In promoting the rebrand from Aggregate Industries, Holcim UK – with seemingly little left in the marketing pot – is proud to tell you about its sustainable billboard:
But, let’s not be too harsh – the rebrand to Holcim UK is apparently "a really clear signal of intent of our commitment to a sustainable future."
Why the name Holcim should signal such intent is anybody’s guess; Holcim – the world’s largest cement company – is one of the biggest greenhouse gas emitters on the planet.
However, the rebrand goes further, allegedly offering a chance for the company to revitalise its Place for Nature campaign – in part "to create a space for our colleagues to sit and enjoy and be part of nature whilst at work". Yes, seriously.
Isn’t that comforting to know – as company bulldozer drivers up and down the country rip up existing wildlife habitat, like the ancient hedgerows due to be grubbed up at Straitgate? The company says:
A strategy must be for the employees as much as the employer, and it’s vital they feel part of the overall sustainability journey. For us, that meant providing individual areas of ownership, a key element of which is creating ‘a place for nature’ across all our 200 sites nationwide.
How’s the plan going? The company’s latest sustainability report tells us:
We developed 29 places for nature in 2023 which fell short of our target.
How hard can it be to put up a bird box or insect hotel?
