People don’t always make rational choices. Why would a home buyer purchase a conventional home that is actually more expensive overall than a high-performance home? It’s all about how people assess risk. Erase40 provides a tool to help homebuyers make better decisions.

A report by the Shelton Group shows a gap between how Americans value the environment and their lack of willingness to take action to protect the environment. The good news is that Americans do prefer to purchase environmentally conscious products. Zero energy builders, designers, and realtors can use the insights from this report to more effectively market zero energy homes.