As the building industry faces growing pressure to adopt sustainable practices, Gensler is leading the charge with innovative approaches that address material sourcing, collaboration, and transparency. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Erik Barth, Senior Associate Architect and Regional Design Resilience Leader at Gensler, to explore how sustainability has evolved over the past decade. From tackling greenwashing to creating standardized sustainability frameworks, the conversation dives deep into the challenges and opportunities facing architects, manufacturers, and contractors.