At the pinnacle of ROCKWOOL’s strategy is our corporate Purpose: to release the natural power of stone to enrich modern living. This reflects our Purpose’s unifying nature, conveying that stone is our core raw material and the bedrock on which our business is based.
And while the stone we use may be millions of years old, what we do with it is cutting-edge. Every day, ROCKWOOL’s creative and entrepreneurial colleagues are developing and applying new technologies and innovations to release yet more potential of stone to enrich modern living.
As we look to the future, stone wool and the products we make with it will play an increasingly significant role in addressing two of the most far-reaching megatrends influencing virtually every aspect of modern society – urbanisation and climate change.
Every week, for example, about 1.5 million people move to urban environments. By 2030, there will be 41 megacities around the globe, defined as cities with more than 10 million inhabitants. And by 2050, the earth’s population will be around nine billion, 70% of whom will live in cities.
The combination of more people living in more densely populated urban areas and the worsening consequences of climate change will increase the demand for modern housing and energy. At the same time, the world will have to feed its growing population using fewer resources, while also managing the effects of more frequent extreme weather events, particularly in urban environments.
The strategy
The ROCKWOOL business strategy is driven by a passion for sustainably converting these global trends into profitable business opportunities by creating superior solutions to protect life, assets, and the environment, and to create comfortable, healthy, and attractive spaces. In other words, by enriching modern living.
Our aspiration is to grow faster than the market overall by strengthening our brand; building long-term customer relations; and driving an operationally effective business across all segments and geographies where we are active.
As our business is inherently capital intensive, we focus on exploiting our natural strengths to balance risks, which includes a differentiated approach across selected geographies. In North America, for example, we are expanding our production capacity to capture significant growth opportunities within all major business areas.
In Europe, we will grow faster than the market by launching new products and services, while improving our customer-facing activities and the productivity of our production platform. We will expand capacity where needed to meet steadily growing demand in and near core markets and enhance our geographic coverage and customer service level. In Russia and Asia, the approach is different, in that we will develop and grow our business selectively where there is a clear demand for our premium quality offerings.
At ROCKWOOL, everything we do is based on releasing the natural power of stone to enrich modern living. Profitably offering solutions to address the challenges created by enduring global megatrends will help ensure our successful future growth.
