The ROCKWOOL Group is the world’s largest supplier of products and systems based on stone wool. Stone wool is an often-invisible product in residential and non-residential construction, but it has a major impact. For example, stone wool contributes to energy savings, fire safety, a reduction in CO2 emissions, improved acoustics and a comfortable indoor climate. These properties are not always immediately recognized. In a competitive and price-driven market, ROCKWOOL Benelux – part of the ROCKWOOL Group – was looking for a way to increase market leadership. In addition, they wanted to emphasize the unique character of stone wool insulation and its added value towards the market.
Sustainalize worked with ROCKWOOL Benelux on an integrated sustainability strategy. In the construction sector, the sustainability focus lies mainly on energy performance. But social impact is also relevant, such as the effect of improved sound insulation in schools or the effect of fire safety on business continuity. Therefore, we made these aspects part of the sustainability strategy. The goal: to shift the discussion from price to the added value of aspects such as acoustics, fire safety and circularity.
ROCKWOOL Benelux now has a balanced sustainability strategy, and positions itself according to the social advantages of sustainable stone wool insulation. In addition to the strategy process, we worked with ROCKWOOL Benelux on a sustainability report that fit with the new positioning. Value creation and social sustainability were given a prominent place in the report. Furthermore, ROCKWOOL made their impact transparent by quantifying the different effects and attaching a corresponding ‘price tag’. These facts and figures about topics such as the previously-described costs of fire for society made the report a tool for positioning and awareness on this subject. ROCKWOOL Benelux now uses the report to stimulate discussion about the social and financial impact of material choices.