For decades, price has too often been the deciding factor in product specification. In a highly competitive construction market, the lowest cost solution has frequently been equated with the best value.
Yet in today’s climate of stricter legislation, environmental standards and increasing scrutiny on product claims, this approach is no longer fit for purpose. Manuela Fazzan, Director of Commercial Propositions at wienerberger UK, explores the support systems that are changing the conversation around value in architecture.
Enhanced obligations around safety, sustainability and compliance in the built environment are not only raising standards, but are also changing the way in which products and materials are selected. Specifiers are now under more pressure than ever to evidence that every choice in design and procurement stands up to scrutiny, both technically and ethically, resulting in a complex myriad of decisions that go beyond price.
It means true value from suppliers can no longer be measured in upfront cost alone. Instead, value comes from the way in which manufacturers are collaborating with specifiers and architects to overcome their challenges, by treating compliance, and legislation as interconnected elements to be solved with considered and consolidated solutions.
Moving away from the “commodity” label
From trustworthy product information that ensures compliance and transparency, to accurate digital integration into design workflows and accountability in safety legislation, today’s forward-thinking manufacturers are supplying much more than simple commodities from a catalogue. They are continuing to invest in research, accreditation, digital resources and technical services, recognising the importance of collaboration to deliver buildings that are resilient, sustainable and future-ready.
Price alone tells only part of the story: without documented compliance, accurate technical data and confidence that products will perform as promised, the cheapest option can quickly become the most expensive in terms of risk. It is easy to see how these services are broadening the definition of value in specification.
Naturally, those manufacturers delivering the best value are the ones capable of building a transparent ecosystem throughout the project, encompassing compliance, safety, design integration, technical data and more.
It starts with data compliance, third party assessment schemes like the Code for Construction Product Information (CCPI), set a new benchmark for transparency and accuracy of data in the way manufacturers present their products. This drive for clarity sits alongside a wider tightening of legislation and standards across the industry, from the Building Safety Act to the Future Homes Standard.
Next comes design integration, most notably through the provision of BIM files, enabling accurate digital technical data to be integrated easily into design workflows.
This supports the Golden Thread of information to ensure full data accountability throughout the building and project lifecycle. This digital record will have the necessary information to ensure accountability and mitigate the dangerous consequences of inaccurate information, taking out the risk of human error.
The real value comes when manufacturers find a way to consolidate all of this technical data into accessible, project-ready resources for enhanced accessibility and clarity, positioning themselves as true project partners.
But the innovation comes by not just offering these resources separately, but through a singular solution that ties them all together, as they should be to ensure efficiency.
At wienerberger, the OneSpec service takes into account the sustainability, performance and technical challenges of a project to deliver a tailored specification guide, bespoke to the specifiers requirements. This guide acts as a project bible through the build, bringing together products, services, technical data and links to BIM files.
By removing administrative burden and improving accuracy, tools like this allow specifiers to focus less on price, and more on quality, compliance and whole-life performance.
Unlocking benefits
For architects and specifiers, this level of technical information means they can design with confidence, reduce project risk and streamline workflows. Crucially, they can achieve all of this with reassurance that the products chosen are not only technically sound, but backed by transparent data to support compliance and legislation.
Early engagement is crucial. When manufacturers are brought into the design process at concept stage, they can help identify potential compliance challenges and advise on material compatibility, helping to ensure design intent is carried through to construction without costly compromises.
Towards a cultural shift
If the construction industry is serious about building safer, greener, and more resilient places, then redefining value must become a collective priority. Price will always be a factor, but it should sit alongside, not above, compliance, sustainability, and long-term performance.
This requires a cultural shift across the supply chain, from a transactional mindset towards a value-driven one. Specifiers need to look beyond cost when making choices, while manufacturers must continue to raise the bar in transparency and support, providing information ecosystems that help to streamline the specification process and allow for easier project delivery. Trade bodies, clients and regulators all have a role in reinforcing this shift by making clear and consistent information a constant priority.
We are entering a new era of specification. Legislative and environmental pressures demand more from every product choice. By redefining value to include compliance, accreditation, digital integration and trusted technical support, the industry can move beyond commodity thinking and unlock the full expertise manufacturers bring to the table.
Ultimately, the buildings we create will stand as the real measure of value. By prioritising quality and collaboration over the lowest cost, we can deliver homes and places that truly serve the needs of people and planet – not just today, but for generations to come.