explore our market researches

Market reports

See all

News I published 20 June 2022

Architects link circularity mainly to material aspects

European architects are more aware of and involved in sustainable construction than in circular construction, as we saw in a previous article. Still, 75% of architects from the eight countries involved in the quarterly European Architectural Barometer are aware of circular construction and 29% claim their company is actively involved in it. But what do they actually mean when talking about circular construction?

That is one of the questions answered in the Q1 2022 report of USP Marketing Consultancy’s European Architectural Barometer. During the interviews with the architects, before we provided them with a definition of circularity, we asked not only whether architects were aware or involved in circularity, but also how they describe circular construction.

Architects link circularity mainly to material aspects

The descriptions architects associate with circularity the most revolve around reusing materials, using recycled materials, and recycling waste. Limiting waste and using bio-based materials were also in the top six of descriptions associated with circular construction. This clearly shows that in their definition of circularity, architects mainly link the concept to the materials used for building construction.

Circularity involves much more than reusing materials

After asking the questions mentioned above, we provided the architects with definitions of circularity and circular construction. We explained circular economyas a system aimed at the continual use of resources and eliminating waste. In circular building construction, all parties involved in the building cycle process take minimising the use and maximising the reuse of building materials and of the buildings themselves into account in every step from the very start of the construction process.

Although using recycled materials is an important aspect of the concept, circular construction involves much more than just the reusability of materials. It also involves reusability of larger products consisting of those materials and thinking of the reusability of entire buildings already in the design phase of the construction process.

A high level of integration of circularity in the building construction process could involve maximising the lifespan of a building, for instance by integrating into the design possible purposes for the building for after it has fulfilled its initially intended purpose. Reusability can also be established by a design that allows a building part to easily be demounted and remounted.

See concepts through the eyes of architects

With the exception of renovation, these aspects of circular construction that involve the reusability of entire buildings or building parts were barely mentioned by architects. For manufacturers of construction materials and products, this is an example of how important it is to truly understand what certain concepts mean to your target groups.

Their view on and definition of broad concepts like circularity and sustainability may differ from your own definition on which you base your marketing and sales strategies. All the more reason to see those concepts through the eyes of your target group. For a full overview of the view on and ideas about sustainability and circularity of architects from eight European countries, we refer you to the Q1 2022 report of USP Marketing Consultancy’s European Architectural Barometer.

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.


Home Improvement



Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.


Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.


Purchase behaviour 2023

2023 64 pages

Uncover the purchasing behaviors among painters in 2023. Understand the factors driving their choices and how they relate to product and brand preferences.


Sustainability Q2 2023

2023 94 pages

Uncover architects' perspectives on sustainability in Q2 2023. Explore the evolving sustainable practices and the impact on architectural designs and project implementations.


Media orientation Q1 2023

2023 95 pages

Unravel the media engagement trends among European architects in Q1 2023. Delve into how different media channels are utilized for information, inspiration, and professional growth.


Prefab in construction Q3 2023

2023 90 pages

Delve into the influential role of contractors within construction decision-making units. Explore the dynamics and the extent of impact contractors have in crucial construction decisions.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.

Home Improvement

DIY versus DIFM Q4 2021

2021 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.


Training needs Q4 2023

2024 110 Pages

This report explores the training needs of installers, both digital and personal. The full report covers all important training needs & aspects and offers a comprehensive overview of business development in the installation sector across important European countries.


Purchase channels Q4 2023

2024 97 pages

This report offers a comprehensive view of the buying and ordering behaviour among electrical installers in Europe. Within the report, you will find key information on the purchase channels installers use, the share-of-wallet per channel, the way of ordering and much more.


Services in the Installation market Q2 2023

2023 111 pages

This report explores the type of support installers anticipate from manufacturers and to what degree. Alongside a thorough examination of installation services, the report presents a comprehensive overview of business development in the installation sector across important European countries.


Sustainability Q1 2023

2023 99 pages

The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on sustainability aspects in the industry.


Purchase channels Q3 2023

2023 106 pages

This report provides a comprehensive view of the attitudes of installers toward purchase channels, specifically among HVAC installers. In the report, you will find insights into buying behaviour, which channels are mostly used, which are growing, and whether online channels are gaining acceptance.


Sustainability Q1 2023

2023 73 pages

Delve into sustainability trends in the home improvement sector in Q1 2023. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.