Why did ROCKWOOL choose stone as its primary material?
The decision to use stone dates back to the company's founding by two families inspired as a result of a 1935 trip to the United States looking for investment opportunities. They licensed the right to produce stone wool in Denmark from a New Jersey-based company, having observed its potential as a substitute for asbestos, about which already then there were health concerns. The original idea to use stone came from people observing volcanic lava cooling in Hawaii and forming a fibrous material reminiscent of insulation.
Stone wool offers exceptional thermal and acoustic properties, but its standout feature is its fire resilience, as it is non-combustible. This makes it ideal for high-rise and high-risk buildings. Furthermore, the founding family valued sustainability even before it became a widespread concern, opting for a material that is both natural and endlessly recyclable. Their forward-thinking approach has positioned ROCKWOOL as a leader in sustainable building materials.
How does stone wool perform in terms of emissions and sustainability?
When evaluating our products, it’s crucial to consider their entire lifecycle. Stone wool insulation can be recycled repeatedly without losing its mechanical or other performance properties, making it a sustainable choice. While our production process is energy-intensive due to the need to melt stone, we are actively decarbonizing our footprint. Our goal is to transition our factories to green energy or biofuels by 2050. This requires significant investments and cooperation with local grids and energy suppliers. Currently, our Danish factories operate on certified, climate-neutral biogas, and we are exploring various technologies to electrify our production processes. Despite higher initial carbon emissions compared to competitors, our products' longevity and recyclability offer superior overall environmental benefits. For instance, tests from old construction sites show that our stone wool insulation products can last at least 65 years, significantly outlasting many of the plastic foam insulations that can deteriorate more rapidly and lose their thermal performance.
Can you compare the efficiency of operations in different countries?
Comparing operations across countries is complex due to varying energy infrastructures. In Denmark, our factories run on biogas, thanks to the availability. Conversely, in countries like Poland, electrification might not reduce CO2 emissions due to the fossil-fuel-based grid. Our approach focuses on using the best available technology in each location. For instance, in West Virginia, we use natural gas as it is the cleanest option available. We also have installed large-scale electric melting ovens in Norway and Switzerland, where there are abundant supplies of low-carbon electricity. We see a global shift towards more sustainable practices, and we are adapting our operations accordingly.
What is the potential for wider adoption of stone wool-based materials in the industry?
The construction industry is becoming more conscious of resource use and the benefits of circularity. Our stone wool products can be recycled into more stone wool products, a true definition of circularity. European regulations are advancing rapidly, pushing the industry towards greater circularity. However, adoption varies by region. In the US, we are building momentum with our third factory, but it’s important to collaborate further with lawmakers, municipalities and customers to facilitate recycling efforts.
What challenges do you face in promoting these materials and techniques?
Awareness is a significant challenge. The construction industry's narrative is often seen as less appealing compared to renewable energy sectors like wind turbines or solar panels. This perception needs to change to highlight the advancements and benefits of modern construction materials. Regulations play a crucial role, but voluntary adoption is slower. For instance, landfill costs influence recycling behaviors. We offer to take back materials for recycling, but cooperation from all stakeholders is essential. We need to communicate better and work together to promote sustainable practices and materials.
How does regulation impact the construction industry's transition to sustainability?
Regulations in the construction industry are complex due to the multiple stakeholders involved in any project. Unlike building a wind farm, which involves fewer parties, constructing or renovating buildings requires coordination among asset owners, municipalities, and funding sources. This complexity makes regulatory compliance challenging. However, regulations are crucial for accelerating sustainable practices. The EU's renovation wave and energy efficiency targets are driving significant changes, but implementation at the national level requires collaborative efforts between the private and public sectors, citizens, and investment funds.
Can you elaborate on ROCKWOOL's net zero targets and their impact on profitability?
ROCKWOOL's sustainability and profitability go hand in hand. We earmark 100 million euros annually for sustainability investments, funding our decarbonization efforts. Our net zero targets are backed by a solid plan, not just a pledge. While external factors such as energy availability influence our progress, we are committed to reducing our carbon footprint.
Our products significantly reduce energy consumption in buildings, cutting energy use by up to 75% in some cases. This reduction accelerates integrating renewable energy, improving overall energy efficiency, and reducing emissions.
What role does innovation play in ROCKWOOL's sustainability strategy?
Innovation is central to ROCKWOOL's strategy. Over the past five years we’ve spent 40 to 60 MEUR annually on research & development. We allocate 10% of our R&D time to exploring new ideas, leading to projects like horticultural substrates and even seahorse habitats. This out-of-the-box thinking extends to practical applications, such as developing water management systems inspired by our horticultural products. We believe in using current technologies while continuously improving and innovating. By focusing on practical solutions and immediate actions, we aim to make a tangible impact on sustainability now, while preparing for future advancements.
How should we approach the green transition, according to ROCKWOOL?
We advocate for a pragmatic approach, leveraging existing technologies while investing in future innovations. Many effective solutions are already available, and we should implement them now rather than waiting for the next breakthrough. This approach ensures we make immediate progress in reducing emissions and improving sustainability. Conferences and discussions often emphasize high-tech solutions, but we need to focus on practical, available options that can make a difference today. By combining short-term actions with long-term innovation, we can achieve a sustainable future more effectively.
In conclusion, ROCKWOOL's commitment to sustainability, innovation, and practical solutions positions it as a leader in the construction industry. By leveraging stone wool's natural properties and focusing on circularity, the company is driving significant advancements in building materials and practices, paving the way for a more sustainable built environment.
