Covering the AkzoNobel Wood Coatings and Sikkens Wood Coatings brands, the campaign makes it easier for OEM customers to integrate conscious, sustainability-aware decisions into their businesses. From better materials to long-lasting coating solutions, and smart adjustments along the value chain, AkzoNobel aims to use its expertise and track record of innovation to help customers make the most of opportunities to reduce waste, save energy and reduce their carbon footprints. 

“Sustainability is a key topic, but it can be hard to know where to start,” said Alan Hall, regional commercial director, wood finishes and adhesives EMEA. “Our message is about how we can support our customers to make their business more sustainable. The campaign goes beyond just coatings, and it’s about driving change holistically and with accountability – from production to the products and services we offer.” 

The campaign, which kicked off on June 28, is centred around the message that ‘It all adds up’, meaning that when it comes to sustainability, every action counts, with actions and initiatives grouped under three key pillars:  

  • Taking the lead highlights AkzoNobel’s own efforts to reduce its carbon footprint across its value chain by 50% by 2030 and set the example to drive positive change. 
  • Exploring new options focuses on the business’s ongoing investments in making its solutions more sustainable, by extending the life of products, reducing waste and maintenance needs and saving energy throughout the value chain. Its Wood Extralife warranty, for example, guarantees protection for up to 12 years for opaque systems and seven years for translucent systems.  
  • Sharing responsibility, meanwhile, showcases AkzoNobel’s value-led approach to helping customers identify opportunities to reduce their carbon footprint and make their businesses more sustainable. For example, using LEDs instead of traditional lamps when curing wood coatings can reduce energy consumption by up to 50%. 

“When it comes to sustainability, we all have a part to play,” said Sarah Skinner, market segment director, wood finishes and Adhesives. “As small as individual actions may seem, together they can lead to significant change. That's why we are always exploring new ways to improve products, applications, and processes, throughout the value chain. We want to work with our partners to make the wood coatings industry more sustainable for business, people and the planet.”