Building tomorrow: The opportunity of sustainable building materials

The construction industry stands on the brink of transformation. As Europe moves toward a zero-carbon future by 2050, the sector faces both a challenge and a once-in-a-generation opportunity. At the heart of this transition lies the building materials market, responsible for 65% of the industry’s total decarbonization potential.

Demand for sustainable, climate-smart materials is accelerating, reshaping how we design, build, and live. This market is projected to outpace conventional materials, rewarding early movers who innovate and scale sustainable solutions at competitive prices. These pioneers won’t just lead the transition, they’ll define it - capturing above-market growth and setting new industry standards.

Yet the journey is far from complete. High costs, limited client demand, and a reluctance to pay a “green premium” still impede adoption. Unlocking this potential will require collaboration across the value chain: from architects and manufacturers to contractors and policymakers.

Together, the industry can turn sustainability from a challenge into its greatest growth driver. The future of construction is sustainable. The question is: who will capitalize on it first?

Please take a deeper dive into our report to find out more.