{"id":157182,"date":"2025-11-19T14:36:29","date_gmt":"2025-11-19T14:36:29","guid":{"rendered":"https:\/\/www.pbctoday.co.uk\/news\/?p=157182"},"modified":"2025-11-19T14:36:29","modified_gmt":"2025-11-19T14:36:29","slug":"beyond-innovation-specifiers-call-for-education-quality-and-clarity-in-mmc-adoption","status":"publish","type":"post","link":"https:\/\/www.pbctoday.co.uk\/news\/mmc-news\/beyond-innovation-specifiers-call-for-education-quality-and-clarity-in-mmc-adoption\/157182\/","title":{"rendered":"Beyond innovation: specifiers call for education, quality and clarity in MMC adoption"},"content":{"rendered":"

At this year\u2019s Specifier Summit 2025, hosted by BCM Agency, one theme resonated across every discussion: the appetite for innovation and MMC is strong, but confidence and understanding still lag behind<\/h2>\n

Our live audience poll revealed a telling snapshot of where the UK\u2019s specifier community believes modern methods of construction (MMC) are heading – and the challenges that remain before innovation becomes standard practice.<\/p>\n

Quality is the quiet revolution<\/h3>\n

When asked which area will benefit most from MMC over the next five years, almost half (44%) of respondents chose improved build quality and consistency, far outweighing benefits such as faster delivery (20%) or reduced embodied carbon<\/a> (20%).<\/p>\n

This marks a shift in tone from earlier debates that focused primarily on speed and sustainability. Specifiers appear to be re-framing MMC as a quality and assurance driver, not just an efficiency mechanism.<\/p>\n

\u201cWe\u2019re seeing MMC mature,\u201d said one delegate. \u201cIt\u2019s less about speed for speed\u2019s sake, and more about predictability, precision, and long-term building performance.\u201d<\/p>\n

That perspective aligns with broader industry sentiment. As procurement frameworks evolve and digital design integration improves, specifiers are looking for certainty and repeatability; MMC\u2019s unique advantage in an industry long challenged by inconsistency and cost overrun.<\/p>\n

Awareness, not ability, is the barrier<\/h3>\n

The second poll question tackled the issue of adoption: What is the single biggest barrier you face when specifying MMC or innovative materials?<\/p>\n

A striking 65% cited limited client awareness and demand as the number one blocker. Cost and financing models followed at 24%, while only 6% pointed to supply chain readiness or skills shortages.<\/p>\n

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BCM Specifier Summit 2025. Picture: DANNY LOO<\/figcaption><\/figure>\n

The insight is clear: the challenge isn\u2019t capability, it\u2019s communication.<\/p>\n

The supply chain is increasingly ready, but end clients and developers remain cautious, often lacking clear examples, data or reassurance on long-term ROI. For marketing and specification professionals, this presents a crucial task for 2026 and beyond: educating clients through evidence, case studies and clear value narratives.<\/p>\n

As BCM\u2019s managing director commented at the event, \u201cInnovation doesn\u2019t sell itself. The onus is on manufacturers, specifiers and marketers to tell a joined-up story – one that bridges technical innovation with client confidence.\u201d<\/p>\n

Modular leads the material innovation race<\/h3>\n

When asked which type of material innovation is most critical for the future of construction, modular and prefabricated systems topped the list at 42%, followed by advanced insulation and building envelope solutions at 33%.<\/p>\n

Interestingly, only 8% chose low-carbon cement alternatives and 0% selected smart or connected materials, suggesting that MMC\u2019s near-term innovation is still grounded in physical assembly, not digital or chemical transformation.<\/p>\n

This reinforces a trend we\u2019ve observed across multiple client sectors: innovation with immediate practical application is winning mindshare. Specifiers want systems that solve problems today (from labour shortages to on-site waste) even as the sector builds toward deeper material decarbonisation.<\/p>\n

The marketing opportunity: turning insight into influence<\/h3>\n

Taken together, these results highlight a clear communications gap between the innovation happening inside the sector and the understanding held by clients and decision-makers outside it.<\/p>\n

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BCM Specifier Summit 2025. Picture: DANNY LOO<\/figcaption><\/figure>\n

This is where marketing and specification intersect. The brands that will lead the next phase of MMC adoption are those who:<\/p>\n