Filed under: Best Practices in France | Tags: Bilan Carbon, Bouygues Immobilier, HEE, HQE, Pacte Ecologique, Partner Innovation, Pricing Innovation, Technological Innovation
Agnès Lostis, Director ‘Développement Durable’ at Bouygues Immobilier
Mrs Agnès Lostis is Director ‘Développement Durable’ at Bouygues Immobilier as of 2008. She is a seasoned manager with several years of experience heading sustainable activities at JC Decaux, an outdoor advertising company.
Bouygues Immobilier is a leading French property developer with 1600 employees operating in 5 countries. It generates an annual turnover of 2 900 million euros in 2008. The company develops housing projects, office buildings and business parks (1).
Part of the Bouygues Group. Bouygues Immobilier is part of the Bouygues Group that also includes Bouygues Construction, Television channel TF1, Bouygues Télécom and road manufacturer Colas (1).
CR Strategy endorsed by the Group CEO. The Group President Martin Bouygues has strongly endorsed Sustainable Development as of 2006. He wants the Bouygues Group, as a top French company, to set the example and formalise its approach with respect to social and environmental themes. To emphasize his commitment he appointed his brother Olivier Bouygues to lead the Sustainable activities throughout the Bouygues Group.
1. What are the CR objectives ?
Bouygues Immobilier wants to be frontrunner. The companies objectives are in line with but ahead of legislation following the ‘Grenelle d’Environment‘. [For instance, Bouygues Immobilier has committed to an average energy use of its new buildings equivalent to 10% below regulated level for 2010 – which may vary between 80-260 kWh/m2/year depending on climate zone and energy source].
CR Implementation Top-Down. As in most French companies, objectives are set and implemented in a Top-Down way. In fact, it enables Lostis and her team to mobilise their colleagues and to achieve their ambitious goals.
Clear quantitative energy performance goals. Bouygues Immobilier stands out in a its sector. Where other property development companies only mention their ‘intention’ to reduce energy use, Bouygues Immobilier has already set detailed goals.
Stakeholder Information. Bouygues Immobilier stakeholders are informed about Sustainable Development goals and performance via a special Sustainable Development website and downloadable reports on Sustainable activities (3,4).
Key commitments are the labels for sustainable buildings : H&E and HQE labels for respectively residential and office buildings.
Label H&E for Apartments. As of July 2007 all new Bouygues Immobilier apartments meet the Habitat & Environment (H&E) criteria. H&E is developed by the French building industry and implies low energy consumption, health, comfort and materials criteria.
Label HQE for its Office Buildings. The label Haute Qualité Environmental (HQE), has been developed for office buildings. It consists of 14 pillars applicable to project management, conception and realisation phases of the building process. The criteria are set by, among others, the ADEME, a French governmental environmental institute. HQE may be compared to the BREEAM certificate that is applicable in the UK, Passivhaus in Germany, Minergie in Switzerland.
Carbon Footprint. Bouygues Immobilier is decreasing its greenhouse emissions by :
- Discouraging employee travel.
- Favouring low energy office equipment.
- Gaining knowledge about calculating carbon footprint. The ‘Bilan Carbon’ , helps to identify areas of improvement to develop more sustainable buildings.
Sustainable Purchase. On an international level, the Bouygues Group has committed itself to social and environmental responsabilities by signing the UN Global Compact in 2006. To ensure its suppliers act accordingly, it has created Corporate Social Responsibility Supplier guidelines. The companies ‘Charte RSE Fournisseurs’ has now become an obligatory clause in all purchase contracts.
Green Office. Bouygues Immobilier frontrunning position is being endorsed by the development of a Green Office in Meudon just outside of Paris. The office building, to be realised in 2010, will be energy positive. The energy surplus can be re-sold to energy providers (5). The office provides a showcase for :
- applying bioclimatic architecture, such as an optimal positioning of the building with respect to sunlight ;
- using natural ventilation, for instance with sophisticated indoor air transport and daytime variation ;
- informing users with real-time meters encouraging them to limit energy use ;
- applying solar panels and bio-fuels that produce energy for the building – and more.
The Green Office of Bouygues Immobilier in Meudon, near Paris
2. Is Sustainable Development a motor for Innovation ?
Lostis believes that Sustainable Development is all about questioning : How has this been implemented ? How can we change this to create a more durable situation ?’. These questions lead to innovation. Lostis identifies 3 kinds of innovation : Technological, Cost and Partner Innovation :
1. Technical innovation and training. First of all, sustainable development requires technical innovation. For instance, new kinds of insulation and ventilation that substantially reduce energy use are being developed Technological innovation, though, will not deliver their promise without user adaptation. If end-users forget to turn off heating, forget to close windows and do not turn off their computers the pre-defined energy savings will not be obtained. Bouygues Immobilier therefore invests strongly in training of the new building owners and end-users.
2. Cost calculation innovation. Sustainable Development requires new ways of cost calculation. According to Lostis, better insulated buildings usually requires higher initial investment. Higher upfront costs (CAPEX) however are largely compensated by lower usage costs (OPEX). To make sustainable projects a success, it is necessary to explain the new cost calculation methods to all those involved. Fortunately, this new ‘Total Cost of Ownership’ method is slowly being accepted in the French real estate sector.
3. Partner cooperation innovation. A holistic approach is needed to develop solid and durable solutions. The perspectives of all stakeholders need to be taken into consideration. Sustainable Development can act as a catalyst for new ways of Partner Cooperation. Bouygues Immobilier has recognized they can not develop sustainable solutions without insights in, for instance, office equipment and service companies. They therefore, in 2008, created a consortium of companies that offer complementary products and services such as Philips, Schneider Electric, Siemens, Sodexho and Tandberg, called ‘Enjeu Energie Positive’. The goal is to develop solutions with lower energy consumption, renewable energy opportunities and processes to minimise carbon footprint in building environments.
3. Does the economic crisis impact CR activities ?
Lostis notes a new openness towards Sustainable Guidelines : ‘We have reached the borders of a system. First in the financial markets, now we feel the necessity to change while seeing the films of Al Gore and Yann Bertrand Arthus.
‘There is a general sentiment that we have ‘crossed the line’ and there is now a need to change’.
Lostis is confident that this feeling of necessity will help to develop the sustainable activities in France. It will help the public acceptance of new laws and guidelines.
4. What is your outlook for Sustainable Development ?
The ‘Pacte Ecologique’ of Nicolas Hulot has marked a significant change in 2006. The manifest gained a lot of media attention. Sustainable Development has risen on the political agenda and has become a top priority, creating dialogues throughout the society.
Ecology is now a factor of importance in all political decisions. Companies feel the urge to define and implement their sustainable goals. The French public and the government are both demanding it.
Lostis hopes that the debates around the ‘Grenelle’ and the new laws that will follow will help to speed up the transition. Sustainable products will have to become ‘Business as usual’.Sources : 1. www.bouygues.com ; 2. www.novethic.fr, ‘Barometre annuel de la communication sur l’eco-performance des batiments’, Novethic, Sept 08 ; 3. www.developpementdurable-bouyguesimmobilier.com ; 4. www.construirenotreavenir.com ; 5. www.green-office.fr
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