Sustainable practices now the norm.

• Position: Construction

More and more consumers are seeking green products, especially those that focus on energy and water efficiency, and there is every indication that trend only will get stronger, according to home building industry product suppliers who spoke at the International Builders' Show, Las Vegas. Representatives from Whirlpool Corp., Kohler Co., and Marvin Windows and Doors talked about innovations that can lower homeowners' water and energy bills and contribute to better indoor air quality.

"The industry is being transformed," proclaims National Association of Home Builders Research Center CEO Mike Luzier. Even as green home builders find relative success in a struggling housing market, it will not be long before sustainable building practices become the industry standard, he asserts.

Energy efficiency remains the biggest driver, manufacturers maintain, but demand is growing for water-efficient fixtures and appliances, as well as windows and doors that contribute to improved indoor air quality.

A mere one percent of the Earth's water is available for drinking, washing, and other uses; 97% is salt water; and the remainder is part of the polar ice caps, points out Omer Gaudette, director of trade relations for Whirlpool Corp. "In the near future, water efficiency will be just as important as energy efficiency is today."

"Water efficiency is not just...