Debansu Das, ZED PODS
Research by SCAPE reveals that the construction industry delivered £1.09 billion of social and local economic value, providing a 30.33% return on investment during the first 6 months in 2022.
While the responsibility for delivering social value often lies with project managers, community engagement officers, or social impact teams, marketers now have an increasingly vital role in shaping how these efforts are communicated, understood, and aligned with brand identity.
In the UK, where public sector procurement has placed a growing emphasis on social value – especially since the implementation of the Social Value Act and the Government’s PPN 06/20 – marketing teams must evolve to ensure that their organisations not only meet these standards but also highlight them effectively to differentiate in a highly competitive marketplace.
What is Social Value in construction?
Social value in construction and the built environment refers to the wider benefits a project brings to the community beyond its physical structure. This could mean local job creation, upskilling opportunities, environmental sustainability, community engagement, improved health and wellbeing outcomes, or initiatives that address inequality.
Increasingly, these impacts are being measured and reported alongside financial and project performance – particularly for public sector projects, where social value often forms a significant part of procurement criteria.
For example, here at ZED PODS, a modular housing specialist creating zero-carbon homes for the social housing sector across the UK, we have been part of the innovative “Prisoners Building Homes” (PBH) initiative. The program is a national pilot, led by 5 South West PCCs under the SW Reducing Reoffending Partnership.
We provide paid training to day-release prisoners in our offsite fabrication facility, helping them gain valuable skills and qualifications while contributing to the manufacture of affordable housing units. This has not only supported rehabilitation and upskilling but has also significantly reduced reoffending, with an estimated economic saving of £118,000 per prisoner on the cost of recidivism.
Though the initiative was implemented by our factory operations team, it was first spotted by a marketer who recognised its potential for impact. It has since become a goldmine of authentic, purpose-led storytelling, resonating powerfully across digital channels, bid documents, and stakeholder communications.
Marketer’s Role in Social Value
For marketers in the construction and built environment sector, social value represents an opportunity to tell more meaningful stories that resonate with both clients and communities.
1. Brand Differentiation
Marketing social value achievements becomes a powerful differentiator – especially when firms can show real-life examples of their impact, like supporting rehabilitation.
2. Aligning with ESG
Social value directly supports the ‘Social’ in ESG. Marketing teams can help position the business as purpose-led, improving its reputation with clients, investors, and talent.
3. Winning Work Through Storytelling
Public tenders increasingly require social value evidence. Marketers can create and maintain a library of case studies, testimonials, and visual content to support bid teams and enhance submissions.
4. Reputation Building
Strong communication around social value builds trust with clients and local communities. Whether through newsletters, local media, or events, marketers need to make sure that the message is clear and consistent.
5. Attracting & Retaining Talent
Purpose-driven candidates want to work for companies that do good. Highlighting meaningful social value initiatives supports employer branding and talent retention.
What can you do?
The following to-do list can help you embed social value into your Marcom activities:
- Audit of Social value activity
Get a clear view of what’s already happening in your company e.g. training programmes, partnerships, sustainability work, etc. and gather materials for future content. Avoid vague claims as stories should be backed with stats, names, places, and outcomes.
- Create content
Use real examples, like ZED PODS’ prison-based manufacturing programme, to develop engaging, credible stories of impact. Use blogs, short videos, and testimonials to bring social value stories to life.
- Collaborate
Working with your operations and bid team to ensure that social value messaging is consistent across proposals, websites, and press content.
- Internal Comms
Ensure that employees and client-facing staff understand and can confidently talk about the organisation’s social value impact.
- Tailor messages
Procurement officers, community groups, and job seekers each care about different aspects of social value. Adjust language and focus accordingly.
In summary, Social value is no longer just a moral obligation or a contract requirement – it’s a brand-defining advantage. For marketers in the UK construction sector, it offers a powerful platform for storytelling and differentiation, helping build a stronger, more impactful brand identity and long-term equity.