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.
Read more about the subject
26 March 2024 I Ralitsa Ruseva
What are the best topics for training according to HVAC installers in Europe?
15 March 2024 I Maja Markovic
Who is the biggest challenger of the European electrical installation wholesale?
07 March 2024 I Reinier Zuydgeest
Do-it-for-me becoming more popular in the European home improvement market
26 February 2024 I Jeroen de Gruijl
BIM usage European level
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
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
Construction
Purchase behaviour 2023
2023 64 pages
Uncover the purchasing behaviors among painters in 2023. Understand the factors driving their choices and how they relate to product and brand preferences.
10,500 Euro
Construction
Sustainability Q2 2023
2023 94 pages
Uncover architects' perspectives on sustainability in Q2 2023. Explore the evolving sustainable practices and the impact on architectural designs and project implementations.
1,850 Euro
Construction
Media orientation Q1 2023
2023 95 pages
Unravel the media engagement trends among European architects in Q1 2023. Delve into how different media channels are utilized for information, inspiration, and professional growth.
1,850 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
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.
3,150 Euro
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
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.
5,900 Euro
Installation
European Heat Pump Monitor: Heat pump installers’ insight
2024
The European Heat Pump Monitor: Heat pump installers’ insight is an annual survey based on 920 phone interviews with heat pump installers, 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.
9,800 Euro
Installation
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.
2,650 Euro
Installation
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.
3,150 Euro
Installation
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.
2,650 Euro
Installation
Sustainability Q1 2023
2023 99 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on sustainability aspects in the industry.
2,650 Euro