The Holcim Awards North America ceremony
I’m trained as a journalist to be a little skeptical about businesses which spend millions on good deeds, then offer to pay the travel costs to an awards program recognizing the winners. On Friday night, I sat between the editor of Canadian Architect magazine and the Globe and Mail’s architectural reporter in Washington’s National Building Museum. They may — in fact one or both probably did — decline Holcim Canada Inc.’s offer to pay their travel and accommodation costs (I didn’t ask.)
However, I cannot claim such purity. Unlike most working journalists, I also own the publications for which I write. The journalistic ideal — separating the business end of the publishing enterprise from independently seeking out the truth and writing the stories that need to be written, regardless of economic or advertiser influence, is rather hard to apply with absolute purity when I happen to be the “boss” for the advertising sales representatives as well as the writers/editors. On the other hand, this perspective as a business owner gives me a much deeper understanding of the practical motivations and obligations behind business enterprise, and I believe results in much more informed and effective business journalism.
As I observed the awards event — and I will follow up on the Canadian award winner in the weeks ahead — I appreciated more clearly how the cement/concrete business has evolved into some true mega firms, notably Holcim Inc from Switzerland and Lafarge, from France, and their challenge in dealing with global warming and environmental issues. This 2007 New York Times article, quoting Holcim’s main competitor, outlines that cement production is one of the largest single sources of CO2 greenhouse gas emissions — reaching five per cent. Worse, even as cement plants are outfitted with improved technology to reduce the emissions, worldwide demand continues to grow, so the technological improvements are offset by added volume — meaning the problem grows worse even as it gets “better”.
This is where the decision of Holcim, through the Holcim Foundation for Sustainable Construction, to co-ordinate an environmental awards program is inspired business. The awards distinctive features — genuine international scope and recognition of projects before they are built, rather than after they are completed — creates a powerful linkage between the company, students, innovative (but underfunded) architects and designers, and truly fosters great ideas on a relatively low budget. The awards cost the Holcim Foundation $2 million in a three year cycle, meaning that the yearly awards budget is less than $670,000, a drop in the bucket for a $24 billion (US, 21.5 Swiss Franc) business. Of course, there are additional costs — Holcim certainly did not skimp on Friday’s awards ceremony in Washington — but the true total program cost will still be insignificant in the overall corporate budget.
The payoffs are undeniable, however in relationship and business development. For example, Holcim Canada invited Robert Merkley and his wife to the event. Merkley, an Ottawa building supply dealer and current president of the Greater Ottawa Home Builders’ Association (GOHBA), certainly knows the movers and shakers within the construction and design business locally. His perception of Holcim has undoubtedly become much more positive, which will obviously be helpful for Holcim’s sales in eastern Ontario.
Connecting with architects, designers, suppliers and contractors about environmentally healthy projects before they are even built clearly gives Holcim an edge when it comes to supplying the cement and concrete for these good works.
Yet, these observations should not be seen in a cynical light. I’m satisfied the awards program is a wonderfully egalitarian initiative to bring forward truly effective ideas to achieve environmental sustainability and a better quality of life around the world. Setting up regional competitions allows for much greater participation and partnering with leading academic and research institutions ensures credible judging and, where appropriate, the introduction of the worthy ideas into actual practice.
I realize most readers here won’t have millions of dollars to co-ordinate an international awards program, but obviously if you have great ideas but not much money for designing sustainable construction, you should consider entering in the next Holcim Awards opportunity.