Marketing in 2026
Marketing in 2026 brings together insight from senior marketers across the built environment, starting with a Construction Marketing Roundtable that explored how regulation, credibility, education and changing behaviours are reshaping the role of marketing in a more complex sector.
What the roundtable revealed about construction marketing in 2026
As chair of the session, Liam Bateman, Managing Director of The Think Tank, reflects on the key themes to emerge from the discussion, from education and competency to quality, compliance and ensuring the right products are used in the right places.
Marketing’s changing role in the built environment
Senior marketers at a roundtable hosted by The Think Tank discussed how credibility, technical understanding and judgement are redefining the role. This is the first of four reports from the day.
Why marketing has to educate, not just promote
Stuart Devoil discusses how construction marketing must move beyond features and benefits to educate specifiers and end users about ethics, procurement and global responsibility in complex supply chains
Why collaboration is key to demonstrating marketing’s value
Catherine Fyfe reflects on the passion within construction marketing, the importance of peer collaboration, and the opportunity to prove marketing’s value
Why senior construction marketers have to wear many hats
Gareth Osborne reflects on the breadth of skills now expected of senior construction marketers, from financial management and pipeline development to leadership, industry expertise and brand stewardship
How influence and education are shifting across the sector
As buying behaviours change across the built environment, marketers are rethinking who they need to reach and how knowledge travels through projects. This is the second report from our roundtable
Reaching the next generation of construction decision-makers
Charmaine Dean discusses how younger entrants to construction are finding information, building confidence and making decisions through peers and social platforms