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Last Wednesday, President Donald Trump announced sweeping new tariffs that will increase the cost of building materials from roofing to appliances, making home construction more expensive in the midst of a national housing shortage. These tariffs are yet another crushing blow to housing affordability, while at the same time climate change threatens to make entire areas unlivable. In February, Federal Reserve Chair Jerome Powell testified before the Senate that if you fast-forward 10 or 15 years, there are going to be regions of the country where you cant get a mortgage because of climate change. Climate disasters like the Los Angeles fires and North Carolinas Hurricane Helene are causing property insurance rates to skyrocket and carriers to leave markets, a finding recently confirmed by the Treasury Departments Federal Insurance Office. Without property insurance, prospective buyers of single and multifamily housing cant get mortgages, and existing owners cant refinance or take out lines of credit for repairs. When insurance markets fail, they fail not just in disaster zones but also across regions and entire states. More climate disasters will mean parts of the U.S. will be livable only to people who can afford to buy or repair their homes with cash. If theres one thing that’s going to kill the American dream, its the climate crisisand this will extend far beyond the death of homeownership. Housing and climate leaders need to work together In a period when more than half a million Americans are unhoused and Drill, baby drill is once again the slogan of the day, its time for housing and climate leaders to join forces. But most housing advocates ignore the climate crisis altogetherand I can see why. As an affordable housing developer, I experienced firsthand that exclusionary zoning, permitting delays, and even environmental and community reviews make it nearly impossible to build new ground-up housing and repurpose underutilized buildings for housing. Because its already too hard and complicated to build, housing advocates often oppose crucial codes and standards that cut emissions and improve resiliency, even those that pay for themselves by preventing storm damage and lowering energy costs. However, if housing leaders continue to ignore climate change and the emissions generated from housing, the future looks bleak: more Americans will go unhoused as insurance and mortgage markets fail and climate disasters grow in frequency and intensity. Already, rising insurance rates are hitting consumer pocketbooks nationwidewith premiums increasing 61% in the past five yearsslowing single and multifamily construction, alongside an unprecedented housing affordability crisis. Aligning the housing and climate movement requires streamlining regulations to make it easier to both build new housing and repurpose existing buildings. New and retrofitted housing must also be resilient, insurable, and low emissions. At the same time, climate leaders need to make housing affordability central to their work. Taking action at the state and local level With a president who appears hell-bent on making housing less affordable and spinning climate disasters out of control, its time to move action to our communities and states. Governments from Texas to Montana to Connecticut are already speeding up permitting and eliminating decades-old exclusionary zoning rules that make it too hard and expensive to build new housing, especially housing that lower- and middle-income people can afford. These pro-housing reforms can also be critical to the climate fight because denser neighborhoods and right-size housing release fewer emissions, are more walkable, and reuse existing infrastructure. By slowing sprawl, they can help preserve open space, which draws down emissions and serves as a buffer to extreme weather. To stabilize the insurance market and mortgages, governments need to be more proactive by requiring and incentivizing building codes and standards that make new and existing homes more resilient to climate-driven disasters. There are already standards like the Insurance Institute for Business and Home Safetys Fortified certification and Wildfire Prepared Home program that policymakers can adopt. State and local governments also need to make difficult choices to prevent construction in risk-prone locations, even when private land owners push back. Los Angeles is currently grappling with whether to rebuild in high fire hazard zones after Januarys Palisades and Eaton Fires. Communities may also need to relocate existing households from areas most at risk of climate disaster. Following Vermonts devastating floods in 2023 and 2024, Vermont Emergency Management is paying hundreds of families to leave flood-prone homes, and after demolition this permanent open space will reduce future flood risk to neighboring homes. These steps will decrease the chances of catastrophic damage in new and existing homes, changing the odds of insurance risk pools in ways that stabilize the market. We are seeing these strategies also work in Alabama, which bolstered its insurance industry and made families safer by incentivizing fortified roofs to protect homes from hurricanes. Making homes more resilient and energy-efficient But more disaster-prepared housing is not enough. Unless pro-housing reforms address the root cause of climate change, well be stuck in a doom loop of disaster and repair as severe weather grows fiercer. And we can only curb the climate crisis by cutting emissions in our homes20% of U.S. greenhouse gas emissions come from powering housing (not including what it takes to manufacture materials or construct buildings). The good news is, thanks to rapid advancements in efficiency and electrification, emissions-cutting improvements like insulation, heat pumps, rooftop solar, virtual power plants, and low-carbon construction materials quickly pay for themselves and make families more economically secure. omes built to todays energy codes are already 40% more efficient than homes built 15 years ago, and other standards, such as PHIUS Passive House, can double those savings, and additional construction costs quickly pay for themselves with energy savings. Energy codes also save lives in extreme heat, a crucial consideration as Las Vegas hit 120 degrees in 2024, Phoenix experienced 70 days above 110 degrees, and communities from coast to coast suffered through record-breaking temperatures. Some argue that every dollar we spend cutting home emissions and energy costs is one dollar less to spend on building new housing. This is a false choice. Tens of thousands of homes have already been built and retrofitted to climate-smart standards, because the economics of lower energy costs and resiliency work over the long run. Every $1 invested in meeting modern building codes provides $11 in savings by reducing storm damage. Investing in disaster-prepared, energy-savings construction is not slowing new housing supply, but can instead bolster it. Making these changes wont be easy, and we should expect no answers from the Trump administration as they tariff us out of affordable housing. The president and his appointees have blamed climate disasters on just about everything except fossil-fuel-driven climate change. They also repealed the Federal Flood Risk Management Standard (for the second time), the rule that says that flooded buildings that receive funding from the Federal Emergency Management Agency must be rebuilt in a way that prevents future flood damage. We must also overcome the resistance of lobbyists like the National Association of Home Builders that have waged decades-long campaigns against codes and consumer protections. In North Carolina, homes were unnecessarily destroyed by Hurricane Helene because for 15 years Republican lawmakersat the bequest of lobbyistsblocked common-sense building code updates and limits on flood zone and steep slope construction. As a result, homes were unnecessarily built in harms way and werent strong enough to withstand the storm. There are examples of the home construction industry moving beyond knee-jerk opposition to regulation and climate leaders joining them to collaborate on solutions to build zero-emission resilient homes. In Louisiana, local homebuilders successfully advocated for stronger building codes that protect against disaster damage and energy codes that save people money and save lives in extreme heat. Louisiana homebuilders got behind the codes because they saw them as key to preventing insurance market failure and keeping the home construction industry afloat. If we can replicate that model nationwide, and pair climate-smart policies with pro-housing reforms, we can supercharge construction and renovations, provide housing to people who need it, while safeguarding the mortgage and property insurance industries. The American dream depends on it.
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E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. A year ago, our company made a bold move. We put up a million dollars in prize money for any of our team membersno matter their rolewho came up with transformative ways of using AI to serve our clients. As a health marketing agency, we saw it as our version of the renowned XPRIZE, hoping that this initiative would truly spark meaningful change and inspire us to think bigger for our clients. Full-steam ahead on AI adoption We also looked to history to guide us with instances that showed hesitation was the enemy of progress, and that the greatest risks weren’t in thinking too bigbut too small. Take the advent of electricity. When electrification emerged in the late 19th century, it took decades for factories to replace their steam engines. Early adopters simply swapped out steam power for an electric motor, keeping the same layouts and processes. They failed to realize that it was an opportunity to transform workflows and drastically improve efficiencies. They had to go big. Think big. And so did we, now that the AI revolution was at our doorstep. Before we launched the million-dollar contest, we appointed AI coaches to guide our people on the adoption of AI tools. We made them available to anyone looking for help identifying and operational pain points that AI could solve. Our navigators offered workshops, one-on-one tutorials, and informal chats on topics like how to offload repetitive tasks, experiment with AI in day-to-day work, or come up with entirely new ways of doing things. Within weeks, we started seeing project managers using AI for resource planning and copywriters testing content drafts. Launching the million-dollar challenge With the gears on AI adoption now turning, we unveiled the million-dollar employee contest inviting anyone, from administrative assistants to senior leaders, to submit an idea on how AI could streamline workflows, address client needs, or enable entirely new product lines. We collected over 500 submissions that touched almost every facet of the business. To get real-world feedback and validation, we assembled a team of senior executive judges from leading life sciences companies like Bristol Myers Squibb, Genentech, Lilly, Novartis, and Pfizer. They evaluated proposals for their feasibility, market differentiation, and potential to transform processes. One of the common threads we took in the winning submissions was how AI can work hand in hand with human expertise. The grand prize-winning submission was both innovative and practical: a pharmaceutical compliance tool that proactively reviews marketing claims as they’re created, reducing review workloads for client medical, regulatory, and legal teams. The tool ensures alignment with FDA guidelines and brand prescribing information, freeing our internal regulatory experts to focus on strategic and relationship-building activities. This human-plus-AI hybrid approach underscored all the winning ideas; several of the ideas we developed into prototypes, including three that have already been rolled out to clients. The electrification of the modern workplace Like in the dawn of the industrial revolution, companies cant just replace the steam engines of existing workflows. The entire system, from how each individual is empowered to use AI to how departments exchange data, has to be reimagined. For any leader looking to accelerate AI adoption, here are five key takeaways from our experience: Start by empowering individuals. Provide accessible tools, navigators, or coaches so anyone can experiment with AI. Bake real incentives into the process. Whether its a prize competition, recognition, or special budgets, give employees a reason to step forward with bold ideas. Invest beyond the initial fanfare. Turning concepts into prototypes requires time, resources, and leadership support. Its not enough to offer a cash prize. Pair AI with human oversight. AI can automate tasks, but sound judgment, ethical and strategic thinking must come from your people. Inspire, dont mandate. Change management works best when people feel ownership. Show them the potential, then let them drive. Today, AI is integral to our daily operations, enhancing everything from internal communications to client deliverables. Our people didn’t just adopt new toolsthey helped reshape our culture. Our challenge showed our people that AI is an amplifier, not a magic bullet. It can handle heavy liftingscanning data, generating first drafts, and automating mundane processesso we humans can focus on what truly matters: creativity, empathy, strategic problem solving. Its exactly how Henry Ford rethought the factory: Once you see the new possibilities, you cant go back to steam power. Leerom Segal is cofounder and chairman of Klick Health and Klick Applied Sciences.
Category:
E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. In todays shifting political and economic climate, companies are reassessing their commitments to diversity, equity, and inclusion (DEI). Many are pulling back, and in the process, investments in womens sportsoften lumped into DEI initiativesare being questioned. But treating womens sports as merely a diversity play misses the mark. This isnt just about fairness; its about smart business and impactful marketing. If companies arent scaling back their investments in mens sports, why on earth would they waver on womens? The numbers tell a compelling story: Investing in womens sports delivers strong returns, unlocks valuable new markets, and fosters deep brand loyalty. Simply put, this is a high-growth business opportunity that brands cant afford to ignore. Audience growth and engagement: A market on fire Womens sports are experiencing a dramatic surge in audience engagement. This season, NCAA womens basketball games have drawn record-breaking TV viewership. In only its second season, the Professional Womens Hockey League (PWHL) has sold out arenas in multiple cities. Unrivaled, the player-founded 3×3 basketball league is attracting serious attention. New leagues in the next wave of sports like volleyball, rugby, and softball are gaining traction and attracting record audiences and investment, proving that the appetite for womens sports extends far beyond traditional powerhouses like soccer and basketball. Brands that once hesitated to invest in womens sports are now seeing undeniable evidence of their potential: Ad spending on womens sports doubled in 2024 alone. Viewership is only part of the story. Fans are showing up in record numbers. The National Womens Soccer league (NWSL) set an attendance record in 2024, crossing the 2 million attendee mark for the first time ever and enjoying a 44% increase over 2023, and WNBA teams are seeing unprecedented ticket demandwith new franchise the Golden State Valkyries securing 20,000 season ticket deposits months ahead of its inaugural season. Digital engagement is booming, with social media interactions around womens sports stars rivaling, and in some cases exceeding, those of their male counterparts. In other words, the audience is not just presenttheyre deeply engaged, captivated by the athletes, and hungry for more content. Brands that invest now will build meaningful connections with this fast-growing fan base. Numbers dont lie The financial case for investing in womens sports is equally compelling. Sponsorship dollars and media rights valuations are climbing, yet many assets remain undervalued. Brands that have made early, meaningful commitmentsNike, Ally Financial, Gainbridge, e.l.f. Beautyare already reaping the benefits. Theyre not just seeing strong returns; theyre earning consumer goodwill that translates to long-term brand affinity and loyalty. Previous Parity research has proven that women athletes hold significantly more sway than other public figures, making them a powerful marketing force. Case in point: Womens sports fans are 2.8 times more likely to buy a product or service recommended by a woman athlete than by any other kind of influencer. Despite rising values, womens sports still offer an incredible arbitrage opportunity. Consider this: a $20,000 sponsorship in womens sports can be life-changing for many professional female athletes, providing essential funding for training, travel, and career longevity. In contrast, that same investment in a major mens sport may not move the needle. For brands looking to maximize impact while optimizing their budgets, womens sports present a unique, high-value opportunity. A loyal and underserved fan base Fans of womens sports arent just passive observerstheyre highly engaged, deeply loyal, and eager to support brands that support their teams and athletes. Last fall, a brand sponsor I spoke with made the same promotional offer to fans at both an NWSL game and an NHL game, two leagues where they sponsor teams. Despite the men’s hockey game having higher attendance, the offer saw a 300% higher redemption rate at the women’s soccer match. Numerous studies show that womens sports fans have a higher propensity to recall and purchase from brands that invest in the space. Yet, compared to mens sports, the market remains significantly under-monetized. Talk about a missed opportunity. Brands that authentically commit to womens sports gain access to a passionate, growing audience that has been overlooked for too long. Companies that act now will build lasting loyalty among this engaged consumer base. Womens sports should be a core investment, not a side initiative Theres a fundamental question brands need to ask themselves: If they arent pulling back on mens sports, why should they pull back on womens? The truth is, sportswhether mens or womensdrive culture, commerce, and community. Investments in womens sports should not be framed as philanthropy or secondary initiatives; they are an essential and lucrative part of a brands sports marketing portfolio. History has shown that sports have the power to shape cultural narratives and influence consumer behavior. Womens sports are no exception. The brands that treat womens sports as core investments, rather than side projects, will see the benefits from increased visibility, consumer trust, and revenue. The risk of falling behind Brands that retreat from womens sports now risk losing their early-mover advantage. Momentum is building, and consumers are taking notice of which companies are committed for the long haul. In fact, 50% of U.S. adults believe brands arent investing enough in womens sports. Companies that scale back now may struggle to regain credibility with fans and athletes alike. Savvy brands recognize this moment as an inflection pointa chance to deepen, not reduce, their investment. Those that stay the course and work to balance historically male-dominated partnership portfolios will not only contribute to the continued growth of womens sports but will also solidify their position as industry leaders in a rapidly expanding and lucrative market. Leela Srinivasan is the CEO of Parity.
Category:
E-Commerce
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