The image of construction and its influence upon clients, participants, and consumers

Construction is recognised as the most visible of industries as it conducts its affairs and delivers its processes largely within the public domain, and exposes its products to public examination for many years after. The industry has enormous social and economic impact yet appears to project an image which is often less than positive and which influences the sponsorship behaviour and commercial relationships entered into by clients. The result may be that the perceived image of the industry held by individuals or organisations is having a negative effect upon the ability of the industry to promote itself as a highly efficient and versatile operation conducted with considerable skill and expertise and requiring the application of a diverse range of technologies. This paper develops and extends earlier work by the author (Baldry 1997) which considered the life cycle of the construction process as the determinant of the perceived image of the industry, its effect upon the behaviour of participants, and its influence upon the response of the marketplace. A postal survey is described which was undertaken to elicit the views of sponsors of construction activities, construction professionals, and constructors, on a range of topics pertinent to the image which is generated of the industry and their effect upon commercial and ethical relationships. The paper proceeds to interpret the views expressed and seeks to identify those factors which the industry needs to address if it is to promote consumer confidence and enhance the ethical performance of its participants.