I had a big realization when I saw this picture of a hybrid Ferrari. Actually, after my jaw hit the desk, I had an epiphany—along with some uncomfortable swelling.
Looks fast ... and green.
Why is Ferrari developing a hybrid-electric vehicle? Why is the latest Ritz-Carlton in Lake Tahoe a certified LEED hotel? Typically luxury brands like these have stood for the utmost in discretionary spending, not necessarily helping the planet. But now that discretion is turning green, with an eye on the environment.
Green may seem counter-intuitive to those who could opt for a 12-cylinder Italian sports car. You might imagine that, in their heart of hearts, these folks would view “green” as a restriction, an unnecessary additional expense, or a lifestyle choice that represents an unwanted sacrifice. While we all know that the environment needs responsible care, how often do consumers really invest in that ideal? For these luxury brands, that investment makes good sense, and that sense gets passed on to their customers—no matter the tax bracket.
I recently spoke with an integrator friend of mine who specializes in catering to high-net-worth clientele in Chicago, designing and installing six- and seven-figure electronics systems for that city’s wealthiest individuals. His customers are the folks who want for nothing, no matter the economic climate, and expectations among this group are the highest you will find. My friend shared with me, “Some of my clients believe that ‘being green’ means asking the maids to recycle.” Wow.
Many of these luxury mavens have highly developed senses of social (and environmental) sensitivity, but not always. Actions speak louder than words, of course. And being sensitive is not the same as taking action. So, how to turn desire into action? How do we help that “customer who has everything” make sure that “everything” is also kind to the environment?
As we spoke, I realized that “being green” or being energy-efficient is not something to segment and sell; it is simply a part of good design. For discerning clients, there should be an expectation that a home automation system, a smart meter, a hybrid vehicle (or any home electronics installed by a systems integrator) include energy management, and efficiency of both an electronic (and human) nature.
High net-worth individuals who can afford luxuries such as Ferrari’s hybrid vehicle are accustomed to more choices than the average Joe. Luxury is about many things, but at its most basic, luxury is about options. The same idea, explained conversely: luxury is about eliminating sacrifice.
Automating a luxury residence builds intelligence into a variety of home systems, from basic energy consumption, to HVAC, to entertainment devices and more. Smart automation requires a design that does two things unobtrusively:
- Provide options for controlling the entire home ecosystem.
- Eliminate sacrifice.
For smart luxury brands like Ferrari and Ritz-Carlton, the best options are the ones that don’t sacrifice anything for their clients, including the environment.
Chris Westfall is a business consultant specializing in business development strategies for companies and individuals. Find out more on his website: http://westfallonline.com or blog http://westfallonline.wordpress.com
