Marketing the indoor environment: standardization or performance on demand

Health problems and complaints with the indoor environment are numerous, even though all available standards are met. For decades now, the standardization of indoor environments is under discussion. Do we approach it via the components of the indoor environment, resulting in standards for lighting, for ventilation, for emissions of building products or do we make classifications of unhealthy to healthy buildings? Is it a marketing problem or is there more to it? In this paper the pro’s and con’s for standardization of the indoor environment are discussed and a strategy for marketing the indoor environment is recommended