Nobody was really buying green

My first client at Tellus cared, more than any client I had met, about what she would be breathing and touching inside her own house. I had built the company's identity around green construction, sustainability, the environmental pitch, because that's the story I believed I was selling. She taught me otherwise. She did not care about carbon. She cared about what she was breathing and touching every day in her own home. That pattern held with almost every client who came through the door after her. People were not buying green. They were buying their own health first, their money second, and the planet a distant third, no matter what the marketing said. My honest opinion, and I will say it plainly because it is true and most builders from that era still will not admit it: nobody was really buying green. I kept building the brand around sustainability because it worked, but I never let myself believe that was the real reason people signed.