the concrete industry’s vision for a sustainable future concrete industry joint sustainability...
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The Concrete Industry’s Vision for a Sustainable Future
Concrete Industry Joint Sustainability
Initiative
ConcreteHow would we live without it?
#1 man-made material consumed by humanity
#2 material consumed by humanity (after water)
We’re all on the same boat
The image of any one company cannot stay higher than that of its industry segment
The image of any one industry segment cannot stay higher than that of the industry as a whole
Sustainable development: Our greatest challenge & opportunity
• Industry-wide issue• Important how outside world views us• Today many different faces and messages • Need one ‘face to the world’ and common
messages• Pool resources to back-up messages• An unprecedented level of Industry segment
collaboration required
ONE sustainable face to the world
Sum of the Supply Chain Segments
Rock + Cement + Cementitious + Additives + Production + A&E + Construction
=
Concrete StructuresAll vertical & horizontal applications
and concrete products
Why a Joint Sustainability Initiative?
• Develop common Industry identity (One face to the world)
• Develop common vision of industry sustainability
• Pool resources and minimize duplication
• Back-up sustainabilitymessages with facts• Coordinate communicationof outside messages
Joint declaration of industry vision for a sustainable future
• Constitutes charter document of the Joint Sustainability Initiative
• Contains 9 declarations• Lists 8 social values of
concrete structures• 24 industry associations
have currently signed, with more to come
Declaration #1:
“Concrete structures are the core of our industry identity that include all vertical and horizontal applications
and concrete products”
• Move away from thinking and acting as fragmented segments
• Concrete structures are the visible end-result of our industry supply chain
Declaration #2:
“Concrete Structures are at the center of an integrated approach to
addressing industry challenges”
• Historic fragmentation has led us to overemphasize component thinking as opposed to system thinking
• Component-based solutions are sub-optimal compared to system solutions
Declaration #3:
“Proactively communicate and continuously enhance the social value
of concrete structures”
• Due to our long history, we take for granted that society acknowledges the value of what we do
• We cannot rest on that assumption• We often neglect or understate our value
Declaration #4: “Our integrated thinking will focus on the following social values provided
by concrete structures”
1. Resource efficiency
2. Safety/protection
3. Financial responsibility
4. Operational continuity
5. Longevity/durability
6. Byproducts reduction
7. Esthetics8. Societal connectivity (more on this later)
Declaration #5: “Review priorities and activities,
coordinate to align respective programs and projects, and leverage on the particular
strengths and expertise of each organization to pursue an integrated focus
on concrete structures”
• Use our limited Industry resources in the most effective way
• Eliminate duplication, cross-purpose and gaps in our actions
Declaration #6: “Persistently drive continuous
improvement at component and integrated levels to enhance the
social value of concrete structures”
• Industry has consistently pursued continuous improvement
• Historically this has been evolutionary and component-based
• Integrated system improvements will require enhanced segment collaboration
Declaration #7: “Provide advocacy, technical and educational resources to enhance the use and convey the benefits of
concrete structures to others”
• To benefit from using concrete structures, all stakeholders must be informed
• Common messages adapted to every audience
Declaration #8: “Time is of the essence; pursue
mechanisms and approaches that may diverge from business-as-usual
for expedited results”
• This thinking and corresponding action are long overdue
• Pressing challenges require we catch-up quickly
Declaration #9: “Maintain open channels to
welcome, involve and engage all Industry segments in becoming part
of this direction”
• Engage and embrace input from all segments to adopt this thinking throughout our Industry
• Original 3 organizations quickly grew to 6, and then to 24, with more to come
8 social values of concrete structures
• These are the real reasons we exist as an Industry
• Our future prosperity depends on delivering, enhancing and communicating these social values
• Behind every challenge is opportunity
Value #1: Resource Efficiency
• Concrete structures over their lifecycle are efficient users of energy, water, land and other resources
• We need to consolidate and develop more supporting facts to back this up, particularly for energy and water
Value #2: Safety / Protection
• Concrete structures provide a superior level of user safety, protection and peace of mind
• Disaster resistance is commonly accepted but usually understated
Value #3: Financial Responsibility
• Concrete structures provide economic advantage both from a total cost of ownership perspective and from greater local content benefit to communities
• Economic benefit requires multi-year view
Value #4: Operational Continuity
• Concrete structures offer greater disaster resistance, protecting essential community services and business continuity
• Commonly accepted but usually understated
Value #5: Longevity/Durability
• Concrete structures outlast the useful lives of other structures with minimal maintenance and repair
• Commonly accepted but usually understated
Value #6: Byproducts Reduction• Concrete structures over their lifecycle
produce a reduced level of byproducts (including CO2), use the byproducts of other activities and can ultimately be recycled themselves
• We need to consolidate and develop more supporting facts to back up environmental friendliness
Value #7: Esthetics
• Concrete structures can be designed to create aesthetic quality for both users and their surroundings
• Beauty is in the eye of the beholder but effective messaging sets a standard
Value #8: Societal Connectivity
• Concrete structures provide the essential links (roads, bridges, ports, utility infrastructure etc) that enable society to function safely and efficiently, and prosper financially
• Commonly accepted but usually forgotten
Current Joint Sustainability Initiative actions
• Develop and deliver alignment/call-to-action presentation for within our Industry (you’re looking at it!)
• Association collaboration to compile and unify industry sustainability messages
• Compile/organize supporting facts to back up social values, identify related programs and gaps
Current actions (continued)
• ACI to initiate development of 2 sustainable construction publications which could lead to more rapid code evolution
• PCA/NRMCA to share industry-wide imaging/ branding survey and recommendations
• Communication/engagement with additional Industry associations
RegulatoryCRSI | NCMA | NRMCA
PCA | PCI | Others
TechnicalACI CommitteesRMC Res and Ed
Found.PCA Ed Found.
Others
MarketingCRSI | NCMA | NRMCA
PCA | PCI | Others
Joint Sustainability Initiative
A new way of thinking and acting
• Industry-wide image and critical mass• The sticking power of repeating
common messages• Collaboration and resource
effectiveness• Outside the circle and box• Fast track• Both near and longer term strategies
Joint Sustainability Initiative Commitment
‘Each party commits its individualstrengths, resources as appropriate and
guidance towards this Vision,to pave the way for a sustainable future for
those present and those who will follow, in advancing the potential of our Industry for
the benefit of society’
The smell of success
• Decision makers: Recommend and prefer to specify concrete structures
where possible
• Policymakers: Adopt policies that recognize the value of concrete
structures to society and preserve the vitality of domestic supply chain sources
• Users/Public: Like to live and work in and around concrete structures and
readily express and act on their preference
• All: Have a positive/’feel good’ image of our Industry
Thank You• American Concrete Institute
• American Shotcrete Association
• American Society of Concrete Contractors
• Architectural Precast Association
• Cast Stone Institute
• Concrete Foundations Association
• Concrete Reinforcing Steel Institute
• Concrete Sawing & Drilling Association
• Interlocking Concrete Pavement Institute
• International Concrete Repair Institute
• National Concrete Masonry Association
• National Precast Concrete Association
• National Ready Mixed Concrete Association
• Portland Cement Association
• Post-Tensioning Institute
• Precast/Prestressed Concrete Institute
• RMC Research and Education Foundation
• Silica Fume Association
• Tile Roofing Institute
• Tilt-Up Concrete Association