A recent study found that consumer brands demonstrating commitment to sustainability outperform those that don’t, and 66% of respondents worldwide confirmed they are willing to pay more for sustainable goods. When it comes to the places we live, sustainability is fast becoming key.
A Samsung Electronics UK-led research study revealed that almost three quarters (74%) of UK consumers look at their homes differently now than they did pre-pandemic, with technology and sustainability being two of the areas that matter most to them.
Having greener homes and a lower environmental impact is sitting near the top of Brits’ property priorities. Research by British Land has found that over half of consumers consider the environmental impact and energy efficiency of a property before renting or buying. With Millennials and Gen Z-ers driving the trend - 73% of millennials are willing to pay more for an environmentally conscious property – the importance of sustainable construction and eco living will continue to grow and grow.
What does this mean for the construction industry?
There's increasing pressure on the construction industry to minimise its environmental impact. Sustainable construction means:• Using recyclable, renewable and resilient materials in building projects
• Using products that are long lasting and easy to maintain
• Minimising energy consumption and waste production
• Designing buildings that have minimal impact on the environment over their lifespan
According to a recent Forbes report, there are three factors influencing sustainable change in the construction industry.
1. Increasing government regulations, including the Construction Products Regulation (CPR) and the European Green Deal, which are placing more scrutiny on how projects are designed, constructed, and maintained.
2. Cost efficiency, which is still a key consideration for most engineering and construction companies, particularly as the cost of raw materials continues to climb.
3. Expanding environmental concerns, as customers continue to put more pressure on engineering and construction companies to design and build more eco-friendly structures.
Unfortunately, businesses sometimes embellish their sustainable credentials in an effort to gain market acceptance.
However, as Maarten Milis, Cedral's sustainability champion, says: “Achieving true sustainability is about being on a journey, not claiming to have reached a destination.”The Cedral sustainability promise
Cedral is part of the Etex Group, a family-owned business based in Belgium. The group manufactures a range of building products, operates in 45 countries worldwide and employs around 13,000 people. Etex has been awarded a silver medal from global eco assessment platform EcoVadis, placing it in the top 25% of companies evaluated for sustainability.Talking to customers
Cedral has researched its market extensively, gaining the opinions of architects, developers, installers and homeowners on the topic of sustainability.“Having listened to customers, we now know that they’re not so interested in the technical performance of the cladding,” says Maarten. “Instead, they want to know that fitting a Cedral facade will improve their carbon footprint, that is has been responsibly produced and that we have treated our employees and suppliers with respect and dignity.
“What really came out was the fact that customers don’t expect us to have all the answers. They know that becoming genuinely sustainable is not an overnight thing – and that it takes years to evolve complex supply chains. We’re making long-term, serious changes to our business model and culture to reach our 2030 goals – and our customers and partners have responded positively to this more open approach to sustainability.”
Cedral’s sustainability targets for 2030 include:
• Using a minimum of 20% of circular input as raw material
• Reaching zero waste to landfill
• Using 100% recycled packaging
• Offering 80% of European markets a product take-back service
• Achieving a minimum of 35% reduction in greenhouse gas emissions
Meeting expectations
Cedral’s customer-focused sustainability campaign is based on three key pillars:• Built to perform: Cedral facades and roofs are developed with a perfect mix of strength and durability without using any excess material.
• Built to last: Cedral products are built to be stable and long lasting, helping to create durable homes for many years to come.
• Built with care: From sourcing raw materials closer to its factories for cleaner transportation, to powering manufacturing by 100% renewable electricity, Cedral continues to push boundaries.
Learnings to share with the industry
“Honesty and transparency are vital when embarking on a sustainability journey,” says Maarten.
“We have all too often seen business making flimsy claims about their environmental credentials, that have been discredited. People are now much more sophisticated when it comes to sustainability and will judge you harshly if you try to pull the wool over their eyes. From the start of our initiative, we were committed to being honest and open about our progress.”
Maarten also believes that it's important for businesses to share the story of their sustainability strategy with customers.
"We have realised that spending time to really understand our customers’ views on environmental issues and how we can best communicate our plan has been vital."
"Having a clear story to tell about our journey has also helped us to engage people internally, so that we are all pulling in the same direction when it comes to this vitally important part of our operation. The importance of offering a compelling value proposition where sustainability is concerned cannot be overstated. Setting this into context turns the initiative into a virtuous circle and not just a one-off, philanthropic project.”
Visit the Cedral website to find out more about its sustainability goals and achievements.
