From castles in the air to reality: Sustainable Development BASICS

Castells, the awe-inspiring human towers of Catalonia showcase strength, and the strength of collaboration. ?These towering structures are built on the foundation of trust and serve as a testament to what human determination, working together in a structured manner, can achieve.

Last month I had the opportunity to visit Tarragona, a coastal city in the Catalonia region of Spain, to deliver a keynote at the annual conference of FEICA – the European association for adhesives and sealants industry. It was the association’s yearly event, and it provides global networking opportunities, access to industry insights, up-to-date regulatory information and platforms for collaboration. The event is centered around knowledge sharing and best practices, in the industry and provides an opportunity to adhesive and sealant global players to showcase their latest product innovations, developments and technologies.

This year’s Conference Business Forum, titled ‘Industry Innovation for Sustainable Development,’ was largely centered around the European Green Deal and the upcoming regulations, and how companies can engage in sustainable innovations and become more competitive. Germane to the discussion was reduction of CO2 emissions in the value chain, to achieve a low or zero carbon footprint which is essential for customers and their sustainability goals. The Circular Economy has also gained prominence and it behooves the industry to continue leading in innovation to sustain itself and grow, especially given the rapidly evolving regulatory landscape.

Sense in seny

While I was there, I took the opportunity to visit the town of Tarragona. In the center of the main plaza is a sculpture that pays homage to the Catalan tradition of ‘Castells’ – of building human towers. I was instantly reminded of the Indian festival where players or “Govindas” as they are called, form multistoried human pyramids just like the castells. I was especially struck by the poetic motto of castellers: “for?a, equilibri, valor, i seny," or “strength, balance, courage, and seny. The concept of seny was very intriguing – it doesn’t have a clear translation – perhaps wisdom is the closest. It appears to represent sensibilities that are an amalgamation of perception, level-headedness, awareness, integrity, and right action: "a kind of refined good sense and self-realization." The concept of seny especially as it relates to building of castells, offers valuable insights into the journey of industries, like adhesives and sealants, towards more sustainable innovation. Seny represents wisdom, common sense, and pragmatism.

Balance, a fundamental principle, underscores the delicate equilibrium that must be struck to nurture industrial sustainability - a balance of aspirations for a greener future with the realities of present circumstances. It was evident from the discussions at the conference that like constructing a castell, industries must manage the fine line between fulfilling customer needs, expectations of financial performance and respecting ecological limits. It was also clear from the many discussions that industries must balance resource consumption with conservation efforts to erect a sustainable future. And the keystone to sustainability in industry is awareness, mirroring the awareness Castellers and Govindas need to ensure tower stability. Industries need to foster acute awareness of their actions, ecological footprint and their customers’ needs. Awareness leads to modifications in behavior, such as reducing energy consumption and waste, which are pivotal to sustainable innovation.

Strength, in the context of industrial sustainability, represents the resilience needed to navigate environmental challenges. Much like the strength castellers need to withstand uncertainty, industries exhibit strength in transitioning to more sustainable options such as renewable energy sources like solar and wind, exemplifying strength to combat climate change and adapt to its impacts. And just as integrity guides castell building so does the ethical compass of industrial sustainability, underpinning ethical resource management and responsible manufacturing practices. This principle ensures that actions align with moral values, contributing to the greater good and the health of our planet.

Collaboration across the ecosystem is absolutely vital for achieving sustainability in the industrial world, just as collaboration is essential for the castellers to create astonishing human towers. The United Nations' global sustainability goals exemplify collaboration, as companies, communities and countries have to collaborate to address critical issues like climate change, ensuring a more sustainable world for all. Industry players across the supply chain have to collaborate to innovate, solve complex environmental problems, and ensure a brighter future for all. Finally, structure and the framework are foundational to sustainable development, much like the well-structured formation of castells. Industry consortiums and associations play a critical role in bringing all key stakeholders together to develop a framework, actionable goals and consensus on an industry-wide vision.

Sense and sustainability

The seny principles encapsulated by castell building offer not only a roadmap but also a blueprint for turning our sustainable dreams into tangible realities. They embody the wisdom where balance, awareness, strength, integrity, collaboration, and structure converge to erect towering achievements. The path is arduous, but with these principles as our steadfast guide, we can assemble a sustainable future for generations to come.

In a world grappling with escalating environmental concerns, the journey towards sustainability often feels like building castles in the air. Yet, the realization of these eco-conscious dreams lies within our grasp, anchored by the BASICS:

Balance

Awareness

Strength

Integrity

Collaboration

Structure

Castells embody the spirit of balance, the awareness of strength, the integrity of working together, the collaboration of many hands, and the structured approach to constructing something remarkable. And akin to the experience of participating in building a human tower, being together at an industry event fosters a sense of togetherness that manifests solidarity - working towards a collective effort in which everyone really matters, whether you are at the edge, the base or the apex. And if everyone doesn’t do their part, the castell falls.

Seemingly impossible feats can be achieved through wisdom and cooperation. The tenets of seny can transform industrial visions of scalable science-based sustainable innovation into tangible realities.

As long as we have the BASICS covered.