Breaking news – Construction marketers are a largely positive bunch.

No, really. Each year the headline stat from our annual Horizon report focuses on how positive (or not) the sector’s marketers feel about prospect for the year ahead and, by and large, ‘our’ guys tend towards ‘glass half full’ more than others.

This year is no exception, with 81% of respondents looking to 2025 positively – and the others all in the neutral camp, with zero respondents feeling negatively. For the sake of comparison with our peers elsewhere in the industry, the most recent industry survey from the Royal Institute of Chartered Surveyors (RICS) to its members found that 48% were satisfied to some degree – with only 16% ‘very’ or ‘extremely’ satisfied with their career prospects.

Do they know something that we don’t?

Either way, the unwavering positivity of construction marketers for 2025 provides some context to the other content covered in the report, from proposed marketing budgets to the kinds of activity that they propose to deliver on behalf of their brands. As always, there’s also some great insight into the kinds of topics and themes that the sector’s biggest brands are likely to be pursuing over the year ahead – and thus some idea of the kinds of things that you might want to consider building into your plans if you want to demonstrate an understanding of the issues that matter most.

As always, Horizon simply couldn’t happen without the input of the senior marketers that take part and make it what it is. We hope that the generosity with which they’ve given their time and insight is seized by everyone that reads the report.

However you feel about the year ahead, I’m sure you’ll agree with me that I hope the Horizon respondents have called it correctly.