2026 Building Products Industry Predictions

As we head into 2026, building products manufacturers aren’t panicking, but they’re not popping champagne either. Costs remain tight, demand feels uneven, and how brands show up (and earn trust) matters more than ever.

To better understand what’s ahead, we surveyed industry leaders on building products industry trends, financial outlook, and marketing priorities for 2026. The takeaway? This looks like a year of adjustment—one where 2026 digital marketing trends, PR, and credibility play a bigger role in business results.

Here’s what the data tells us, plus what our team is seeing on the ground.

Prediction #1: Optimistic, but Careful  

Most respondents feel cautiously optimistic about 2026. Nearly two-thirds expect positive performance, while about a third remain cautious. No one felt “neutral.”

What this means:
Companies have picked a direction, but they’re moving carefully. Across the manufacturing industry, forecasts are conservative, sales and marketing teams are aligning more closely, and leaders are focused on protecting their share while pursuing smart growth.

Prediction #2: Housing and Material Costs Still Set the Tone

When asked what will most impact the economy in 2026, two issues topped the list:

• Housing costs and construction activity

• Material costs and supply chain stability

Interest rates and consumer confidence followed closely behind, consistent with broader future trends in the manufacturing industry.

What this means:
Supply chains may be steadier than a few years ago, but volatility hasn’t disappeared. Building products manufacturers will continue to adjust pricing, production, and go-to-market strategy as conditions shift.

Prediction #3: Growth Will Be Steady

Sales expectations for 2026 are modest:

• Most expect slight growth or flat performance

• A smaller group expects strong growth

• Very few expect a downturn

What this means:
Wins won’t come from a booming market. They’ll come from execution, clear positioning, strong relationships, and standing out. This reflects a key building products industry trend: growth through focus, not volume.

Prediction #4: Multifamily and Commercial Are the Bright Spots

Respondents see the most opportunity in:

• Multifamily construction

• Commercial and industrial projects

• Residential remodeling

New residential construction continues to lag behind.

What this means:
Marketing and sales strategies must shift. Multifamily and commercial buyers move slower, involve more stakeholders, and care deeply about reliability, documentation, and long-term value.

Prediction #5: Marketing Budgets Will Hold (and Slowly Grow)

Most companies plan to keep marketing spend steady or increase it slightly in 2026. No one expects major cuts.

What this means:
Marketing is viewed as important, but it has to prove its value. Leaders want clearer connections between spend, performance, and revenue.

This reflects a broader shift we’ve been discussing in industry conversations, including our contribution to Worldcom’s Navigating the Convergence of Trust and Technology. As True’s COO, Jessica Greathouse, has noted, marketing teams are increasingly expected to solve business problems—not just execute tactics—making alignment and measurement central to how 2026 digital marketing strategies take shape.

Prediction #6: Digital Still Leads the Way

The top channels companies plan to prioritize in 2026 include:

• Social media

• Digital advertising

• Content marketing

• Sales enablement

AI remains on the radar, but it hasn’t replaced the fundamentals.

What this means:
Don’t just chase new tools. Execute digital well and ensure content, paid media, PR, and sales tools work together.

As True’s Content Marketing Lead, Tony Fanizzi, has pointed out in ongoing industry discussions, search results are becoming increasingly noisy, making accuracy and quality harder to deliver at scale. Digital strategies grounded in clarity and authority will outperform trend-chasing approaches.

Prediction #7: Trust Will Matter More Than Ever

Leaders cited economic uncertainty, competitive pressure, and ongoing disruption across manufacturing and distribution as top concerns, alongside opportunities in stronger digital capabilities and new marketing approaches.

What this means:
Trust is becoming a competitive advantage. As uncertainty and competition increase, buyers become more risk-averse and rely on trust to guide decisions. Clear, consistent messaging, accurate information, and a strong digital presence help reduce perceived risk long before a sales conversation happens.  

Be Intentional

2026 doesn’t look like a year for big bets or moves.  

The companies that succeed will be the ones that:

• Make thoughtful market and messaging decisions

• Invest in credibility and trust

• Align marketing closely with business goals

If you want a deeper look at how the building materials industry, marketing, PR, and AI will shape your business in 2026, contact us today.

For a deeper dive into the survey results, click here.