The evolution of the bathroom space throughout history - Roca

commitment
in Roca’s business practices
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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