R. P.: Achieving scale for sustainable construction is essential. It requires a concerted effort from all stakeholders to drive meaningful change. A market systems approach recognizes that housing – and sustainable construction – markets don’t operate in isolation. It is crucial for more people to apply this approach and begin to account for factors such as consumer behavior, regulatory frameworks, and incentives that take into consideration social impact. There are many companies demonstrating that solutions work when we focus on collaborating with communities. We rely on the demonstration effect from, for example, leveraging pilot projects rather than relying on theoretical research. Scaling up solutions also means ensuring that they are suitable for communities by taking into account factors like affordability, demand, and local preferences. A human-centered design approach to ensure our solutions are effective, scalable and lead to broader community benefits is extremely valuable. Ultimately, is cultural change the key to true innovation in sustainable construction? How can it be initiated? C. M.O.: Innovation in sustainable construction involves both tangible advancements, like new materials and tools, and a shift in mindset. This mindset shift is particularly important in concepts like circularity. While many people associate circularity with waste management and recycling, it’s essential to change the perception of secondary materials. For example, people often prefer new products over recycled ones, but manufacturers can help by providing certifications that prove recycled materials perform just as well as new ones. Changing how we view materials – seeing them as refurbished rather than waste – is key to shifting demand and advancing sustainability. R. P.: If you asked people on the street what they think innovation means – not necessarily in housing but in general – many would probably picture an app or something new they haven’t seen before. When you bring it into the construction world, it might be something like a new material, a technology that turns plastic into bricks, or a coating that improves cooling. These innovations are certainly part of the picture, but the real game-changer is something that addresses the needs of the millions who still lack housing. And this shift is more about a cultural change. It’s a shift in how we value the input of poor and low-income communities, considering their perspectives when designing or developing new solutions. In the self-build market, the challenge is more complex due to the fragmented nature of market actors, like small contractors and local businesses. The media can be a powerful tool to aid in this. For example, in Kenya, over 1 million weekly viewers tuned into Tujenge – Build it Better, an original edutainment show co-developed by the Terwilliger Center and East Africa’s Nation Media Group to increase understanding of construction challenges and techniques. 11
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