Addressing sustainability in a challenging market

While 'sustainability' is undeniably the buzzword du jour, there is concern that limited understanding exists within the industry of how to develop sustainable solutions beyond the short term. Without expert guidance and a forward thinking strategy, many feel that sustainability may become just another fad that falls by the wayside, to be replaced with the next issue of the moment.

With this in mind, the Housing Forum recently hosted a seminar in conjunction with ICI Paints AkzoNobel, inviting experts from across the sector to talk about how the industry must go about planning the crucial next step in ensuring that the UK's housing stock becomes sustainable and fit for future generations.

One of the key objectives of the event was to mobilise the sector into thinking about how best to work sustainably together. The Housing Forum has shown previously that there are clear benefits to working closely with suppliers, so the ultimate goal is to enhance industry performance through achieving excellence. The day therefore provided a platform for representatives from different parts of the supply chain to share expertise and best practice, swap ideas and insider knowledge, to start to create a blueprint for the industry to move forward in a united and sustainable way.

The Housing Forum is ideally placed to host such an event. As a cross-sector organisation representing the complete housing construction and renewal industry, it brings together market leading companies from both the public and private sector in order to harness practical knowledge and encourage improvement through collaboration.

Chairing the event was Chief Executive of the Housing Forum, Shelagh Grant. With over 20 years of experience in the sector, Shelagh is a highly respected figure with an unrivalled overview of industry issues. Taking the stage with Shelagh was Martin Hunt, Head of Built Environment for sustainable development charity, Forum for the Future. Joining Shelagh and Martin were three expert discussion panellists; Dr Stephen Snaith, Marketing Director - UK Trade Business, ICI Paints AkzoNobel; Jeremy Kape, Director of Property Investment, William Sutton Homes; and Terry Keech, Partner, CalfordSeaden.

The panel was able to draw on a number of exemplary sustainability programmes to highlight how companies are already addressing the issue within their own businesses. For example, ICI Paints AkzoNobel has been playing an active role in the sustainability agenda within the paint and decorative coatings sector for some time with its 'Step Towards Greener' initiative. This programme aims to improve the environmental footprint of the company's products throughout their life cycles.

Dr Snaith pointed out that one of the key challenges in this particular market is the distinction between sustainable solutions rooted in solid scientific principles and those less credible claims that have not been subject to such rigorous scientific investigation. ICI Paints AkzoNobel is dedicated to cutting through the 'greenwash' and developing paint systems that can help give the industry the tools to take its own steps towards a more sustainable way of working.

One such tool is the 'Environmental Impact Analyser' developed in conjunction with Forum for the Future. This tool assesses each stage in the life cycle of a product, from the extraction of its raw materials through manufacture right up to the point where it leaves the factory. It therefore allows businesses to compare an existing product against a proposed new one and quantify the change in carbon, water and waste.

A recurring theme throughout the day's discussions was that of timescales. While sustainability has been riding high on the agenda for some time, it was highlighted that an overall sense of urgency is somewhat lacking. To remedy this, perhaps greater education of the risks of ignoring the issue and more emphasis on providing clear reasons to pursue sustainable options is required? One opinion was unanimously supported by participants - the challenge is big, but the window of opportunity is small.

The nature of the challenge ahead is clear, however the question of who should be leading the way is less clear cut. The government has already committed funding for the sector, but new legislation and policies take time to develop and implement. The impetus for change must therefore surely come from the industry itself - at least in the immediate term - rather than through external intervention from MPs. It was agreed that the sector needs to be empowered from within, in order that more sustainable thinking may become embedded in its culture. It therefore seems appropriate that those already managing successful sustainability programmes, should lead the way in encouraging others to follow suit. Celebrating creativity and communicating successes, however small, is just one way to inspire greater achievement. As Martin Hunt stressed - companies must 'innovate or die'. Taken together, these small steps will lead to big changes what will register across all parts of the supply chain.

The day could not pass without reference to the economics of the issue. Where any new technologies are being considered, a key question is always 'what are the financial implications?'. It is right that the industry should ask whether, as a whole, it is able to finance the implementation of more sustainable approaches, and ultimately, whether people will be prepared to pay a premium for more environmentally sound homes? The challenge will be to create demand within the market to drive competition and therefore greater innovation within housing providers.

Thinking about the longer term picture, it is also necessary to consider the longevity of sustainable solutions created today - will they still be viable in, say, 2050 and beyond? And how low can we go? Is a completely carbon zero (or even carbon positive) industry an achievable goal, or just a pipe dream?

Regardless of whether the technology is currently available to make the necessary changes required to kickstart the industry into thinking more sustainably, the first battle to be won is one of changing attitudes. The strongest case for working in a more sustainable way will be made through collaboration. It is therefore imperative that industry leaders continue to share knowledge, both among themselves and with the sector as a whole, in order to ensure that our homes are fit for purpose, both today and in the future.