The construction industry is at a crossroads. With climate change accelerating and sustainability becoming a non-negotiable priority, industry leaders are stepping up to drive meaningful change. Construction accounts for 40% of global carbon emissions, placing the industry at the centre of efforts to reduce environmental impact. 

The recent Archify Sustainable Futures Webinar brought together experts from architecture, construction and product manufacturing to explore both the challenges and solutions shaping the industry’s sustainable future. 

Missed the live session? No worries—we’ve got you covered. Here’s a snapshot of the key takeaways and why you should watch the full webinar on demand. 

Bridging the sustainability gap in construction 

Dr. Lee Jones, Head of Sustainability at Hubexo, shared insights from the Archify Sustainable Futures Report, based on input from over 700 industry professionals. While sustainability is gaining traction, only one in ten projects fully integrate it from the start. 

“Construction has got a long way to go to decarbonise fully… but it’s only the beginning of the journey”, Jones said. 

Cost remains the biggest barrier, cited by 54% of professionals. Jones stressed that early-stage planning reduces costs and improves long-term efficiency. 

“Sustainability can be perceived as a high cost… but if considered from the outset, costs can be relatively reduced”, he added. 

Collaboration, transparency and policy support remain critical to industry-wide adoption, with platforms like Global GreenTag and Archify equipping stakeholders with the tools to translate ambition into action. 

The strengthening role of third-party certifications 

Beyond costs and collaboration, ensuring sustainability claims are legitimate is equally critical. 

David Baggs, CEO of Global GreenTag, highlighted the importance of third-party certifications in eliminating greenwashing and building trust. A recent ACCC survey found that 57% of businesses were making misleading sustainability claims, underscoring the need for verifiable and transparent data. 

Certifications like Global GreenTag help architects, developers and builders specify genuinely sustainable materials, ensuring compliance and long-term success in a shifting construction landscape. 

“We help both manufacturers and the industry reduce the risk in the specifications of sustainability outcomes… ultimately, the whole point of this and the building of the trust is to eliminate that greenwash factor”, Baggs said. 

Rethinking space: sustainable design in action 

Irma del Valle Nachon, Circularity Lead at Breathe, demonstrated how sustainable design principles are being applied in practice. She presented ‘Home Truth’, a project that challenges conventional ideas of space and sustainability while raising awareness of the environmental and social impacts of oversized housing. 

Beyond innovative design, the case study emphasised the growing need to rethink urban planning. By integrating circular economy principles and reducing material waste, projects like Home Truth prove that sustainable architecture can create not only environmentally responsible buildings but also healthier, more liveable communities. 

“Doing more with less… this has been proven in architecture for a long time. This is nothing new, but it really emphasises how we can design things without adding extra layers that we actually don’t need”, del Valle Nachon said. 

How materials are driving change 

Andrew Savage, Business Development Manager – Architecture & Design at Weathertex, showcased how sustainable product innovation is transforming the industry. Weathertex’s range of reconstituted hardwood cladding offers a better-than-zero carbon footprint alternative, proving that sustainable materials can be both cost-effective and high-performing. 

To mainstream sustainability, manufacturers must produce durable, eco-friendly materials, while architects and builders prioritise low-carbon, recyclable options. 

“Weathertex has been very active in the sustainability space for many years, but the thing about Weathertex as a cladding product is it doesn’t need to cost more… nothing comes close to Weathertex at this price point”, Savage said. 

Catch up on the webinar now and gain access to the full discussion. 

The full session delves deeper into sustainable product certifications, real-world case studies and actionable strategies for embedding sustainability into construction and design projects. 

Want to explore the data and expert opinions in more detail? Download the Archify Sustainable Futures Report to uncover key industry trends, challenges and opportunities shaping a more sustainable built environment.