The prevailing theme at this year’s event was a push towards Net-Zero pledges, carbon reduction, and greenwashing, which all have a future-focused component. Looking towards the future is our best chance to prevent irreparable damage to our planet, and the abundance of innovative ideas on display at Futurebuild represents a beacon of hope. However, it is crucial for the industry to embrace these ideas and reduce their negative impact on the environment.
Despite the growing number of brands committing to ESG reporting and sustainability consulting, there remains a disparity between what brands say and what they actually do. Many brands at this year’s Futurebuild appeared to be concealing the truth behind their sustainability credentials.
One of the biggest challenges in the built environment is the prevalence of a “Design, Build, Sell, Repeat” mindset, which can lead to short-sighted decisions. By prioritizing the circular economy, the industry can build a more lasting legacy with a greater sense of meaning and value.
Successful brands have a strong sense of purpose rooted in their origin story, and their authenticity is what sets them apart. At Futurebuild this year, there were many similar messages, but the real value lies in each brand’s unique identity and truth. Moving forward, brands can benefit from collaborating, committing to meaningful action, taking bold steps, and embedding their true purpose into their communications.
In conclusion, Futurebuild shouldn’t only have been about looking forward, but also about addressing present challenges and ensuring an authentic and genuine, sustainable future.