.
But let’s take a step back from all the wonderful information in the webinars and flyers linked above and ask the question, “why should someone care about this?” More often than not, the answer lies in the occupant experience and practical advantages for building owners and developers. Oftentimes, this means leading with the benefits Phius Certified passive buildings offer rather than explaining the building science behind them (there’s always time for the juicy building science details later!).
Building enclosure airtightness and balanced ventilation are critical aspects of passive buildings, but they lack the “1,000 songs in your pocket” human connection. The more impactful way of touting the airtightness and continuous ventilation in Phius buildings would be to explain the quiet, draft-free indoor environment and pristine indoor air quality that Phius Certified buildings provide. The visual of a peaceful interior living space offers a relatable starting point from which you can expand.
When talking to homeowners and other clients, providing that type of visualization can be especially impactful. Phius Certified homes are a safe haven, providing what we refer to as “Phius peace of mind.” The peace of mind that occupants don’t have to worry about the temperature, air quality, noise or resilience of their home is a unique selling point for Phius Certified buildings.
The messaging will shift when introducing passive building to someone such as a developer or policymaker, but the main idea remains the same — tell them what a Phius Certified building can do for them. In this case, they’re more likely interested in the long-term cost savings, reduced grid strain and resilience in the face of natural disasters and power outages. The connection with this audience is through the idea that Phius Certified buildings are valuable additions to their portfolio and ideal building blocks for growing communities.
At the heart of the pitch in favor of passive building is that they are simply better buildings to own and to live and work in. They offer a bounty of benefits for all stakeholders — the key is finding the benefit that will resonate with your specific audience.
This isn’t to say there is a one-size-fits-all approach to selling the idea of passive building. Energy efficiency and climate change mitigation are deeply important and may be ideal talking points for certain audiences. There is no silver bullet for getting someone new to understand the impact and benefits of passive building practices, but it’s important for our community to recognize that not all conversations about Phius and passive building have to start with the five principles and energy savings.
A topic as complex as passive building doesn’t lend itself well to an elevator pitch, but that doesn’t mean we can’t be well-equipped to tout its benefits. So, the next time you find yourself discussing passive building or Phius with someone new and aren’t sure where to start, ask yourself what their connection is to it — what is their “1,000 songs in your pocket”?
