Communicating the Value of Green Building: How to Get Clients on Board
This program is presented in partnership with the Society of Marketing Professional Services – St. Louis!
As sustainability expectations continue to reshape the built environment, design and construction professionals are increasingly being asked to do more than deliver high-performing projects—they must also communicate their value in ways that resonate with clients, stakeholders, and decision-makers. This program will explore how architects, engineers, contractors and marketing professionals effectively make the case for green building in real-world project conversations.
Highlighting perspectives from across the building industry, panelists will share how sustainability communication happens in practice: when key conversations occur, how messaging adapts for different client and project types, and which strategies help move conversations beyond “that sounds expensive” toward long-term value, resilience, health, and performance. The discussion will also examine how firms position their sustainability expertise through branding, storytelling, project experience, and organizational identity. Attendees will gain practical insights into what strategies communicate the business, environmental, and human benefits of green building more effectively, and help to build client trust, strengthen collaboration, and advance more sustainable outcomes across the industry.
Moderator
Nora Knox, Co-Founder, Bold Branch Collective
Panelists
Matt Cale, National Program Manager, Farnsworth Group Inc
Drew Hustedde, Senior Architect I & Sustainability Lead, BSA LifeStructures
Mary Peterein, Preconstruction Director, McCarthy Building Companies
Abigail Sirevaag, Vendor Program Manager, Branch Real Estate, Edward Jones
WHERE
McCarthy Building Companies
12851 Manchester Rd | St. Louis, MO 63131
WHEN
Tuesday, June 9 – 5:30 – 7:30 pm
ADMISSION
Free – Members of Missouri Gateway Green Building Council and full time students.
$25.00 – Non-Members
Not a member? Join or renew now!
QUESTIONS?
Contact Missouri Gateway Green Building Council staff at info@mogreenbuildings.org or 314-577-0854.
Thanks to our Evening Program Sponsors!
Moderator
Nora Knox, Co-Founder, Bold Branch Collective
Nora Knox is a marketing leader with more than 15 years of experience translating sustainability-driven solutions into stories that move people. After a decade at the U.S. Green Building Council, where she helped scale LEED globally, she co-founded Bold Branch Collective to partner with organizations in the sustainability and green building sectors to turn technical sustainability into real business outcomes. Nora’s approach combines data-driven digital strategy with high-level brand positioning to drive measurable global growth. She thrives on helping mission-driven organizations spark action and inspire decision-makers through clarity and creativity. Nora holds a Bachelor of Arts in Journalism from the University of North Carolina at Chapel Hill and recently earned a Sustainable Marketing, Communications and Brand Management certificate from the Cambridge Institute for Sustainability Leadership (CISL).
Panelists
Matt Cale, National Program Manager, Farnsworth Group Inc
Matt Cale is a National Program Manager serving as a client-focused technical expert integrating sustainability, climate adaptation and mitigation, resilience, and decarbonization practices into Farnsworth Group’s projects. He combines companywide talent from all disciplines to provide broad-reaching expertise to match client needs and expectations. Matt joined Farnsworth Group in 2018 and has provided these services for clients from local school districts to entire medical campuses. Matt has more than 20 years’ experience in the design, performance evaluation, sustainable certification, commissioning, and energy modeling of the built environment.
Drew Hustedde, Senior Architect I & Sustainability Lead, BSA LifeStructures
Drew Hustedde is a Senior Architect I and Sustainability Lead at BSA, where he works with clients and project teams to integrate high-performance, sustainable design strategies into the built environment. A licensed architect and LEED AP BD+C, Drew brings experience in translating complex sustainability goals into practical, client-focused solutions that support long-term value, resilience, and performance. He has led sustainability initiatives across justice, higher education, and healthcare projects, guiding teams through green building certification processes, and helping clients align their operational and business goals with climate realities and long-term sustainability. Beyond individual projects, Drew’s passion lies in building collaborative connections — across the industry, within his firm, and on every project — to eliminate negative environmental impacts and strengthen the relationship between buildings, the people who use them, and the environments they inhabit.
Mary Peterein, Preconstruction Director, McCarthy Building Companies
Mary Peterein is a Senior Preconstruction Director within the Central region at McCarthy Building Companies, Inc. and has worked in the construction industry for over 25 years. She received her Bachelors in Civil Engineering from the Missouri University of Science & Technology. In addition to her estimating role, Mary is frequently an internal advisor and resource for McCarthy’s LEED projects and regularly collaborates with her Business Development and Marketing colleagues.
Abigail Sirevaag, Vendor Program Manager, Branch Real Estate, Edward Jones
Abigail is a Vendor Program Manager and Sustainability Strategist at Edward Jones. Her career so far has provided opportunities for the advancement of sustainability in the areas of interior design and corporate social responsibility. During her tenure at Edward Jones, she has had the opportunity to drive environmental sustainability strategy and change. Abigail has a master’s degree in Sustainability from St. Louis University and is an adjunct instructor at Maryville University, teaching a Designing for Sustainability & Health Course that will review general green building design concepts, the LEED rating system, the WELL Building Standard, and serve as high-level preparation for the LEED Green Associate exam. Abigail currently serves as Board Chair for MGGBC, is a Green Schools Quest mentor, and previously she served on the Education Committee, co-chairing the committee in 2018.
CONTINUING EDUCATION
Submitted for 1.5 AIA CES.
Code of Conduct
Missouri Gateway Green Building Council (MGGBC) is committed to providing a safe, productive, inclusive, and welcoming environment for all participants attending our events in person or virtually. We do not tolerate harassment or discrimination in any form. We aim to provide opportunities for open dialogue and exchange of green building & sustainability ideas and promote full participation and belonging for all participants. Discrimination and harassment include unwelcome, exclusionary behavior because of gender or gender identity, race, ethnicity, nationality, religion, sexual orientation, disability, marital status, veteran status, age, citizenship, language, political or other opinion, physical appearance, economic status, and/or other identities. MGGBC expects everyone participating in its events and discussions, including Board Members, Committee Members, Volunteers, Members, Staff, and Guests to comply with this Code of Conduct. It is the responsibility of all participants to help ensure a safe environment for everybody. Individuals violating this Code of Conduct will be asked to leave.
Consent to use Photographic Images
This event will be recorded and shared on our website. Registration/attendance at, or participation in Missouri Gateway Green Building Council programs and activities constitutes an agreement by the registrants to allow the organization to use and distribute (both now and in the future) the attendee’s image, in photographs, video, and electronic reproductions of such events and activities.
