Why Do Healthier Materials Still Seem So Hard - And How to Fix That If your goal is to drive the market toward healthier materials, top ten lists and quick hacks are not going to do it. Based on a decade of work in healthier materials, this session will address the question of why we as an industry keep failing to make healthier building products the norm. The short answer is that collectively, our processes for specifying, purchasing, and installing products must change. You won’t like all the steps, and some changes will be hard. Time and again, though, NESEA members have taken the lead and solved daunting systemic problems (e.g. renewables, energy efficiency, and embodied carbon). Installing healthier products enhances social justice and improves worker, occupant, and community health. Transitioning to healthier materials requires collaboration across firms so that manufacturers feel the pressure of a clear, unified request. As practitioners, we need to change in order to be more effective. Sharpen your pitchfork. This is a call to action.