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Is Brutalism part of your architectural biography? Midcentury public concrete buildings are easy to dislike, are demolished at an increasing rate, and comprise hundreds of millions of GSF . Join a panel of experts to discover how the conservation and adaptation of these “Bruts” is a principal strategy for climate action. Explore innovative solutions for Brutalist building reuse and conservation as part of a carbon zero initiative, learn how to develop an effective marketing and advocacy campaign for historic preservation, and learn why such advocacy matters for a circular economy and for the next generation of architects in practice. LEARNING OBJECTIVES 1. Discuss the historical context and current perceptions (both positive and negative) of midcentury modern and Brutalist public architecture, and articulate methods for determining architectural significance to owners and the public. 2. Make the case for existing building renovation and historic preservation in the context of climate change and the circular economy. 3. Explore new methods for designing, justifying, and implementing net-zero energy and zero carbon approaches in existing buildings. 4. Identify key elements of a successful marketing, sustainability, and conservation education campaign that engages design and construction consultants, owners, public architects and administrators, community stakeholders, and the public.