USP Marketing Consultancy

Browse Market Reports:


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, logistic concepts…)
  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?)

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, contractors, 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 understand the electrical installer, vital for a good marketing strategy and internal discussions. The European Electrical Installation monitor provides insights on installers activities, how they orientate themselves, training needs they have, how digital they are, etc. The key trends in this market are monitored each quarter in seven European countries since 2016.



European Architectural Barometer

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



Painter Insight Monitor

The Painter Insight Monitor includes eight main European markets and 250 professional painters per country that are interviewed each year. This provides a comprehensive scope of the European paint market (interior wall paint, exterior wall paint and lacquers) and related non-paint products (acrylic sealants, tapes, wall fillers, wood repair, paint sprayers, brushes & rollers, etc.).


Latest news around sustainability

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

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.

Market reports

The following researches are available covering various markets.

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.