SD Vision - Halyps Cement

Eco-innovation
for the new growth
The cold wind of crisis affecting world markets over the past year has yet to subside. Timid
signs of sporadic growth across the global economic scene could be deceiving: Americans are
spending less as they focus on saving money, overall Western consumer confi dence is low,
and the fi nancial capitals are still limited while becoming more expensive. So, even though recovery
appears just around the corner, in reality it is likely to be still a long way off. But what should we
expect besides the emergency policies put into practice by governments and companies to counter
short-term diffi culties? Once again we must keep focused, and ensure that our long-term vision
remains concentrated on the «long term». Bearing this in mind, we cannot simply aim for a return
to normality or even worst, adjust to a slow and inevitable decline. This crisis could be a unique
opportunity for structural change in our present economic system, possibly re-directing resources
towards the industrial sector and striking the right balance between industry and fi nance. Now
is the right time to design and pursue a new and different concept of growth, one that ensures
compatibility of environmental, individual and social needs. Now is the time to launch a green
economy that is not only «green», but also addresses the pressing need for ethics in business and
widespread social responsibility. This may only be fulfi lled by truly re-gaining consumer trust. So,
there is no time left for abstract principles, we need to act. In recent years Italcementi Group has
based its action and its competitive strategy around the core principles of sustainable development,
in effect pursuing the triple objective of economic, environmental and social bottom-line. We are
not offering a fairytale vision of the role of industries, yet we are convinced that, even for a process
industry such as ours, growth is closely linked to a careful assessment and fulfi llment of the real needs
of all stakeholders. The cement industry is energy intensive, capital intensive and CO 2 intensive. We
must not wait for the results of international negotiations on the global climate to acknowledge
our responsibilities and to understand that our future competitiveness in the global markets will
largely depend on energy effi ciency and emission reduction. Our challenges in the use of natural
resources are also very well known. Continued tension between industrialized and developing
countries will drive us towards an increasingly rational use of natural resources, with a renewed
attention towards water. For our Group all this means an evermore crucial pursuit of product
and process innovation. Products which are more compatible with environmental requirements.
Products and processes that limit the use of non-renewable resources. All our efforts are directed
towards this goal, with the idea that technological innovation is the key factor for a sustainable and
competitive growth. We can provide an important contribution. We are working not only on new
products with reduced environmental impact during the production stage, but on products capable
of enhancing the environmental and energy performance of building they are used in. On the one
hand, as a major player in the process industry, we reduce our own impact on the environment,
on the other we contribute to the new horizon of sustainable living. Mankind is moving towards
Megalopolis, this is the objective of the great migrations of the third millennium. Industrialized
countries, no longer linked to the framework of a purely quantitative growth, must offer the
developing countries a new industrial growth model based on quality: environmental, social and
human. Humanizing Megalopolis by making it environmentally sound and energy effi cient is one
of the great challenges of our present and immediate future.
Carlo Pesenti
Chief Executive Offi cer
Italcementi Group
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