Just over two years ago, in December 2019, the European Commission presented the European Green Deal. This set of policies is built around the aim to reduce emission of greenhouse gasses by 55% by 2030, and to achieve climate neutrality in the EU by 2050. As policies are developed and implemented, the impact of the European Green Deal is increasing, especially for major polluters.
Since buildings generate about 40% of all annual CO2 emissions and construction produces 35% of waste worldwide, the European Green Deal policies are sure to have a major impact on the construction industry. But to what extent is the sector aware of these impending changes and policies? How well-known is the European Green Deal in the construction sector?
Given their position at the start of, and influence on the entire construction process, architects will be among the first to notice the impact of the European Green Deal. That is why we made it the theme topic of the Q4 2021 report of USP Marketing Consultancy’s European Architectural Barometer and asked 950 architects from eight European countries about their awareness and knowledge of the European Green deal.
The majority of architects have heard of the European Green Deal
Looking at all countries together, 56% of the architects are aware of the European Green Deal, whereas 44% of architects reported not to know about it at all. In most of the countries, the share of architects that are aware of the European Green Deal is actually higher than the European average, with the exception of two.
First of all, it is not surprising that fewer UK architects are aware of the European Green Deal on average, given that the United Kingdom left the European Union more or less at the same time that the European Green Deal was first presented. In fact, it is more surprising that 45% of UK architects actually are aware of the European Green Deal. Compared to that, what surprises even more is France, where a massive 72% of architects reported not to know about the European Green Deal at all.
Knowledge of its content is still limited
That over half of the European architects reported to be aware of the European Green Deal does not mean they also know what it entails. In fact, on average, only 13% of architects reported to actually know what the European Green Deal is about. The least knowledge is understandably found in the UK (3%) and again in France (3%). Architects seem most informed in Belgium, where a quarter claims to know what the European Green Deal is about, followed by the Netherlands (22%).
The above shows that although the majority of architects are aware of the European Green Deal, knowledge of it remains limited. This shows a potential opportunity for manufacturers of construction materials and products to inform and educate about the impending impact of the European Green Deal, thereby strengthening the relationship with architects who potentially specify their products and materials. To use this potential, a more detailed view of architects’ knowledge of and attitude towards the European Green Deal is necessary, however, for which we refer you to the Q4 2021 report of USP Marketing Consultancy’s European Architectural Barometer.