Large-scale deployment of technical and methodological innovations will not be possible without an in-depth cultural transformation of the sector. Thinking and acting differently is thus no longer an option, but a necessity. This means, first and foremost, overcoming certain persistent barriers, such as the cost perception, and hence accessibility to more sustainable construction. To be sustainable, this vision requires a real paradigm shift, from shortterm thinking to rigorous long-term planning. Changing practices and mindsets also requires training for everyone in the value chain: architects, engineers, craftsmen, and project owners. The challenge is all the more urgent given that, according to the 2025 Sustainable Construction Barometer, only 28% of professionals say they are fully informed on the subject, and 35% of professionals claim to have received dedicated training. In short, no transition can take place without collective mobilization and collaboration among all stakeholders: companies, local authorities, start-ups, and so on. Companies, local authorities, start-ups, all have a role to play in accelerating innovation, without ever losing sight of what’s essential: people. This chapter explores some of the ways to achieve the cultural change needed to scale up sustainable construction innovations. 59
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