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

Regulatory

Technical

Marketing

Sustainable Development

All sustainability dimensions are important

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

Reframe the issue

From:

CO2 footprintof cement

To: Lifecycle Eco-footprint

of concrete structures

Agenda is even broader

Lifecycle eco-footprint is subset of the

social value of concrete structures

Take holistic view of industry

.

“Concrete structures provide great value to society”

We believe it

…but does the world know?

How world is being steered to view us

How we view ourselves

Shift the talking from ourselves to those outside

• Decision makers• Policymakers• Users/public

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

Commitment at many levels will drive success

• Industry

• Association

• Company

• You!

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