CIMCIG Report Conclusions
The government is committed to the Green Deal, but to achieve take-up a marketing approach is needed to inform and motivate the home owner. This needs to focus on real benefits and avoid the jargon sometimes associated with sustainability.
Many companies in the construction sector are still not preparing for this. But products and systems will need to be approved and in the market in just over a year.
New systems that are introduced must not disappoint the home owner once installed. They need to be designed to work effectively in their primary function and as a sustainable product. Installers must be fully trained and home owners must know how to use them effectively.
No single section of the construction industry can work in isolation, trade associations, manufacturers, contractors and wholesalers must work together to create an effective supply chain.
While the construction sector remains sceptical about the Green Deal and its success, organisations from outside the sector like the energy companies and major retailers have recognised the opportunity and are starting to act. Construction runs the risk of becoming a second tier supplier to these organisations.
Once we let new entrants into the market they will not be satisfied with just the Green Deal, they will expand into general refurbishment and then new build. In so doing they will marginalise the traditional players in the market.
The Green Deal is a tremendous opportunity for the construction industry, companies must act now and make sure they deliver an effective and attractive solution. Click here to download full report
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Chris is founder of Competitive Advantage Consultancy Limited which specialises in market research and training for the construction industry. He is also a member of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group
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