Rethinking the fibre cement lifecycle for a decarbonizing world.

Challenge: when regulations tighten and competitors undercut, standing still is not an option.

Etex is a global pioneer in lightweight construction materials, with fibre cement at the core of its portfolio. The material is efficient and long-lasting, but it operates in a market that is being reshaped on every side.

The pressure is coming from multiple directions at once. European sustainability regulations are accelerating rapidly. The Corporate Sustainability Reporting Directive (CSRD) is tightening requirements by the quarter, while the Ecodesign for Sustainable Products Regulation (ESPR) dictates how products should be designed, manufactured, and recycled. At the same time, non-European competitors operating under looser environmental standards continue to access European markets at lower price points.

For manufacturers who take a wait-and-see approach, these forces create a squeeze: rising compliance costs on one side, import-driven price pressure on the other.

But for manufacturers willing to move first, the same dynamics present a different picture entirely. Companies that embed sustainability into their operations and culture now will not just comply with tomorrow's regulations. They will shape them. They will secure preferred supplier status with developers and contractors under pressure to decarbonize their own value chains. And they will build operational capabilities that slower competitors will eventually scramble to replicate.

Etex chose the second path. 

The solution: a sustainability roadmap that bridges ambition and execution across the globe.

Rather than treating sustainability as a compliance exercise, Etex set out to rethink the entire fibre cement lifecycle. From raw material sourcing through production, customer experience, and end-of-life recovery. 

We co-created the "Road to Sustainability for Fibre Cement": a comprehensive roadmap that combines existing initiatives with new strategic priorities, bridging the gap between where the fibre cement platform is today and where the company wants it to be.

Sustainable business design forms the foundation. Cement is essential as a binder in fibre cement, and the cement industry in general is carbon intensive. But fibre cement already uses cement efficiently and has a long service life, making it a smart starting point for low-carbon construction. The roadmap sets out clear targets to further reduce lifecycle impact: lowering the footprint of cement inputs, increasing the share of secondary and renewable raw materials, and designing products for easy repair, maintenance, and disassembly to enable end-of-life recovery and recycling.

Responsible production is the second strategic pillar. This covers the operational side: reducing emissions, applying renewable energy sources, setting up closed material loops, and implementing water-saving systems to keep the footprint low while maintaining performance. Rethinking packaging solutions and logistics has been equally important to reduce emissions and waste across the entire supply chain.

Customer experience is the third pillar. Improving how customers interact with sustainable solutions requires new service models, proactive engagement, and transparent communication. Every commitment is backed by recognised certifications and transparent data, giving customers the confidence to make informed, responsible choices.

Circular end-of-life solutions close the loop. When fibre cement materials reach end-of-life, Etex wants to offer waste take-back solutions that ensure nothing goes to waste. The company has developed CEMLOOP XL, a breakthrough recycling process co-funded by the EU LIFE Programme, turning waste into new value and moving toward a truly circular economy.

Underpinning the entire roadmap is a commitment to data-driven progress. Accurate reporting, particularly around carbon emissions, depends on the availability and reliability of supplier data. The roadmap's KPIs are aligned with both corporate ambitions and fast-changing regulations, ensuring that sustainability claims can be proven, not just promised.

Beyond the roadmap itself, a governance model was designed to bridge corporate ambition with regional ownership, completed with shared KPIs to make progress measurable. The Etex leadership team now uses a shared platform to align teams, prioritise investments, and move forward with clarity and confidence across the full fibre cement lifecycle.

The approach: orchestrating synergy across a global organisation.

When Etex approached us, the company had already been actively advancing its sustainability journey for several years. What was missing was a connective layer: a unified strategy that could align all efforts around a shared north star and translate global ambitions into tangible local actions.

Our role was to bring that synergy. Together with stakeholders from across the organisation, we mapped existing initiatives, identified gaps, and co-defined a clear sustainability purpose that could unite diverse parties around a common direction.

From mapping to a structured roadmap. Through a structured co-creation process with Etex' sustainability, production, and commercial experts, we built a roadmap with clear strategic pillars. Existing projects were integrated alongside new initiatives, all prioritised against impact, feasibility, and customer value.

The roadmap does not exist in isolation. It rests on a carefully designed set of focus areas that span the full fibre cement lifecycle, from raw material inputs through production, customer engagement, and end-of-life recovery. Each pillar carries its own targets, timelines, and ownership structure, making the strategy executable rather than aspirational.

Setting up for long-term execution. Equally important was making sure Etex could act on the roadmap independently. That is why, alongside the strategic work, we designed a governance framework that connects corporate-level ambition with regional ownership.

Shared KPIs make progress measurable. A shared platform helps leadership align teams and prioritise investments. And the entire structure is built to evolve alongside both Etex' own ambitions and the regulatory landscape that continues to shift around it.

Etex has already been using this sustainability standard to steer real business decisions. And in the years ahead, we will be there to make sure the company goes beyond it.