EUROFERs commitment to the European future:

A SUSTAINABILITY MARK FOR STEEL CONSTRUCTION PRODUCTS MANUFACTURING

EUROFER Construction Seminar, Brussels, 8th December 2011

Contents
Construction sector in Europe

Sustainability at EUROFER
Mark framework Mark prospects

Mark communication & marketing

EUROFER Construction Seminar, Brussels, 8th December 2011

Construction sector in EU

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Construction sector in EU
some figures: Building activity

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

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Steel for construction manufacturing

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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EUROFER Sustainability for Steel Construction Products Committee

SET IN:

2010 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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MISSION:

MEMBERS:

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Aim of setting up

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

(II)

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, nondiscrimination, child labour and many other issues.

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Aim of setting up

(III)

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

(IV)

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

(V)

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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framework

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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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requirements
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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Sustainability Management System

The SMS required under SustSteel corresponds to an inhouse 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 (II)

SustSteel certified manufacturers are to be engaged in a continuous improvement of the respective Sustainability levels

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Human Rights Standards at Work

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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Legal requirements

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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KPI System

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 (II)

Economic dimension
Economic value generated Investment in research and development

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KPI System (III)

Environmental dimension
CO2 emissions

Energy consumption
Other emissions to air

Water management
Waste water contaminants Slags reuse
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KPI System (IV)

Social dimension
Working practices Relationship with society

Responsibility for the product

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credibility

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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webpage

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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prospects

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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 (II)
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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Communication & Marketing

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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 (II)

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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marketing targets

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 (II)

Decision / policy makers Sustainable Construction organizations
e.g., National and European policy makers
e.g., World Green Building Council

Sustainable Construction e.g., BRE - Building Research Establishment, LEED schemes Customers side Consultants / experts Academics
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

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EUROFERs commitment to the European future

Thank you!

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