If Your Data Isn’t Connected, It Doesn’t Count.

What we learned in Conversations with Friends: The ROI of Sustainable Materials

The sustainable materials conversation is always changing—moving fast in some areas, while in others it can feel frustratingly slow. Yet together, the pace is undeniable (can I get an amen?!), and the pressure to connect it all to ROI is growing. Our latest “Conversations With Friends” webinar dug into what all of this means for ROI, because sustainability still only sticks if it delivers measurable value.

Moderated by our own Annie Bevan, the session brought together three leaders shaping the future of sustainable materials: Candon Murphy (HOK), Rachel Berkin (Rockfon North America), and Barbra BatShalom (BuildingEase). Each of them shared real-world lessons on how manufacturers, A+D firms, and owners can connect sustainability to ROI and why that connection matters now more than ever.

From Side Conversation to Core Design

“We have so much data now that sustainability isn’t a side conversation—it’s just good design.” – Candon Murphy, HOK

Candon reminded us that product sustainability has moved from being a “nice to have” into the everyday workflows of design teams. Tools like HPDs, EPDs, and CMF alignment are shaping real specification decisions. For manufacturers, this means your data must be verifiable, connected, and accessible. If it isn’t, it doesn’t count. Seriously.

Turning “No” Into Next Steps

“Don’t be dismayed by ‘no.’ Understand it, solve for it, and keep moving the work forward.” – Rachel Berkin, Rockfon North America

Rachel spoke candidly about the persistence it takes to keep sustainability in the conversation with clients and project teams. “No” isn’t failure—it’s feedback. The firms and manufacturers that win are the ones who listen, adjust, and keep showing up with solutions that align with both sustainability goals and business priorities.

ROI Lives in the Data

“Harnessing the data beast is how we unlock true ROI.” – Barbra BatShalom, BuildingEase

Barbra cut to the chase: the real ROI of sustainable materials comes from taming the overwhelming amount of product data and putting it to work. That means aligning with frameworks like CMF, tying into standards like LEED v5 and Declare, and leveraging digital platforms that automate the proof. When data flows seamlessly, teams save time, reduce costs, and gain credibility in the market.

 Why This All Matters

If there was one throughline in the conversation, it’s this: sustainability is no longer optional, and neither is connecting it to ROI. A+D leaders are under pressure to meet evolving standards. Manufacturers are under pressure to protect and grow specs. Owners are under pressure to show value beyond cost.

The good news? The tools, frameworks, and data connections exist today to make this happen. What’s needed is clarity, persistence, and a focus on the metrics that matter.

At Parallel, that’s exactly what we help manufacturers do: turn sustainability into market advantage.

Stay tuned for our next Conversations with Friends session—and in the meantime, let’s talk about how Parallel can help your team connect data, prove ROI, and win specs that last.

What is Conversations With Friends?

Our “Conversations With Friends” series is where we bring together the voices shaping sustainable materials—designers, manufacturers, and innovators—for candid discussions about what’s working, what’s changing, and where the industry is headed. Think of it as your front-row seat to the future of sustainability, with practical insights you can use today.