In the 1970s and 80s, PVC-U windows sold themselves. Homeowners were quick to recognise their durability, good looks and low maintenance advantages over rotting, draughty and rattling timber windows.

But by the late 1990s and early noughties PVC-U companies had stopped selling its benefits and it started to come under attack from green campaigners and heritage groups. Consumers, specifiers, developers and contractors were bombarded with propaganda telling them wood was good and PVC-U was bad. The timber lobby in particular invested a lot of time and money into a relentless marketing campaign.

Timber groups made some eye watering claims against PVC-U whilst exaggerating the facts about their own products. Because the PVC-U industry was slow to react, misinformation was taken as fact and the public's perception of timber changed. They forgot about its negative points and were persuaded it was the better choice for replacement windows. As a result, sales of timber windows grew at the expense of PVC-U.

Emboldened by this success, the timber lobby continued its crusade. When the British Research Establishment (BRE) published its Green Guide on the performance of individual building materials, timber stole a march by claiming it outperformed other materials, including PVC-U. In reality, on eight out of 13 points used by BRE to assess environmental impact, PVC-U was at least as good as wood, and on five points was actually better.

The BRE guide gave PVC-U and timber both a service life of 35 years, but in reality PVC-U will last much longer. Most PVC-U windows will last 60 or 70 years with ease with very little maintenance. Every day we see windows that were installed 20 or more years ago and they still look as good as the day they were put in, and will do for years to come. It's difficult to say the same about timber windows unless they are subject to rigorous and regular maintenance.

PVC-U is manufactured to meet the demands of the modern world and is one of the most sustainable materials used in construction. And the latest research backs this up. In a new report, which assesses the Life Cycle Analysis (LCA) of PVC-U and timber windows, the results demonstrate that PVC-U windows offer better lifetime value, significantly reduce heat loss and lower the environmental impact of the building.

As consumer interest in sustainable building grows, it's a big advantage to be able to sell windows which not only last but are energy efficient, more secure and better looking for longer. Timber may offer the best solution for furniture and for the interiors of luxury cars but when it comes to putting it on the outside of buildings, PVC-U is in a league of its own. As an industry we need to remind homeowners of its benefits before we lose even more ground.

We've seen how effective it is when companies commit to an industry wide campaign. It's worked for timber and aluminium, so let's make it work for PVC-U and fight back with facts.

For more information call 01462 489900 or visit http://www.fightingbackwithfacts.co.uk.