Recently, I was honored to be asked to write an article for an industry magazine to help designers feel more confident in integrating sustainable interior design into their projects. After sitting with the assignment for a while, I learned that something bothered me about this topic. (I will admit that I chose the topic and originally was very excited about the piece.)
What I first wrote is now the article you are about to read. I ended up brain-dumping how I felt, and it honestly did not honor the topic requested of me, so I rewrote the article from a different perspective to ensure I provided quality content to the magazine.
The Real Problem? The Industry Frames Sustainable Design as a Challenge
So, what was bothering me? The problem is the idea that clients need to be “convinced” to embrace sustainable interior design, when in reality, it’s simply about making the best choices. Today, I will argue that the interior design industry has been positioning this in such a way that it has created the idea of resistance where there should be none.
Flipping the script on eco-friendly interior design might feel uncomfortable, but change is rarely comfortable.
It’s Time to Question Your Own Assumptions About Sustainability in Design
I will start by offering designers and readers a challenge: What makes it feel like you must “get” a client to embrace something considered environmentally conscious design? Why is there resistance in the first place? Is it your mindset, the clients’, or perhaps a narrative you are buying into?
Clients hire interior designers because they need help making sound choices. This industry is full of options, and we are hired for a few main reasons. One, a client likes your previous work and portfolio. Two, they trust you. Lastly, they like you and your work style – you have a good personality fit!
Leaning in on the trust our clients have in us is paramount to understanding why sustainable interior design is not a point of contention. Nor is it something we should have to convince a client to go for. It is our job to make the best choices for our clients. It is what we are hired to do.
Why Wouldn’t Sustainable Design Be the Best Option?
To start, eco-friendly interior design selections are always the least harmful to your client’s health. If your clients buy organic food, use non-toxic home products, and store leftovers in glass, they know how their products affect their well-being. Why wouldn’t they expect the same quality in the finishes and fixtures for their new kitchen remodel? A new perspective can make integrating sustainable interior design into your philosophy easy.
Here’s What That Looks Like in Practice
I will provide one example today, but I want you to know that there are hundreds more where this comes from. Homeowners have heard about the ease of maintenance of Luxury Vinyl Plank (LVP) flooring. I must laugh a little and wonder what marketing genius named plastic flooring a “luxury” product. Whoever did was a great salesperson, but our responsibility is to ensure our clients’ safety in their homes. We must investigate this option with a new lens.
Vinyl plank flooring contains polyvinyl chloride. Not only are the people who make this product exposed to this harsh chemical but your client’s children and pets also crawl around on it after it is installed. The National Cancer Institute has reported that exposure to vinyl chloride increases the risk of liver cancers called hepatic angiosarcoma and hepatocellular carcinoma. Now, I will challenge you: Is this the best choice you can make for your client?
Not only will LVP flooring need to be replaced after 7-10 years (due to its inability to be refinished), but it will also take thousands of years to break down, leaving a trail of chemicals in the earth once we can no longer see it with our eyes. It does not decompose. I hope you can see just one example of how something unhealthy for humans harms the environment. There are many more examples like this one.
Design First, Sustainability Included
Designers tell me all the time that they need help educating their clients. I hear you. How do you manage a client who says they “don’t care?” I advise respecting what they say and leaving it out of the conversation. Then, do what feels right. As a designer, you can still respect your boundaries, do right by your client, and naturally incorporate sustainable interior design into every project. Why has the industry trained us to think these options are different or need justification?
On presentation day, what do clients expect you to show them? They expect a gorgeous design that they are ready to approve! I doubt your clients have ever explicitly asked you to leave out anything good for the planet, right? You can still blow them away and have phenomenal portfolio work. They don’t need to know that the hardwood floor you selected comes from a carbon-negative company that uses 100% non-toxic natural oil. You tell them that this beautiful hardwood you found for them uses a unique oil process that makes the flooring water-resistant and easy to maintain. Plus, it will retain its character for hundreds of years! What client won’t be impressed with this?
Are These Common Misconceptions Keeping You from Sustainable Design?
Lastly, if you feel uneasy hearing words like “sustainability,” “eco-conscious,” etc., I encourage you to ask yourself why.
- Is it because you have been led to believe that there are fewer sustainable interior design options? Because there are plenty of options.
- Do you think eco-friendly options are more expensive? Sustainable selections can sometimes cost less.
- Do you feel you will be restricted and lose your preferred design aesthetic? This is impossible; your aesthetic is inherent in your work.
- What are your concerns, and how were they formed? I find that most people are merely afraid of things they are not educated about. Once you learn how to do this, your perspective will shift.
- Is it likely that your interior design clients do not have these concerns, and this is the story you are telling yourself?
How to Find Out If Sustainability Matters to Your Clients
If you are worried about “getting” clients on board, ask one opening question: “Is sustainability in interior design (or health) important to you?” A “no” response tells you to leave it out of the conversation. You can read more about this idea here. Start keeping track of how many “yes” responses you get. The follow-up is, “Tell me what that means to you,” listen to what they say. You may be surprised to learn that 80% of consumers are looking for environmentally responsible design options and do not know this is available for their interior design project.
Want to Flip the Script on Sustainable Design? Let’s Chat
I teach interior designers about sustainability and provide them with the tools and resources they need to make their jobs easier. This way, they can prosper and feel confident when these topics come up.
If you are curious about getting started and learning how to break these objections, schedule a 15-minute Q&A Session with me here.
