Holcim UK Sustaina-billboard aims to feed local wildlife

Nature-friendly billboard created to mark Aggregate Industries rebrand to Holcim UK

HOLCIM UK’s giant Sustaina-billboard near their site in Greenwich, London, is entirely edible – for nearby insects and birds. The 4m x 3m billboard has been designed to be slowly nibbled away over a month, giving a boost to local wildlife.

So, while it looks in perfect condition now, by the end of April, only the frame – which was created using low-carbon concrete and recycled aggregates from building materials and solutions provider Holcim UK – will remain.

It is covered with hundreds of pollinator-loving plants, flowers, and seeds, as well as completely edible nut husk bird feeders to entice local wildlife and provide a natural habitat for insects and other species.

The nature-friendly billboard was created to mark Aggregate Industries’ rebrand to Holcim UK, with the business adopting the brand from its parent company, The Holcim Group – a global leader in sustainable construction that operates in 70 countries across the world.

Alongside the billboard, the brand also commissioned research of 2,000 adults to find out the nation’s attitudes towards sustainability.

The findings revealed a quarter of adults do not know how to incorporate sustainability into their daily lives, despite knowing its importance.

And while 65% wish they considered it more, 18% find it difficult because they do not physically see the results of their actions.

Lee Sleight, chief executive officer Holcim UK, said: ‘It’s clear from our research that while many people recognize the importance of sustainability, there is a still a gap in understanding around how to integrate it into daily life.

‘Making sustainable construction a reality is at the heart of our UK strategy, so as one part of the rebrand we wanted to launch a campaign that highlights our commitment to this goal and gets more people talking and thinking about sustainability.

‘Not only does our Sustaina-billboard use low-carbon and recycled materials, it also helps to encourage biodiversity and wildlife – something which plays a key part in our mission to build greener, more sustainable communities now and for generations to come.

‘Advocating for nature and the protection of UK habitats is a crucial part of this work, and we are committed to creating dedicated places for nature across more than 200 of our sites by the end of this year.’

The study found that only 41% of the population think UK towns and cities are currently built sustainably, despite 82% believing there should be more access to green spaces across the country.

Better air quality (87%), attracting nature (77%), and improving mental and physical health (76%) were cited as the top benefits of having more access to green spaces.

While the positives are clear, 39% only ‘sometimes’ actively make sustainable choices in their daily life, with recycling, reducing food waste, and cutting down on plastic the top three practices they follow.

Overall, 48% only rate their knowledge as ‘average’ when it comes to sustainability.

Financial savings (34%) would be the biggest motivator for people to incorporate sustainability into their lives more, followed by environmental impact (33%) and health benefits (23%).

And 53% believe easier access to sustainable options would encourage more to live greener lives, while half feel increased awareness and education would help.

When it comes to who the responsibility lies with for sustainability, 56% believe it is down to individuals – but 69% think it is down to the Government.

Over half (54%) believe responsibility lies with global or national businesses, while eight in 10 of those polled, via OnePoll.com, reckon companies should be more transparent about their sustainability policies.

According to the survey, energy, manufacturing, and fashion are believed to be the top three industries people think could be more environmentally friendly. Just under half of those polled (45%) believed the construction industry should be more sustainable.

Lee Sleight added: ‘As Holcim, we’re on a journey to make sustainable construction a reality across the length and breadth of the UK. The research findings prove we need to make sustainability more accessible, practical, and visible for everyone.’