Sustainability sounds great in a TED Talk, but when the rent is due, idealism takes a backseat to reality. Businesses don't exist to virtue-signal—they exist to make money. If a green building costs 20% more, but renters won't pay extra, guess what gets cut first? People love to declare noble intentions on surveys, but when the rubber meets the road, they rent the cheaper apartment. Green initiatives are only as sustainable as their profit margins! "Coyle said The Michaels Organization is looking at all 680 of its properties to evaluate how it can incorporate solar power and other cost- and Earth-saving measures. “Sustainability is one of the No. 1 goals across our industry as a place to start, but you're also seeing it at market levels,” he said. “I mean, once they graduate from school, they're looking for the same things when they get into the market.” https://lnkd.in/ehRXrFfU