The role of environmental sustainability in marketing of small architectural design practices

Environmental sustainability in construction is a pressing concern. Despite their importance to the industry, and evident differences from large organizations in business strategy, markets and challenges, the literature has little to say about how small architectural design firms view the marketing potential of improved environmental sustainability. The aim is to address this gap by examining practitioner experience of sustainability and marketing in small architectural design practices. Semi-structured interviews were conducted with 16 such practices. A critical interpretive stance was adopted in analysis, drawing on the theoretical framings of service-dominant logic (SDL) and relationship marketing. Sustainable design is part of the co-creation of value in architecture, enhancing the value proposition beyond a cost basis. Its inclusion contributed to business development through referrals. Taken together, co-creation of value and asymmetry of knowledge between professional and client drive the conclusion that the architectural designer has primary responsibility in guiding clients towards greater environmental sustainability. This responsibility and the role of sustainability in business development were not necessarily recognized by the designers. Insights from SDL challenge assumptions that cost and lack of client demand prevent greater sustainability in design.