Construction's data dilemma: Is more information actually building greater trust?

The construction industry has spent years calling for better information, stronger evidence and greater transparency. Yet as the volume of data grows, the challenge of knowing what to trust remains. Construction marketers have a problem to solve.

At London Build Expo 2026, a dedicated marketing networking session hosted by Eazier, the built environment PR and comms agency, will explore the implications for an industry increasingly reliant on evidence to make decisions. Book your free ticket now.

Data overload

Construction has never been short of technical information. Vast amounts of data and information are produced and shared across the supply chain every day. Much of it is essential, but as expectations around building safety increase, the industry needs reliable evidence to support decisions that can have consequences long after a project has been completed.

Having access to information and being able to make sense of it are two different things. Research published in July 2026 by GS1 UK and Barbour ABI suggests the industry is still struggling with this distinction.

The study, involving more than 300 construction professionals, found that 60% believe inefficiencies in managing construction product information are hampering progress, while 48% described current approaches as disorganised.

The researchers estimate that inefficient product data management could be costing the construction sector up to £3.8 billion annually, based on potential efficiency improvements.

The findings highlight a significant challenge for the industry. Despite considerable investment in digital systems and growing expectations around the quality of information, the people responsible for making decisions are not necessarily finding the process any easier.

More information doesn't mean more confidence

The Building Safety Act and the industry's commitment to maintaining a golden thread of information have brought much-needed attention to how construction data is recorded and shared.

There is also growing scrutiny of the claims made by manufacturers. The Government's Construction Products Reform White Paper, published in February 2026, highlights concern about misleading marketing and inadequate product information, setting out proposals to improve how claims are supported and communicated.

The direction is clear. Product information needs to be accurate and readily accessible to the people who depend on it. But achieving compliance with information requirements is not necessarily the same as building confidence in the information itself.

What would an architect or contractor do?

Consider the position of an architect comparing two products that both claim to offer superior environmental performance. Each might have extensive supporting documentation, but the figures may have been calculated using different assumptions or cover different stages of the product lifecycle.

Understanding which product is most appropriate for a particular project requires technical knowledge and the ability to interpret the evidence.

Similarly, contractors assessing alternative systems need confidence that published performance claims are relevant to the conditions in which those products will be used.

The existence of supporting documentation is important, but its usefulness depends on whether it helps people reach an informed decision.

The growing challenge for construction marketers

For manufacturers and suppliers, this creates an interesting challenge. Construction marketing frequently relies on claims around innovation, performance and sustainability to communicate competitive advantage.

These claims can be backed by considerable technical expertise but still struggle to convince an audience if the supporting evidence is difficult to understand or doesn't address the concerns of the intended customer.

A technically accurate claim can lose much of its value when the context behind it is missing. Marketing teams are also under pressure to simplify increasingly complex information into compelling communications. The challenge is making technical content accessible without compromising its accuracy. That requires a closer understanding of what different audiences actually need.

The broader role of marketing in construction

An architect assessing the suitability of a new building material will have different priorities from a contractor considering installation requirements. A consultant advising a client may place particular importance on independently verified performance evidence.

The challenge is to understand what gives each audience confidence, rather than assuming the same information will be equally valuable to everyone. It also raises a broader point about the role of marketing in construction.

As the industry becomes increasingly data-driven, marketers have an opportunity to work more closely with technical specialists, challenge how claims are presented and communicate evidence in ways that reflect real-world decision-making. The strongest messages will be those that stand up to scrutiny.

Bringing the conversation to London Build Expo 2026

These issues will form the basis of The Data Game: Cutting through construction's information overload, a dedicated marketing networking session hosted by built environment PR and marketing agency Eazier in partnership with London Build Expo 2026.

Taking place at 12:30pm - 1:30pm on Wednesday 25 November, the first day of the show, the session will bring together perspectives from across the construction industry to examine whether the increasing focus on data and evidence is genuinely translating into greater trust.

The discussion will explore the experiences of the people receiving and acting on construction communications.

A panel of industry professionals will consider what makes product and performance claims credible, where confidence is won or lost and what evidence people look for before recommending or specifying a solution.

The conversation will also examine the warning signs that cause experienced professionals to question the information being presented to them.

Importantly, the session will explore what construction marketers can learn from those on the receiving end of their communications, helping bridge the gap between the information brands provide and the evidence customers need.

Attendees will also have an opportunity to share their own perspectives and connect with fellow construction marketing professionals during the networking session.

The panel line-up will be announced in the coming weeks on Eazier and London Build Expo’s social channels.

Join The Data Game at London Build

The Data Game: Cutting through construction's information overload

Date: Wednesday 25 November 2026 (Day 1)

Time: 12:30pm–1:30pm

Location: Networking Hub, Excel London

Book your free ticket now.

Whether you're a marketer working for a construction manufacturer, a consultant assessing technical information or a specifier responsible for making product decisions, the discussion promises a valuable opportunity to hear different industry perspectives and contribute to the conversation.

Register for your free London Build Expo ticket and add The Data Game to your visit.