About Horizon 2025
Horizon is SLG’s annual insight report into the state of marketing in the construction sector. Based on survey responses from senior marketers across the built environment, it explores trends, budgets, priorities and challenges shaping the year ahead. Now in its third edition, Horizon 2025 provides a benchmark for marketing leaders navigating change, growth and innovation.
What is the mood in construction marketing, and who is shaping it?
Construction marketers are entering 2025 with quiet confidence. More than four in five Horizon respondents say they feel positive about the year ahead. None reported feeling negative, which is a striking signal of optimism in a sector that continues to evolve.
So who is behind the data? This chapter introduces the marketers driving that sentiment, the businesses they represent, and what their outlook reveals about the momentum building across construction and built environment marketing.
A cross-section of construction marketing
Respondents came from a wide mix of roles and sectors, offering a well-rounded view of the industry. Marketing Manager was the most common job title. Director and Owner-level responses almost doubled compared to last year. This diversity provides a balanced perspective across different levels of marketing responsibility.
“Director-level participation almost doubled, rising from 9% in 2024 to 17% in 2025.”
What is your role?
One-person teams working at enterprise scale
What is the size of your marketing team?
While many respondents came from larger businesses, nearly half said they operate as solo marketing teams. This highlights how construction marketers are often asked to deliver wide-reaching results with limited internal support.
“47% of marketing teams are a team of one.”
No negativity, and a growing sense of optimism
81% of respondents feel positive about the year ahead. The remaining 19% report a neutral outlook. Compared to other sectors, this is notable. For example, only 16% of Royal Institute of Chartered Surveyors (RICS) members say they are very satisfied with their career prospects.
“81% of construction marketers feel positive about the year ahead. None reported any negativity.”
How do you feel about the future role of marketing in your organisation?
Curious how optimism is translating into action?
Download the full Horizon 2025 report for insights into budgets, brand strategy, campaign planning and emerging trends.
Chapter 2
Where the money is going in 2025
Find out how marketing budgets are changing, what teams are focusing on, and how many campaigns are being planned.
Chapter 3
Are you measuring what matters?
See how marketers are balancing brand building with performance, and why better measurement is still a challenge.
Chapter 4
What’s next for construction marketing?
From AI to supply chain disruption, this chapter explores the biggest opportunities and threats shaping 2025.