As the economy increasingly rewards cleaner technologies, businesses will be unable to ignore the associated competitive pressures. The attention surrounding the launch of the Ecofiscal Commission (a think-tank) is an important reminder about touting the impressive environmental record of the residential construction industry. In 2010, there were 35% more homes in Canada than in 1990, but emissionsof greenhouse gases from all houses had fallen by nearly 6%. Compared to an identical home built in the mid-1970s, a home built today is 66% more energy efficient.