The New Rules for Building Materials Growth in 2027

Make your products easier to find, specify and choose.

An architect researches a product online. A contractor checks how it performs on site. A distributor recommends an alternative. Each can influence whether your product gets specified, purchased or substituted.

The path to that decision has changed. Building professionals can research more independently, compare technical information across multiple sources and use AI to assess their options. Your website and sales relationships are now part of a much wider journey.

For marketers, winning means helping people make confident product decisions throughout that journey. Your products need to be visible where research happens, supported by credible evidence and backed by expertise when project requirements become complex. That takes a more connected approach across marketing, product, technical, sales and distribution teams.

This report explores eight shifts reshaping building materials growth, the evidence behind them and the practical moves marketing leaders can make now. Each shift includes a pressure test to help you identify what needs to change and where to focus for 2027.