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Trends I published 15 December 2023


Sustainability and circularity are big drivers for change in the construction, home improvement, and installation markets. The construction and installation sector is one of the most significant users of raw materials, and buildings 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 buildings 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 for alternative materials.
  • There is a need to educate and explain the benefits of developing sustainable and circular products and solutions.
  • Different stakeholders in the decision-making unit and changing decision criteria.
  • There is an increasing need for proof of sustainable solutions to avoid the perception of greenwashing.
  • There are 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 and information, logistic concepts, etc.)
  4. Decision-making unit research: Who are the new stakeholders? Who is the decision-maker and who is
    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 research, USP Marketing Consultancy has developed several monitors. We continuously research market developments and the effects of key trends like labour shortages among architects, contractors, HVAC installers, electrical installers, painters, and end-consumers, of which market reports are published quarterly, semi-annually, or annually.

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