Last week, the NEC was buzzing with energy as the industry gathered for the InstallerSHOW 2026. Our very own Rebecca Hughes was on the ground for Agency 53, soaking up the atmosphere, catching up with clients, and witnessing first-hand what seemed like an air of positivity for the sector. She returned to the office inspired by the sheer scale of creativity on display, and it’s safe to say the event did not disappoint.
For a marketing agency like ours, it was particularly encouraging to see the tangible investment in marketing from suppliers. Rebecca noted the immersive storytelling, education, and genuine engagement on the exhibition floor. Brands are clearly recognising that modern marketing moves far beyond simple product promotion. From interactive stands to high-quality digital content and live seminars, suppliers are doing more than just showcasing products; they are building long-term relationships and establishing themselves as true partners, from which to support the success of the trades workforce.
Equally impressive was the massive investment in time from the trade. We know that for installers, time is their most valuable commodity. Seeing thousands of professionals take time away from the tools and their busy schedules to walk the floor, attend technical sessions, and get hands-on with the latest innovations is a testament to the industry’s commitment to staying ahead of the curve. It’s this collective thirst for knowledge, especially regarding new technologies like heat pumps, smart energy solutions, and regulatory shifts, that drives our industry forward.
A Powerful Finish: The Race for Change
One of the most inspiring highlights Rebecca caught during her time at the show was the grand finale of the Race for Change. Inspired by the high-stakes drama of Race Across the World, this brilliant initiative saw teams from across the building materials sector navigate their way from a secret European location back to the NEC… without phones or flights, and on a strict budget.
More than just a test of endurance and navigation, the Race for Change was a powerful way to champion inclusivity, highlighting themes of diversity and neurodivergence and global water scarcity. The event was a masterclass in how to combine professional collaboration with meaningful social impact. It was truly special to see the finish line at the Bristan stand, celebrating not just the teams’ arrival, but the thousands of pounds raised for vital WASH (water, sanitation and hygiene) and gender-equality programmes delivered by The Cycle.
Looking Ahead: Positivity Amidst the Challenge
It is no secret that we are operating in a flat economy and facing some of the toughest trading conditions in recent memory. Yet, walking the halls of the InstallerSHOW, you wouldn’t necessarily guess it. The sheer output, the quality of conversations, and the relentless drive for innovation provided a much-needed shot of adrenaline.
Seeing suppliers continue to invest in their brands and installers prioritising their professional development, even when margins are tight, is a powerful reminder of this sector’s resilience. It proves that despite economic headwinds, we remain an industry defined by progress rather than stagnation. The positivity displayed last week wasn’t just optimism; it was proof that when we double down on relationships and innovation, we can continue to thrive, no matter the economic climate. As we move into the second half of 2026, let’s carry that momentum forward.
