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Toso rallies industry in keynote address

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World Cement,

The cement industry needs to step up its efforts to communicate with the younger generations, according to Massimo Toso, CEO of Buzzi Unicem USA. Speaking at this year’s IEEE-IAS/PCA Cement Industry Conference in Nashville, Toso appealed for the industry to strengthen its communication strategies with key stakeholders.

That was a lesson the European cement industry had learned too late, said Toso, arguing the industry had buried its head in the sand, failing to engage with a new generation of stakeholders. As a result, it was considered a “dinosaur”, a relic of past age.

The US should avoid making that mistake but pay attention to changing attitudes, defending the role of the industry as a vital part of modern life. In Europe too, communications strategies needed to be robust and effective in countering the popular narrative that portrays the cement industry simply as a polluter.

The cement industry may not be “cool” – but what you can do with it is” very cool”, Toso concluded, pointing to the work of Italian engineer and architect, Pier Luigi Nervi. The industry should therefore be proud of its achievements and work hard to communicate its essential role in modern economies.

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Cement news 2018