The Sustainability Forum, together with the Waste & Resources Action Programme, believe the 50% target is a “measurable and achieveable” industry-wide target for reducing material waste in construction.

The UK construction industry consumes more than 400 million tonnes of materials each year and generates over 100 million tonnes of waste. Around 30 million tonnes ends up as construction waste going straight to landfill.

WRAP‘s chief executive Jennie Price said the UK’s construction industry was going to be under the spotlight in the next few years, with the 2012 Olympics and Thames Gateway developments.

“These are excellent opportunities to show the world what best practice can achieve – and make a substantial difference to reducing the industry’s impact on the environment,” she said.