explore our market researches

Market reports

See all

News I published 15 November 2023 I Henri Busker

Who are the main influencers for sustainable construction?

Sustainability is a hot topic in the building construction sector. The business value chain of building construction consists of various stakeholders, however. For manufacturers of sustainable construction materials and products, it is imperative to know who of those stakeholders has the most influence when it comes to the sustainability of the construction process.  

So who drives sustainable construction? To provide an answer, we focused on the perspective of contractors, who are themselves a central part of the building construction value chain. For USP Marketing Consultancy’s Contractor Monitor, we asked contractors from eight countries which stakeholders they consider most influential in promoting sustainable construction. 

Architects drive sustainability the most, but not in every country   

From the perspective of contractors from all countries combined, architects are the most influential when it comes to driving sustainable building construction. Architects are mentioned as such by 28% of all contractors. In second place are national governments, which stimulate sustainability in construction through legislation and are mentioned by 23% of contractors. Third place goes to the contractors, of whom 16% mentioned themselves as the most influential.

Looking at specific countries, these top three vary somewhat, however. Architects are considered the most influential, especially in Germany, Spain, and Belgium, but in France, contractors consider themselves more influential. In the Netherlands, architects are not even in the top three influencers, as contractors consider themselves and especially national and local governments the most influential.  

Sustainable building construction is still very much government-driven, though 

On a European level, national governments take second place in the list of stakeholders that contractors find most influential in promoting sustainable construction. But again, there are major differences at the country level. In the Netherlands, Belgium, and the UK, national governments are deemed the most influential, whereas in Spain and especially France, the national government is not even in the top three of influencers. 

When looking at the general legislative push for sustainable construction, meaning the combination of the influence of national and local governments according to contractors, the picture changes somewhat. Not only would governmental influence be in the top three in all countries, but on a European level, it would be the most important driver for sustainable construction.  

But more stakeholders are getting involved in the promotion of sustainable construction 

So the classic picture of governmental pressure for and architects’ promotion of sustainability appears once again in the above graph, but that does not mean that the situation is not changing. The results also show that contractors see a variety of other stakeholders who may not be as influential as the government or architects but who are clearly looking at and pushing for sustainable solutions more often than before.  

Given the wide variety of stakeholders in the business value chain of building construction, and in light of the abovementioned country differences, it stands to reason that the influence of these stakeholders also varies widely from country to country. For a full overview of contractors’ perspectives on sustainability and circularity in eight countries, we refer you to USP Marketing Consultancy’s Contractor Monitor. 


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



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.


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.


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.


BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses


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.

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.

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.

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.


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.


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.


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.


Challenges toward sustainable future Q4 2021

2024 111 pages


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.


European Heat Pump Monitor: Homeowners’ insight


The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.