Generally, Innovators and Early Adopters make up 8%-12% of a market. These consumer types generally will accept products that are less than perfect if they have features that are path-breaking (think iPods and their early faulty batteries).

However, in order to penetrate the Early and Late Majorities of consumers, products must have largely eliminated their flaws. The large difference in preferences and requirements between Early Adopters and the Early Majority consumers has been characterized as a ‘chasm’.

During the early growth years of green buildings, leaders in the construction and real estate industry have embraced the trend, while others have preferred to wait on the sidelines until perceived and real issues surrounding cost and green product performance have been resolved.

Recently there has been a huge surge in green building uptake moving from the 8%-12% of market Early Adopters into the Early Mass Market of 12%-25% of users. Four main trends are driving this trend in the global green movement: (1) the industry is growing rapidly, (2) buildings are getting greener, (3) green buildings are getting less expensive, and (4) the definition of “green” is expanding.