The Portland Cement Association (PCA) has launched a new website to promote the US cement industry’s progress towards net zero. It’s always interesting to see the different approaches the various associations around the world take in promoting the sector especially in response to mainstream media coverage that has often taken a negative view of cement and concrete. As sustainability thinking has permeated into society the stereotype that cement production releases vast amounts of CO₂ for little gain has been a hard one to shake off. Readers can draw their own conclusions on how well the PCA site works by looking at cementprogress.com.

Make no mistake, the PCA’s new website is a marketing tool designed to bring out some of the points of its carbon zero roadmap to a wider audience. Yet it is refreshing to see a national association website attempting to tell the general public what progress the cement industry is making towards reducing its CO₂ emissions. Unfortunately, it then avoids giving out any data that presents an overview of how it’s all actually going. This may come with time though as the roadmap was only released in late 2021. One number that does stick out on the site is that the PCA uses the Environmental Protection Agency’s (EPA) carbon emissions data to calculate that the manufacture of cement accounts for 1.25% of total CO₂ emissions in the US. This is lower than the global figure of 7% that is often used from the Center for International Climate and Environmental Research - Oslo’s (CICERO) research. Both figures appear to be broadly correct based on the available data.

The real story here is to showcase the wide range of actions the PCA is taking as part of its roadmap. In the cement section, for example, the PCA is rightly able to demonstrate its recent work driving the transition to Portland Limestone Cement (PLC) production in the US. This then leads on to the usual beats of resilient construction, carbonation and a ’whole society’ approach to tackling the decarbonisation of the cement industry with suggestions that everybody from citizens to contractors to policy makers can do.

The wider context is that the big challenge facing cement advocacy groups today is that sustainability is a global issue but that such groups have generally been national or regional for most of their history. The national or regional cement associations have existed for decades serving the local needs of their members. This started to change in 1999 when the Cement Sustainability Initiative (CSI) was created with its global approach to sustainability for the sector with its data gathering and technology roadmaps. In the 2010s global media attention started to focus on the large share of CO₂ emissions the cement industry was emitting as, coincidentally, China became the world’s largest cement producer. Then in the late 2010s the two global cement associations - the Global Cement and Concrete Association (GCCA) and the World Cement Association (WCA) - emerged with the GCCA taking over what the CSI did previously.

One problem that the PCA and the other associations face is that decarbonising the cement and concrete sectors is hard to do, expensive and will take decades. Until, or if, carbon capture is suddenly conjured up at scale, all of this work is inherently seen as boring by much of the media compared to, say. young photogenic environmental activists supergluing themselves to roads. One way to fight back against this is to show progress font-and-centre and to try and take back control of the narrative. This appears to be what the PCA is trying out in a more direct fashion than usual. The risk though is that any action by an industry-backed lobbying group to show off the work it is doing will simply be labelled as greenwashing, whether it’s fair or not. Of course, some environmentalists indulge in their own reverse version of this (industry staining?) to make the powerful but simple argument about the necessity of cutting CO₂ emissions but without taking fully into account or underplaying the scale of the societal changes necessary to do so. Either way, the cement industry and its advocates have an uphill struggle on their hands in the years ahead. This may require fresh thinking about how to win over hearts and minds.

The March 2023 issue of Global Cement Magazine includes an interview with Claude Lorea from the Global Cement & Concrete Association (GCCA)