Each time I give a live webinar, visit a local NKBA chapter to teach, or sit on a panel, there is a Q&A session that follows the event. Over the past two years I’ve noticed a trending question regardless of where in the country I happen to be. The question is always centered around how to talk to interior design clients about sustainability. I wanted to write this article to break down practical strategies for talking to interior design clients about sustainability at every stage of the process. So, let’s unpack this!
I want to note that this is a topic that has many layers to it, and each of these layers could be broken down into its own full article. (Setting a goal for that now!) I’ll start with planting seeds in your messaging before you even get the client, and work my way through the onboarding, design and implementation process while providing real-world examples along the way. Then, I’ll dig into the biggest fears interior designers have when it comes to talking to their clients about sustainability. Whether you are new to sustainable interior design or looking to communicate it more clearly, this is for you.
Use Your Brand Messaging to Talk to Clients About Sustainable Interior Design
Your marketing and messaging set expectations long before a potential client decides to contact you. This is where you are communicating your style, process, design ethos, and drawing in your ideal client. If you’re focused on talking to interior design clients about sustainability, your messaging is the first place to start. If you aren’t already including a bit about sustainability in your messaging, revisit this with your copywriter or brand strategist.
Planting seeds in your messaging that ring true to you and draw the type of personality you want to attract are key here. Focus on messaging that you are passionate about, and slip in accessible terms like health, quality, durability, reuse, waste diversion, low impact, etc. You don’t need to use the word “sustainability” directly – instead, communicate the values of sustainable interior design in a way that feels aligned with your aesthetic and process.
Make Messaging Part of Your Sustainability Workflow
If your messaging includes these topics, then take the next step by adding them as questions to your first intake form or put them into your discovery call checklist. No need to pressure or come across as a fanatic. A simple drop down or checkbox section on your contact form with the options to check or select what is important to your client can guide your first conversation about sustainability in interior design. It feels great seeing that lead form come through knowing they value health and are living a vegan lifestyle, for example. Or perhaps they have indicated they are committed to reusing as much as possible. These small signals open the door to talking about sustainable choices and set the stage for client trust and alignment.
Onboarding Strategies for Talking to Clients About Sustainable Interior Design
Once you’ve got that client on board, integrate some questions into your programming phase that can lead you to make better decisions in your design selections. This is a crucial opportunity for talking to interior design clients about sustainability in a way that feels personal and relevant. Here are some examples, below.
Client-Centered Questions That Support Sustainable Design
- Water quality: are they interested in a whole-home water filtration system, or adding point of service water filtration such as reverse osmosis, or other certified filters that remove contaminants from their drinking water? Heavy metals and contaminants in the water we shower in can contribute to skin and hair conditions as well. Water-focused upgrades are a great way to introduce sustainable interior design practices that prioritize health.
- Lighting and daylighting: Where do they spend the first two hours in the morning, and the last few hours before bedtime? These are areas you want to prioritize adjustable lighting or shades to allow for higher volume of lighting in the daytime and lower levels of light in the evening, promoting a healthy circadian rhythm, aka healthy sleep!
- Efficiency and conservation: is your new client interested in saving money while conserving energy and water? Are they interested in enhanced systems like solar panels or heat pumps to offset their use? Is net-zero required in their area, or coming soon with the next code update? These conversations are a chance to align client goals with eco-conscious design solutions.
- Health and indoor air quality: if your client has asthma, their child has allergies, or there are any people with chemical sensitivities in the household, you need to know up front so you can ensure you eliminate them from your selections. Asking about this opens the door to educating a client about which materials might have a negative impact on indoor air quality. Even if there are no people with health issues now, your client will appreciate knowing that some selections have long term negative impacts to their health. This is one of the most powerful ways to connect sustainable interior design principles to real-life outcomes, making your expertise truly valuable.
Common Fears Interior Designers Face When Talking Sustainability
I know you might be thinking, this all sounds good on paper, ‘but what if my client doesn’t…‘
I hear these questions all the time, so let’s get down and dirty. There are plenty of reasons to be afraid of something you have never tried before. But fear shouldn’t stop you from talking to clients about sustainability in your interior design work. Don’t let fear be the thing holding you back from offering sustainable interior design to your clients.
Fear 1: What if our clients can’t afford sustainable interior design?
First, who is telling you they can’t afford it? What is ‘it’ specifically they can’t afford? Are they saying it’s too expensive to be healthy, or too costly to use a specific material? Are they designers? Do they know how much each component of a total design costs? Who is leading this project?
Okay, you get it. This could very well be a story you’re telling yourself out of fear, or allowing them to tell you. The sad truth is that this movement has been positioned to us incorrectly.
Just like your work, sustainability is scalable. If you’re on a tight budget, sourcing from builders’ salvage, vintage, consignment, or reusing what the client currently has can be a great way to save. Then, you can re-allocate the savings toward higher-impact upgrades—like a water filtration system or a better flooring material
If you’re working in high-end residential, you’ve got this in the bag. Stop sweating it. Let the materials and industry innovations guide you. Sustainable and health-conscious options are available at every level of interior design.
If you’re somewhere in the middle, you can absolutely make it work too. Focus your sustainability efforts on big-ticket items like flooring and cabinetry. Then, do your best on everything else. Look for American-made brands (if you’re in the U.S.), and build relationships with contractors open to new adhesives or waste practices. Ask if your GC can include a deconstruction contractor in their bid.
Fear 2: What if my client doesn’t care about sustainability?
I love this question because it honestly should not matter. If they don’t care about sustainability – then don’t talk about sustainability. They hired you to design their home or business, or man-cave, or ski rental. They like your style, they trust your expertise and it’s a good personality fit. So, drop the eco-talk and make green interior design choices anyway. It’s as easy as that.
Interior design clients expect only a few things from you, so long as you can deliver them, they will be happy.
- A stunning design.
- A project on or under budget.
- Well executed implementation.
I absolutely believe you can deliver these three things and stick within your values on sustainable interior design for your clients.
Fear 3: What if the client is specifically asking for a product or material that is NOT sustainable?!
No need to panic, this is actually an opportunity in disguise! Start by leaning into curiosity and listening. If a client is strongly attached to a material, they have a reason. So, ask, “I’d love to learn more about why this ________ is so important to you. Can you tell me more about that?”
They might respond with something like: “My friend just redid her home with vinyl plank flooring. She has two dogs and loves how easy it is to clean, especially when the older dog gets sick.”
In this case, it’s clear that durability and easy maintenance matter. Can you offer an alternative that meets those needs without using vinyl? Most likely—yes. If you’re unsure, present both options. At minimum, suggest a vinyl product that meets basic indoor air quality standards, like GreenGuard certification.
You can also use this as a chance to educate your client. Vinyl flooring has a short life cycle and can’t be refinished. When compared with hardwood, cork, or linoleum, these alternatives often offer better longevity and lower environmental impact—leading to long-term savings.
Don’t push too hard. I like to lean on what I call “coaching speak,” and say things like, “Would you be open to an option that performs the same way, is in the same price range, but is better for your health?”
If they still say no, move on and do your best in the rest of the space. As you evolve your marketing, you’ll naturally attract clients who align more with your values. Eventually, you can set your own material boundaries—like I did when I stopped sourcing plastics.
Creativity Is Your Secret Weapon in Sustainable Interior Design
Lean in and have some fun with it! Being a designer is the way you express yourself and your creative muscles can often get stuck in a rut. I find that whenever I am feeling bored or like my work may be getting repetitive, it’s often a sign to shift into a more creative approach to sustainable interior design.
- Let material be your ‘something new’ and start flexing your creative muscles again. Can you play musical furniture with some of the existing pieces, and relocate a few in new areas of the home first, and then build new furnishings around that base?
- Perhaps getting out of your studio and making friends with a new local consignment vendor will spark some creativity, and you could just find THAT piece you’ve been looking for.
- Rather than sourcing from a catalog, can you find a local maker and collaborate creatively for a piece, using resourced or eco-friendly materials that support your sustainable design goals?
The Perfect Moment to Start Doesn’t exist – Start Sustainable Interior Design Now!
Most of the designers I talk to are scared to start. Once you get going it is easy to keep the momentum – isn’t that a physics principle? An object in motion, tends to stay in motion… by simply taking a leap, even a tiny step, you begin building your sustainable interior design practice.
Start small and build on your strengths over time. You are not going to win over every client, every time. Count your wins and celebrate them to stay motivated. If you can affect one change per project this year, then you are doing better than you were last year. Next year, make it a goal to affect two things on each project, and so on. That’s how sustainable interior design becomes second nature.
Sustainable Design Gets Easier With Each Win
If you need a little help to get started, this just so happens to be the exact reason I started this platform. At Interior Design greenList I teach designers about sustainability and give them the tools and resources they need for talking to interior design clients about sustainability and integrating those practices seamlessly.
Join us for our next live event where I’ll teach you more than just the basics. It is a deep dive into sustainability and the product life cycle, designed to give you practical tools you can apply immediately. You’ll also gain the language to confidently talk to clients about sustainability, making it easy for them to understand, trust, and choose you over the competition.
Click here to save your seat, space is limited.
And if you are ready to get started right away, you can check out our membership options here. All members start with a one-one online session with me so I can meet you where you are today and help you reach your goals for tomorrow.
