Sustainability pressures facing construction businesses – a virtual roundtable

Back in December, we had the pleasure of hosting a virtual roundtable focused on sustainability in construction, bringing together senior leaders across brand and marketing for an open and thoughtful conversation.

It was a discussion we’d been keen to facilitate, shaped by the questions we’re increasingly hearing from clients and contacts across the sector.

The timing felt important. Construction businesses are navigating a unique combination of pressures: the drive towards net zero, tightening regulation and growing demand for transparency and accountability.

Alongside the technical challenge of decarbonisation sits another, equally complex one: how to communicate sustainability in a way that builds belief and trust, rather than coming across as performative.

We designed the session to be an open, practical discussion rather than a presentation-led event. With our client Heidelberg Materials UK joining us as guests, and attendees ranging from SMEs through to larger corporates, the breadth of experience in the room made for a balanced and refreshingly honest conversation.

It quickly became clear that while sustainability is affecting every organisation differently, many of the pressures and challenges are widely shared.

What emerged from the discussion was a strong sense that sustainability is no longer a bolt-on consideration for construction businesses.

It is shaping culture, influencing decision-making and placing new demands on how organisations show progress, use data and tell their story.

Expectations are coming from all directions at once, including regulators, customers, investors, internal teams and prospective employees.

Here were just some of the main talking points.

Clear and honest communication

One of the strongest takeouts was the importance of clear, honest communication. Many organisations are making genuine progress on sustainability but still find it difficult to talk about in a way that feels transparent and easy to understand.

Participants agreed that trust is built through straightforward language, providing evidence and a speaking in a tone that feels human rather than corporate.

There was also shared recognition that overclaiming, even unintentionally, can quickly undermine a brand’s credibility. Saying exactly what you are doing, why it matters and where the challenges are was seen as far more effective than broad or vague claims.

Internal alignment first

A recurring theme was that internal understanding is often more challenging than communicating externally. Different teams can interpret sustainability goals in different ways, which can lead to inconsistencies, delays and brand dilution.

The group was clear that prioritising internal alignment is essential. When leadership, sustainability, commercial and marketing teams are not aligned, external messaging inevitably suffers.

Getting everyone clear on brand priorities, language and intent makes it far easier to then communicate confidently outside the organisation.

Balancing ambition with feasibility

Ambition is expected, but brand should measure that with a healthy dose of realism.

Attendees discussed the pressure to set bold sustainability targets and the importance of being open about what is genuinely achievable. Timelines, supply chains, technology readiness and cost all influence progress.

Being transparent in communications about these constraints was seen as a strength rather than a weakness. Honest conversations about dependencies and trade-offs help manage expectations and reinforce trust with stakeholders.

The pricing challenge

The tension between long-term value and short-term cost was another key area of discussion. Durable, lower-carbon solutions often deliver strong lifetime value, but upfront price remains a dominant factor in many purchasing decisions.

This disconnect continues to slow adoption, even when the long-term economics are compelling. The group agreed that clearer communication around whole-life value, supported by robust data, is critical if the sector is to move forward.

Looking ahead

The discussion also touched on the growing demand for traceable data and the pace of regulatory change across the UK and EU.

For construction businesses, this means sustainability strategies and communications must stay flexible while remaining accurate and credible.

From our perspective, hosting this conversation reinforced the value of bringing people together to share challenges openly. Sustainability in construction is evolving quickly, and no organisation has all the answers. So it’s important to have the right conversations and the right partners around the table.

We were energised by the discussion and thrilled to host such a topical roundtable. Watch this space – we’re already planning a follow-up event as sustainability’s impact on construction businesses continues to develop.

Do you need help communicating sustainability effectively? Get in touch – we’d love to help. Alternatively, for the latest sustainability and construction marketing insights, take a look at our Articles page.