Europe
Sustainability has
become a key
part of the growth
and marketing
strategies of
some coatings
companies with
large amounts of
space devoted to
it in their annual
and corporate
responsibility
reports.
by Sean Milmo
European Correspondent
milmocw@rodmanmedia.com
Sustainability has been a concept which regional and national trade associations in Europe has been encouraging coatings
producers and their suppliers to adopt to ensure that the coatings sector move in a more
environmentally friendly direction.
Now it is becoming, particularly among the
larger players in the industry, a means of gaining a competitive edge. Sustainability is being
used as a marketing tool against rivals.
Competitive claims have been extended to
whole supply chains with producers maintaining that their procurement arrangements for
raw materials does more to protect the environment that those of other coatings businesses.
Sustainability has become a key part of the
growth and marketing strategies of some coatings companies with large amounts of space
devoted to it in their annual and corporate responsibility reports.
Most of these companies are based in northern
Europe, where ecological matters tend to be given
more social, cultural and political importance.
Scandinavian companies in particular are inclined
to give top priority to sustainability issues.
Concept of Sustainability
Used as Key Marketing Strategy
