Construction Disrupted Episode 89 - Invest in People or Tech? (29.10.25)

In this episode, we dive into the groundbreaking report by Barbour ABI, created in partnership with Futurebuild and the C&BE Network, which makes a compelling case for increased marketing investment in the built environment. The discussion highlights the critical role of skilled human capital, the strategic integration of AI, and the need to reshape the construction industry's image. Join us as we explore the challenges, opportunities, and actionable insights that can redefine marketing in this vital sector.

What the report covers and we dig into:

The Value of Skilled People in Marketing:

• Why human expertise remains the cornerstone of effective marketing in the built environment.
• Survey findings show that leaders prioritise hiring and training over technology investments.

The Role of AI in the Industry:

• 94% of industry leaders believe AI will significantly impact the built environment within five years.
• There is a concerning gap between AI awareness and strategic implementation, with 52% of firms lacking plans to integrate AI.

Fixing the Construction Industry’s Brand:

• The construction sector struggles with its image and how marketing can lead the charge in reshaping perceptions.
• Shifting the narrative from challenges to successes, innovation, and rewarding careers.

Barriers to Marketing Success:

• Why marketing is still seen as a cost by many businesses and how this mindset limits growth.
• The dominance of networking and relationships in winning work, and why this approach needs to evolve.

The Case for Long-Term Brand Investment:

• The importance of balancing short-term sales activation with long-term brand building.
• Shocking statistics show that over 70% of firms spend less than 20% of their marketing budget on brand development.

Leadership and Industry Culture:

• Leadership advocacy is the strongest predictor of marketing investment.
• The need for marketers to educate and influence leadership to prioritise strategic marketing.

1. Opportunities for the Future:

• Social values, education, and community building in attracting young talent to the industry.
• AI can lighten workloads and enhance efficiency, but only when used strategically.

Key Takeaways:

• Marketing in the built environment is at a crossroads, with significant opportunities to redefine the industry’s image and attract new talent.
• Skilled marketers, supported by leadership and equipped with the right tools, can drive this transformation.
• The integration of AI and a focus on long-term brand building are essential to staying competitive in a rapidly evolving landscape.

Link to the report: The Case for Marketing in the Built Environment

Other Links:

Long and Short of It

Tracksuit - Continuous Brand Tracking

Bios

Ryan Jones - SLG Agency

For almost 20 years, Ryan’s focus has been on helping brands in the construction and manufacturing sectors tell their story.

His career began in PR, working for global businesses across a variety of sectors, before opting to focus on construction and the built environment.

In his role as Managing Director, Ryan works to ensure that SLG Agency continues to be one of the construction industry's leading specialist strategic and creative agencies, having seen its work recognised by the likes of Campaign, Marketing Week and The Drum in recent years.

Ryan is regularly asked to speak at trade shows and events, and to contribute thought leadership pieces to trade media. He is also a member of several industry advisory boards, including Constructing Excellence and the Greater Manchester Chamber of Commerce.

His passion for the construction sector has seen him work with clients on CSR campaigns that tackle the sector’s public perception, culminating in him recently launching a not-for-profit called Deconstruction.

Peter Sumpton - buildDifferent

Peter is a construction–marketing strategist and co-host of Construction Disrupted. With two decades’ experience spanning manufacturers, contractors and agencies, he helps organisations swap scattergun activity for clear strategy, joined-up planning and measurable outcomes.

His approach is practical and plain-spoken: cut the noise, focus on what moves the numbers, and build repeatable systems that teams can actually use.

Having seen first-hand how unfocused tactics waste time and budget, Peter works with leaders to align commercial goals, customer insight and content so marketing supports delivery rather than distracting from it.

Peter's passion lies in diagnosing organisations' marketing functions' capabilities and existing market, assembling what’s required to create a functional strategy, fit for purpose and scalable.

Marketing should create value, not just cost, and Peter’s work is about making that the norm.