The Construction Industry’s Biggest Failure? Why We’re Still Ignoring Embodied Carbon

Introduction: The Truth About Construction and Carbon

The construction industry loves to talk about net-zero targets, sustainable buildings, and operational carbon reductions. But there’s a gaping hole in the conversation—embodied carbon.

In my latest episode of The Heald Approach Podcast, I sat down with Justin Murray, a construction innovator leading the way with BioSip, a revolutionary structural insulated panel made from 88% waste material.

We had a no-holds-barred conversation about:

Why Justin thinks the industry refuses to take embodied carbon seriously
The barriers holding back sustainable innovation
How policy, leadership, and risk-aversion are stalling progress
The future of modular construction and the importance of Passivhaus standards

If you're in construction, architecture, or sustainability, this is a must-listen.

🎧 Listen now: Insert Podcast Link Here

What Is Embodied Carbon—And Why Are We Ignoring It?

When we talk about sustainability in construction, most people think of operational carbon—the energy used to heat, cool, and power buildings. And yes, reducing operational emissions is important. But what about the hidden carbon cost of the materials, transportation, and construction process itself?

That’s embodied carbon—the emissions generated before a building is even occupied. And shockingly, it’s still being ignored.

The construction industry is really not taking embodied carbon seriously yet. Operational carbon gets all the attention, but embodied carbon? It’s just not on the agenda. And that’s a problem.

🎥 Watch the snippet here

Why the Industry Resists Change

Justin didn’t hold back when we discussed the biggest barriers to tackling embodied carbon.

🛑 1. Risk-Aversion

The industry has a zero-risk policy when it comes to new materials and methods. Traditional construction is considered a safe bet, while innovation is seen as a liability.

💰 2. Cost Over Sustainability

In a survey Justin conducted, the top priority for the industry was cost and speed. Sustainability? It ranked last. Until sustainable materials become cheaper than traditional options, they won’t be adopted at scale.

⚖️ 3. Lack of Policy & Incentives

The government keeps setting targets but isn’t creating the legislation or financial incentives to push embodied carbon up the priority list.

👉 Learn more about embodied carbon from UK Green Building Council (UKGBC) and LETI.

Innovation That Could Change Everything: The BioSip System

Justin believes his BioSip panels are a game-changer for sustainable construction.

88% waste material, repurposing plastic waste and agricultural byproducts
Passivhaus-ready, ultra-efficient insulation and airtightness in a single panel
Modular, scalable, and cost-effective, ideal for both new builds and retrofit projects

“The industry loves the idea of BioSip. Everyone I speak to says it’s brilliant. But when it comes to implementation? It’s always a ‘no’ because it’s ‘too new’. That’s the biggest problem we have—people are afraid to be the first to take the leap.”

The Future of Construction: Can We Make Sustainability the Default?

Justin and I agreed—the only way sustainability will become the norm is through policy, investment, and leadership.

👷‍♂️ A New Approach to Skills & Training

The industry has a massive skills shortage. We need to attract young people by showing them that construction isn’t just about bricklaying—it’s about technology, problem-solving, and sustainability.

🏗️ Rethinking Modular & MMC

Offsite construction reduces waste, speeds up builds, and improves quality control—so why is it still seen as a risky alternative? The UK needs to follow the European model, where modular is already mainstream.

📝 Policy That Drives Change

The government must introduce tax incentives, enforce embodied carbon limits, and de-risk sustainable innovation. Without policy intervention, we’ll keep building to outdated, inefficient standards.