Know Thyself, But Know Thou Too

If you want to get a sustainable building or community built, you have to know your audience. Architect and urban planner Andres Duany offers a field-guide of target groups.

1 minute read

February 5, 2008, 12:00 PM PST

By Nate Berg


During December's Green Architecture and Urbanism Council, Andres Duany identified four target markets, their pros and cons, and discussed how to appeal to their personalities when presenting ideas or speaking to consumers.

Among their other identifiable markings, "Ethicists...are 'the original environmental activists,'" "Trendsetters...are willing to make choices that generate environmental benefits, but not if it means sacrifice," "Opportunists" are "pragmatic, optimistic, entrepreneurial people [who] welcome advances in technology. They love 'gadget-green' buildings," while "Survivalists...are pessimists who believe severe global warming and/or resource depletion are inevitable" and "will adapt their lifestyles for the 'Long Emergency'."

"Duany also identified a fifth group, the Apathetics, individuals who are 'ignorant, skeptical, or indifferent.' Their model: Dick Cheney. 'They will come along if it is cheaper or easier or when their ass gets hot'."

Thanks to The Intrepid Staff

Tuesday, January 15, 2008 in New Urban News

View form second story inside Southdale Mall in Edina, Minnesota with escalators and model cars parked on downstairs floor.

The Mall Is Dead — Long Live the Mall

The American shopping mall may be closer to its original vision than ever.

March 21, 2024 - Governing

View of Austin, Texas skyline with river in foreground during morning golden hour.

The Paradox of American Housing

How the tension between housing as an asset and as an essential good keeps the supply inadequate and costs high.

March 26, 2024 - The Atlantic

Houston, Texas skyline.

Report: Las Vegas, Houston Top List of Least Affordable Cities

The report assesses the availability of affordable rental units for low-income households.

March 22, 2024 - Urban Edge

Aerial view of Anchorage, Alaska downtown with mountains in background at golden hour.

Anchorage Leaders Debate Zoning Reform Plan

Last year, the city produced the fewest new housing units in a decade.

March 28 - Anchorage Daily News

Young man in wheelchair crossing zebra crosswalk.

How to Protect Pedestrians With Disabilities

Public agencies don’t track traffic deaths and injuries involving disabled people, leaving a gap in data to guide safety interventions.

March 28 - Governing

Aerial view of mountain town of Steamboat Springs, Colorado in the winter with snow at dusk.

Colorado Town Fills Workforce Housing Need With ‘Dorm-Style’ Housing

Median rent in Steamboat Springs is $4,000 per month.

March 28 - CBS News

News from HUD User

HUD's Office of Policy Development and Research

Call for Speakers

Mpact Transit + Community

New Updates on PD&R Edge

HUD's Office of Policy Development and Research

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.