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CONSTRUCTION WORLD
NOVEMBER
2015
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MARKETPLACE
In critically evaluating the
definition of ‘sustainability’ as it
currently stands, it’s important
to note how the concept has
evolved over the years. Whereas in the past
it typically referred to running a responsible,
financially efficient business, with greener
oriented companies more considerate as to
how they disposed of their waste, today it
means a great deal more. Today it reflects a
complete shift in company philosophy and
mindset from start to finish in all respects.
In the case of the construction industry,
this speaks to everything from how one does
business – all the way through to how one
maintains the final structure delivered to
client well into the future.
This is the only way to ensure you have a
clear and holistic view of how your brand is
impacting all of its touchpoints: the natural
environment, the built environment and the
social environment – now and beyond our
own lifetimes. Our understanding of sustain-
ability thus needs to be dynamic,
so that we’re able to revisit and redefine
this based on new knowledge and findings,
and change our actions and approach
accordingly – particularly as we look to the
future of our continent.
Consider for example the fact that
sustainable buildings deliver healthier living
environments with increased quality of life
and the co-benefits of social integration,
lower health costs, and increased rates of
performance and productivity.
This translates into reduced costs with
savings on maintenance and, consequently,
can have a significantly positive impact on
the economic security of residents. Given
Africa’s numerous socio-economic challenges
and need for infrastructure, the impact of
sustainable building potentially becomes
priceless. It also provides local companies
with a good reason to look beyond South
Africa’s borders for future prospects.
Advantages
Converting these opportunities into realities
will require strategic and focused partner-
ships however – something our own expe-
rience has taught us. Given that the service
part of any building’s lifespan contributes the
most to its sustainability, how it is designed
and the combination, quality and dura-
bility of materials used in its construction
suddenly take on new importance. As such,
the interdependence of concrete, steel and
aluminium for example, cannot be taken for
granted in terms of the long term mainte-
nance and durability of the overall structure
into the future.
This is particularly well illustrated if we
look at how temperature control poten-
tially affects the sustainability (and energy
consumption and loss) of buildings. Concrete
for example, is able to reduce the amount
of energy required to control temperatures
because of its thermal mass. This makes
SUSTAINABILITY:
time to take a
LONG TERM VIEW
By Kevin Odendaal, PPC executive: business development.
As sustainability once again comes under the spotlight
at this year’s annual Master Builders South Africa (MBSA)
Congress, Kevin Odendaal, PPC’s executive of business
development, argues that there has never been a better
time to unpack the possibilities associated with this
business approach – particularly in the context of our
continent. Ensuring these translate into realities will,
however, require all players in the construction value
chain to take a long term view.
its properties worth exploring and under-
standing in the context of warmer African
climates so that they can be taken full
advantage of.
Innovation in Africa
That being said, Africa’s context demands
that we innovate across the full value chain
from planning right the way through to mate-
rials, manufacturing techniques, application,
design and construction, management and
logistics, funding and sales so that we find
new solutions that match the continent’s
uniqueness. This is easier said than done
though, especially if you’re an emerging
independent contractor looking to expand
beyond South Africa’s borders.
To this end, larger companies with a
Pan-African footprint can potentially unlock
new value chain opportunities for their
smaller counterparts and partners – some-
thing our own expansion across the continent
is again showing us.
With PPC currently represented in seven
African countries, we are on track to derive
up to 40% of our revenue from operations
outside South Africa by 2017, having invested
well over R4-billion in our Pan-African
projects. We see ourselves as potentially
giving players further down the value chain
(including builders and contractors) a foot-
hold for expansion across the continent and
a gateway to new markets as we establish
ourselves in these. This expansion has to be
rooted in long term sustainability however,
to ensure the collective – and responsible –
success of all.
If one considers that sustainability is
about creating possibilities and not about
limiting options, it’s thus critical for our
sector to look towards the possibilities that
exist for all of us across the continent and
the country, and find viable means to partner
in order to access these. Given the current
statistics and projections, there has never
been a better time to strive towards a more
sustainable industry together – cognisant of
the fact that many of Africa’s opportunities
have yet to be discovered.
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In the case of the construction
industry, this speaks to
everything from how one
does business – all the way
through to how one maintains
the final structure delivered
to client well into the future.