The race to the bottom

The world around us has changed rapidly in recent years. On the one hand, there is uncertainty about prices, deliveries, technology, and raw materials. Doing business has rarely been so challenging. On the other hand, customers are becoming increasingly critical and demanding. Everything has to be faster, better, more attractive, and above all... cheaper.

I see the construction sector—and, by extension, its suppliers—struggling with this tension. In order to keep customers satisfied and on board, the race to the bottom seems to have begun. Quality and craftsmanship are constantly being compromised. The sector is pushing the limits of what is possible with raw materials and components: one millimeter less aluminum, outsourcing production to low-wage countries, or using cheaper parts without thorough testing.

A worrying development, which I believe is harmful for three reasons.

1. Sustainability must be central to every choice we make today. The products we bring to market in 2025 must be produced close to home, be durable, easy to maintain, and easy to recycle.
2. Innovation, research, and development are more important than ever in the sun protection and roller shutter sector. As manufacturers and distributors, we hold the key to making homes more energy efficient and climate-proof.
3. Profitability is crucial to the survival of our businesses. Only healthy companies can invest, grow, and take good care of their employees, a value that every company should hold dear.

As entrepreneurs, we bear not only economic responsibility, but also social responsibility. We are helping to build the world of tomorrow, both literally and figuratively. We need to be more aware of this than ever before, both as producers and distributors.

Together, we hold the key today. We determine where we want to be in five years: at the bottom or at the top.

I've already made my choice. Are you coming?  

The Pen - Wim Lenaers – Marketing Manager at Wilms roller shutters, sun protection, and ventilation