TENACIOUS TRENDS AND THEIR EFFECTS ON MATERIALS IN THE CONSTRUCTION SECTOR

  • By: Jeroen de Gruijl
  • 12 November 2020
  • Construction
European Architectural Barometer Q2 2020 – USP Marketing Consultancy

Timber is on the rise

The above image clearly shows that European architects expect a significant rise in the share of timber structures used in their projects. This expectation can easily be explained in the context of the sustainability trend. Timber is considered to be sustainable, because before its second life as a construction material, it has spent several years absorbing CO2 as a growing tree. On top of that it is an easily renewable resource, and a material that can be repurposed without too much of an impact on the environment, fitting the image of a sustainable and circular construction industry.    

Of course, timber has its material limitations too, which is for instance shown by the lack of high-rise buildings made out of timber. Be that as it may, the trend towards timber usage has led to innovative construction methods that counter that limitation. A good example is the HoHo tower, a 84-meter, 24-storey high building in Vienna, which is now the world’s tallest timber building. Around 76% was constructed from timber, and the construction mainly involved using prefabricated elements, making it an excellent example of the combined trends of sustainability and prefabrication.

What about concrete?

Also apparent in the above graph is that European architects expect the share of several construction techniques to decline, all of which involve concrete or its core element cement. Again, the quest for sustainable construction offers an explanation. Opposite to timber, the production of cement and concrete comes with vast CO2 emissions. Additionally, although cement and concrete can be repurposed, the process to make it reusable needs a lot of energy resulting in even more emissions. This has caused a rather negative image of concrete in the context of sustainability.

This does not mean that the absolute usage of concrete is on the decline though. The above shows that the relative share of concrete is expected to decline, but since construction volumes are still growing, the absolute volume of concrete used is still growing as well. On top of that, there is the influence of the prefabrication trend. As stands out in the results, a majority of architects expect the use of whole prefab concrete systems to increase in the coming five years.

About the Q2 2020 European Architectural Barometer

With the theme ‘material trends’, the Q2 2020 report of the European Architectural Barometer focuses on more than just concrete and timber. In fact, USP Marketing Consultancy asked architects from eight European countries whether they expect to use particular materials in several product groups more or less in their projects in the coming five years. Additionally, like every European Architectural Barometer, the report contains insights in trends and forecasts of construction volumes in eight major European markets.

Research

Customer satisfaction

How to increase your turnover through customer satisfaction?

Branding

The more distinct your brand is, the more valuable it will become.

Customer journey

A customer journey is a customer's personal experience with your company.

Product development

Provide your product development and design team with end-user insights

Market exploration

Gain the insights you need to be successful in new and potential markets

Pricing

Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product

Segmentation

Better understand the unmet needs of you (potential) customers, identify growth opportunities and reach your target group in an effective way.

Market size

Quantify the potential returns of your investment by understanding the market size and setting realistic sales targets for new and potential markets

Driver analysis

Know which elements of the customer experience have the most impact on overall satisfaction, recommendation, and retention.

 

News

​Read our articles based on the insights from our Market Reports. 

Case Studies

Market Research Case Studies and industry experience can bring background and thought to any research project.

About us

About what we do, our organization and our people.

About USP

What we do, in words and numbers.

Our team

The people who make USP.

Our vacancies

We have different challenging roles.