News I published 20 June 2022
European architects are actively involved more in sustainability than in circularity
Buildings and building construction are major contributors to annual emissions of greenhouse gasses. Also, the construction sector is known to use vast amounts of resources and produce a lot of waste. Therefore, it is no surprise that sustainability and circularity are hot topics in the world of building construction, and the amount of initiatives to achieve a more sustainable and circular construction process is increasing.
A top-down example of such an initiative is the European Green Deal (EGD), which we discussed in a previous article. Most architects think the effect of this set of policies, which is built around the aim to achieve a climate-neutral European Union in 2050, will surely be felt in the construction sector. This shows attention for and effects of future aims, but what about the current level of sustainability and circularity in the construction sector?
Given their central role in and influential role throughout the building design and construction process, architects are not only excellent indicators of the impact of initiatives like the EGD on their sector, but also of the current level of sustainability and circularity in the European construction sector. That is why, for the Q1 2022 report of USP Marketing Consultancy’s European Architectural Barometer, we asked 950 architects from eight European countries to what extent their companies are actively involved in sustainable and circular construction.
Majority of European architects are actively involved in sustainable construction
On average, a 58% majority of European architects claim that their companies are actively involved in sustainable construction. Zooming in on specific countries, there are significant differences though. Dutch and UK architects are frontrunners, as four out of five architects report to be actively involved in sustainable construction. On the other side of the spectrum, only 28% of the Polish architects reported that their companies are actively involved in sustainable construction.
Involvement in circular construction is a lot smaller
Where it comes to being involved in circular construction, it is clear that circular construction is not as common as sustainable construction yet. Only 29% of European architects report that their companies are actively involved in circular construction. Again, the Dutch architects lead the way with 61% being actively involved in circularity. They are followed by Spain and Belgium, who are above the European average with 37% and 34% respectively. Polish architects are again least involved, with only 10% reporting to be actively involved in circular construction.
Awareness is key
In Europe, only 8% of architects reported to be unaware of the concept of sustainable construction and a quarter reported to be unaware of the circular construction concept. In Poland, with the lowest active involvement in both sustainability and circularity, 29% of architects was unaware of sustainability and 60% was unaware of circularity. In the Netherlands, however, all architects claimed to be aware of these concepts. This clearly indicates that where a concept is known more, it is likely that more architects will be involved in it.
The question remains what these architects are aware of exactly, though. Sustainability and circularity are broad terms that can be explained in different ways. To use the above information effectively, for instance for marketing campaigns targeting architects that care a lot about sustainability and circularity, awareness of how they explain the concepts and what they consider their most important aspects is key. For a full overview of architects’ awareness of, involvement in and ideas about sustainability and circularity, we refer you to the Q1 2022 report of USP Marketing Consultancy’s European Architectural Barometer.
Read more about the subject
19 February 2024 I Henri Busker
The buying behaviour of European contractors remains very traditional
05 February 2024 I Dirk Hoogenboom
Electrical installers only spend a small share of wallet at pure online players
05 February 2024 I Dirk Hoogenboom
European HVAC installers still prefer face-to-face training over online training
30 January 2024 I Dirk Hoogenboom
Electrical Installers’ Expectations towards Manufacturers regarding BIM
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.
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.
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.
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.
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.
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.