Sustainability and all that
Last week saw what is now the UK’s largest construction exhibition, Ecobuild. An event which has grown in popularity year on year. Although the interest in sustainability is a key factor behind this I’m sure that the inclusion of an impressive array of seminars has also helped. This year there seemed to be almost as many free seminars as exhibitors. It was just a shame that some of the politicians speaking at the conference treated it as an election platform and did not contribute anything of substance. I’m sure it’s location in London, where so many decision makers are based, has been one reason for its success while at the same time we have seen Interbuild decline. Let’s hope that when the exhibition moves to the ExCel Centre next year it can continue to grow the attendance.
Sustainability is now very firmly at the centre of construction’s agenda. Not only is it required in some form for most projects, public and private, but it is likely to contribute significant opportunities for construction in the future with initiatives such as the government’s “Green Homes, Warmer Homes Home Energy Management Strategy” which was announced during Ecobuild.
Companies need to look at how they can maximise the opportunities from sustainability. Start by understanding the legislation, both that in place and planned, and see what opportunities this presents for your business. I would suggest an idea generating session with people drawn from all of your business disciplines.
Also look at your own processes, how can these be made more sustainable? Usually this provides an opportunity to save money as well as demonstrating a commitment to sustainability. Remember that sustainability is a process of constant improvement, not a one-off initiative.
Finally, tell everyone about your sustainable achievements. There are some companies that make a good job of promoting their sustainable credentials, have a look at www.Sustainablesteel.co.uk but many more fail to maximise the opportunity. Decision makers are now well informed about sustainability issues so any claims need to be substantiated with facts.
Sustainability is the big opportunity for construction this decade. Make sure you understand it, have a programme in place to maximise the opportunities and that you effectively market the benefits your company offers.
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Chris Ashworth is founder of Competitive Advantage Consultancy which specialises in market research and training for the construction industry with an expertise in marketing sustainability. He is also a member of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group.
First Published: SalesAchiever Construction Corner
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