By Kate Perrin, Marketing Director at Barbour ABI
The next big challenge for construction marketing is in the systemic and transformative rebranding of the industry. And it is needed.
The construction industry is seen by the public as a physically demanding and labour-intensive industry that pays no heed to its environmental impact and is beset by delays and accidents.
That perception hampers our ability to take our industry to the next level as we struggle to attract enough talented people with the skills and competencies required to drive the growth and development of this vital sector.
But any “construction marketer” will know that this industry has been busily evolving – embracing technology, sustainable practices, and innovation with a growing emphasis on design, project management, digitalisation, and sustainability.
If we can communicate this, we may be able to make a career in construction more appealing to a wider audience.
However, part of the problem is the fact that we describe the industry as “construction”, with all the negative stereotypes and historical baggage the term carries.
Has the time come to rebrand the industry as the “built environment”?
Kate Perrin announcing the winners of the Marketing Team of the Year at this year’s CMAs
This recognises the interconnectedness of various disciplines involved in shaping the physical environment, including architecture, urban planning, construction, and infrastructure development.
Using the term “built environment” can help create a more encompassing and holistic perspective of the industry, shifting the focus beyond just the construction process itself.
It highlights the impact of the built environment on people’s lives, including aspects such as sustainability, liveability, and social well-being.
Focusing on the outcomes rather than simply the process will attract new talent, drive recruitment and ensure the future of our industry and our built environment.
Obviously, a name change alone is not sufficient to drive transformation. It must also be accompanied by a shift in mindset, practices, and policies to align with the broader objectives and values of the built environment concept.
And that’s where the current crop of talented “construction marketers” come in. These are the people to help deliver that message successfully, both within and outside the industry, and highlight that working in the built environment is an exciting place to be. In fact, marketing is probably the only discipline that touches every area of a business and can influence external and internal perceptions.
Over the last four or five years, the function of marketing has evolved significantly within construction businesses responding to the growing demands and concerns of industry and public since the Grenfell tragedy.
It is equally important for those inside construction to be reminded how the impact of their efforts stretches beyond fabrication of buildings and structures. Appreciating that their work day-to-day reshapes the environment everyone inhabits, should be a source of both pride and responsibility.
And that’s why I made the decision to be Overall Sponsor of this year’s Construction Marketing Awards.
We wanted to showcase and celebrate today’s top marketers and the campaigns they have run while encouraging every marketing professional to play a role transforming our industry into the broader objectives and values of the built environment concept.
