Madeline Cramer

Professor Jan Babcock

English 137H: Rhetoric and Civic Life

November 04 2018

Madeline Cramer
Professor Jan Babcock

Paradigm Shift Essay

November 4 2018

Temporary Past to Sustainable Future

A city bustles with men in dapper suits, branded with top hats, and the all too common

cigar. Although the clock on the corner of Kaufmann’s department store shows twelve noon, the

world around is dim, coated by a fog of darkness. Windows are branded with a matte black color,

and the air is heavy. The year is 1950, and the economically bustling city of Pittsburgh,

Pennsylvania is far from clean. It would take nearing of the turn of the century, and a huge

change in day-to-day living for the smog ridden city to transform into the streets modern day

“Pittsburghers” love to call home. This revolution to clean living does not stand as a staple in the

history of Pittsburgh alone, however. The change from hazardous energy usage and antiquated

practices, into sustainable energy sources and the restoration of construction is a distinct change

across the entire nation. Over the course of roughly half a century, key innovations within the

energy and construction industry, sparked by changes in society, have led to a conversion from

temporary structures and systems, to modern day sustainable building methods.

Before the shift of sustainability, the way America constructed and operated its buildings

was stark in contrast from the methods that rule the industry today. Cities were not simply

covered with the residue left from dirty and depleting resources, but also, the materials and

systems used were unfavorable and temporary at best. Buildings were consuming far more

energy than they were producing, and in many circumstances, they failed to produce any

significant amount of energy that would lessen their environmental impact. With the discovery of

how to extract fossil fuels, and use them to the nation’s benefit, there was little reason for a
change. For decades, using fossil fuels ruled energy production as it was relatively easy and in a

sense, “comfortable” for the industry. In addition to the poor energy production by antiquated

building systems, the materials used also had a significant impact on the environment. Single

paned windows, usage of chemicals and pesticides, and building with materials that were not

made to last all added to the long list of environmental risks. At the time, these methods were

simply a way of life, everyday habits that were hard to break (Basic Information). In some cases,

such as that of asbestos, there was not enough research to understand the hazards of these

methods of construction. It would take drastic circumstances to light the fire of change within the

energy and construction industries in America.

The way of constructing and living in a temporary way held steadfast until key national

and worldwide events shaped the future of the industry. Until this point, there was not extensive

research or protest when concerning human impact on the environment. The 1960’s and 70’s

brought to light the need for change in the traditional processes to rid American cities of smog

and non-green methods. However, this shift into sustainable living did not begin overnight. For

decades, fossil fuels flooded into the air as an ordinary and successful part of life, making the

change into “green” living slow moving and laborious. The change was catalyzed by two major

developments in American history; The need for environmentally friendly building practices

became clear to groups at the forefront of changes in the industry, as well as the increase in oil

price (History of Green Buildings). Together, these two components together created the raw

beginnings of the of the green building movement.

In 1973, thousands of miles away from the United States, a bloodshed raged in the

Middle East in what was known as the Arab-Israeli War. Traditionally the U.S.’s primary source

for oil, the Arabs imposed an embargo against America, after the decision was made by the
United States to re-supply their enemy, Israel. Although the United States did this to gain favor

in post war negotiations, the impacts of the embargo were hard hitting to the United States,

where the economy had become dependent on foreign oil (Oil Embargo, 1973-1974). In

comparison, while a war was not raging on homefront, a different conflict was seen in the form

of environmental concerns. While today we see environmentalism across countless forms of

media, art, education, health and many more aspects, it had its beginnings in concerns over oil

spills, the usage of pesticides, and testing of the Hydrogen bomb. Environmentalists in the 60’s

and 70’s recognized the problematic future of human health if the nation continued with its

current energy production. A particular event that sparked the change was the pollution of Lake

Erie and its surrounding waterways. The immense amounts of pollution led to a fire on the

Cuyahoga River, and in turn, brought the public eye to the issues in the energy industry. These

initial protests and movements, where groups became concerned with the issues of how to

preserve the earth, as well as the impact of the industry on human health (Basic Information).

Although the movement into sustainable construction had humble beginnings in the 60’s

and 70’s, by the turn of the century, the field had made groundbreaking steps towards a cleaner

and lasting future. The steps taken in the environmental sector would directly impact the types of

buildings that were constructed after the millenium. With innovations in renewable energy and

building materials, and the formation of more environmentalist organizations and agencies, the

year 2000 brought forth the changes that would shape modern day United States.

One of the greatest contributions to the shift into sustainable building practices can be

found in the innovations within renewable energy. By the year 2000, the beginnings of large

scale solar production had begun. In particular, in Perrysburg, Ohio, the solar plant in use was

projected to produce roughly one hundred megawatts of energy per year. But the introduction of
large scale solar techniques did not stop in the Ohio town, as solar panels even found their way

into space in the year 2000, proving their vitality and long term benefits in construction and

energy consumption (First Solar). However, according to The Climate Group, solar power made

for a small part of the total renewable energy sources in the United States in 2000. Although

solar energy had made its way into space, other forms of renewable energy, in particular,

hydropower, had made proven itself by producing roughly 800 Gigawatts of energy over the

course of the year (Pickens). In addition to the newfound solar energy, and the more popular

hydropower, the millenium also brought the usage of biomass and wind energy as a way to

replace traditional production (Pickens). Together these groundbreaking innovations in how to

use renewable resources to produce energy would allow for cleaner living and a more sustainable

future.

In addition to clean energy practices, the growth of constructing with recycled materials

illustrated a large part of the change. A part of this change can be credited to the newfound ideas

of “flipping” homes and “DIY” renovations which became popular in the early 2000’s. The “Do

It Yourself” Network launched in January of 1999, and it’s ideas of how to renovate in

environmentally friendly ways, and repurposing of old goods to save on costs would change the

lives of millions in the coming years (DIY Network). The network was able to convey ideas of

how green practices could be used at an elementary level, something with which all citizens

could take part. These initial concepts of taking materials from deconstruction and using them

again would lead the movement towards eco-friendly building materials.

Together, the introduction of these new forms of energy, as well the rise in recycled

materials aided in the change to sustainable construction. It would not seem that the slow

introduction of renewable energy and reusing old materials in a new project could create these
large impacts, but the shift was supported by many social changes, which included the

foundation of many environmental agencies and programs. In 2000, the U.S. Green Building

Council began the building rating program entitled, Leadership in Energy and Environmental

Design, or LEED (Lockwood). LEED, as well as similar programs promoted the construction of

energy efficient buildings through their rating systems. Buildings that meet the criteria are able

to apply for certification allowing potential tenants and buyers the assurance of a truly

sustainable building (Lockwood). In addition to program certifications, constructing buildings in

a “green” manner has long term cost benefits because of the light carbon footprints of these

buildings (Environmental Issues in Construction). When companies purchase more expensive,

but eco-friendly materials, the long terms costs of operating the structure are substantially less

than that of a non-green building.

Although the millennium brought countless changes to the “dirty” construction practices

and smog ridden cities, there was still much wariness when concerning this new form of

construction. Many large building corporations still saw the movement as hippie ridden, and a

fickle dream of renewable energy and recycled materials. Stuck in the comfortability that came

with the dangerous cloak of fossil fuels, many believed these new practices could never work on

large scale projects. Although some of those companies on the forefront of change had already

begun to see payoffs in the new way of constructing, reaching large scale sustainability would

still be an uphill battle.

The next eighteen years in America’s history would bring about the support needed to

shift into the sustainable construction wave that has developed in modern day United States.

When looking at the modern day technology that surround day-to-day living, it is hard to

imagine the people who once trekked through the smog ridden streets, fueled by dying resources.
But, with a more widespread understanding of the once deemed “hippie” practices, and

innovations within the industry, modern day America is seeing a much different world than those

in the 1950’s. Not only innovations in the field, but also, with time came affordability of these

sustainable practices and materials, in turn creating more widespread usage.

A massive obstacle that had to be faced from the millenium years, was the understanding

of environmentally friendly practices and materials. For large corporations to start implementing

these ideas, the dollar sign had to be ideal, but also they had to understand what exactly this type

of construction meant. As more programs such as the National Association of Home Builders,

NAHB, formed clear ways to engage in going green, large corporations readily were able to

understand and implement these clear strategies (De Vries). Yale Environment 360, conducted

research that demonstrates the new, and clear understanding of sustainability. They found that

since the year 1902 fossil fuel usage in 2017 was at an all time low at eighty percent, where

renewable energy was at an alltime high at eleven percent (Fossil Fuels Account).

When larger scale organizations started to go green, the overall cost of utilizing green

forms of energy and materials became much lower. Companies, now with a clear understanding

of green requirements, were also more likely to construct sustainable buildings because of the

now understood long term payoffs. In most cases the initial construction is more costly, however,

over the course of the building’s life, operating costs are lower, and the framework lasts much

longer than when made with cheap, temporary materials (Knox). Even so, the U.S. Green

Building Council conducted studies that show, in some cases a conventional new construction

building may cost more than a new unconventional, green building. Because of the usage of

material by large companies, environmental companies could supply their materials at lower
costs, and soon, these nontraditional materials and methods became more widespread because of

their affordability to the everyday American as well.

The affordability of new materials and energy production, and the societal changes that

led to greater understanding of these methods, were all small pieces of the puzzle that was

constructing in a sustainable manner. These small changes, over the course of years of social and

environmental change have led to a nation where buildings stand resolute. Where the renovations

of seemingly ancient churches can stand next to a new construction skyscraper, each having

minimal negative impacts on the environment. Old or new, big or small, urban or rural, the

innovations and fights for change have created an industry that builds not for today, but

tomorrow.

The change from temporary practices to forever spaces was not a shift that happened

overnight. Those who found comfort in the feasibility of using fossil fuels fought the change.

Those who did not want to understand that “going green” wasn’t a hippie idea, but rather a long

term sustainability solution, fought the change. Large construction companies fought the change,

and everyday American citizens fought the change. Renewable energy and recycled materials

were unknown, and in turn created a sense of uncertainty. But over the span of roughly seventy

years, America made great leaps and bounds in creating an infrastructure and ideals that are long

lasting. From 1950 to present day, the United States developed crucial innovations within the

energy and construction industries. Sparked by those pioneers of sustainability who understood

the need for change in a world depleted of traditional resources, changes were made. Slowly,

steps were taken where short-lived structures were traded in for a long lasting future. A future

where these new long lasting buildings promote growth, creativity, and the continuing yearning

to understand the surrounding world.

 Works Cited

"Basic Information." Environmental Protection Agency, 20 Feb. 2016,

archive.epa.gov/greenbuilding/web/html/about.html. Accessed 27 Oct. 2018.

De Vries, Monique. "Green Construction." SBDCNet, www.sbdcnet.org/small-business-research-

reports/green-construction. Accessed 27 Oct. 2018.

DIY Network. Scripps Networks, www.diynetwork.com/. Accessed 27 Oct. 2018.

 "Environmental Issues in Construction." Green Building Solutions, American Chemistry

Council,www.greenbuildingsolutions.org/life-cycle-assessment/environmental-issues-

construction/.Accessed 27 Oct. 2018.

"Fossil Fuels Account for Lowest Share of U.S. Energy Consumption in More than a

Century." Yale Environment 360, Yale School of Forestry & Environmental Studies, 5

July 2018, e360.yale.edu/digest/fossil-fuels-account-for-lowest-share-of-u-s-energy-

consumption-in-more-than-a-century.

Knox, Nora. "Green Building Cost and Savings." US Green Building Council, 25 Mar.

2015, www.usgbc.org/articles/green-building-costs-and-savings. Accessed 27 Oct. 2018.

Lockwood, Charles. "Building the Green Way." Harvard Business Review, Harvard

Business School, June 2006, hbr.org/2006/06/building-the-green-way. Accessed 26 Oct.

2018.

"Oil Embargo, 1973-1974." Office of the Historian, history.state.gov/milestones/1969-

1976/oil-embargo. Accessed 23 Oct. 2018.

Pickens, Andrew. "Global Renewable Energy Increased 12% Since 2000." The Climate Group,

17 June 2015, www.theclimategroup.org/what-we-do/news-and-blogs/global-renewable-

energy-capacity-increased-120-since-2000. Accessed 26 Oct. 2018.