Pioneering the future of urban living

In our industry, we’re often trying to spot opportunities and disrupt the status quo – and, right now, if any industry is overdue for disruption, it’s the building industry. Over the centuries, compared to other industries, there has been minimal innovation in construction. And the traditional approach is no longer working. It remains time-consuming, labour-intensive, and heavily reliant on scarce resources, contributing to skyrocketing costs and delays.

This has seen Australia struggle to provide people with one of the most fundamental human needs: shelter. When it comes to housing, it seems everything is rising – interest rates, rents, property prices, and our combined frustration at the situation. The average house price in Melbourne and Sydney is now over a million dollars and many are struggling to rent even the most basic accommodation. However, I can’t help but look at the situation with my communications hat on.

I believe this presents an incredible opportunity for an innovative company to shake things up – the building equivalent of what brands like MYOB and Xero have done with accounting. This company could introduce revolutionary approaches that prioritise efficiency, affordability, and sustainability.

The government also has an important role to play here. If they truly want to end the housing crisis, they should be looking to fund research initiatives to drive innovation or introduce tax breaks for companies that use innovative construction techniques.

With such support, a business could master off-site manufacturing and modular construction techniques, dramatically reducing construction timelines while ensuring high-quality outcomes. Or, with government backing, a company could reimagine commercial buildings as residential spaces, envisioning a future CBD suburb.

Exploring alternative construction materials that are both cost-effective and sustainable is another avenue to consider. One local company making an impact in this area is Reclaim Waste, which recycles materials from hydro-excavation waste for use in the construction market. Imagine what companies like this could achieve with government assistance.

By pioneering new technologies, companies can gain a significant competitive edge and position themselves as global leaders in sustainable, affordable, high-quality housing. These are the type of brands that every agency would love to work on.

The time is ripe for a visionary company to make its mark and usher in a new era of accessible housing for all.

That’s my great Australian dream.

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