Russell Hand , Head of Technical and Product Management at REHAU Windows , is calling for industry collaboration to act on shifts toward sustainability-focused buying habits demonstrated in recent market research to stand out in a competitive market .

“ Though ensuring frames are environmentally friendly has moved from a niche interest to a greater focus in the past few years , COVID-19 has supercharged this shift in priorities ,” says Russell . “ You only need to look at recent surveys from Samsung to see this changing behaviour in action , in which 77 % of respondents said a sustainable home should now be a priority . Similarly , 79 % said they would consider how environmentally friendly their property is before deciding where to live .

“ This is by no means an isolated opinion – as far back as October 2020 , YouGov polls were showing that 69 % of respondents were doing everything they can to minimise their carbon footprint , and 2021 Deloitte research showed half their poll wanting more information on how to recycle .

“ Taking into account this constant stream of findings , and in the wake of COP26 , it is clear that windows professionals must take notice of this trend and adapt accordingly . By looking in depth at suppliers ’ sustainability credentials , including materials used , initiatives undertaken and how their frames fit into the wider circular economy , they can make informed choices matching their customers ’ priorities .”

Russell went on to highlight the critical but often unseen impact windows recycling has on the UK ’ s sustainability agenda , and how highlighting

this topic may help put eco-conscious homeowners ’ minds at ease . Specifically , he drew attention to increased investment in material recycling infrastructure across the industry to further bolster the circular economy of windows materials .

“ Millions of windows are replaced annually across the UK as they become time-expired or householders look to upgrade , meaning many tonnes of waste have previously gone to landfill . This is clearly unacceptable , which is why suppliers like REHAU have invested eight-figure sums into recycling infrastructure . This includes REHAU ’ s UK-based state-of-the-art polymer recycling facility , PVCR which was recently shortlisted in the Circular Economy Initiative – Plastics category at the prestigious National Recycling Awards 2021 .

“ It is our aim to salvage and process 24,000 tonnes of old PVC window frames – the

equivalent of 2,000 double decker buses – by 2024 ”, Russell concludes . “ As such , more needs to be done to raise awareness of recyclability and the circular economy beyond single-use plastic , and demonstrate to the public that windows recycling is now commonplace .

“ By doing so , windows professionals will be able to further demonstrate the sustainability of their portfolio to the property owner , providing another means by which they may generate new business . Indeed , in a market that is increasingly focused on going green – as research continually suggests – this knowledge could help installers and fabricators stand out in an increasingly competitive market .”

For more information , on

REHAU ’ s sustainability

efforts , download the REHAU

Sustainability Report 2020

here . For more information on

PVCR , visit www . pvcr . co . uk