Which sustainable building material's landmark product marketing campaign first successfully positioned its higher cost as a 'climate investment' rather than an expense, revolutionizing architectural specifications in 2019?

The architecture industry has been at the forefront of sustainability initiatives, with landmark products and materials reshaping how we design and build. This trivia question focuses on a pivotal marketing moment in sustainable architectural product development that changed industry perceptions and consumer expectations. Test your knowledge about how innovative product marketing transformed the adoption of sustainable building materials.

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Cross-Laminated Timber (CLT) by WoodWorks Coalition
Recycled Steel Framing by GreenSteel Industries
Hemp-based Insulation by EcoFiber Solutions
Low-carbon Concrete by CarbonCure Technologies