explore our market researches

Market reports

See all
usp

News I published 12 November 2023 I Dirk Hoogenboom

Why contractors’ clients are less interested in sustainability than architects’ clients

The increasing attention to sustainability in the construction industry has led to the development of a variety of sustainable options and solutions for building construction products and materials. These sustainable options often come at a higher price that people are not always willing to pay. When asking architects, for instance, it was clear that only about 3 out of 10 of their clients were willing to invest in sustainability. 

But what about other stakeholders in the building construction value chain? For a more solid picture of willingness to invest in sustainability in the building construction sector, we also asked general contractors from eight European countries to what extent their clients are asking for and willing to invest in sustainable solutions.   

Contractors’ clients show a similar willingness to invest as clients of architects 

According to the contractors we interviewed for the H1 2023 Contractor Monitor, in 30% of the cases, their clients ask for sustainability and are actually willing to invest in it as well. This share varies per country, though. The highest share of contractors’ clients willing to invest in sustainability is found in the UK, Germany, and the Netherlands. In Poland, that share is only 15%, however.      

When taking the answers of contractors from all countries together, the share of 30% of clients willing to pay for sustainability is almost exactly the same as the share of architects’ clients that were willing to invest in sustainable solutions. So, the contractors’ perspective confirms what we measured among architects, at least when it comes to willingness to invest.  

Clients of contractors do not ask for sustainable options as often, though.   

Although there is a similar willingness to invest in sustainable solutions among the clientele of contractors and architects, there is a significant difference when it comes to asking for sustainable options in the first place. As the graph shows, in 36% of the cases, clients of contractors do not ask for sustainable options at all. Among architects’ clients, that share was only 19% in 2023. 

So it appears that on average, clients of contractors are less interested in more sustainable options than clients of architects. A possible explanation for this, is that sustainable options are more often taken into account in new-build projects. Architects are generally more involved in new build but contractors more often also do renovation projects, in which sustainable options are generally less prevalent or applicable than in new build.  

State of the new-build segment influences the adoption rate of sustainable construction   

This line of thought provides an outlook for the adoption of sustainability. Pressure on the new build segment, for instance, due to higher costs for material and labour or due to higher interest rates, could severely hamper the adoption rate of sustainable construction in projects by contractors and architects alike. Higher costs make investors more hesitant, and in many cases, more sustainability requires higher investments.  

For a full overview of the influence and adoption of sustainable construction in projects by contractors from eight European 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.

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.

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.

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.

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

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.

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.

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.

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.

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.

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.

Installation

Challenges toward sustainable future Q4 2021

2024 111 pages

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.

Installation

European Heat Pump Monitor: Homeowners’ insight

2024

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.