The role of main contractors is becoming more important

Contractors are most influential in brand and material/product choice.

When thinking about the design process as well as building materials and product specifications, the traditional tendency is to focus on architects and/ or engineers.  However, slowly but steadily growing construction trends are empowering European contractors and increasing their influence in the full project cycle. Contractors see themselves as most influential in product and brand choice.  More than 50% of the contractors have a say in the design process, and more than 80% have the power to influence product or brand specifications.

Developers are more influential in the final decision than non-developers

The increasing number of developer contractors, the type of contractors who are appointed to develop and carry out the full project cycle, enables a more integrated value chain, which empowers the contractor even more in the decision-making process. Confirming this, contractors who are also developers indicated they are more influential in the final decision-making process than non-developers.

French contractors have the highest decision-making power

In France, which has the highest share (38%) of developer contractors, together with the UK, contractors also have the highest decision-making power. French contractors are the most influential in final decision-making in the design process and product and brand specification compared to the other European countries. With a vast majority of 75% of contractors indicating themselves as the end-decision makers, they are especially powerful in the final decision of brand choices.

The role of contractors will continue to increase

European contractors believe that the changing dynamics of the construction sector will increase their role in the decision-making unit even more. Aside from an increasing number of contactor-led design and build projects, other trends, like the increasing importance of and demand for sustainability in construction, are also affecting and increasing the power of contractors in product and brand decisions. All the more reason for manufacturers to engage with contractors and align their way of working and portfolio with the construction trends that move the world of the contractor.

For more information on trends affecting the DMU in the construction sector, we refer you to the H2 2020 report of USP Marketing Consultancy’s European Contractor Monitor.