The fact that most painters are not keen to change the way they work does not necessarily mean that most painters are also unwilling to change the products they work with. In our last article, we showed that a majority of European painters are actually interested...
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What is going on in the construction, installation and home improvement sectors?
PainterCOVID IS KEEPING PAINTERS BUSY
Professional painters in Europe are very busy. Due to the large amount of home renovations and the ongoing shortage of skilled professionals, painters simply cannot keep up with the workload. Any further help from manufacturers to work faster and cheaper is much appreciated. These are some of the findings of the Painter Insight Monitor 2021, conducted by USP Marketing Consultancy among professional painting companies in 10 major European markets.
GENERATIONAL CHANGE OF PAINTERS CALLS FOR A CHANGE IN MARKETING STRATEGIES
In the overall European market, a growing quantitative and qualitative labour shortage is increasing the workload of professional painters. Demographic details show that roughly one third of the European painters is currently over 55 years of age, meaning that they will retire and leave the market in the next decade or so, thereby increasing the already substantial labour shortage. In the UK, where 60% of the painters are currently 55 years or older, this development is expected to hit hardest.
DUTCH CONSUMERS AND PAINTERS ARE LEAST CONCERNED WITH SUSTAINABILITY
Sustainability is a hot topic in society as a whole, and has a major impact on developments in the overall economy. Top-down pressure demanding more sustainable and environment-friendly options is for instance evident in governments signing the Paris Climate Agreement. Meanwhile, overall awareness causes the rise of responsible consumerism, a bottom-up demand for more sustainable products and options, a sentiment even resulting in people standing up and taking part in significant demonstrations for a brighter, greener and more sustainable future.
HUGE OUTFLOW OF PROFESSIONAL PAINTERS EXPECTED IN EUROPE
In the overall construction and installation markets, the workload of professionals is increasing due to a growing labour shortage, both qualitative and quantitative. For construction-related professions, like being a professional painter for instance, it seems quite hard to acquire new generations of professionals, because youngsters seem less interested in these types of jobs. One reason is that these jobs have an image of being lowly payed, physically demanding and are considered low status professions. This makes it difficult to fill the gap in quality and quantity left by the older generations of construction professionals that will leave the market in the coming years when they retire. Furthermore, many companies active in the paint industry had to lay off staff during the crisis and many of these professionals got new jobs in other industries and are not coming back.
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Dirk Hoogenboom
