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KNOW YOUR PAINTER: THE MAJORITY OF PAINTERS CARE ABOUT SUSTAINABILITY

Ask painters whether they are eager to innovate their way of working, and the majority will say no. Most painters like the way they work just fine, making them rather conservative. They are opposed by a small minority who are very eager to innovate. Those innovators will most probably be open to novelties like sustainability and sustainable products, and the conservatives not so much, right? The danger of such a dualistic basis of segmentation of painters is overgeneralisation of one or both sides, creating a blind spot resulting in missed opportunities and turnover. To prevent this, we have to realise there are more than just two types of painters, as has become apparent in USP Marketing Consultancy’s 2021 Painter Insight Monitor which focused on segmentation. We interviewed 2250 painters from ten European countries on topics like innovation, efficiency, digital behaviour and sustainability, as well as on their demographics and firmographics, resulting in a more realistic segmentation of the European painters.

THE SWAY OF SUSTAINABILITY WHEN CHOOSING A DIY STORE

Whether to save the planet or to save money, consumers of this day and age are ever more conscious and caring about sustainability, and the European home improvement market is no exception. Brands and retailers have been answering the call by offering an increasing array of sustainable solutions, and are constantly communicating such efforts because the sustainability image is good marketing. But is sustainability important enough to sway consumers’ decisions, for instance when deciding where to buy the supplies they need for their next DIY job? To find out, we focused the Q1 2021 report of the European Home Improvement Monitor (the report will be available shortly) on sustainability, and asked 6,600 European consumers from 11 countries how important they find sustainability aspects when deciding on DIY products, brands and retailers.

SUSTAINABILITY SUBSIDIES OF THE DANISH GOVERNMENT REACH THE MOST CONSUMERS

Due to COVID, consumers were spending more time at home in the past 12 months. This resulted in increased attention for the house and a large number of home renovations. For several years European governments are trying to motivate homeowners to make their homes more energy-efficient via different subsidies. Until now, Danish consumers used these types of grants the most. About a third of the Danish consumers used this.

Sustainability subsidies of the Danish government reach the most consumers

Due to COVID, consumers were spending more time at home in the past 12 months. This resulted in increased attention for the house and a large number of home renovations. For several years European governments are trying to motivate homeowners to make their homes more energy-efficient via different subsidies. Until now, Danish consumers used these types of grants the most. About a third of the Danish consumers used this.

SUSTAINABLE SOLUTIONS ARE A TOPIC IN MANY PROJECTS, BUT THE ACCOMPANYING CERTIFICATION IS NOT KNOWN WELL

Sustainability has been high on the agenda of many companies in the construction sector for many years now. Construction is one of the sectors that substantially contribute to both pollution and depletion of resources. All the more reason for players in the field of construction to find ways to reduce this. Throughout the years, the topic of sustainability has gained importance and is now reckoned with when deciding on materials to be used for instance. One way of increasing the sustainability of construction projects is to use sustainability certificates, but to what extent are architects familiar with these certificates? That is one of the questions answered in the European Architectural Barometer report, of which the theme topic is sustainability and circularity. This report is based on USP Marketing Consultancy’s research among architectural companies in 8 European countries.

SUSTAINABILITY REMAINS A TOPICAL THEME, BUT WILLINGNESS TO INVEST REMAINS LOW

For years, sustainability has been high on the agenda of many companies in the construction sector. And that makes sense, as construction is one of the industries that contribute large shares of waste and depletion of natural resources. All the more reason for stakeholders in construction to find ways to reduce these shares. Over the years, sustainability has gained importance and has become more intertwined with for instance the decision-making process for materials to be used. Despite the rising demand for sustainable solutions, the willingness to invest in these remains low. That is one of the findings of the European Architectural Barometer Q4 report, which is focused on sustainability and circularity in construction. This research was conducted by USP Marketing Consultancy among architectural companies in 8 European countries.

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.

GOVERNMENT SEEN AS IMPORTANT DRIVING PARTY TOWARDS CIRCULAR CONSTRUCTION INDUSTRY

Rotterdam, March 14, 2019 – Circularity is a hot topic within the European construction industry at the moment, and a lot of steps towards a more circular construction economy have been taken already. Examples are the use of bio-based materials such as wood, hemp or even certain types of mold, or new cooperations between different market parties that work in a new way and have a non-traditional approach towards the building process. The big question is how long it will take before we will come to a fully circular construction economy. On a European level, architects think this will take at least another twenty years, and to come there we will need governmental stimulation. Currently, the first circular initiatives in projects come from private and commercial building owners, but architects are convinced that the influence of the government is necessary to change the current mindset, and that they will be one of the market parties that will drive circularity in construction most. In the European Architectural Barometer, USP Marketing Consultancy has asked 1,400 architects in eight European countries about their expectations regarding the development of circular and sustainable construction methods.

CIRCULARITY IN CONSTRUCTION IS GAINING IMPORTANCE, BUT IT IS NOT WELL KNOWN YET

Within the construction industry sustainability is becoming more important every day, as the demand from principals for sustainability in construction has been growing. Almost three quarters of European architects experience principals of projects demanding for sustainability in construction projects already. There has been an evolvement over years, and the number of architects that are asked for sustainability in their projects is increasing.

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