While a lot of good, innovative work has been done and is being done, the construction industry still lacks the direction, information, know-how and incentives at the decision levels to achieve the scale required to truly make a difference in material consumption. To address these issues: data and information on material flows needs to be measured, gathered, validated and shared; knowledge needs to be packaged and shared at all decision levels of the industry; and material cost has to reach a level which makes the use of know-how and design time needed to reduce its use attractive.