Sustainability and circularity are big drivers for change in the construction, home improvement, and installation market. The construction and installation sector is one of the most significant users of raw materials and building produce a substantial share of CO2 emissions. Therefore, the pressure to build sustainably and circularly is continuously increasing.

USP has studied the topic of sustainability for more than two decades. Around the year 2000, the sector was sceptical and unwilling to adapt to the need for sustainable and circular products and solutions, but this has changed in the last ten years. Governments changed from informing and supporting to regulating and forcing the change to sustainable construction. Real estate investors are more willing to invest in sustainable and circular solutions. In the coming decades, circular building will become the norm.

How is sustainability impacting the construction sector?

The impact of sustainable and circular construction on manufacturers is enormous:

  • Stricter and new regulations.
  • Competition of alternative materials.
  • The need to educate and explain the benefit of developed sustainable and circular products and solutions.
  • Different stakeholders in the decision-making unit and changing decision criteria.
  • An increasing need for proof of sustainable solutions to avoid the perception of greenwashing.
  • Different kinds of certificates and labels from which to select the most relevant ones.

How will it impact manufacturers in this sector?

Sustainable and circular construction is a severe and long-lasting trend. The professionals working in construction and the installation sector will:

  • Search for and move to alternative sustainable and circular products and solutions.
  • Demand more fact-based information, labels, and certification of your products.

How does USP help with sustainability research?

With sustainability and circularity in mind, we help our customers with:

  1. Product concept and testing research (what products and solutions are wanted, how are new products appreciated)
  2. Driver analyses to identify the importance of different sustainability concepts and elements
  3. Service needs studies (what to do with packaging, education & information needs, logistic concepts, etc.)
  4. Decision-making unit research (Who are new stakeholders? Who is the decision-maker and who are influencing the decision. What are relevant selection criteria?)
  5. Product and brand perception research (are your products seen as sustainable? What is your brand image when it comes to sustainability?)

Latest news around sustainability

We frequently publish news articles based on our latest market studies. Read our most recent articles about sustainability and circularity below.

Context is key

To create an overview of market developments and provide context for client-specific researches, USP Marketing Consultancy has developed several monitors. We continuously research market developments and effects of key trends like labour shortage among architects, contactors, HVAC installers, electrical installers, painters and end-consumers, of which reports are published quarterly, semi-annually or annually.

European Electrical Installation Monitor

This research helps you understand the electrical installer, which is vital for a good marketing strategy and essential for internal discussions. The European Electrical Installation monitor provides insights on what activities installers are doing, how they orientate themselves, what training needs they have, how digital they are, and much more. The key trends in this market are monitored each quarter in seven European countries since 2016.

Contractor Monitor

The main aims of this research are to give construction product manufacturers a good understanding of European contractors (who they are, what they do, how they behave) and the main trends in the construction market.

European Architectural Barometer

Each quarter, USP's prediction model forecasts future building volumes in eight European countries. Aside from forecasting volumes, we use architects' insights to study key trends like BIM, prefab, changes in DMU, the changing role of architects, and many more. Knowing where, how and when these trends become relevant is key market intelligence necessary for sound strategic decision making.


Discover opportunities for your brand

Do you want to know how trends change your target groups’ demand, attitudes, perspectives and decision-making criteria, and whether your brand and products are answering their needs? Do you want to learn how you can make your customers’ lives easier whilst adding value to your brand? USP Marketing Consultancy specialises in various types of market research that can answer these questions, like customer satisfaction, driver analysis, customer journey, product development research, and many more.

Customer satisfaction

Would you like to increase your turnover by improving customer satisfaction in the construction, installation and home improvement sector? USP conducts customer satisfaction research in these markets to help you succeed. Enhanced customer experience and customer satisfaction is a key factor that helps a brand stand out and grow its market share


The more distinct your brand is, the more valuable it will become. Being distinct is not that easy when playing in the field of construction, installation and home improvement, however. Professionals tend to stick with their favourite brands. Our branding studies all come down to one common goal: increasing long-term profitability by introducing, maintaining or growing your brand in a wildly competitive landscape.

Customer journey

Een customer journey (klantreis) is de persoonlijke ervaring van een klant met uw bedrijf. Hoe reageren uw klanten op uw producten, diensten of concept? Het evalueren van een klantreis stelt u in staat om de sterke en zwakke punten van uw bedrijf te verbeteren, waardoor het behoud en de omzet van klanten worden verbeterd. USP kan u helpen uw aanbod af te stemmen op de behoeften en wensen van uw klanten.

Market exploration

Perhaps you plan to enter a new market with your product or service. In that case, you need to understand exactly what is going on in that market. What are the trends and developments in that market, and who are the most important players?We use a range of methods to identify the market characteristics, such as market size, segmentation, distribution hubs, key media, market developments and sector culture.

Contact us

For more information about our expertise and research on building materials please contact the responsible partner below.
We look forward to help you.

Contact our expert:

Dirk Hoogenboom


Customer satisfaction

How to increase your turnover through customer satisfaction?


The more distinct your brand is, the more valuable it will become.

Customer journey

A customer journey is a customer's personal experience with your company.

Product development

Provide your product development and design team with end-user insights

Market exploration

Gain the insights you need to be successful in new and potential markets


Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product


Better understand the unmet needs of you (potential) customers, identify growth opportunities and reach your target group in an effective way.

Market size

Quantify the potential returns of your investment by understanding the market size and setting realistic sales targets for new and potential markets

Driver analysis

Know which elements of the customer experience have the most impact on overall satisfaction, recommendation, and retention.



​Read our articles based on the insights from our Market Reports. 

Case Studies

Market Research Case Studies and industry experience can bring background and thought to any research project.

About us

About what we do, our organization and our people.

About USP

What we do, in words and numbers.

Our team

The people who make USP.

Our vacancies

We have different challenging roles.