Not long ago, if you asked a construction manager, contractor or developer why they picked a certain steel or concrete mix, the answer was almost always about strength, cost, or availability. But recently, the industry is noticing a new variable cropping up in conversations - “What’s the embodied carbon of the material?” It’s not a niche question anymore.

Embodied carbon emissions are emerging as the new benchmark in how materials are assessed, priced, and chosen, right alongside cost and performance.

Embodied Carbon: The Hidden Giant

Operational carbon (heating, lighting, cooling etc.) has been at the building sustainability forefront for years. But embodied carbon - the emissions baked into materials from extraction to installation - is now recognised as a major addressable problem.

In fact, for new builds, it can be 40–60% of total emissions. And unlike operational emissions, embodied carbon is “front-loaded”, it’s emitted before the building is even constructed. Thus, making material choices is the most critical early decision for long-term climate impact.

What’s Driving the Change

1. Growing climate policies and regulation

Governments are no longer just “encouraging” climate action - they’re mandating it. In the UK and parts of the EU, developers must now submit Whole Life Carbon Assessments for new projects. Cities like London have hard caps on embodied carbon per square meter as part of its efforts to achieve net zero carbon by 2030. That means if your material choice blows the carbon budget, your project might not even get planning approval.

2. Investors and Market Pressure

Green finance is rapidly growing. ESG-linked loans, GRESB ratings, and SFDR disclosures now require carbon data and reward carbon transparency. Thus, embodied carbon, which may make up to 40% of a building’s footprint, becomes a crucial aspect to be accounted for and reduced.

Thus, if you can’t quantify embodied emissions, your project may lose access to preferential financing.

3. Net-Zero Commitments  

Everyone from the government to global developers to universities is pledging net-zero, but when you deep dive into the details, Scope 3 emissions (like building materials) are the biggest blind spot. Thus, to achieve this, they must benchmark and lower embodied carbon - turning it into a procurement and design priority.

4. Evolving Building Sustainability Certifications

LEED, BREEAM 2024, GRIHA, IGBC, UKGBC, all of them now account carbon into the criteria. The requirements are evolving to more nuanced layers and with the launch of LEED v5, the shift is even more clear. This latest version puts decarbonization at the forefront, thus placing equal weight on both operational and embodied emissions. This has led to smarter material choices that cut down on building’s overall carbon footprint.  

Thus, it’s not optional and limited to a few guidelines anymore. If your material mix is carbon-heavy, it could cost you a rating, and in turn, buyers, property premiums, and reputational capital.

5. Better Tools and Data Availability  

Until recently, carbon benchmarking was hindered by lack of data. But growing advancements have led to structured EPD databases, BIM-integrated LCA tools, and carbon dashboards that make benchmarking feasible across all design cycles.

How Carbon Is Changing Behavior Across the Industry

1. Architects & Designers: Designing Within a Carbon Budget

Design teams are now running carbon calculations in the concept phase. Tools like Karbonwise’s LCA let architects compare options, say, a steel frame vs. a timber one - based on kg CO₂e per m².

This kind of analysis ensures that sustainability is embedded right from the beginning, ensuring alignment in all phases right from the go.

2. Procurement: Carbon as a Specification

Procurement isn’t just about price and performance anymore. With regulations such as CBAM and UAE Climate Law. Most buyers and importers now require:

• EPDs from suppliers

• GWP (Global Warming Potential) data in bids

The forward-thinking companies have even started comparing vendors by CO₂e per dollar spent, giving a completely new lens on value.

3. Clients: Embedding Carbon in the Brief

We’re seeing developers include carbon limits directly in the design brief. For instance:

The COP26 House, designed by Roderick James Architects for Beyond Zero Homes, included a clear design brief targeting low embodied carbon and achieved a 59% reduction compared to RIBA 2030 standards. This was accomplished through careful material selection and efficient construction.

Some forward-thinking companies are already changing how they choose suppliers – and Innovo is a great example. As contractors, they’re really thinking ahead when it comes to carbon. They’re not just looking at emissions on-site, but also at the embodied carbon in the materials they buy. By taking a more holistic view of their carbon impact, Innovo is helping set a new standard for what low-carbon construction can look like.

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Examples of Low-Carbon Materials making an Impact

The market is responding fast, and the options are expanding. A few materials we’ve seen gaining traction:

e.g. Companies like DesertBoard are leading the way with bio-based sustainable solutions, utilizing palm strand boards to reduce emissions and support a circular economy.

The Existing Challenges

Despite the progress, some friction points remain:

Conclusion: Carbon is the new language of Value

From architects designing with carbon budgets, to contractors choosing materials with verified EPDs, and clients setting carbon limits from day one - every stakeholder is adapting to a new reality. Carbon isn't just a line item in a sustainability report anymore. It’s a metric of value, viability, and foresight.  

For those navigating this shift, platforms like KarbonWise are quietly becoming foundational, helping teams benchmark, compare and communicate carbon data across the design and procurement lifecycle. By integrating tools like LCA, carbon dashboards, and structured EPD insights, KarbonWise supports better decisions from day one.

Across designing, developing, buying, or approving materials in 2025, carbon literacy is no longer a bonus - it’s business critical. The market is already rewarding those who can prove their impact, not just promise it, and with KarbonWise, those proof points are well within reach.

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