MAM
The evolving role of architecture in promoting sustainable and eco-conscious office design
As environmental stewardship has become an essential driver for consumers, governments, and investors alike, the architecture industry must evolve to meet the demands for sustainability. With resource inefficiency, carbon emissions, and waste management plaguing the sector, there is a pressing need for transformative solutions to mitigate the deadly impacts of climate change. The shift towards sustainability is especially important in the context of office and commercial spaces, given the high energy consumption and environmental impact traditionally associated with them – buildings are responsible for 40 per cent of global energy consumption and 33 per cent of greenhouse gas emissions.
Architecture plays a crucial role in promoting sustainable, environmentally conscious design and office practices. Sustainable architectural practices not only address environmental concerns but also contribute to healthier, more productive work environments in many ways. Here’s how green buildings and sustainable architecture can make a difference:
1. Energy efficiency and renewable resources
One of the primary goals of sustainable architecture is to reduce energy consumption, which can be achieved through various design strategies that maximise natural light, improve insulation, and enhance ventilation. Energy-efficient buildings often incorporate advanced materials and technologies, such as low-emissivity glass, bamboo, reclaimed wood, recycled metal, green roofs, and energy-efficient HVAC systems. Additionally, the integration of renewable energy sources, such as solar panels and wind turbines, helps in reducing the carbon footprint of office buildings. While there might be a slightly higher price to pay for sustainable design elements, they lead to significant cost savings in the long run.
2. Building Information Modeling (BIM)
Building Information Modeling (BIM) is a relatively new technology that is revolutionising the way architects design and manage buildings. BIM provides a comprehensive 3D digital representation of the physical and functional characteristics of a building, enabling better decision-making throughout the lifecycle of the project. Expansive databases are a part of advanced BIM software systems, which hold key information such as construction sequencing, cost, and lifecycle management. This allows for better resource management and collaboration across the various teams that are involved in creating a commercial space, and helps ensure waste is minimised. By integrating data on energy performance, materials, and construction processes, BIM helps architects optimise the design for sustainability, reducing waste, and improving efficiency.
3. Modular and prefabricated construction
Modular and prefabricated construction techniques are gaining popularity as sustainable architectural solutions across India. These methods involve producing building components in a controlled factory environment and then assembling them on-site. This approach reduces construction time, minimises waste, and improves quality control as modular buildings are often made using sustainable materials like reinforced concrete, which is also an excellent insulator. Moreover, prefabricated commercial buildings can be designed for disassembly, allowing materials to be reused or recycled, further enhancing their sustainability.
4. Adaptive reuse and retrofitting
A key challenge in the realm of architecture is incorporating environmentally friendly materials and processes into pre-existing buildings that were not designed to be sustainable. India recycles only one per cent of its construction and demolition waste, which is cause for concern as the construction waste generated in India is 150 MT, accounting for 35 per cent – 40 per cent of global construction and demolition waste every year. Adaptive reuse and retrofitting of existing buildings are essential strategies to combat this, which involves updating building systems and components to improve energy efficiency and functionality, ensuring that older buildings meet modern sustainability standards. By repurposing old structures for new uses, architects can preserve cultural heritage while reducing the environmental impact associated with demolition and new construction.
5. Biophilic design
Biophilic design, which emphasises the connection between people and nature, is another key element of sustainable architecture that can make a huge difference. This design philosophy encourages architects to find new and functional ways to incorporate natural elements into a commercial space. Weaving natural elements such as plants, water features, airflow, and natural light into office spaces is also known to enhance employee well-being and productivity by 15 per cent. Green walls, indoor gardens, and atriums not only improve air quality but also create a calming, aesthetically pleasing environment that promotes mental health.
6. Smart technologies and IoT
Another key way in which architecture can help promote environmental consciousness is through the integration of smart technologies and the Internet of Things (IoT) in office buildings. Architects can champion sustainability by incorporating smart systems like occupancy sensors, intelligent and motorised windows, telemetry mechanisms, smart HVAC systems, etc. to optimise efficiency and reduce costs in real-time. IoT sensors can also be employed in sustainable design to track occupancy patterns and adjust building systems accordingly, ensuring that energy is used only when and where it is needed.
Conclusion
It is no secret that architecture holds the key to promoting sustainable offices and environmentally conscious design practices. Sustainable architecture is not just a choice, but an imperative decision that can help limit the effects of climate change and pave the way for a more resilient future. By embracing innovative technologies, materials, and design strategies, architects can create office spaces that are not only energy-efficient and environmentally friendly but also conducive to the well-being and productivity of their occupants.
The article has been authored by Eleganz Interiors MD & CEO Sameer Pakvasa.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
