Rethinking communication in the digital age
In recent years, communication in the construction industry has undergone a profound transformation ! For Marion, communication officer for the building envelope side, and Nadine, in charge of flat roofing for commercial property, the most striking development is unquestionably the digitalisation of practices.
"Since 2020, we have felt a very clear acceleration in digital, both in the channels used and in our audiences' habits. There is a strong 'digital first' trend… but not 'digital only' !" according to Nadine.
A point Marion picks up on:
"Digital brings ease and responsiveness, but it must not make us forget that construction remains a very human, very hands-on sector. Tradespeople, specifiers and customers expect the concrete, the personal, the real !"
Both therefore agree on one conviction: the future belongs to omnichannel communication, where face-to-face contact keeps its full place alongside ROI-driven digital programmes.
Artificial intelligence: an opportunity to be handled with discernment
When asked what has changed the most in recent years, the answer comes instantly: artificial intelligence ! While the tool opens up new prospects, it also brings worrying standardisation effects.
"We are seeing content levelling down to a degree: everything ends up looking the same. The challenge is to use AI at its true worth, without losing the brand's authenticity and singularity."
In a sector where proximity remains a pillar, Recticel continues to bet on direct exchanges and field meetings with its ecosystem. Digital may be an undeniable lever, but people remain the key !
From product to solution: a shift in posture
What has genuinely changed in construction communication?
"We talk less about ourselves and more about others. We start from our audiences' needs, pain points and constraints to bring them solutions."
A major shift is under way: the manufacturer is no longer a mere product supplier, but truly a provider of solutions.
Faced with increasingly complex projects and demanding regulation, Recticel positions itself as a "problem solver" serving professionals : a brand that combines product, service and experience to create value.
Service as a differentiation lever
On the customer relationship, the findings are unanimous: service is becoming the primary driver of attachment.
"Beyond the brand, it is the human relationship that makes the difference: availability, support, the sales rep's responsiveness, the ability to respond concretely to needs."
Whether tradespeople, distributors or specifiers, all are now looking for trusted partners able to offer tailored support - no longer just high-performing products and a price. Or are they…
CSR: from rhetoric to proof
Environmental communication is no longer a "nice-to-have" - it is expected. For Recticel, while decarbonising the sector is a collective commitment, it is also an exercise in humility.
"We are not trying to position ourselves as a leader, but to move forward with sincerity. What matters is being evidence-based, admitting we are on a journey, that not everything is perfect, but that we are making progress alongside our customers."
A lucid, credible approach, far removed from greenwashing, which places CSR communication back within a long cycle: that of the sector's genuine transformation.
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2026: reconciling technology and proximity
When asked to look ahead to 2026, Marion and Nadine point to a paradox:
"The number one challenge is to integrate artificial intelligence across the whole company. But at the same time, we want to recreate concrete, lasting connections in the field."
In an unstable environment where forecasting is difficult, developing a clear brand vision becomes crucial - getting back to the fundamentals, back to our "Why".
"We are navigating by sight, but we must hold our course. That means solid foundations: a clear brand platform, a coherent narrative, an agile strategy."
For them, the big challenges ahead also lie in data quality, message personalisation, and the ability to stay human despite the growing sophistication of the tools.
What will never change
"People will remain at the heart of it. Construction is an embodied, concrete sector, rooted in pride in craftsmanship."
That pride - the pride of a nation of builders - is for them an essential part of France's industrial heritage : a bedrock of values that must continue to be passed on, modernised and celebrated.
In conclusion
Preparing for 2026 therefore means advancing on two legs: technological innovation and loyalty to the field.
Between AI, data and sustainable commitment, communication by construction manufacturers keeps evolving... without ever losing sight of what matters most: the women and men who build !