False Dilemma of Green Construction: Why AEC Sector Does Not Have To (and Should Not) Choose Between Climate and Competitiveness
BY
FOR / November 12, 2026
Debate about environmental objectives in the construction sector usually comes down to a familiar conclusion: either climate goals or the sector’s competitiveness. Public and industry discussions often assume that growing environmental requirements mean higher costs, less freedom in design and lower returns on investment. As a result, environmental objectives are sometimes treated as an additional requirement to be met only to the minimum extent necessary for a building to obtain a certificate, rather than as part of a rational design and investment strategy.