By Ted McIntyre with Rose Benedetto
New Enerquality project examines carbon-conscious construction
“The urgency to reduce carbon emissions in the building sector has never been greater—and Ontario’s building community is uniquely positioned to lead,” says Enerquality Managing Director Rose Benedetto. “Buildings are one of the largest contributors to greenhouse gas (GHG) emissions, both through operational energy use and the embodied carbon in materials and construction. As climate change accelerates, regulatory and market pressures are converging.”
To that end, Enerquality has initiated its Carbon-Conscious Construction Project. Focused on operational and embodied carbon in new residential construction, the project examines materials analysis and energy consumption, highlighting best practices and innovative solutions that reduce emissions and support climate-resilient construction. The goals include educating builders, developers and homeowners about the carbon impacts of residential construction and how they can make informed, lower-carbon choices, driving market demand for these types of products and systems, providing a cost-benefit analysis of using low-carbon materials and identifying financial incentives or lifecycle savings; and supporting better design decisions through lifecycle assessment.
The demo project has been brought to life through two core storytelling pieces: a video featuring interviews with manufacturers and product installers, and a webinar where industry experts and project participants shared insights, findings and recommendations, including a live house tour.
Chatting with Ms. Benedetto, we explored the potential benefits—and costs—of pursuing this path.
OHB: What was the genesis of the Carbon-Conscious Construction Project?
RB: “The idea was sparked by one of our manufacturer partners whose building material is often criticized for its carbon intensity during production. They wanted to demonstrate how, over the full lifecycle of a home, their product significantly reduces operational carbon emissions—ultimately offsetting its embodied carbon footprint. We found several building material suppliers who wanted to share what their companies were doing to offset carbon.
“The demo project launched in October and was completed in March. One of our Energy Advisors, who was already active in this space, connected us with Bill Hasso, a construction manager at Lakeview Homes, who saw the value and enthusiastically stepped forward to join the project.”
Did anything come out of this project that caught you by surprise?
“Yes. One was how quickly the builder team embraced the carbon-conscious mindset once the data was presented in a practical, performance-based context. What began as a technical demonstration evolved into a deeper conversation about material choices and long-term energy performance, and how these decisions align with climate goals and customer expectations. Another unexpected insight was the potential for collaboration across the value chain. From the supplier to the Energy Advisor to the builder, each partner brought a unique perspective that enriched the project and highlighted how meaningful carbon reduction is achievable when stakeholders align.”
How can you allay builder fears of added costs of going down this road?
“This project highlights the kind of support builders will need if carbon-related requirements are eventually mandated in the building code. That includes financial incentives or subsidies to help offset costs, especially during the transition phase. Without meaningful cost relief, even well-intentioned policy can become a barrier rather than a catalyst for progress.”
Will there be a universally accepted system to track the carbon footprint of each product?
“Working through this demo project, we can say that we are not quite there yet—but we’re getting close. Tools like Environmental Product Declarations (EPDs) and platforms like EC3 are helping track the carbon footprint of materials, but we still need a simpler, universal system. The goal is clear: make it easy for builders to choose low-carbon options without needing a PhD. And we’re working with industry partners to make that a reality.”
Each of the subtrades and suppliers would need to know the numbers for these various components.
“Yes, each will increasingly need to quantify the carbon footprint of their products and systems. As carbon accounting becomes more common, builders may begin factoring this information into procurement decisions. In other words, the carbon performance of a product or system could influence which materials, manufacturers or trades are selected—right alongside cost, quality and availability. This shift could drive greater transparency and innovation across the supply chain, as everyone from insulation suppliers to HVAC installers looks to demonstrate low-carbon value to stay competitive.”
Are the products involved readily available and cost-effective?
“Many used in carbon-conscious building, such as advanced insulation, low-carbon concrete mixes, high-efficiency HVAC systems and low-GWP (global warming potential) refrigerants, are already available in the market, though availability and pricing can vary by region and volume. While some options currently come at a premium, costs should decrease as demand grows.”
Is there a fear that policymakers might determine thresholds and essentially dictate the supply chain?
“Yes, there is certainly apprehension this could happen. It could feel like a loss of flexibility, especially for smaller builders who may struggle to adapt quickly. The key is ensuring that policymakers work collaboratively with industry to set achievable, phased targets that allow time for adaptation, provide financial incentives and technical support to ease transitions, and foster market transparency around product carbon footprints.”
How significant a difference can builders make vs. standard practices?
“Builders adopting carbon-conscious practices can achieve meaningful reductions in both operational and embodied carbon, often in the range of 20%-40%—and sometimes significantly higher when pursuing Net Zero or advanced certification programs. From an ROI perspective, these improvements translate into the following: lower energy costs for homeowners, which boosts market appeal and resale value; stronger differentiation in a competitive market, attracting increasingly eco-conscious buyers; access to incentives and rebates that help offset upfront costs; reduced risk of future retrofit expenses as codes tighten and regulations evolve; and the potential for premium pricing on high-performance homes, depending on market demand. While some upfront investment may be required, the long-term financial benefits and reputational gains often outweigh the costs, especially as sustainable building becomes mainstream.”
Might there be unintended consequences of selecting products with low embodied carbon?
“Some low-embodied-carbon products or materials may have different performance characteristics than traditional options, which could lead to issues like air or moisture leaks if not properly integrated into the building system. However, this risk can be managed through careful design, proper installation and rigorous quality control. It’s essential to follow best practices and work closely with architects, energy advisors and building scientists to ensure system compatibility. And many low-carbon products are, in fact, designed specifically to maintain or improve building durability and indoor air quality. The key is not to compromise performance for carbon reduction but to pursue solutions that deliver both. By investing in training and oversight, builders can avoid unintended consequences and deliver homes that are both low carbon and high performance.”
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