Marketing and sales optimisation for the global construction market

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Your 2027 agenda Check your category

The construction market in 2027

On your agenda for 2027.

On every continent, the way construction products are bought, specified and built is evolving. These ten points belong on your agenda for 2027. Every figure is traced to its source.

Proven at the source: Gartner, Forrester, McKinsey Global Institute, GlobalData, Eurostat, the United Nations and the European Union.

  1. 01

    Follow growth where it is built.

    Global construction output fell 0.2% in 2025 and is forecast to grow 1.5% in 2026. South Asia leads with 6.3%, driven by India; North East Asia contracts 0.7% as the Chinese property market slows. The Middle East keeps building on state programmes, the United States on data centres. Growth is real, and it moves by region.

    SourceGlobalData, Global Construction Outlook 2026 to 2030, Q2 2026.

  2. 02

    Build for the cities that grow.

    Cities are home to 45% of the world’s 8.2 billion people. There are 33 megacities above 10 million inhabitants, 19 of them in Asia, against 8 in 1975. Two thirds of population growth to 2050 is projected to happen in cities. The next offices, schools, hospitals and leisure destinations follow them.

    SourceUnited Nations DESA, World Urbanization Prospects 2025, November 2025.

  3. 03

    Win the buyer before the first call.

    67% of B2B buyers now prefer to buy without a sales person, and 45% used AI in a recent purchase. 69% find that the website and the seller tell different stories. The shortlist is drawn before anyone picks up the phone, from what a brand publishes and how consistently it speaks.

    SourceGartner, survey of 646 B2B buyers, March 2026; survey of 632 B2B buyers, June 2025.

  4. 04

    Sell to every decision maker in the room, not to one contact.

    On average 13 people take part in a B2B purchase, and 89% of purchases cross two or more departments. 86% stall along the way. In a building project the decision is shared by architect, engineer, developer, contractor, operator and investor, each with a different reason to say yes.

    SourceForrester, The State of Business Buying, December 2024.

  5. 05

    Equip the sellers you cannot afford to lose.

    89% of B2B sellers report burnout, and 54% are actively looking for a new job. 72% feel overwhelmed by the number of skills the role requires, and half by the amount of technology. Overwhelmed sellers are 45% less likely to reach quota, while sellers who work effectively with AI tools are 3.7 times more likely to. The right tools decide who stays, and who sells.

    SourceGartner, survey of 908 B2B sellers, August 2022; survey of 1,026 B2B sellers, September 2024.

  6. 06

    Protect the specification after you win it.

    Winning the specification is only half the job. 39% of construction professionals often see a specified product substituted, another 30% sometimes. Of those aware of substitution, 77% name a cheaper alternative as the main reason. A specification is held through tender, redesign and delay, or it is lost.

    SourceConstruction Products Association, Construction Product Information Survey by NBS, 524 respondents, United Kingdom, 2019.

  7. 07

    Make carbon part of the offer.

    Buildings account for 28% of global energy demand and nearly 37% of global emissions. In the European Union, the life cycle carbon of every new building above 1,000 m² must be disclosed from 1 January 2028, and of all new buildings from 2030. Every product enters that equation. Products without verified data become hard to specify.

    SourceUNEP and GlobalABC, Global Status Report for Buildings and Construction 2025 to 2026, May 2026; EU Energy Performance of Buildings Directive (EU) 2024/1275, article 7.

  8. 08

    Treat product data as a passport.

    The new EU Construction Products Regulation applies from 8 January 2026. It introduces a digital product passport carrying the declaration of performance, conformity, instructions and safety information, rolled out product family by product family. Whoever sells into Europe sells with data.

    SourceRegulation (EU) 2024/3110; Belgian Federal Public Service Economy.

  9. 09

    Sell productivity, not only product.

    Construction labour productivity grew about 1% a year over two decades, against 2.8% for the world economy and 3.6% for manufacturing. On roughly USD 10 trillion of annual spending, closing that gap adds some USD 1.6 trillion in value. Products that save time on site carry the strongest argument.

    SourceMcKinsey Global Institute, Reinventing Construction: A Route to Higher Productivity, 2017.

  10. 10

    Design for scarce hands on site.

    Construction runs one of the highest job vacancy rates in the euro area, 3.0% against 2.1% for the economy as a whole, and skilled labour shortages rank among the main headwinds for global construction in 2026. Systems that install faster, with fewer hands, win the contractor as well as the architect.

    SourceEurostat, job vacancy statistics, Q3 2025; GlobalData, Global Construction Outlook, Q2 2026.

What the construction market builds

Sixteen segments.
One global market.

  • Airports.

    Passenger revenue is no longer the story. The airports winning today earn more from retail and experience than from the runway itself.

  • Culture.

    A single landmark museum can reshape a city’s entire tourism economy. Cultural buildings stopped being cost centres and became growth strategy.

  • Data Centres.

    Power, not land, is now the real constraint. Whoever secures the grid capacity first builds the next generation of data centres.

  • Education.

    Birth rates are falling in some markets and surging in others, and the schools being built now have to serve two completely different futures at once.

  • Entertainment.

    Spending has shifted from owning things to living moments. Venues built for shared experience are capturing a growing share of discretionary spend.

  • Government.

    Civic buildings have become a form of soft power. The public leaders who get this right use architecture to project ambition, not just house ministries.

  • Healthcare.

    Care is moving out of the hospital and into the neighbourhood. The winners are building smaller, more local facilities, not bigger hospitals.

  • Hospitality.

    Hotel brands no longer just sell rooms. The fastest growing part of hospitality is branded residences, a hotel brand selling an entire way of living.

  • Logistics.

    Warehousing quietly overtook offices and retail as the most in demand property type in most major markets, and most people have not noticed yet.

  • Leisure.

    A single landmark attraction can change where an entire city’s economy is heading. The best destinations are planned as economic strategy, not entertainment.

  • Offices.

    Office demand has not disappeared, it has polarised. The best buildings are fully let and the rest are being written off, there is no middle ground left.

  • Residential.

    Housing shortages are now structural, not cyclical, in most growing cities. Build to rent is emerging as the fastest way to close the gap.

  • Retail.

    Retailers are closing stores and opening fewer, bigger, better ones. Square footage is shrinking while the ambition for each store is growing.

  • Science.

    Life sciences demand is now reshaping office markets, not the other way around. Lab space is scarce enough that offices are being converted into labs.

  • Senior Living.

    Institutional capital is moving into senior living the way it moved into logistics a decade ago. The demographics make it one of the most predictable growth stories in real estate.

  • Sports.

    Stadiums that only host matchdays are becoming financially obsolete. The ones getting funded now operate as year-round entertainment districts.

Where the construction market is decided

A global market.
Its centres of decision.

Public and private investors, architects, engineers, developers, operators and public leaders meet in cities worldwide. Maximise puts your brand at their table, from Miami and London to Riyadh, Abu Dhabi, Mumbai and Shanghai.

World map with the cities where Maximise brings brands to the tableMiamiNew YorkLondonAmsterdamParisMilanRiyadhDubaiAbu DhabiMumbaiShanghaiTokyo

Maximise gets you in.

You in the room.Your brand in the specification.Your company in the contract.

Who leads the construction market

One market leader per product category.

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