Displaying items by tag: marketing

Mexico: Cemex said that it has successfully implemented labelling showing the environmental impacts of all of its main products across its ‘most important markets.’ Depending on prevailing practices in each market, products’ packaging either displays an Environmental Product Declaration (EPD) or Cemex’s own third-party validated C_ERO₂ designation.

General director Fernando González Olivieri said “We are committed to being the leading partner in sustainable construction for our clients. In this way, our clients have environmental impact information that they can use to develop sustainable construction.” He added “We continue to expand our portfolio of sustainable products, allowing our clients to effectively design and manage the carbon footprint of their construction projects.”

Europe: The Environmental Coalition on Standards (ECOS) has welcomed the EU’s new Empowering Consumers Directive. Under the directive, EU member states must enact laws preventing companies from labelling their products with climate claims based on offsetting. ECOS called the law a ‘significant measure against greenwashing.’ It called on the EU to further ensure that products neither rely on carbon credits, nor on contributions to sustainability projects, in calculating their impacts.

ECOS programme manager Elisa Martellucci said “The EU has taken aim at greenwashing. Climate neutrality claims based only on carbon offsetting are ambiguous and misleading for consumers because they are not linked to concrete efforts to combat the climate crisis. Instead, they rely on flawed carbon accounting practices that ‘write off’ greenhouse gas emissions. The amazing carbon emissions vanishing act is many companies’ dream – but emissions do not magically disappear. Policymakers have taken a strong stance against this deceptive practice.”

Slovenia: Salonit Anhovo has announced a planned name change to Alpacem Cement Slovenia. STAkrog News has reported that the inclusion of the word ‘Slovenia’ will require special government approval. The company said that Alpacem better reflects its ownership, while Cement reflects its core activity.

Salonit Anhovo is 75% owned by Austria-based Wietersdorfer Alpacem and 25% owned by Italy-based Buzzi.

Germany: Lubrication supplier Fuchs has embarked on a global marketing campaign to grow its brand awareness. The ‘Moving Your World’ initiative is using out-of-home advertising at 12 international airports in five continents to increase visibility for the company. Earlier in the year the company changed its name from Fuchs Petrolub to Fuchs as part of the same process. The company is also targeting new products and services at electric vehicles, digitalisation and sustainability as parts of its Fuchs2025 future business strategy.

Tina Vogel, Vice President Corporate Marketing and Communications at Fuchs, commented "We're on the road to establishing a strong global brand. On this journey, we're placing great emphasis on establishing long-term partnerships and a brand that also reflects the trust people are placing in us. The emotional statement Moving Your World also describes our purpose and helps us stand out from the crowd, highlighting what we stand for and why we do what we do: keeping the world of our customers moving and advancing it ever forward." Fuchs worked with Hamburg-based strategy and technology consultancy Clue One on the campaign.

Europe/India: Finland-based Betolar has secured EU-wide and Indian patents for a new waste-based alternative concrete produced without cement and capable of storing energy. Betolar said that the material, which is already patented in Finland, is especially suited for use in renewable energy infrastructure, where it can provide a storage solution for dealing with short-term peaks. Chief commercial officer Ville Voipio said that the company will now seek to establish a partnership for commercialisation of its new alternative building material.

Betolar produces and markets the Geoprime additive used to produce cement-free concrete from supplementary cementitious materials, including ground granulated blast furnace slag (GGBFS), in regions that include India and the EU.

India: Superbrands Media India named JK Lakshmi Cement as its 'Superbrand' in the Grey Cement category at the Superbrand 2023 - 2024 awards on 7 June 2023, the Orissa Diary newspaper has reported. The producer beat its competitors across numerous categories that measure branding success.

President and director Shri Arun Shukla said "This accolade serves as a resounding validation of our steadfast commitment to delivering cement products of unparalleled quality and our ceaseless endeavours to reiterate the robustness and dependability of our brand. We wholeheartedly express our deepest gratitude to our esteemed customers and valued partners for their resolute trust and support, which have played an instrumental role in propelling us to this notable achievement."

US: American Fiber Cement Corporation (AFCC) has announced a rebrand to American Fiber Cement. Besides the name change, the producer's new branding will consist of a new logo and brand position, and a website redesign. Additionally, the company's range of former Cembrit brand fibre cement products will be rebranded to include the AFC name.

General manager Donna Anglada said "We are excited to reveal our new branding, but we also want to ensure that our distributors, reps and customers understand that, while the names are changing, we will continue to sell Patina, Patina Inline, Patina Rough, Deco, Solid, Cover and Transparent."

Holcim launched its formal take on construction and demolition waste (CDW) this week with the unveiling of its ECOCycle technology platform at the BAU architecture fair in Munich. This amounts to managing the distribution, processing, grinding and recycling of CDW back into new building material products. It claims that its concrete, cement and aggregate products can contain 10 - 100% of CDW with no drop in performance.

It is hard to gauge whether this is marketing for existing operations or the start of something new. Yet, in its 2022 Sustainability Report, Holcim said that it recycled 6.8Mt of CDW back into building products and that it is on track to meet its target of 10Mt by 2025. This target was neatly put into words as wanting “to build more new buildings from old ones.” Ahead of the announcement of the launch of ECOCycle, it added that it was going to roll out its Susteno product around Europe. This product, made from 20% CDW, was originally released in Switzerland in the late 2010s. Notably, recent acquisitions by Holcim that connect to its growing focus on CDW include Poland-based Ol-Trans in July 2022, UK-based Wiltshire Heavy Building Materials in October 2022 and UK-based Sivyer Logistics in April 2023.

As covered by Global Cement Weekly in February 2023, Holcim is not the only heavy building materials company pivoting to CDW. The European Union (EU) set a 70% recovery target for it in 2020 and various cement company sustainability reports have described the region as being receptive to moves into this sector. Cemex set up a global waste management subsidiary called Regenera at the end of January 2023. This division covers both alternative fuels, CDW and industrial by-products, so it is more general than Holcim’s current effort, but it shows intent in the same direction. Cemex previously set a target of recycling 14Mt/yr CDW by 2030.

Heidelberg Materials has been working on developing recycled concrete paste and its ReConcrete-360° concrete recycling process. As of its last sustainability report, this process had been tested at the pilot scale and is now being developed and scaled for industrial application. In addition to acquiring UK-based Mick George Group in December 2022 Heidelberg Materials has also purchased Germany-based RWG Holding in January 2023 and Germany-based SER Group in February 2023. All three companies operate in the CDW sector.

The other notable contribution that Heidelberg Materials has been making is as a partner of the ‘Circular City - Building Material Registry for the City of Heidelberg’ project. When Heidelberg Materials announced its involvement in the initiative in mid-2022 it said it was the first city in Europe to apply the principles of urban mining. The goal of the project is to take an inventory of the city’s buildings and then compile it in a digital material registry. The basis for the registry is the Urban Mining Screener developed by EPEA (Environmental Protection Encouragement Agency). This programme can estimate the composition of buildings based on building data such as location, year of construction, building volume or building type. Circular economy supply chains can then act accordingly when a building is retrofitted, demolished or deconstructed. So, for example, at the start of the project it worked out that a former US Army housing estate conversion site was calculated to contain approximately 466,000t of material, with about half in the form of concrete, a fifth in the form of bricks and 5% as metal.

That last example compares to a European Commission estimate that, as a whole, Europe generates around 450 - 500Mt/yr of CDW. A third of this is concrete. As with alternative fuels and slag previously, this may be money going into the ground. Recycling building materials is not new but any significant increase in reusing CDW that can reduce the clinker factor of cement (and the cement factor of concrete) offers a potentially cheaper route to building materials decarbonisation than carbon capture and utilisation/storage at current costs. Hence the continued interest.

France: Estelle Bletry has taken on the role of sales manager for Holcim’s waste management subsidiary Geocycle. Bletry held different positions in Lafarge France between 2007 and 2019. She worked as product development manager and business developer materials and solutions at waste management company Hesus from 2019 to March 2023. Bletry studied marketing at IUT Cergy-Pontoise in Paris.

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)