Onze marktonderzoeken


See all

Nieuws I gepubliceerd 21 December 2023 I Dirk Hoogenboom

Duurzame bouwtrend: architecten blijven minder maar duurzamere materialen gebruiken

Major trends in the construction and installation sector, as well as in society at large, ultimately affect the choices for materials and products used to construct the buildings around us. Because of their involvement in early stages of the construction process, architects have a high prediction value for many trends in the construction and installation sector, including trends and developments in materials used for building construction in all its facets.

That is why every other year, we dedicate one quarterly report of USP Marketing Consultancy’s European Architectural Barometer to material usage in building construction. For that report, we measure architects’ expectations of materials specified for building construction in the coming five years to construct a clear picture of the developments in materials used. Based on our interviews with architects from eight European countries in the second quarter of 2022, we can conclude that architects generally expect to specify and use fewer materials in the coming years.

Architects expect to use fewer materials

Across all countries, architects expect to use fewer materials for certain purposes or elements of a building. That is, they expect to use a smaller variety of types of construction materials.Those expectations started to appear in our measurement in 2020. In the 2022 measurements, we see that for the coming years, architects generally continue to expect using a smaller variety of materials.

This is the case for many materials in the ten product groups or building parts we interviewed architects about. Looking at building façades, for instance, architects expect to specify less concrete, plaster, architectural glass, metal and fewer bricks and external drywall systems. The only product type they expect to specify more is façade panels. A similar expected reduction of the majority of specified materials can be seen in both pitched and flat roof materials, flooring materials, metals in general, and quite a few materials used for the building envelope.

Exceptions show the quest for sustainability

Given that architects generally expect to specify fewer materials, it is more interesting to look at the exceptions to that statement. Doing so, it becomes clear that the common denominator for most of the materials that architects actually expect to specify more in the years to come is sustainability. Since buildings and building construction use up many resources and are major contributors to annual emissions of greenhouse gasses and pollution, it stands to reason that efforts are taken to make this sector more sustainable.

That sustainability trend is reflected by the few product or building part categories in which a majority of materials are actually expected to be specified more. In the category of insulation, for instance, architects expect to specify all types of insulation material more, except for polystyrene foams. As for installations and climate control, architects also expect to specify all sorts of materials and systems more, except for gas boilers and radiators.

The sustainability trend is not just reflected by better insulation, more heat pumps and fewer gas boilers, however. Looking at other categories, we see that architects expect to opt more often for renewable materials like timber, and fewer plastics and other oil-based materials. These are but few examples of the long list of materials we asked architects from eight European countries about. For a full overview of expected developments in materials used for building construction, we refer you to the Q2 2022 report of USP Marketing Consultancy’s European Architectural Barometer. 

Verse inzichten staan klaar

Onze laatste rapporten

Bekijk onze meest recente marktrapportages voor de bouw, -installatie en doe-het-zelf markten, gebaseerd of solide kwantitatief onderzoek.





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.


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.


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.


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.


Sustainability & Circularity H1 2023

2023 54 pages

Explore the adoption of sustainability and circularity practices among contractors in H1 2023. Uncover the driving forces behind the shift towards more sustainable construction practices and the benefits reaped.


Profiling, purchase behavior, product and brand scan 2022

2022 51 pages

This report offers a comprehensive overview of purchase behaviour, product, and brand scanning, with a specific focus on European handymen. Brand preferences are covered for each country, showing differences among spontaneous awareness, brand usage, and the most used brand, while the segment on purchase channels shows the type of buying behaviour and preferred channels handymen choose.


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.


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.


Sustainability Q1 2023

2023 73 pages

Delve into sustainability trends in the home improvement sector in Q1 2023. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.


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.


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.


Branding Q3 2022

2022 187 pages

Discover the power of branding in the home improvement sector. Explore how strong branding influences consumer preferences and purchase decisions.


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.


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.


Purchase channels Q3 2023

2023 106 pages

This report provides a comprehensive view of the attitudes of installers toward purchase channels, specifically among HVAC installers. In the report, you will find insights into buying behaviour, which channels are mostly used, which are growing, and whether online channels are gaining acceptance.


Training needs Q2 2023

2023 106 pages

This report offers an overview of installers’ habits and preferences concerning their education. Furthermore, the report encompasses the pervasive challenge of workforce shortage and explores the sector’s strategies for resolving this issue.


Media orientation Q1 2023

2023 119 pages

Understanding media orientation is crucial for businesses operating in the electrical installation sector. In today’s digital age, where media channels are constantly evolving, it is essential to identify the most effective platforms to reach and engage with target audiences. This report offers a comprehensive analysis of media usage within the industry, providing actionable insights that can drive impactful marketing campaigns.


Media orientation Q4 2022

2022 81 pages