Sustainability needs selling to householders

Householders need to be sold on the idea of sustainability, meaning there’s a real opportunity for construction marketing.

That’s according to a report on The Commercial Value of Sustainability, launched by the Chartered Institute of Marketing Construction Industry Group (CIMCIG).

The report was written by independent sustainability consultant Jeremy Sumeray who says that, whilst there is a legislative framework of regulation and incentives and manufacturer-led solutions for sustainable development, there is a “yawning gap in marketing the concept of sustainability to the customer”.

The research project involved trade associations, manufacturers and consumer representatives and highlighted the huge potential for sustainable technology as well as considerable frustration at the lack of knowledge and understanding within the consumer market.

CIMCIG chairman Ian Exall said: “This report highlights just how big a task the industry has. We know that in the coming years government spending and growth in real household disposable income will be restricted. We must, therefore, ensure that we spend our money wisely, starting with energy efficiency measures as we concentrate on using less as a precursor to other measures, for example on-site energy generation.

“With rapid growth in the market for retrofitting existing homes comes a much needed stimulus to the construction industry and with it employment. This first report from CIMCIG is a thought piece encouraging debate especially within the marketing and communication community and creative industries that supply the construction sector. It is a call to action to address the urgent need to improve the energy performance of our existing housing stock”