Our shading industry in the limelight

2023, it could be the worst economic year in 3 decades, thanks in part to the energy crisis. Is there a sense of uncertainty across the business community? Of course. Is there restraint in our solar industry? Certainly. Particularly bleak prospects forcing consumers to consciously choose sustainable and energy-saving products. And let that be precisely what roller shutters, screens and awnings naturally possess. A bright spot, right?

You don't open a magazine or browse a trade website, or there you have them: ads and reports highlighting the sustainability and energy-saving role of solar shading products. We all pull the same card, and completely rightly so if you ask me. In turbulent economic waters, the DNA of our products is our lifeline. Because what every family is looking for, our industry can offer. With screens or shutters, we offer the solution to save on energy bills. Therefore, at BUILDING SHUTTERS, we are convinced that we are in a good industry. Of course, we do not expect a record year, but we are happy to settle for some form of stability.

Nor is it at all hot air or marketing spin that I am pitching here. In times of crisis, consumers think more than twice, and an investment must still pay off in the long term. Comfort, security and privacy may still be pleasant assets, but it's the money that really counts. With shutters, you keep the heat in during the winter, and out during the summer. Exterior screens can block up to 40% more heat than curtains, for example. So additional cooling, such as an air conditioner, becomes unnecessary when the sun is kept out. And that can reduce energy bills by up to 10%, that's what counts!

And while we ourselves are fully promoting the advantages of outdoor shading, we must also feel supported in this by the professional associations of the shading industry. They are knocking on doors and pushing for appropriate regulations against overheating in buildings. They are pushing for laws and premiums that will make the argument about outdoor solar shading the norm. ES-SO (European Solar Shading Organization), is even launching the 1^e Global Shading Day. On March 21, the start of spring, we in Europe reflect on the benefits that solar shading has to offer. This annual Global Shading Day will be a beautiful umbrella that every sun protection company can take advantage of. An initiative that will only increase awareness of outdoor sun protection.

2023, we will have to wait and see... But the bright spots are already there. And no better sector than ours to look at things from the sunny side.

Femke Desmet,
Marketing - BUILDING SHUTTERS