Austrian contractor Strabag is to rebrand itself around a commitment to becoming carbon neutral along its entire value chain by 2040.
The company, which has a turnover of around €16bn, is planning to present itself as an environmentally responsible company, based on the slogan “work on progress”. This will be accompanied by a redesigned logo and a corporate communications campaign to convey its philosophy.
Thomas Birtel, the company’s chief executive, said in a press statement that the construction sector accounted for half of all demand for raw materials and was responsible for 38% of the world’s greenhouse gas emissions.
He said: “We in the construction industry will have to reinvent how we work, our processes and our materials if we want to achieve European and global climate targets. For Strabag Group, that means that everything we do and invest in dealing with the current energy and raw materials crisis must also be sustainable.”
Klemens Haselsteiner, Strabag’s director for innovation and sustainability, and Birtel’s designated successor, added: “Our repositioning is a sincere commitment, as a pioneer in the industry, to drive and shape change and to intensify the communication and exchange of ideas in this regard.”
The company is planning a billboard campaign to announce its change of image, and will hold discussions with its workforce, suppliers and the general public “to continue to deepen communication and the exchange of ideas”.
The company has launched a “work on progress” internet hub (pictured). This contains information on the topics of digitalisation and innovation, the reduction of carbon emissions and the circular economy.
The website also offers details of specific lighthouse and pilot projects that the company is working on, including 3D printing, asphalt recycling and a former oil port that Strabag is redeveloping into a centre for urban mining.
In total, the company says, it is working on 250 innovations and 400 sustainability projects across the group.