Marketing Sustainability in Construction

Despite the impact of the recent recession, there is growing demand for sustainable products in the construction sector driven by government legislation and voluntary uptake by clients. This report provides an overview of the main drivers, current and planned legislation and the organisations responsible for implementing it. It summarises those in the decision making unit and suggests methods of communicating with decision makers. Finally it lists some of the key opportunities for sustainable building materials and services.

The two legislative tools used by Government are the Building Regulations and Planning Policy. Both include measures to encourage sustainability, with further legislation planned. In addition the Government requires social housing and public buildings to be constructed with a low carbon footprint. In future years these standards will be raised and applied to private sector construction.

Future legislation is not clearly defined. Although there are milestones for implementation, there is some debate over the form that the legislation will take.

Sections of the private sector are adopting sustainable standardsvoluntarily. Partly for public image, but also to avoid having buildings which will be less attractive to tenants in the future years.

The main focus for sustainability in construction is energy efficiency, reduction of waste going to landfill and water management. Opportunities for sustainable materials are not limited to theseareas. There is interest in products with low embodied energy and increasing requirements for products which are responsibly sourced, with a new certification scheme being introduced. Additionally, there is a growing opportunity for renewable energy systems, more efficient heating and ventilating plant, and building management systems that reduce energy consumption.

When promoting sustainable materials there are a number of influencers, the Client will be the initial driver. The Architect will be responsible for interpreting requirements, supported by the Sustainability Consultant who will evaluate options and ensure different systems are not in conflict. Implementation will also involve the Building Services Engineer. In terms of on-site practices the Contractor is increasingly required to meet or exceed minimum requirements. A number of Suppliers are also offering specialist services.

When promoting sustainable products and services there are a number of specialist publications as well as the main journals. Increasingly information is being read in digital form. The early naivety of the market has now declined and it is important to follow best practice.

1. Executive Summary

2. Overview of Sustainability in Construction

2.1 Background

2.2 Main drivers

2.3 Legislation current and planned

2.4 Demand and Opportunities for Sustainable Building Products

2.5 Upgrading existing residential stock

2.6 Construction sectors and sustainability

3 The Decision Making Unit

3.1 Overview

3.2 Organisations Influencing Sustainability

3.3 Client

3.4 Architect

3.5 Engineer

3.6 Sustainability Consultant

3.7 Contractor

3.8 Stockist

4 Communications

4.1 Code for Green Advertising

4.2 Communicating with Specifiers

4.3 Channels

5 Opportunities for building materials & services

5.1 Modern Methods of Construction

5.2 Timber products

5.3 Insulation – Thermal & Acoustic

5.4 Doors & Windows

5.5 Flooring

5.6 HVAC & Microgeneration

5.7 Building Automation

5.8 Cladding

5.9 Water Management

Appendix 1      Sustainability Implementation Time Line

Appendix 2     The Role of CIBSE

Despite the impact of the recent recession, there is growing demand for sustainable products in the construction sector driven by government legislation and voluntary uptake by clients. This report provides an overview of the main drivers, current and planned legislation and the organisations responsible for implementing it. It summarises those in the decision making unit and suggests methods of communicating with decision makers. Finally it lists some of the key opportunities for sustainable building materials and services.

The two legislative tools used by Government are the Building Regulations and Planning Policy. Both include measures to encourage sustainability, with further legislation planned. In addition the Government requires social housing and public buildings to be constructed with a low carbon footprint. In future years these standards will be raised and applied to private sector construction.

Future legislation is not clearly defined. Although there are milestones for implementation, there is some debate over the form that the legislation will take.

Sections of the private sector are adopting sustainable standardsvoluntarily. Partly for public image, but also to avoid having buildings which will be less attractive to tenants in the future years.

The main focus for sustainability in construction is energy efficiency, reduction of waste going to landfill and water management. Opportunities for sustainable materials are not limited to theseareas. There is interest in products with low embodied energy and increasing requirements for products which are responsibly sourced, with a new certification scheme being introduced. Additionally, there is a growing opportunity for renewable energy systems, more efficient heating and ventilating plant, and building management systems that reduce energy consumption.

When promoting sustainable materials there are a number of influencers, the Client will be the initial driver. The Architect will be responsible for interpreting requirements, supported by the Sustainability Consultant who will evaluate options and ensure different systems are not in conflict. Implementation will also involve the Building Services Engineer. In terms of on-site practices the Contractor is increasingly required to meet or exceed minimum requirements. A number of Suppliers are also offering specialist services.

When promoting sustainable products and services there are a number of specialist publications as well as the main journals. Increasingly information is being read in digital form. The early naivety of the market has now declined and it is important to follow best practice.

1. Executive Summary

2. Overview of Sustainability in Construction

2.1 Background

2.2 Main drivers

2.3 Legislation current and planned

2.4 Demand and Opportunities for Sustainable Building Products

2.5 Upgrading existing residential stock

2.6 Construction sectors and sustainability

3 The Decision Making Unit

3.1 Overview

3.2 Organisations Influencing Sustainability

3.3 Client

3.4 Architect

3.5 Engineer

3.6 Sustainability Consultant

3.7 Contractor

3.8 Stockist

4 Communications

4.1 Code for Green Advertising

4.2 Communicating with Specifiers

4.3 Channels

5 Opportunities for building materials & services

5.1 Modern Methods of Construction

5.2 Timber products

5.3 Insulation – Thermal & Acoustic

5.4 Doors & Windows

5.5 Flooring

5.6 HVAC & Microgeneration

5.7 Building Automation

5.8 Cladding

5.9 Water Management

Appendix 1      Sustainability Implementation Time Line

Appendix 2     The Role of CIBSE