Against the backdrop of a crisis in the construction sector, change is under way. We met Rami Jabbour, Marketing and Communication Director at Valobat - the construction industry's eco-organisation - to discuss the current challenges, particularly around the PMCB EPR scheme* and its role in the sustainable transformation of the construction industries.
Contractors are looking for ways to manage their waste better - a sign of a genuine questioning of existing models, even in times of crisis.
Hello Rami, we are several weeks on from the Mondial du Bâtiment 2024. What is your assessment of the construction market right now?
"The market is marked by deep uncertainty. New-build is in free fall, while renovation is struggling to offset that decline. On top of this comes considerable confusion around support schemes, particularly for energy renovation, which is holding some players back. One positive point emerges from the prevailing gloom: at the BATIMAT trade show, we saw a massive reorientation of the market towards more sustainable, virtuous solutions. On the site-waste sorting and management side, many contractors are looking for ways to manage their waste better - a sign of a genuine questioning of existing models, even in times of crisis."
How do brands perceive EPR and the new challenges around waste management?
"For manufacturers, EPR is already well embedded, but it represents a cost. They have to explain it to their customers and justify its economic impact, which is not always easy in a declining market. On the distributor side, there has been a shift in perception: initially seen as a constraint, EPR is now viewed as a competitive asset. More and more distributors are committing to structuring their waste take-back offering, seeing EPR as an opportunity to differentiate themselves and build loyalty by showcasing a new value-added service for their customers."
What role does the sector's crisis play in the adoption of EPR by construction industry players?
"It is ambivalent. On the one hand, for contractors, EPR is an optimisation lever: they seek to cut their costs while building customer loyalty. For manufacturers, on the other hand, it remains a financial challenge in a crisis environment. Collection costs are rising while the market stagnates, which creates additional pressure. The crisis pushes people to find solutions, but it can also hold back investment in more virtuous practices. A long-term vision is therefore essential so that market conditions do not become a brake on the industry's deep transformation."
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How important is communication for an eco-organisation like Valobat?
"Communication has been essential for us - first of all to make ourselves known, because we operate in a complex B2B environment. Since our launch, we have rolled out a three-stage plan: establishing Valobat's profile, supporting the roll-out of our services, and raising awareness of EPR among industry players. We even launched a television campaign recently to reach tradespeople and publicise the right sorting habits, because our mission goes beyond simply managing site waste: it is about guiding the entire industry towards a circular economy.
Convergence's support has been a real asset for us. Thanks to your expertise in the construction sector, we were able to move much faster, developing tools perfectly suited to the specific needs of our B2B audience. Your team understands the particular challenges facing our stakeholders, which are quite different from those of the general public, and knows how to structure communication materials and awareness campaigns that meet the expectations of builders' merchants and construction companies. It is a real comfort to work with a partner who has a precise command of the most effective messages and channels for reaching our professional audience."
This conversation with Rami Jabbour gives us a clear view of the challenges facing the construction sector and its progress towards more responsible management. EPR emerges as a catalyst for change, encouraging players to adopt more sustainable practices even in an uncertain economic environment.
*Extended Producer Responsibility for Construction Products and Materials - valobat.fr