The evolution of the bathroom space throughout history - Roca

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The environmental An inseparable component The company’s concern with the environment began in the 1960s with the reduction of their water cisterns’ capacity in their toilets and the creation of faucets capable of reducing energy consumption. Environmental protection has been at the head of the political agendas of the most prominent world leaders for many years now. This concern has also been reflected in the business sector which has developed a greater awareness of the importance of maintaining a commitment to addressing environmental matters, an area in which society is demanding more sustainable behaviour from all its stakeholders. At business level we can say that this shift originates two different sources. On one hand, consumers are looking for products and services which are environmentallyfriendly while at the same time judging companies behaviour and rewarding those which fulfil their environmental responsibilities. In the same way, other stakeholders in society such as governments and NGOs are applying pressure to establish agreements to reduce the impact on the environment. On the other hand, companies are realizing that caring for the environment not only results in a better planet but it can also mean better financial results. For this reason, companies which invest appropriately in their environmental policy and look for new business opportunities, achieve a competitive advantage over their rivals.
commitment in Roca’s business practices 2 1 3 4 5 HISTORICAL VIEWPOINT Caring for the environment is a task which involves everybody and in which Roca actively participates. Roca, as world leader in bathroom space, is aware of the importance of protecting and improving the environment, both for present as well as future generations. Even in the 1970s Roca was a pioneer in the reduction in the capacity of toilet water cisterns and introducing faucet fittings which reduced water consumption. Those early moves have, in recent years, come to be seen as fundamental in the effort to protect our environmental resources. In their continued commitment to the environment, Roca is currently developing various policies aimed at improving the surroundings in which we live. Today, water-saving and the search for more efficient energy processes is an inseparable component in Roca’s business practice. These policies are applied both to the different products the company develops as well as to its production processes. All these factors combine to make commitment to environmental protection one of the main pillars of Roca’s business practice. This environmental policy has been embodied in the current Eco-Roca project which has 2 fundamental objectives: reducing the energy consumption of all our production facilities by 25% for each ton produced by 2012 and to reduce C0 2 emissions and manage, through a “Zero Waste” programme, a residue-free industrial process. The different products developed by Roca have allowed millions of litres of water to be saved as well as a more rational use of energy. One of the most notable new developments in recent years, within its range of products, has been the launch of the W+W. This original concept combines the washbasin and the toilet in the same unit. The W+W re-uses the water used in the washbasin after cleaning it to fill the toilet cistern. This innovative product, created by the Innovation Lab, manages to reduce water consumption by 25%. The company has also developed and implemented other improvements such as faucets with built-in flow control or double flush cisterns which allow water-saving and more efficient energy use. In the faucets range, flow control helps save water by mixing air into the water flow inwashbasin, bath, shower, kitchen and telephone shower faucets. Roca faucets also feature other devices such as mechanisms which select the exact temperature, WATER & ENERGY SAVING CLICK ® for monocontrol faucets and the QUICK REACTION ® technology for thermostatic faucets which help to save both water and energy. As well as the obvious benefits in environmental matters which these products’ design and development bring, they also create added value by contributing a competitive advantage demonstrating that leadership can be achieved with innovation. The Group’s environmental commitment is also visible in various advertising campaigns, such as the most recent one which has the slogan “Roca Loves the Planet”, or in their participation in events like Expo Zaragoza 2008 which was a meeting point on an international scale to encourage projects about responsible consumption and to make the public and public institutions aware of the scarcity of a resource such as water. With this type of action, Roca wants o encourage responsible water consumption among consumers and incorporate the culture of energy and watersaving into society’s daily habits. In the current situation where environmental policies have acquired great importance, companies have to mould their business strategies to social and institutional demands, since that is the only way of ensuring their social legitimacy and consequently, their success. Moreover, environmental innovation creates valuable competitive advantages by positioning companies in situations which their rivals will find hard to copy. Without doubt, business success must be based on the balance between social, economic and environmental objectives and Roca has been working in this field for many years to achieve just such a harmony. ■ Roca cisterns’ water consumption reduction over the years. 15 L 12 L 9 L 6 L 6/3 L 4,5/3 L 1936 1960 1970 1990 1999 2009
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The evolution of the bathroom space throughout history - Roca

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