Increasing demand for sustainability amongst European principals

Sustainability is most requested by principals in the United Kingdom and least requested by principals in Italy


Rotterdam, December 14, 2017 – Architects in Europe experience and increasing demand for sustainability compared to 2015. The Q3 2017 Sustainability report from the European Architectural Barometer shows that sustainability is most demanded by principals in the United Kingdom, France, Belgium, the Netherlands and Germany. The demand for sustainability is the lowest in Poland, Italy and Spain. This research was conducted by USP Marketing Consultancy and the results are based on 1,600 successful interviews with architects from eight European countries.

European average

In 2017, more than half of principals ask for sustainable materials and buildings. The majority of architects say that the principal is also more willing to pay for this. Compared to 2015, there is a strong increase in both the demand and the willingness to invest.


United Kingdom; Highest demand for sustainability

Since 2013, USP Marketing consultancy has measured the demand for sustainability. In the United Kingdom, the demand for sustainability and the willingness to invest in it  increased from 45% in 2015 to 67% in 2017. This increase brings the UK to highest position when it comes to willingness to invest in sustainability.


Increasing demand in most other European countries

The majority of architects in France, Belgium, the Netherlands and Germany indicate that there is an increase in demand and willingness to invest in sustainability in 2017 compared to 2015.


Lowest demand and willingness to invest in Poland, Italy and Spain

In Poland, Italy and Spain there is less demand and willingness to invest in sustainability in the construction industry. In Italy 64% of architects stated that sustainability is not requested and that there is no willingness to invest in it. In Poland, six out of ten architects indicate the same. Also in Spain the majority of the architects still indicate that there is no demand nor willingness to investment in sustainability, but the numbers are slightly higher than Poland and Italy. However, compared to 2015, there is a growth in the demand and willingness to pay in all three countries.



Sustainability is an important subject in the construction industry. In all 8 European countries there  is an increase in demand and willingness to invest in sustainability. Although increasing compared to 2015, the lowest demand for sustainability can be seen in Poland, Italy and Spain. In the UK, the demand is the highest. Overall it can be concluded that the favourable market conditions in the construction industry and increasing attention for sustainability are driving the growth of the demand for sustainability in the construction industry.


About the European Architectural Barometer
The European Architectural Barometer is a study by USP Marketing Consultancy, which is based on 6,400 successful interviews with architects in eight European countries annually. Every quarter, a report is published covering a specific topic like BIM, prefabrication, media orientation and many more. The report also provides future building volume predictions, based on the orderbook development of architects and all other economic indicators.


About USP Marketing Consultancy
USP Marketing Consultancy is a leading international market research agency that is specialized in the construction, installation and DIY sector for over 25 years. USP Marketing Consultancy works for internationally renowned companies (such as AkzoNobel, Bosch, Philips, Grohe, Saint-Gobain, etc.). Our clients often have pan-European questions about their brand awareness, customer journeys, market opportunities, e-commerce trends and other research needs. USP Marketing Consultancy delivers the insights to make strategic plans and decisions.


More information can be found in the report :

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Jeroen de Gruijl, project manager business unit Construction

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