Re-inventing Construction: Proceedings of the Holcim Forum for Sustainable Construction 2010

355 STIMULATE STAKEHOLDERS The world is not short of technical solutions to the problems of environmental sustainability, but convincing stakeholders to adopt these solutions is another matter. This is especially true in the build- ing and construction sector, where the complexity of the construc- tion process, the diverse drivers of the many players involved, and the challenges of sustainability requirements are posed to a deeply entrenched status quo, and come together in a tightly coupled sys- tem with dynamics that actively discourage meaningful change in construction processes and practice. The question we need to ask is: How best to encourage behav- ior change in such a complex environment? Traditional measures tend to be aimed at individual actors, and come as either carrots in the form of financial benefit (e.g. subsidies, tax breaks, reduced operational costs) or increased status and competitive edge (more stars, silver to platinum medals), or in the form of sticks (levies and taxes, fines and regulatory control). These are applied using a range of quantitative performance targets that should, in theory, add up to sustainability. However, these mechanisms are themselves not sustainable because they require constant external intervention. The behaviors encouraged in this way do not arise out of the re- quirements of the (narrowly defined) system itself, and they target