Communication will be a key part of the built environment’s carbon reduction journey, says Max Smith.
Less than 12 hours after Sir David Attenborough joined Instagram, he had more than 1.2 million followers. His message was clear: “Saving our planet is now a communications challenge.”
Over the past 10,000 years, atmospheric carbon dioxide (CO2) levels remained stable until industrialisation, which began around 150 years ago and rapidly accelerated emissions. CO2 levels have increased 50% since. Alongside this, biodiversity is in decline, with one million species at risk of extinction. By 2050, the ocean could contain more plastic than fish by weight.
Clearly, the world is changing at an exponential pace, and construction professionals – clients, consultants, and contractors – must be equipped to keep up. Sustainability is no longer a buzzword but a key factor influencing industry practices, from materials and designs to building processes and client expectations.
How do we communicate the urgency of sustainability without causing panic? How can we appeal to both seasoned investors and the next generation of graduates who are entering the industry with fresh perspectives? Storytelling will play a crucial role in shaping our shared understanding of these issues and driving the desire for meaningful change.
The communications challenge
With sustainability-related job titles skyrocketing, it’s evident that companies are recognising the need for expertise in this area. But technical knowledge alone isn’t enough: communicating complex ideas and fostering stakeholder buy-in is just as crucial.
The built environment, responsible for nearly 40% of global carbon emissions, is under immense pressure to innovate. Yet the gap between awareness and action remains significant. The stories we tell in the coming years will play a pivotal role in shaping the industry’s future and inspiring both seasoned professionals and new entrants to commit to sustainable practices.
With global emissions predicted to peak in 2024, the construction industry must quickly embrace low-carbon technologies. Solar power and electric vehicles (EVs) are just the start. Professionals need to integrate innovative solutions, from sustainable materials like low-carbon concrete, to energy-efficient building designs.
Sustainability is now a mainstream concern. As awareness of climate change and biodiversity loss grows, clients increasingly demand green solutions. Construction professionals must engage by delivering sustainable projects and clearly communicating these benefits.
Stories need to convey the urgency of sustainability without creating fear. Investors should recognise the financial value of sustainability, while graduates must be inspired by its potential for change. By crafting narratives that bridge technical, environmental, and financial aspects, we can unite stakeholders toward a common goal: building sustainably.
Elevating biodiversity
Biodiversity is crucial to sustainable construction. The new digital series The Nature of Building: Biodiversity and the Built Environment, produced by CIOB and Content With Purpose, highlights pioneering projects that put nature at the heart of construction. The series showcases professionals advancing skills, research, and ethics to achieve biodiversity net gain, adaptive reuse, and more.
Each film celebrates the industry’s progress toward a nature-positive future, offering valuable insights for professionals. Through practical solutions and inspiring leadership, the series provides a roadmap for building a future that prioritises nature.
The stories we tell will not only highlight challenges, but also drive innovation, ensuring a greener, more resilient future for the industry.
Max Smith is founder and manager director at Content With Purpose.
