SuDS and glory: why developers should focus on stories about their greenest features

Homebuilders and developers are keen to demonstrate their green credentials. But are they overlooking the features right under their feet?
Rules introduced in February 2024 mean that all new building projects must achieve a 10% net gain in biodiversity or habitat.
It’s no longer enough to just limit the damage done to ecosystems. Companies must ensure that natural habitats are left in a better state than they were before development took place.
This might involve off-site habitat restoration, like the creation and protection of wetlands, wildflower meadows or woodlands.
Developers can also improve or create habitats within the boundary of a development site. Features like Sustainable Drainage Systems (SuDS), wildflower planters, and green roofs and walls are becoming a common sight across new builds in the UK.
Their benefits are manifest. In the case of SuDS – built to mimic the natural cycle of water management – they can improve water quality, reduce the risk of flooding, enhance biodiversity, and create a natural ‘blue’ space for local residents.
Crucially, they also absorb the excess rainfall which is only increasing due to climate change. They’re an essential, if under-acknowledged, part of meeting future developments’ sustainability goals.
Highlight habitats you create
Although climate-friendly features are now a requirement in most new developments, this doesn’t mean their benefits should be overlooked. You can use these features to deliver a net gain in your communications.
Developers enthusiastically promote the net zero benefits ‘built into’ new constructions – whether solar panels, heat pumps or energy-efficient materials.
But there are also stories to tell about constructed habitats like rain gardens, green roofs, and permeable pavements. Sustainable drainage can demonstrate in a real and vivid way the hard work you’ve put into creating greener spaces.
The first step is to cut the jargon. It’s important to develop clear communication in sustainability messaging, and cut out the buzzwords if you want to engage the public.
The acronym SuDS won’t mean anything to most people. But if you talk about nature-rich wetlands or lush green spaces to relax in, you’ll paint a picture of the benefits created by sustainable infrastructure.
Stories like these can help build your reputation as a considerate developer and help potential customers understand the benefits of buying with you. Just make sure you are realistic and deliver on your claims, otherwise you could end up in trouble.
Who benefits from these new habitats?
A report last year by Wildlife and Countryside Link revealed that there is still a huge gap when it comes to accessing nature-rich spaces. In more than one in 10 neighbourhoods in England, between 90% and 100% of the population have no access to nature within 15 minutes’ walk.
Natural features within new developments are not a panacea. However, there is growing evidence that green infrastructure improves the physical and mental health of urban communities.
In terms of sharing stories, residents are able to offer valuable case studies.
What do they think of these habitats? How much wildlife do they now find on their doorsteps? Has their mental health improved due to access to more green spaces?
You can also feature experts from climate and nature charities in communications about how your developments are boosting local ecosystems.
The push for buildings which give back to nature is undoubtedly a win for the environment and for residents. It can also be an opportunity to tell stories about the habitats that are springing up alongside new developments.
Help to uncover the stories under your feet
Do you feel like there are stories to be unearthed about your work? We can help bring these to light, hone key messages and craft compelling narratives. Get in touch with our team here.
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