Sustainability is not just a good principle; it plays an increasingly crucial role in the future resilience of businesses. Urbastyle, a specialist in architectural concrete, chose the CO₂ Performance Ladder as an objective benchmark to map its impact and underpin strategic decisions. Managing Partner Jan Laroy shares his insights on how a pragmatic approach to sustainability can take you a long way.

“If you can’t demonstrate your CO₂ impact, you risk losing clients and public contracts.”

The CO₂ Performance Ladder as an objective benchmark

Sustainability remains a hot topic in the construction sector. Governments are introducing stricter requirements for public tenders, materials are scrutinised more critically, and large clients increasingly demand proof of concrete environmental performance. Companies that cannot clearly show how they manage their CO₂ emissions today risk losing business tomorrow.

Urbastyle, an innovative Belgian family business with an international reputation for high-quality architectural concrete, recognised this. Without an objective overview of the sustainability performance of its products, the company risked losing major clients.

A first major step towards a data-driven strategy

However, certification under the CO₂ Performance Ladder was not purely a defensive move. Urbastyle wanted to establish a data-driven foundation for further sustainability efforts – and above all: achieve a certification that isn’t just on paper but would be genuinely embraced across the organisation.

Urbastyle embarked on a process to accurately map its CO₂ emissions, set realistic reduction targets, and obtain the certificate efficiently.

Managing Partner Jan Laroy reflects on the company’s journey from family business to sustainable enterprise, the challenges along the way, in Urbastyle’s greening efforts.

Sustainability is becoming an ever bigger factor in the construction sector. How do you view this as a family business?

“For us, sustainability is both a necessity and an opportunity. On the one hand, governments are imposing increasingly strict requirements on public tenders. Without certification, you simply lose clients. On the other hand, we work with a material – concrete – that has a significant environmental impact. We feel a responsibility to make conscious choices, both in terms of energy use and within the raw materials supply chain. It’s about the full picture: packaging, transport, using energy more efficiently… We can’t change everything, but we actively look for feasible solutions.”

The CO₂ Performance Ladder was your first major step. Why did you choose this certification in particular?

“The CO₂ Performance Ladder is simply the most important tool for public tenders in Flanders and the Netherlands. Without this certification, we can’t  even  bid for certain projects. But we didn’t see it as merely an administrative obligation. We wanted solid data on our CO₂ emissions to make informed decisions. Which processes have the biggest impact? Where can we achieve real gains? The CO2 Performance Ladder requires you to map that out.”

“We can now use figures to show where our improvement points lie, while also setting realistic expectations for clients and authorities.”

How do you approach this in a sector where sustainability is often complex?

“The construction sector has always been price-sensitive, and ecological innovations sometimes clash with tight budgets or technical constraints. We also see that some authorities lack accurate information about concrete and its impact, which can lead to unrealistic demands. That’s why we think it’s important to have an objective framework ourselves. We can now demonstrate with data where our improvement points are, while also setting realistic expectations for clients and public bodies.”

How did the process unfold in practice?

“The entire process took about a year. We started with a kick-off meeting to determine which data was required. Then there were several interim deadlines for entering information, such as energy consumption, transport, and raw materials. Much of this work was done online. Our consultants then processed all the data and prepared us for the audit, which had two phases: first an online check, then an on-site audit. We’ve now officially obtained our certificate.”

What has certification concretely delivered for you?

“First and foremost, certainty: we meet the requirements for public tenders and don’t lose projects. But equally important: we can now use hard data to show where we stand as a supplier in terms of CO₂ emissions. Clients are increasingly asking questions about this, and now we can not only say ‘we’re working on sustainability’, but also concretely demonstrate how and where. It strengthens our image as a reliable partner.”

What impact has this had internally at Urbastyle?

“As management, we were closely involved in the process, but it needed to be embraced more broadly. We now communicate more actively about sustainability within the company, both to employees and to clients. We’ve set up an internal structure with monthly meetings where we review what we’ve achieved and what can be improved. You also see the effect in small things: five years ago, no one here would have thought about replacing fluorescent tubes with LED lighting. Now employees understand why that matters. This shift in mindset is at least as valuable as the certification itself.”

“Our biggest CO₂ impact lies in raw materials and transport, so the next step is to get our suppliers on board.”

What are the next steps in your sustainability strategy?

“The CO₂ Performance Ladder was a first big step, but we’re looking further. The next logical move is not only certification at organisational level, but also tackling product level with EPDs and LCAs. In addition, we want to involve our suppliers more actively. Our biggest CO₂ impact comes from cement production and transport, so if we want to make real progress, we need to mobilise the entire chain. We’re seeing that more and more clients have the same expectations, so it’s only a matter of time before these requirements become even stricter.”

What would you advise other companies considering the CO₂ Performance Ladder?

“Don’t see it as an administrative burden, but as an opportunity to critically review your own processes. The biggest value isn’t the certificate itself, but the insights you gain from it. Start with what you can change, and use data to support your decisions. It doesn’t just help with public tenders; it also strengthens your market position.”

Adapted from the version previously published in Dutch and French on co2-prestatieladder.be on 12 June 2025.