Implementing nature-based solutions: Insights from private contractors and consultants

With strong backing from global initiatives, Nature-based Solutions (NbS) are increasingly recognized for their potential to address multiple socio-environmental challenges. However, despite such recognition, on-the-ground implementation remains limited, as traditional ‘grey’ measures continue to dominate. While extensive research has explored the broader barriers and enablers to NbS adoption, little attention has been given to the challenges and opportunities faced by private sector professionals directly involved in their implementation process as contractors or consultants. Understanding these challenges is crucial, as these actors play a pivotal role in translating NbS concepts into tangible projects and influencing their effectiveness and sustainability. To address this gap, we interviewed 17 professionals across Europe who have contributed to NbS projects in contractor or consultant roles. Our findings reveal key challenges, including limited NbS-specific expertise and skills, difficulties in recruiting and retaining skilled staff, insufficient evidence of NbS effectiveness, and constrained funding that limits work opportunities. Other obstacles include the absence of regulations and clear standards, a persistent reliance on traditional ‘grey’ infrastructure, a siloed mindset among project owners, competition, administrative complexities, and concerns over risks and liability. Despite these challenges, our study identified strategic opportunities in actions such as networking and collaboration, leveraging available data and technology, capitalizing on green market growth, forming multidisciplinary teams, and increasing training and awareness efforts. We recommend future research on the expertise and knowledge required for different NbS categories and professional roles, as it would help enhance capabilities and support more effective contributions to NbS implementation and scaling.