AkzoNobel goes Cradle to Cradle. A conversation with André Veneman

I was recently at a Cradle to Cradle (C2C) congress, and when I saw a speaker from AkzoNobel on the agenda, I was surprised, to say the least. What is a chemical giant doing at a congress about making ‘a positive contribution’ to the environment? The chemical industry does not exactly bring ‘green’ to mind right away. And just the name AkzoNobel sends a strong odour up your nose and evokes images of orange coloured warning signs.

Yet four years ago, AkzoNobel was already on the American Dow Jones Sustainability Index. And during the congress I heard stories about paint (Intersleek), which ensures that ships use 6% less fuel. This raised some questions. What is AkzoNobel actually doing? Is a former polluter trying to improve the world?

So, i went for a talk at the head office of AkzoNobel and sat down with André Veneman, Sustainability Director.

Conversation with André Veneman @ AkzoNobel. Photo: Maurice Mikkers

What’s going on now, don’t you want to turn a profit anymore?

“Sure we do,” André smiles. “We’re doing a lot to stay ahead of our competitors when it comes to sustainable innovation. We have set ourselves strict goals: currently, 18% of our turnover consists of products we call ‘eco-premium’ and in 2015 this has to be 30%. Let me also add that these are products which have a lead on our competitors. Waterborne wall paint is a nice product, but every competitor makes one. That is not what we call ‘eco-premium’.

Interesting figures, but what does this means in practice?

“Let’s look at energy consumption, for example. Currently, 40% of all energy is used in buildings and 20% in mobility. You already know the example of the ship paint. For houses, we have developed a ‘light & space’ paint, which, thanks to a new pigment technology, reflects a larger amount of light, so that you need 20% less lighting. Another example is ‘cool chemistry’, a paint specifically developed for roofs, which reflects sunlight. This saves about 20% on air conditioning. These kinds of paints are now on the market. However, if we want to reach the 30% objective, we have to look much further.

At present, in our lab we are working on paint that absorbs warmth when it’s warm and gives off warmth when it gets colder. We are also researching how we can make a healthy contribution. In China, where much multiplex and formaldehyde releasing wood pulp is still being used, we brought out the Dulux Anti-Formaldehyde paint on the market. Using microbiology, this paint purifies the formaldehyde odour. Here in the Netherlands, we don’t need it, but there, especially in those small rooms, they do.

Is this why AkzoNobel is present at a Cradle to Cradle congress?

“We are very much at the initial phase, as regards Cradle to Cradle. Of course, AkzoNobel has had sustainability on the agenda for much longer, but C2C can indeed speed up our processes. Soon, the first two pilots will start. I cannot exclude that a C2C label could be a result, but a sticker on a can of paint is just one thing. Cradle to Cradle is a philosophy. For example, about how we can make chairs that meet all the requirements together with our clients. We do have something to contribute. And the other way round: we have much to do with the companies that are also working on it, as we are definitely not the only ones wrestling with colour toxicity. That a piece of painted wood can end up in the chemical waste is too weird for words. It should be re-used or made to produce fuel.”

This all sounds logical, if we were sitting here talking with the director of a grass roots company for handmade wooden ladles. However, this is not the case: we’re at a listed chemical concern that had an entirely different reputation in the past than today.

So this eco-story is not just a carefully mapped out marketing trick?

“If it were a marketing trick, I would not have been interested in it. For us, it is a question of making profit. If you look at new products and new markets within the preconditions of our planet, then you have to look at waste, energy, emissions, water, hazardous materials, etc., especially when the economy is not doing well. Of course, we look at our competitors, such as BASF, DuPont and DSM. What improvements have they made? How are they doing when it comes to eco-efficiency, climate policy and sustainable management of fresh water? It has to be said that it’s not just about the ‘footprint’ of our plants: you also have to look at the production of raw materials and what temperature is needed to let paint dry, for example. This all boils down to the environment.”

It sounds all terribly idealistic and ambitious…

“I can only speak for myself in this case. I think it’s a sin that someone who is about to retire then decides they want to give something back – it’s late at that point. You can also do something where you work. And everyone here from the CEO to the researchers is aware of this. You can contribute to energy savings, cleaner air, smart use of raw materials, etc. This is where the real profit is: making a good turnover by doing the right thing.”

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Remark:
This conversation took place on jan 14th 09, at the request of Bright Magazine (published in nr. 26).