In One Word

I was recently privy to a conversation about one word to guide 2025. This could be in addition or in lieu of resolution-making. Some words others shared included determination, nurture, adapt, intention, adventure, patience and flow. This got me thinking about one word for the fenestration industry. No easy task, right? How do you choose a single word to encompass such a multi-faceted industry? But I finally settled on one.

Purposeful.

Nothing the industry does is without purpose. Companies don’t make changes, decisions or act if it isn’t working toward a goal.

The 2025 Industry Pulse survey is a terrific representation of an industry with purpose. Commentary and data collected show an industry possessing grit, gumption, determination, innovation, productivity and more. It also shows challenges, hurdles, frustration and uncertainty. In short, this annual report continues to act as a barometer of the entire fenestration industry, from source to sale.

The full report will be available in the January/February issue and on WindowandDoor.com. In the meantime, here are some of my top takeaways from this year’s report.

1. Affordability needs to be addressed.

Affordability continues to hamper the industry. The National Association of Home Builders has been tracking housing affordability for quite some time, but this is the first year a notable number of Industry Pulse respondents listed affordability as a top headwind. Where this could significantly affect the industry is in the houses being designed to be smaller and include fewer windows. John Burns Research and Consulting estimates each new single-family home will have three fewer windows in 2027 compared to 2015.

2. Windows as statement pieces.

Despite homes trending toward having fewer windows, windows and doors are making big design statements. Homeowners increasingly use windows as focal points and can strategically place them to interact with light and the home’s surrounding environment. Window and door size, color, placement and details often are reflective of the homeowner. Although a house may not have as many windows, the windows that are there are arguably more important than ever.

3. Technology can attract and keep labor.

We’ve heard for years about automation helping to ease the labor shortage as it can take on redundant tasks and allow human labor to prioritize work elsewhere in the process. Technology has another benefit, though: the ability to attract and retain a younger workforce who grew up amid technology and expect it in their workplaces. A good technology experience can recruit workers and encourage them to stay.

4. Keep an eye on AI.

The minority of respondents use artificial intelligence in their businesses. Despite the small number, it’s a trend worth keeping an eye on. The topic arises at industry events and those companies that do use it cite its power and its potential. The challenge with AI is to apply it thoughtfully and strategically, which can enhance efficiency, boost customer experience, course correct problems and more.