Lee Bucknall, Country Manager UK & Ireland at James Hardie, explores the state of the cladding industry in 2024, and the main issues affecting architects, contractors, and homebuilders.

2024 is looking like an exciting year for our industry, and as it continues to evolve, predicting and staying ahead of market trends is becoming increasingly important.

ESG is a top priority
Within our industry there is a huge emphasis on ESG across the whole supply chain, which is shifting from a tick-box exercise to an item at the top of everyone’s agenda.  If we’re going to reach net zero by 2050, we need tangible goals that we can all work towards together. To support this, in 2023 we made significant progress on our ESG priorities and promoted Jill Kolling, ESG and Chief Sustainability Officer, to our Executive Leadership Team. Jill has evolved our strategy to think longer term so that we can accelerate our net zero journey and support our customers with theirs.

The measurement and management of Scope 3 emissions is a big challenge for all organisations and is often rooted in the reliance of obtaining information from their supply chain partners. At James Hardie we have quality data that is available across our entire product portfolio and can help our customers to gain a comprehensive view of their Scope 3 emissions.

A continued focus on cost
Although some freight and material costs have begun to stabilise, (and in some cases are even decreasing), labour costs continue to rise as a direct result of the skills shortage and the cost of living crisis. We work with a number of educational organisations to engage and nurture the next generation of professionals, in a bid to help plug the skills gap by encouraging more young talent to consider a career in the industry. Understandably, organisations and individuals remain focused on cost and are naturally prioritising cheaper materials for their projects. As a result we have seen an uplift in the appeal of our fibre cement products, which are easy to install ensuring a smooth build process, as well as incredibly durable and low maintenance compared to other cladding materials, meaning they provide a long-term low-cost solution without the need for repainting.

Wellbeing is moving up the agenda
Due to the skills shortage there is a limited pool of people that we are all competing to employ. Those that are available are now seemingly prioritising mental health, work-life balance, diversity, and inclusion. This is something we have promoted for many years and the results of our employee wellbeing survey reflect this.

At James Hardie we’re also seeing an increased interest in our values, as in particular, Gen Z is redefining the workplace. We believe that a skilled and diverse workforce encompasses different viewpoints, expertise, attributes and life experiences. We’re really proud of our new people strategy, which comprises three pillars that are designed to drive results by building and retaining a robust talent pool, expanding technical and leadership capabilities, and inspiring and engaging employees to enable their best selves.

Innovation and R&D
Without a doubt innovation remains a priority. Not only does it allow us to stay ahead of our competitors but it’s essential for developing new and advanced building materials that meet evolving industry standards. We have a strong culture of innovation and continuous improvement at James Hardie which drives advances and uses new technologies to meet various challenges. Our expert R&D team work in collaboration with our business development team to ensure we focus our development on meeting customer requirements and continue to lead the market. At the beginning of the year we launched our 11mm Hardie Panel providing the market with a cost-effective solution for architects, builders and home builders who need to achieve EAD category 1 impact at an affordable cost.

Exterior colour trends
Colour is one of the most important choices for architects and homebuilders as it can make a huge impact to the aesthetic of a building. In the UK we’ve noticed a move away from standard grey tones to a new preference for natural colours, in particular pastel planks in residential builds. Pastels create a sense of tranquillity and harmony, which resonate with homeowners seeking to create a calm and tranquil space for their homes.

In contrast the education market seems to be favouring bright, fun colours with feature walls. Warm colours such as red, orange and have been recognised as the preferred colours to maintain learners’ attention and stimulate their active participation. Our ColourPlus Technology comes in a palette of appealing colours, addressing the diverse needs, preferences, and practical considerations of customers. It also provides a durable, low-maintenance, better fade-resistant finish. This includes our recently launched Hardie Architectural Panel Metallics range, including gold, silver and copper, developed in response to market demand for bolder and more creative design options.

Contact Details
For more information, please call 0121 311 3480, or visit the James Hardie website.