Marketing in 2026

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.

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

Catherine Fyfe reflects on the passion within construction marketing, the importance of peer collaboration, and the opportunity to prove marketing’s value

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

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

Charmaine Dean discusses how younger entrants to construction are finding information, building confidence and making decisions through peers and social platforms

Helen Cooper eflects on how buying decisions are shaped across the full project lifecycle, and why marketing needs a clearer understanding of who influences specification

Emma Cox reflects on the need to move marketers beyond narrow specialisms and develop confident generalists who can operate across strategy, leadership, digital and commercial decision-making

The roundtable explored how social value, sales alignment and funding uncertainty are reshaping what marketing is accountable for. This is the third of four reports from the day

Stacey Lucas reflects on skills shortages, competency standards and the role marketing can play in raising awareness, driving consistency and supporting better outcomes across the construction sector