The built environment accounts for two-fifths of global carbon emissions, whilst UK construction generates three-fifths of all waste. For years, the industry has indirectly been focused on operational carbon; as a byproduct of the energy buildings consume during their lifetime. But, as Dr Lee Jones, Head of Sustainability at Hubexo, points out in this article, there’s another carbon story unfolding, one that’s been largely overlooked: upfront embodied carbon.
Upfront embodied carbon represents all the emissions locked into building materials from extraction and manufacture, through storage, transport and installation. Unlike operational carbon, which can be reduced through retrofits and behaviour change, upfront embodied carbon is fixed when construction completes. Once those materials are in place, those emissions are permanent.
This immovability makes upfront embodied carbon crucial to understand and control. Yet for too long, it has remained the hidden element of construction’s environmental impact.
A revolution in measurement
Something significant is happening across the construction sector. According to the NBS Digital Construction Report 2025, three in five professionals now use digital technology to measure upfront embodied carbon. Just two years ago, that figure was two in five. This represents a fundamental shift in how construction professionals approach sustainability.
The same research reveals that nine in ten professionals agree that digital technologies are having a positive environmental impact. The industry has moved beyond aspiration to practical implementation, with digital tools enabling faster, more consistent and more accurate measurement of sustainability metrics.
This acceleration matters because upfront embodied carbon often represents the largest environmental impact of a building. For a typical office building, upfront embodied carbon comprises around 35% of whole-life carbon emissions, and for energy-efficient structures, that figure can reach 75%1,2. Without accurate measurement and reporting of upfront embodied carbon, any claim to sustainable construction remains incomplete.
Why it matters now
The regulatory landscape is shifting. Reporting upfront embodied carbon is a key enabler of the UK government’s Carbon Budget and Growth Delivery Plan, crucial for achieving net zero targets. Whole-life carbon assessments will be essential for meeting Carbon Budget 5 from 2028 onwards.
This represents a fundamental change in how construction projects will be evaluated, specified and delivered.
Early adopters are already gaining competitive advantage. Construction professionals who develop upfront embodied carbon capabilities now will lead the market whilst others scramble to respond. Clients increasingly demand environmental transparency, and sustainability-minded professionals prefer working with firms that demonstrate genuine carbon competency.
Nearly nine in ten construction professionals work on projects with sustainable outcome targets. Meeting these commitments requires understanding the full carbon picture, and that means addressing upfront embodied carbon from project inception.
The data quality challenge
Digital technologies provide the foundation for reliable upfront embodied carbon tracking, but they require accurate data inputs. Environmental Product Declarations (EPDs) offer standardised assessments of products’ full lifecycle impacts, but comparing EPDs can be complex when manufacturers use different scopes or units.
This is where digital platforms become essential. They can process vast amounts of technical information, structure data consistently and enable meaningful comparisons. However, human expertise remains crucial. Construction professionals must interpret this data within specific project contexts, balancing carbon reduction objectives with performance requirements, cost constraints and programme demands.
Building the capability
Tracking upfront embodied carbon from project inception delivers the greatest impact. Early design decisions determine the majority of a building’s environmental footprint. Digital tools enable real-time assessment of material choices, helping teams understand carbon implications before commitments are made.
Understanding carbon assessment methodologies, defining competency standards and normalising data for meaningful comparisons all demand focused effort. But the returns justify this investment. Projects that embed carbon considerations from the start avoid expensive late-stage redesigns and deliver inherently efficient solutions.
The path forward
The sustainability reporting revolution in construction is real and gathering pace. Digital technologies are making tracking of upfront embodied carbon simpler, faster and more consistent. But technology alone isn’t sufficient. It requires committed professionals who understand both the technical requirements and the strategic importance of carbon data.
Upfront embodied carbon sits at the foundation of responsible whole-life carbon reporting. As mandated reporting no doubt approaches, construction professionals who treat digital reporting of carbon data as a strategic asset and design advantage will gain a competitive edge in a marketplace that increasingly demands environmental transparency and accountability.
So-called ‘hidden’ carbon can no longer be concealed. The question is whether your organisation is ready for what is revealed.
1. Historic England, Investing in Heritage to Avoid Embodied Carbon Emissions, https://historicengland.org.uk/research/heritage-counts/heritage-and-environment/avoiding-embodied-carbon-production/
2. Architects Climate Action Network, Embodied Carbon Report, https://architectscan.org/resource/embodied-carbon-report/