paint
explains that, “I believe it is the long term
the earth’s resources to minimise waste,” he
friendly for the end consumer. But the factory
maintenance of responsibility, which
says. The company wants to build a sustainable
producing the lead-free paint may be using
has environmental, economic and social
future for its business and is aware that it
cheap child labour, dumping lots of waste
dimensions (these are the three pillars of
can’t do this alone. So as well as involving its
chemicals into the local river causing local
sustainability or commonly referred to as the
employees, the company is working with its
residents to get sick, and spewing out global
“triple bottom line”) and encompasses the
suppliers, customers and external experts to
warming carbon emissions from its chimneys.
concept of stewardship – the responsible
build plans together.
management of resource use.”
Dulux Trade’s Step Towards Greener is
Ray Morkel from Color Tone Paints looks into
So while the manufacturer markets and
sells the paint as “environmentally friendly”
the environmental aspect of manufacturing
(which is largely true), it is not considering the
evidence of its sustainable approach in doing
paints. “In short a sustainable paint would
broader development context and impacts
business. “For us this is a long term journey,
consider the broad context of global economic
of manufacturing the paint and are not being
with step like progress, and we have many
development, while an environmentally
sustainable. A sustainable business therefore is
more plans in place to keep moving forward.
friendly paint could just be considering a local
one that balances making financial profits with
This is why we are seeking to continuously
impact. The difference is really a matter of how
caring for people and the environment. “This
improve the sustainability of the products
much responsibility you are prepared to take
is typically called triple bottom line - profit,
and services we offer, the way we behave
for making the paint,” says Morkel.
people and planet,” he says.
towards the people and communities with
An example, which he uses to illustrate his
“In theory it sounds simple, but it is very
whom we interact, the environmental impact
point is that a paint company may produce lead-
complex because the measurement of financial
of the energy we use, the way we transport our
free paints, which would make it less toxic and
success in a business is very different to the
products and ourselves, and the way we use
therefore people friendly and environmentally
way a business may measure staff happiness
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HARDWARE AFRICA 2013