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KNOW YOUR PAINTER: THE MAJORITY OF PAINTERS CARE ABOUT SUSTAINABILITY

Ask painters whether they are eager to innovate their way of working, and the majority will say no. Most painters like the way they work just fine, making them rather conservative. They are opposed by a small minority who are very eager to innovate. Those innovators will most probably be open to novelties like sustainability and sustainable products, and the conservatives not so much, right? The danger of such a dualistic basis of segmentation of painters is overgeneralisation of one or both sides, creating a blind spot resulting in missed opportunities and turnover. To prevent this, we have to realise there are more than just two types of painters, as has become apparent in USP Marketing Consultancy’s 2021 Painter Insight Monitor which focused on segmentation. We interviewed 2250 painters from ten European countries on topics like innovation, efficiency, digital behaviour and sustainability, as well as on their demographics and firmographics, resulting in a more realistic segmentation of the European painters.

THE SWAY OF SUSTAINABILITY WHEN CHOOSING A DIY STORE

Whether to save the planet or to save money, consumers of this day and age are ever more conscious and caring about sustainability, and the European home improvement market is no exception. Brands and retailers have been answering the call by offering an increasing array of sustainable solutions, and are constantly communicating such efforts because the sustainability image is good marketing. But is sustainability important enough to sway consumers’ decisions, for instance when deciding where to buy the supplies they need for their next DIY job? To find out, we focused the Q1 2021 report of the European Home Improvement Monitor (the report will be available shortly) on sustainability, and asked 6,600 European consumers from 11 countries how important they find sustainability aspects when deciding on DIY products, brands and retailers.

SUSTAINABILITY SUBSIDIES OF THE DANISH GOVERNMENT REACH THE MOST CONSUMERS

Due to COVID, consumers were spending more time at home in the past 12 months. This resulted in increased attention for the house and a large number of home renovations. For several years European governments are trying to motivate homeowners to make their homes more energy-efficient via different subsidies. Until now, Danish consumers used these types of grants the most. About a third of the Danish consumers used this.

Sustainability subsidies of the Danish government reach the most consumers

Due to COVID, consumers were spending more time at home in the past 12 months. This resulted in increased attention for the house and a large number of home renovations. For several years European governments are trying to motivate homeowners to make their homes more energy-efficient via different subsidies. Until now, Danish consumers used these types of grants the most. About a third of the Danish consumers used this.

SUSTAINABLE SOLUTIONS ARE A TOPIC IN MANY PROJECTS, BUT THE ACCOMPANYING CERTIFICATION IS NOT KNOWN WELL

Sustainability has been high on the agenda of many companies in the construction sector for many years now. Construction is one of the sectors that substantially contribute to both pollution and depletion of resources. All the more reason for players in the field of construction to find ways to reduce this. Throughout the years, the topic of sustainability has gained importance and is now reckoned with when deciding on materials to be used for instance. One way of increasing the sustainability of construction projects is to use sustainability certificates, but to what extent are architects familiar with these certificates? That is one of the questions answered in the European Architectural Barometer report, of which the theme topic is sustainability and circularity. This report is based on USP Marketing Consultancy’s research among architectural companies in 8 European countries.

SUSTAINABILITY REMAINS A TOPICAL THEME, BUT WILLINGNESS TO INVEST REMAINS LOW

For years, sustainability has been high on the agenda of many companies in the construction sector. And that makes sense, as construction is one of the industries that contribute large shares of waste and depletion of natural resources. All the more reason for stakeholders in construction to find ways to reduce these shares. Over the years, sustainability has gained importance and has become more intertwined with for instance the decision-making process for materials to be used. Despite the rising demand for sustainable solutions, the willingness to invest in these remains low. That is one of the findings of the European Architectural Barometer Q4 report, which is focused on sustainability and circularity in construction. This research was conducted by USP Marketing Consultancy among architectural companies in 8 European countries.

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