Dale Harper-Jones, Managing Director at ATJ Group, attended the Association of the Wall and Ceiling Industry’s (AWCI) 2024 Industry Leaders Conference in Hollywood, California. He shares how U.S. specialist contractors are leveraging technology and addressing the same key challenges as their counterparts in the UK.

Dale explained that he was introduced to Michael Stark, CEO of AWCI, by FIS Chief Executive Iain McIlwee. He said: “Michael piqued my interest, and I was eager to learn more about the AWCI and further understand how U.S. specialist contractors are leveraging technology and addressing key challenges such as safety, labour shortages, training, sustainability, and collaboration. “I wanted to use my findings and key takeaways to benefit the ATJ Group as the content was thought provoking and very relevant to the UK market.” “In September 2024, I had the opportunity to attend the AWCI 2024 Industry Leaders Conference in the U.S. and would like to share some of these key takeaways with you. Here they are:”

How the US address safety concerns in the drywall and ceiling industry
Safety emerged as a paramount concern during the conference discussions. The U.S. drywall and ceiling sector has faced significant safety challenges, with falls, slips,and trips being particularly prevalent. In 2023, these incidents accounted for 39.2% of workplace deaths in the construction industry, highlighting the need for enhanced safety protocols. To combat these issues, the Occupational Safety and Health Administration (OSHA) has intensified its focus on safety within this sector. Notably, OSHA renewed its alliance with the Drywall and Acoustical Tile Contractors Association in January 2023 to promote workplace safety and health. This collaboration aims to provide information, guidance, and training resources to construction industry employers, emphasising the importance of safeguarding workers. In addition to this, AWCI has developed comprehensive safety guidelines tailored for wall and ceiling industry workers. These guidelines show best practices for fall protection, personal protective equipment, and hazard communication, aiming to mitigate common risks associated with drywall and ceiling installations.

Tackling labour shortages with technology and workforce development
A consistent theme throughout the conference was the challenge of attracting and retaining skilled labour. In the U.S., the average age of a dryliner is approaching 50, and — much like in the UK — the pipeline of young talent is worryingly thin. To address this, some U.S. contractors have adopted prefabrication and modular solutions, not only to improve efficiency but also to reduce reliance on large on-site teams. As with the UK, this approach requires significant upfront investment in time, resources, capital and crucially, it demands strong commitment and collaboration across the supply chain. What stood out most was the level of investment in workforce development. Several firms are collaborating directly with high schools and trade colleges, offering apprenticeships and hands on training labs — many of which are partially funded through state and federal grants. This coordinated effort between industry, education, and Government is impressive, and stands in contrast to the more fragmented approach we are still developing in the UK.

Training goes digital and visual
Training delivery is evolving in the U.S., with some standout innovations. One notable example came from a contractor using augmented reality (AR) to train new operatives. By wearing AR headsets, trainees could view layered digital instructions overlaid onto real world environments – ideal for learning how to install complex ceiling systems or achieve specific fire-rated partition requirements. This method has significantly reduced induction times and improved first-time quality. For UK specialist contractors facing the challenge of getting trainees site-ready quickly, there’s potential in this approach. A cost-effective VR/AR training hub, or even mobile training units could help accelerate learning, reduce rework, and support delivery on increasingly complex projects and specifications.

Sustainability
Sustainability was a key focal point throughout the event, not just in terms of materials, but in overall construction practices. One standout presentation showcased how digital twins are being
used to simulate material usage and waste before a single sheet of plasterboard is cut. By testing multiple build scenarios virtually, the contractor reported a reduction in waste of up to 20%. On the material front, U.S. suppliers are beginning to respond to growing demand for Environmental Product Declarations (EPDs) and carbon footprint data, although uptake appeared limited. The role of clients is pivotal where Government or institutional clients demand low-carbon solutions, contractors respond accordingly. The lesson for the UK is clear: if we want to see meaningful sustainable progress, demand must come from the top of the value chain. Collaborative tech and clear expectations In my experience, conflict on site — whether contractual or interpersonal — erodes both productivity and morale. A forward-thinking approach gaining traction in the U.S. is the use of Integrated Project Delivery (IPD) platforms. These systems bring scheduling, scope, and real-time issue tracking together into a shared digital space.

These platforms promote transparency between trades, contractors, architects, and clients (end to end). Problems can be flagged and resolved early, preventing them from escalating into disputes. One U.S. subcontractor described it as “clearing the fog before it settles.” For the UK, there is an opportunity to embrace these platforms to generate real value from them. However, this will require investment in training and, critically, full buyin across the entire value chain to ensure consistent and effective implementation. In summary The specialist contractors I met were not
adopting technology for its own sake. Their approach was grounded in pragmatism, embracing digital tools and new processes where they solved real problems. At its best, technology was not replacing skills, but enabling them to thrive in a more complex, digital construction environment. As we face many of the same pressures, tight margins, an ageing workforce, and rising sustainability expectations, it’s important that we look beyond our borders for smart, workable ideas. The U.S. market showed me that experimentation and collaboration are very much alive and well. The U.S. market did not appear as fragmented as it is in the UK, and it demonstrated to me that early engagement and a collaborative approach are key to successful project delivery and long-lasting, sustainable relationships.

About the AWCI
AWCI provides valuable technical and product information, education and training, industry contacts and the collaborations essential to operating a successful business. It is the principal
organisation advocating the interests of contractors, suppliers and manufacturers in the wall and ceiling industries in the U.S. On 11 March 1918, 26 lathing and plastering contractors assembled
to form the Contracting Plasterers International Association (CPIA). The founders of this new organisation planned for the CPIA to perform two important functions: to establish friendly and cooperative interests among the members and to provide service to the building public. As time passed, the CPIA would change its name four times to mirror a change in the industry or in the association’s membership. The first name change occurred in 1955. In an effort to oppose any effort to separate the lathing from the plastering trade, the new name became the Contracting Plasterers’ and Lathers’ International Association (CPLIA). In 1969, when the volume of drywall/acoustical tile being contracted by CPLIA members had increased significantly, the association changed its name to the international association of the Wall & Ceiling Contractors (iaWCC’s).

After a successful merger with the Gypsum Drywall Contractors International, iaWCC’s name was changed to a combination of the two merging organisations, iaWCC/GDCI. The two associations consolidated 1 July, 1976. Finally, after the merger had “settled,” the name was changed to the Association of the Wall and Ceiling Industries International, and more recently, the Association of the Wall and Ceiling Industry. Today, more than 100 years since its founding, AWCI represents nearly 2,400 companies and organisations in the acoustics systems, ceiling systems, drywall systems, exterior insulation and finish systems, fireproofing, insulation, prefabrication/panelisation and stucco industries. Members are contractors, suppliers and manufacturers and those in allied trades. AWCI’s mission is to connect people in the wall and ceiling industry to innovate, grow and succeed.

Mission
To provide resources to grow, research to inform, and philanthropy to Caring Action Relief in Emergency Situations (CARE), in support of the wall and ceiling industry.

Future Conferences
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November 11-13
Louisville, Kentucky
Registration opens July 28
www.awci.org/events/industry-leaders-conference

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March 15-18, 2026
New Orleans, Louisiana
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November 3
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