Inside the Net Zero Movement: Insights from Industry Leaders in the U.S

GNFZ convened an incredible discussion of net zero leaders for its "Inside the Net Zero Movement: Insights from Industry Leaders in the U.S." webinar yesterday. Panelists shared practical lessons on advancing net zero and addressed both opportunities and challenges. A summary of insights is below for those who were unable to attend:

Panel Discussion:   Panel Title: Evolving the Industry: How AEC Leaders Are Shaping the Net Zero Future

Marshall Gobuty, Founder and Managing Partner of Pearl Homes:

Marshall emphasized the importance of staying committed to net zero despite policy, market and financial challenges. In Florida, Marshall and his team at Pearl Homes has built highly resilient, carbon-neutral homes with HERS ratings as low as -16, proving sustainability is possible even without strong government support or tax incentives. Looking ahead, they are adapting to market realities by offering rental communities that make net zero living more accessible, while showcasing resilience during storms and dramatically lower utility costs. Marshall’s message: stay the course, adapt like a chameleon, and keep proving the value of sustainable, resilient housing. 

Marshall also highlighted the major challenge of financing net zero homes in a high-interest rate environment, especially since solar panels and batteries require upfront payments with little external support or incentives. Despite this, their communities in Florida have proven remarkably resilient, surviving four direct hurricanes without insurance claims, which demonstrates the value of carbon-neutral, storm-ready housing. To make these benefits more accessible, they’re expanding into rental communities where people can live in homes that produce more power than they consume, with healthier air quality and no energy bills, without the burden of ownership. They’re also working with cities like Bradenton to launch the first net zero workforce housing project, ensuring essential workers can access resilient, affordable, and sustainable homes. 

Kjell Anderson, Director of Sustainable Design at LMN:

Kjell explained that achieving net zero requires a “can-do” mindset combined with three core strategies: energy efficiency, electrification and 100% renewable energy, with embodied carbon reduction as an additional goal. He emphasized the role of strong energy codes and early energy modeling in driving efficiency, highlighted the long-term cost savings of electrification despite higher upfront costs and noted that solar is now the cheapest energy source available. His team often helps clients exceed their initial ambitions — for example, moving projects from LEED Silver to Gold or Platinum — and is currently delivering major projects like convention centers in Seattle and Austin that achieve all-electric, carbon-neutral standards. 
 
Kjell also described the responsibility and opportunity of designing “generation-defining” projects that demonstrate the feasibility of net zero at scale, such as the all-electric Seattle Aquarium and multiple zero-carbon projects across the U.S. He emphasized how early energy modeling, smart envelope design (favoring opaque walls over excessive glazing), and renewable energy integration have become standard practice at his firm, enabling them to achieve an average 84% energy use reduction and meet the 2030 Challenge. Anderson noted that their leadership extends beyond projects to shaping policy on embodied carbon and energy codes, which in turn informs their practice. He stressed the importance of tailoring solutions to each project’s context — like ground source heat pumps at the University of Illinois — and encouraged others to explore the firm’s “Path to Zero Carbon” research series and case studies available online. 

Dr. Christine Bruckner, Director at M Moser Associates:

Christine emphasized the importance of applying the Indigenous “7th Generation Principle,” considering the impacts of our decisions seven generations forward and backward — to net zero and healthy design. She explained that beyond reducing carbon, net zero should also mean reducing waste, water use, and harmful materials, while prioritizing durability, adaptability, and circularity in design. By choosing long-lasting, non-toxic, and reusable materials, architects can minimize extraction, reduce waste, and create environments that support human health and well-being. Ultimately, she stressed that every design choice, from site selection to construction methods, has a ripple effect, and thoughtful, life-affirming decisions can save resources, protect communities, and ensure that buildings help people thrive for generations to come. 

Christine also emphasized the importance of helping clients design with the future state in mind, going beyond today’s compliance to anticipate long-term risks, opportunities, and resilience needs. Through tools like the ADAPT protocol for existing buildings and RAPID for campuses and industrial projects, they assess how design can address issues like energy savings, ROI, extreme weather, and long-term adaptability. They framed this as part of a regenerative design approach, which goes beyond net zero by integrating holistic, multi-criteria solutions that ensure buildings not only meet sustainability goals today but also remain resilient and beneficial for generations to come. 

Shivani Langer, Director of Regenerative Design, Associate Principal at Perkins&Will:

Shivani highlighted key barriers to achieving net zero, including inconsistent jurisdictional requirements — such as the lack of mandates for energy modeling or solar readiness — which makes it harder to ensure high-performing buildings. To address this, Perkins&Will has built streamlined internal processes to integrate energy modeling early in design, enabling better decisions across more projects, not just those pursuing net zero. She also stressed the importance of strong partners who can provide accurate lifecycle cost analysis, countering misconceptions about high first costs and maintenance. Finally, she emphasized that sustainability cannot fall on a few specialists alone—every team member must be equipped with the tools, guidelines, and knowledge to ask the right questions at the right time, ensuring innovation and impact at scale. 

Shivani also stressed the need for a paradigm shift in how buildings are designed and operated — holding every project, whether new or existing, to exceptional standards rather than just baseline compliance. Their framework ensures accountability across teams and emphasizes easy-to-implement strategies that adapt to different project contexts. Moving beyond resource efficiency and “less harm,” they advocate for regenerative design — a holistic, healing approach that addresses a nexus of goals, from carbon reduction and energy savings to wellness and water stewardship — ultimately creating projects that restore and improve the environments they inhabit. 

Panel Discussion:  Tackling Barriers and Building Momentum Across Sectors

Umesh Atre, Sustainability Lead at Parkhill:

Umesh emphasized practical, non-political approaches to advancing climate-resilient design, focusing on communication, design strategies, and collaboration. He suggested reframing conversations around shared values — such as student well-being, cost savings, and future-proofing — rather than using politically charged terms like “climate change.” He highlighted simple, cost-effective design strategies like passive building orientation, shading, daylighting, and resilient materials, as well as nature-based solutions to manage heat and stormwater. Umesh also stressed early collaboration with the full design team and community engagement to make projects personally relevant, using locally resonant case studies to demonstrate impact. Finally, he underscored that resilience and beauty should go hand-in-hand, advocating for buildings that are functional, sustainable, and aesthetically compelling to communicate value across diverse audiences. 

Umesh also emphasized that making sustainability commitments begins internally, building a culture of responsibility within a firm before expecting clients to act. He acknowledged that greenhouse gas accounting can feel overwhelming but suggested breaking it into manageable steps, starting with Scope 1 and gradually expanding to Scopes 2 and 3, with a long-term net zero goal. To engage clients, he recommended framing the benefits in terms of tangible value: cost savings, risk reduction, regulatory compliance, insurance advantages, brand reputation, investor confidence, market differentiation, and peer recognition. Additionally, sustainability commitments can attract and retain employees who value responsible practices, making it a strategic advantage both internally and externally. 

Beth Tomlinson, Senior Principal, Carbon and Climate Discipline Leader, Buildings at Stantec:

Beth explained that the joint ASHRAE–ICC standard currently in development is designed to provide a repeatable, code-enforceable methodology for accounting whole-life greenhouse gas emissions across building materials, construction, and operations. While not a compliance mandate itself, it offers a structured framework for comparing design alternatives, enabling clients and authorities to set local greenhouse gas targets while encouraging innovation and context-specific solutions. The standard is intended to be internationally applicable, though some references are North American–centric, and it allows for regional adaptation. Tomlinson emphasized that it is actionable, provides definitive strategies rather than vague guidance, and will be made available for public review prior to publication, serving as a practical tool for the global building industry to advance net-zero and low-carbon practices. 

Beth also explained when discussing ASHRAE’s 240P standard, that there is no single “silver bullet” for deploying renewable energy across buildings and regions; instead, the key lies in creativity and flexibility in design. While solar PV and battery storage are common solutions, alternative approaches—such as aquifer-based heat pumps—may be more appropriate depending on the site, client, and context. She emphasized that effective solutions require collaboration between the design team and clients, tailoring strategies to each unique project. Ultimately, the “magic” comes from keeping an open mind, exploring alternatives, and leveraging regional- and site-specific opportunities rather than relying on a one-size-fits-all approach. 

Gina MacIlwraith, Associate Director, Sustainability Assurance and Management Systems at 3R Sustainability:

Gina explained the distinctions between certification, verification, and assessment in sustainability work, emphasizing the value of third-party involvement. Certification confirms that an organization meets a specific standard, verification independently validates reported greenhouse gas emissions, and assessment evaluates performance against a benchmark. She highlighted that third-party review — whether through certification or verification — adds credibility, builds confidence, and helps address skepticism or concerns about greenwashing. In the marketplace, particularly during the verification phase, regulatory compliance is one driver, but the real value lies in demonstrating rigor and accuracy to investors, clients, or stakeholders. A robust internal review process further reinforces consistency and credibility, ensuring everyone is aligned on the verified information. 

Gina also emphasized that starting with Scope 3 emissions, particularly embodied carbon, can feel overwhelming, but the key is to begin somewhere rather than aiming for perfection. She recommended breaking the process into manageable pieces — starting with one category, using available data, and making initial assumptions even if imperfect. This approach helps organizations identify major impacts, understand where improvements are possible, and gradually refine data accuracy over time. She stressed that progress – even through small steps – supports change management and builds momentum, acknowledging that there is no single “silver bullet” and encouraging a simplified, iterative approach to tackling complex emissions accounting. 

Heidi Creighton, Senior Design Manager at the City of Santa Monica:

Heidi highlighted Santa Monica’s ongoing climate initiatives, focusing on building performance and electrification. She described the upcoming City Council review of the Building Performance Standard (BPS) ordinance, which will require large building owners to progressively improve energy efficiency, targeting the 35% of city emissions that come from existing buildings. She also detailed efforts to electrify the city’s fleet, including electric trucks, vans, SUVs, street sweepers, and Big Blue buses, with a goal of a fully zero-emissions bus fleet by 2030. Key infrastructure projects include new charging stations and canopies designed for future solar integration, emphasizing phased, strategic transitions to renewable energy and sustainable transportation. 

Heidi emphasized that Santa Monica’s sustainability successes are indeed replicable, grounded in the city’s values, leadership support, and commitment to creative, thoughtful solutions. She highlighted the importance of setting ambitious yet realistic goals, measuring progress in manageable steps, and leveraging tools like the Global Network for Zero to guide net zero efforts. Key enablers include strong leadership buy-in from the City Council and clear baseline policies, such as the 2017 Sustainable Building Administrative Instruction, which provides consistent standards for municipal projects and streamlines implementation across the portfolio. 

Panel Discussion:  On the Ground and On the Move: Net Zero Progress Amid Uncertainty

Anica Landreneau, Global Director of Sustainability at HOK:

Anica highlighted that BPS are increasingly effective across states, counties, and cities, targeting the significant carbon emissions from existing building stock that fall outside typical building codes. She noted that BPS programs — whether based on energy intensity, peer benchmarking, or trajectory approaches — are generally successful in driving emissions reductions, with legal challenges so far unsuccessful. While embodied carbon isn’t yet widely addressed in building codes, BPS encourages investment in existing buildings and emphasizes the principle that the greenest building is the one not built. Landreneau also pointed to resources for further learning, including the ASHRAE 100P standard, the Institute for Market Transformation, and the Building Energy Exchange, which provide guidance and case studies for jurisdictions implementing BPS. 

Anica also explained that despite shifts in federal investment and political priorities, private-sector clients remain committed to their decarbonization and sustainability goals, particularly long-term targets like 2030, 2040, and 2050. While federal support has fluctuated, local leadership and consistent client ambition continue to drive progress, and the fact that some efforts face pushback indicates their effectiveness. She emphasized the importance of tailoring language and framing goals to resonate with different audiences and regional priorities—focusing on resilience in climate-impacted areas or other outcomes that matter locally—so that stakeholders remain engaged and supportive, making the approach both strategic and practical rather than political. 

Kristy Walson, Practice Lead at BranchPattern:

Kristy emphasized the importance of simplicity and a “reduction first” mindset in decarbonization efforts. She noted that technical complexity can be overwhelming, so starting with straightforward emission reductions allows a more comprehensive strategy to naturally emerge. Kristy stressed that even partial reductions are valuable and advocated for evaluating building investments with a long-term perspective, considering their full lifespan rather than just short-term returns. By simplifying the approach and focusing on achievable reductions, stakeholders can more effectively drive meaningful emissions decreases in the built environment. 

Kristy explained that in Florida, the conversation around sustainability has shifted toward resilience because extreme weather events and rising insurance risks have made risk reduction a more tangible business and quality-of-life issue. Buildings designed to withstand hurricanes, heat, and sea-level rise not only reduce risk and insurance costs but also support decarbonization by avoiding premature rebuilding, which would increase embodied carbon and emissions. She emphasized that aligning building codes with resilience needs is critical, as achieving resilience effectively contributes directly to decarbonization goals, making the two inherently interconnected. 

Marcus Hazelwood, Director - Optimization Services at EA Energy Solutions, LLC:

Marcus emphasized that engaging building owners who have not yet acted on sustainability requires framing the conversation around risk and financial impact rather than solely environmental benefits. He suggested translating decarbonization and emissions concepts into business terms, showing owners the potential costs of inaction—such as regulatory penalties, stranded assets, or missed energy savings—and highlighting the long-term return on investment from efficiency measures. Using phased approaches, energy modeling, and available incentives can help reduce upfront barriers and make the financial case tangible, ultimately motivating owners to act by connecting sustainability to both risk mitigation and economic value.

Marcus emphasized that the technologies and methodologies to optimize building performance already exist, particularly through digital twins, which create virtual models of buildings with control points for pumps, fans, and occupancy sensors. Combined with AI and energy conservation measures, these tools enable real-time monitoring, fault detection, and ongoing optimization, often yielding 20–30% energy savings. The main challenges lie not in technology but in financing, owner commitment, and ensuring long-term operational follow-through to maintain projected ROI. Effective use requires either in-house expertise or external consultants to integrate, calibrate, and sustain these solutions from design through long-term operations. 

Conclusion

Together, these insights reinforce that while the challenges vary by region, the solutions — grounded in collaboration, innovation, and accountability — are universal.  A big thank you to our panelists and to everyone who joined us in advancing the net zero movement!  

If you missed our webinar, stay tuned for our next webinar as part NYC Climate Week on 9/24 from 12pm-1pm EST. You can register here.