![](https://www.usp-research.com/wp-content/uploads/2023/12/USP-Research-News9.png)
![](https://www.usp-research.com/wp-content/uploads/2023/12/USP-Research-News9.png)
![usp](https://www.usp-research.com/wp-content/themes/usp/public/img/bg/bg-4.png)
News I published 08 July 2021
Know your painter: the majority of painters care about sustainability
Four painter types
The result is four segments: Innovative painters, conscious painters, hassle-free painters and conservative painters. Roughly, these range from the most innovative to the more conservative. However, since there are more characteristics involved, two groups who have their own distinct identities emerged in between the innovator and conservative extremes. Below image shows four of those characteristics.
On the one side, the innovative painter constantly working on a better future for himself, his business, his clients and the world entire. He loves innovative solutions and novelties that help him increase efficiency, optimise his business, inform and manage his clients, or cut time wasted on administrative tasks.
On the other side we find the conservative painter who basically likes to do business as he has always done it, with a team of regular employees, for a strong network of regular clients. He shows no interest in innovations, except for a minor interest in solutions for more efficiency or easier administration.
Then there is the hassle-free painter who is happy with the way he works, including the balance of painting and administrative tasks, and does not want to be hassled with novelties to change that. He is even less interested to change and innovate his way of working than the conservative painter.
Lastly, we have the conscious painter, who just wants to paint, really, and does not like other tasks. That means he is open to ways to improve efficiency, especially when it reduces time wasted on administrative tasks, but at the same time, the conscious painter does not really want to innovate the way he works.
What about sustainability?
That the innovative painter is into sustainable solutions to improve the impact paints and products have on himself and the environment, and that the conservative painter is not fussed about such things should come as no surprise. But what about the other two types, the conscious painter and the hassle-free painter, who are as uninterested innovating their way of working as the conservative painter?
It turns out they do care about sustainability, especially the conscious painter. In fact it is what makes the conscious painter conscious. He likes paints with fewer solvents and preservatives, and not just because of the risk of becoming an unconscious painter. Aside from an above-average emphasis on his own personal health, the conscious painter actually cares about the health of the environment as well. And even the hassle-free painter, who is in some ways more conservative than the conservative painter, cares about the impact paints and paint products have on the environment and personal health.
Who cares?
The above shows that three out of the four painter types are not really bothered with innovating the way they work. At the same time, it appears that three out of four types care about sustainability either a bit or a lot. Caring about sustainability means they are more willing to pay a bit more for sustainable products. Given that those caring types of painters make up about three quarters of the European population, there is a lot of potential turnover there if you are offering them sustainable paints and products.
Painter types: shares in European market
This is a European average, however, and differences of shares between countries are vast. To find out more details about the characteristics of these painter segments and which painter types are dominant in 10 European countries, we refer you to USP Marketing Consultancy’s 2021 Painter Insight Monitor.
![](https://www.usp-research.com/wp-content/themes/usp/public/img/bg/house.png)
Read more about the subject
![](https://www.usp-research.com/wp-content/uploads/2024/06/pexels-pixabay-301703-300x200.jpg)
![](https://www.usp-research.com/wp-content/uploads/2024/06/pexels-pixabay-301703-300x200.jpg)
18 July 2024 I Dirk Hoogenboom
Willingness to invest of European consumers in sustainability improvements of their houses lower in 2024 than in 2023
![](https://www.usp-research.com/wp-content/uploads/2024/02/4-700x350-1-300x200.jpg)
![](https://www.usp-research.com/wp-content/uploads/2024/02/4-700x350-1-300x200.jpg)
02 July 2024 I Dirk Hoogenboom
BIM adoption among European HVAC installers remains low
![European Electrical Installation Monitor: Market Research Report](https://www.usp-research.com/wp-content/uploads/2024/02/pexels-kindel-media-9875418-300x200.jpg)
![European Electrical Installation Monitor: Market Research Report](https://www.usp-research.com/wp-content/uploads/2024/02/pexels-kindel-media-9875418-300x200.jpg)
06 June 2024 I Maja Markovic
Sustainability in the electrical installation sector; slow but steady growth
![](https://www.usp-research.com/wp-content/uploads/2024/06/scott-blake-x-ghf9LjrVg-unsplash-300x200.jpg)
![](https://www.usp-research.com/wp-content/uploads/2024/06/scott-blake-x-ghf9LjrVg-unsplash-300x200.jpg)
06 June 2024 I Dirk Hoogenboom
Trends in construction material usage
![](https://www.usp-research.com/wp-content/themes/usp/public/img/bg/house.png)
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.
Construction
Home Improvement
Installation
Construction
Trends in material usage Q1 2024
2024 102 pages
Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.
1,850 Euro
Construction
Media orientation H2 2021
2024 161 pages
Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.
6,300 Euro
Construction
European Green Deal Q4 2021
2024 88 pages
Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.
1,850 Euro
Construction
BIM Q4 2023
2024 246 pages
Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses
1,850 Euro
Construction
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.
6,300 Euro
Construction
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.
8,400 Euro
Home Improvement
DIY versus DIFM Q4 2021
2024 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.
3,150 Euro
Home Improvement
DIY or DIFM Q4 2023
2024 70
Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euros
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.
3,150 Euro
Home Improvement
Do-it-yourself or do-it-for-me Q4 2022
2022 93 pages
Explore the prevailing trends between DIY and DIFM in Q4 2022. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.
3,150 Euro
Installation
Smart & Connected Products Q2 2024
2024 120 pages
This report provides a comprehensive view of the attitudes of installers toward smart building solutions, specifically among electrical installers and their clients. In the report, you will find insights into the installers' experiences with installing smart products and the willingness of end users to invest in such solutions, as well as their motivations and pain points.
3,150 Euro
Installation
Sustainability Q1 2024
2024 81 pages
Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.
3,150 Euro
Installation
BIM Q1 2024
2024 84 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on BIM adaptation in the industry.
2,650 Euro
Installation
Sustainability Q1 2024
2024 99 pages
The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.
3,150 Euro
Installation
Challenges toward sustainable future Q4 2021
2024 111 pages
2,650 Euro
Installation
Purchase channels Q4 2021
2024 106 pages
Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.
3,150 Euro