How this industry managed to collaborate (instead of compete) to drive climate action

In Denmark, the construction industry is setting an inspiring example by banding together to tackle the climate crisis – an approach that highlights the power of collaboration over competition.

The Danish construction industry has long been a vital part of the country’s economy, but as one of the world’s largest sources of emissions, it's also a significant contributor to climate change. Recognising their responsibility to act, a coalition of 580 industry players decided it was time to put aside competitive differences and work together on an ambitious project: The Reduction Roadmap.

A united approach to carbon reduction

At its core, The Reduction Roadmap is a shared commitment to reducing the sector's carbon footprint (in this case, by 96%!). In an industry where individual companies would typically focus on outperforming each other, this initiative flips the script; instead fostering collaboration and knowledge-sharing.

The roadmap was born out of a unique alignment between leaders who realised that the only way to truly cut emissions at scale was to pool resources, expertise, and influence. The roadmap’s leaders, including Dani Hill Hansen from Effect Architects, saw an urgent need for a unified, science-based approach.

“Everyone says they’re Paris-aligned,” Hansen points out, “but what does that even mean?” This initiative redefines that commitment, translating climate science from the IPCC and national policy into concrete targets. It shows exactly what it would take to keep warming within the 1.5°C limit. For the first time, Denmark’s building sector now has absolute emissions targets, aiming to cut 96% of emissions by 2030.

The roadmap’s reach is vast. It unites architects, engineers, political strategists, unions, and even companies who would usually consider each other rivals. All are working toward a common goal: lowering emissions in the built environment, one of the world’s highest-emission sectors. This kind of unity and data-driven plan is rare, and it’s already having a powerful impact.

What makes this initiative stand out?

Several innovative elements set The Reduction Roadmap apart and make it a model for other industries:

1. Collective target-setting: Instead of individual goals, the coalition is pursuing shared, sector-wide targets. These unified goals mean every participant is accountable and can’t create ‘less than adequate’ goals, creating a more aligned effort to achieve emissions reductions across the board.
2. Resource sharing: The companies involved are openly sharing technological innovations, materials data, and best practices. This is a huge shift from the norm, where proprietary information often remains closely guarded. This open collaboration enables faster progress, cuts costs for all of the companies involved, and maximises the impact of innovative solutions that might otherwise be kept proprietary.
3. Transparent monitoring: The coalition has committed to tracking and sharing their progress publicly. This transparency builds public trust and strengthens accountability. It also invites community support and increases industry-wide motivation, as companies see their peers making real progress.
4. Policy engagement: The industry is collectively pushing for climate-friendly legislation. By presenting a united front, they’re able to influence government policy more effectively than any single company could on its own. Their efforts are creating a stronger foundation for sustainable construction practices nationwide.

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Lessons for the global movement

The Reduction Roadmap offers powerful lessons for the broader climate movement, too. Beyond simply cutting emissions per building, it explores how to rethink the entire scale and purpose of construction. Hansen and her team are advocating for a shift toward “sufficiency”, prioritising retrofitting and repurposing existing buildings over constant new construction. This approach not only keeps embedded carbon in place but also opens up creative, resourceful solutions, allowing the industry to innovate and adapt.

The initiative also offers lessons in climate communication. Coalition members, from architects to political strategists, joined forces to simplify data and make it easier for everyone (designers, engineers, and lawmakers) to understand the targets and get on board. By using simple visuals, stories, and accessible messaging, the roadmap was able to better reach and resonate with individuals across the sector.

Another lesson can be learned from the roadmap’s focus on legislative impact. Denmark’s current building laws allow up to 12 kilograms of CO₂ per square metre, which still exceeds the climate science recommendations. The roadmap calls for a more ambitious target of 5.8 kilograms by 2025, pressing lawmakers for regulations that align with global climate goals.

“We’re working with lawmakers to show the real-world benefits of these changes,” says Hansen. While this advocacy has stirred some pushback from powerful lobbying groups, the resistance has only strengthened the coalition’s resolve. Many companies are now reconsidering their memberships in organisations that oppose stricter regulations; a sign of shifting priorities and new industry dynamics in response to the climate emergency.

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Lessons for other industry climate leaders

The Danish construction industry’s collaborative roadmap is proof that meaningful climate action doesn’t have to come at the expense of business interests – it can actually create new opportunities for innovation and resilience. For climate leaders in other sectors, this initiative offers a few key takeaways:

• Collaboration magnifies impact: Working together on climate action can drive progress faster and more effectively than going it alone. Identify allies across your industry who share your goals, and explore ways to unite efforts.
• Set unified goals: Establishing shared goals with clear, measurable targets helps focus efforts and ensures all parties are aligned.
• Encourage transparency: Publicly sharing goals and progress builds credibility and invites others to join in the effort, creating a positive feedback loop.
• Engage policymakers: When industries work together to advocate for climate-supportive policies, they can achieve outcomes that would be challenging for individual companies to accomplish alone.

In summary, the Danish construction industry’s Reduction Roadmap is an inspiring reminder that change is possible – even in hard-to-abate sectors. By putting collective action over individual profit, these companies are not only hitting their own climate targets, but setting a powerful example for industries around the world.

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