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A SUSTAINABILITY MARK FOR STEEL CONSTRUCTION PRODUCTS MANUFACTURING
EUROFER’s commitment to the European future:
EUROFER Construction Seminar, Brussels, 8th December 2011
Construction sector in Europe
Sustainability at EUROFER
Mark framework
Mark prospects
Mark communication & marketing
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Contents
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Construction sector in EU
… some figures: Building activity
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Construction sector in EU
European Construction Industry Federation, 2009
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Construction sector in EU
… some figures of steel market demand (average2006/2010)
EUROFER, 2011
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Sustainability at EUROFER
Production of steel for construction products, generating economic value and providing employment
Resources allocated to innovation
Processes that imply emissions to the environment, to be controlled and treated (Greenhouse gases and others)
Use of resources, including energy, along with recycling of slag and scrap metal
Relationship with the community where the steel mills are located
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Steel for construction manufacturing
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EUROFER Sustainability for Steel Construction Products Committee
• SET IN: 2010
• MISSION:
• MEMBERS:
Coordinate and promote Sustainability and Corporate Responsibility within the Steel for Construction sector
44 factories, representing around 75% of the sector* production, 35.000 direct employees *steel construction long products
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Sustainability issues are undoubtedly at a development
moment and increasing in value for much of society.
The idea of SustSteel® is to anticipate this movement in
what concerns steel, taking the leadership and setting
steel sustainability principles by the steel producers
themselves.
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Aim of setting up
Europe in general terms and Eurofer mills in particular
have made, and continue to make, a very important effort
to improve their sustainability principles and they have
also established strong commitments on human rights,
environmental impact, health and safety, non-
discrimination, child labour and many other issues.
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Aim of setting up (II)
SustSteel® main aim is to get value and recognition of
these important efforts from stakeholders (customers,
users, regulators and any other public or private
organization of relevance in the construction sector or
steel manufacturing) and to obtain thereby a clear
differentiation factor for its production and products.
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Aim of setting up (III)
SustSteel® will set the reference for Sustainability in the
production of steel construction products and wants to be
the first and best known mark on sustainability for these
products in Europe.
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Aim of setting up (IV)
Apart from these main targets, SustSteel® additional objectives will be:
Promote steel as a Sustainable material
Develop collaboration with the most important Sustainability construction Organizations and Institutions
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Aim of setting up (V)
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framework
The SustSteel® framework, namely the
requirements for awarding the Mark, the
certification process and the use of the Mark
are established in a set of regulations.
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framework
Implementation of a Sustainability Management
System covering the most relevant aspects of
Sustainability for this sector
Evidence of respect for International Human Rights
standards at work
Fulfilment of Legal Requirements
Implementation of the Key Performance Indicators
(KPI) System
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requirements
The SMS required under SustSteel® corresponds to an in-house system, to control mainly the aspects associated with the KPI System
In most cases, mills have already working management systems in place covering Quality, Environment and Health and Safety
In such cases, the SMS integrates and complements these existing management systems.
Particularly important in SustSteel® is the relationship with the stakeholders – including employees, administration and the community
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Sustainability Management System
SustSteel® certified manufacturers are to be engaged in a continuous improvement of the respective Sustainability levels
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Sustainability Management System (II)
Human Rights Standards at Work are an essential flag for SustSteel®
This subject is considered of major importance for SustSteel® differentiation
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Human Rights Standards at Work
SustSteel® is a voluntary mark and it is not to conflict with any with any applicable legal requirement under the scope of Sustainability
SustSteel® distinguishes factories with a relevant level of Sustainability
• Such factories have, at least, to meet the legal requirements under the scope of Sustainability
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Legal requirements
The KPI System establishes an objective reference matrix of Sustainability for the sector
KPI System is based on Sustainability parameters that are:
Representative, Simple, Reliable, Quantifiable, Sensitive to changes, Cost-efficient
The KPI System is fundamental to score, monitor and ensure continuous improvement
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KPI System
Economic dimension
Economic value generated
Investment in research and development
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KPI System (II)
Environmental dimension
CO2 emissions
Energy consumption
Other emissions to air
Water management
Waste water contaminants
Slags reuse
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KPI System (III)
Social dimension
Working practices
Relationship with society
Responsibility for the product
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KPI System (IV)
Credibility is a key essential factor in the success of the SustSteel®
Steel mills are to subject to audit in order to verify the fulfilment of SustSteel® requirements
Verification and certification is to be carried out by a third party – an internationally recognized auditor
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credibility
A specific SustSteel® webpage was developed and embedded in the EUROFER website
In this section anyone can communicate with the SustSteel® management and obtain information
Its area for registered users is supported by a robust database system for data flowing and documentation, providing a user friendly tool for the Mark management among all the actors involved
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webpage
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prospects
SustSteel® constitutes a sound and credible reference of Sustainability for steel construction products
SustSteel® aims to be identified by the market as steel products for construction manufactured according to consistent criteria of Sustainability
SustSteel® is an asset for communication with all the sector stakeholders, including politicians and regulators
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prospects
SustSteel® fits all the requirements to be a long lasting Mark
SustSteel® will maintain its strength and continuous improvement thanks the ESSCPC management
SustSteel® will succeed as a Sustainability fostering
initiative:
• Recognition by the Market and other stakeholders
• Praise and support by regulators and policy makers
• Adhesion by mills
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Prospects (II)
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Communication & Marketing
Essential premisses
To get real value for SustSteel® production mills
To really differentiate SustSteel® products from the others
To convince stakeholders of the interest to support and require SustSteel®
To be the Sustainability main reference for steel products
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communication & marketing
Communication & Marketing at European vs. local level
European level
SustSteel® communication and branding activities to be carried out at a European level, targeting mainly institutions represented in Brussels, by the ESSCPC project manager with Eurofer support
Local level
The best way to proceed in each particular country and situation will be adopted in order to ensure the efficient spread of SustSteel® in a short time through all of Europe
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communication & marketing (II)
Decision makers in the position to take decisions that determine the choice of SustSteel® products
e.g. engineers, architects, real estate developers
Those whose perception of SustSteel® influences other market relevant stakeholders’ perception
e.g. policy makers, academics
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marketing targets
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marketing targets (II)
Decision / policy makers
Sustainable Construction organizations
Sustainable Construction schemes
Customers side
Consultants / experts
Academics
e.g., National and European policy makers
e.g., World Green Building Council
e.g., BRE - Building Research Establishment, LEED
e.g., Civil Engineers, Architects, Builders, Real estate developers
Consultants and Experts in the area of sustainability or sustainable construction
Universities and Academics with interests on sustainability or sustainable construction and materials
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areas of influence
EUROFER’s commitment to the European future
Thank you!
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