John Bowden at Keepmoat discusses how housebuilders must approach sustainability in 2026 – advocating a strategy that puts placemaking at the centre of developments.
Sustainability in housebuilding can too often be approached as just energy efficiency alone. Whilst essential, it only represents a small part of the wider sustainability picture.
True sustainability requires a holistic approach that spans the entire lifecycle of housebuilding and the operation of a sustainable business, from land selection and construction methods through to placemaking, skills development, and long-term community wellbeing.
As attitudes towards sustainability continue to evolve across the sector, one question continues to be asked: What does sustainability actually look like in practice?
Being a true sustainable business
Integrating resource efficiency and climate focused planning into every stage of a development can be challenging.
Collaboration between planners, architects, engineers, builders and commercial teams must take place as early as possible to ensure sustainability is at the forefront of key decisions.
This early intervention ensures the combined skillset of a multidisciplinary team is identifying opportunities for improved energy performance, efficient use of materials and options for low-carbon construction methods. It also ensures schemes are shaped by local context, responding to environmental constraints, transport links and community requirements.
Clear objectives and measurable outcomes are also key, particularly as many projects have targets not just for energy performance but for social and environmental impact. Sustainability should be considered throughout every part of a business – including the strengths of the teams who will ultimately be delivering it.
Actively feeding into the skills pipeline by investing in apprenticeships and local jobs also contributes to overall sustainability goals. Policies should deliver tangible benefits for sustainable communities, with progress tracked.
Placemaking as the foundation of sustainable communities
At Keepmoat, placemaking is central to delivering long-term sustainable outcomes and thriving communities across the UK.
In our approach to sustainable communities, focus extends beyond individual homes and into wider communities. The priority is creating well connected areas where people feel safe and have access to green spaces, parks and public transport.
Taking on land opportunities near local amenities such as shops, schools and healthcare services, developments become self-sustaining, vibrant communities rather than isolated collections of homes.
Access to high-quality green infrastructure also plays a vital role. Green spaces, parks and natural features not only enhance biodiversity but also support mental and physical wellbeing, offering residents places to relax, socialise and connect with nature.
Ultimately, sustainable placemaking is about creating neighbourhoods where people want to live, not just today but for the long term – places that are resilient, inclusive and adaptable as communities and climates continue to change.
Investing in local skills & future talent
One of the most pressing challenges facing the housebuilding sector is the skills shortage – addressing this issue is not only critical for business resilience but also forms a core part of a sustainable operating model.
In total, the housebuilding industry must attract around 240,000 people across a wide range of roles, including bricklayers, groundworkers and electricians – yet the pipeline of talent
is falling far short.
Prioritising local recruitment not only helps to reduce skills shortages but also strengthens ties with the communities that benefit from new developments.
By offering apprenticeships, work placements and career opportunities for local people, housing providers can create a pipeline of talent while boosting regional economies.
Embedding these opportunities within neighbourhoods ensures that the approach delivers positive outcomes across the board, including improved wellbeing, stronger local economies and reduced environmental impact.
At Keepmoat, our social value managers work closely with schools, colleges and training providers to support young people across the country through targeted skills development, educational partnerships and hands-on construction experience.
The Yorkshire East team has recently employed eight apprentice bricklayers working on sites in Hull, Hornsea, Driffield and Scarborough. This important partnership and upskilling initiative with the NHBC forms a vital part of Keepmoat’s social value strategy, addressing the UK’s construction skills shortage while investing in communities and supporting people
close to its developments.
Supporting wellbeing across operations
Sustainability also extends to the people delivering our homes. By creating a resilient, supported workforce Keepmoat is functioning as a fully sustainable business.
As part of our commitment to employee wellbeing, Keepmoat recently partnered with The Lighthouse Charity, a construction charity that supports the wellbeing of people working within the homebuilding sector, including mental health, physical wellbeing and financial support.
This new partnership forms part of Keepmoat’s ‘Valuing Difference’ initiative, dedicated to upskilling department leaders and managers to support employees. Teams are equipped with tools to enable effective mental health and wellbeing conversations, including signposting team members to health services and benefits.
Supporting our workforce is not a separate sustainability initiative; it is integral to building a responsible, future focused business.
Sustainable innovation
Sustainability is an ongoing journey rather than a fixed target; housing providers must embed sustainable thinking into everyday operational decisions – from procurement and construction to long-term property management. Initiatives that are fully integrated into operations, rather than treated as one-off projects will deliver the most lasting impact.
Innovation and continuous improvement are central to this approach and technology is playing a key role in Keepmoat’s ongoing mission to create sustainable homes.
Ultimately, sustainability in housing is about creating tangible, human-centred outcomes, energy-efficient homes, resilient communities and a robust talent pool. By moving sustainability
from policy into practice, housebuilders can create neighbourhoods that not only meet environmental targets, but also improve quality of life for residents and colleagues.
John Bowden is sustainability director at Keepmoat