The Lloyds Bank - National Business Awards UK 2017

13th November 2018


Crown Paints' green team has sustainable approach

Crown Paints' green team has sustainable approach

02 Nov 2015 by: Rohma Ahmed

Crown PaintsInnovation and staff engagement are key aspects that drive Crown Paints’ ongoing sustainability strategy, Earthbalance®. 

Developed to rival those in place at some of the world’s leading green companies, Earthbalance® was launched in 2008 and features a target to reduce Crown Paints’ Greenhouse Gas Emissions by 10% for 2015 and 25% by 2020. 

“Earthbalance® involves everyone from directors to the factory floor and we now have 1,250 members of staff acting as ‘green ambassadors’ who are buying in to a more sustainable future."

Rather than applying environmental benefits to niche products, or compromising on the quality of products to achieve green goals, the company has changed the way it does business, particularly in manufacturing. 

The approach is reflected in Crown Paints’ new advertising campaign ‘Inside This Tin’, which is currently airing on TV channels. It celebrates the company’s commitment to innovation, along with its expertise in colour and heritage which stretches over more than 200 years.

Mark Lloyd, Crown Paints’ Sustainability Manager, said: “Crown’s brand is focused on the fact that ‘it’s not just paint, it’s personal’.

“As such, our business is as much about our people as our products and that’s reflected in the way our staff, suppliers and clients have supported the activity.

“Earthbalance® involves everyone from directors to the factory floor and we now have 1,250 members of staff acting as ‘green ambassadors’ who are buying in to a more sustainable future.

“Communication and the sharing of ideas have been crucial to developing this culture and the whole business has the opportunity to present innovative ideas that transform the way Crown does business.” 

The scale of Earthbalance® unites a number of initiatives, including the award-winning ‘Kick Out The Can’ recycling community scheme, which returned this year.
Sheds, cupboards and garages across the country are thought to hold around 54 million litres of unused paint, so customers were encouraged to recycle any surplus for recycling at their local Crown Decorating Centre. 

The campaign has been a huge success. Thousands of containers of returned paint have been reprocessed and donated to community projects across the UK, with the leftover plastic and metal paint containers also sent for recycling. 

NIMTECH, a social enterprise providing employment opportunities for the hard to reach and long-term unemployed, has played a key role in Crown’s sustainable journey - providing the business with waste recovery and recycling services across the UK. It has also reprocessed returned paints from the ‘Kick Out The Can’ initiative. 

Mark added: “The sheer scale and impact of ‘Kick Out The Can’ – and its wide-ranging implications environmentally, socially and economically - make this a truly innovative initiative with the community at its heart.

“The paint that was brought back to Crown Decorating Centres has now been donated to a wide range of good causes. The recycled paint is transforming community halls, youth and sport centres and green spaces. It’s also being used to create community art.

“It’s a superb scheme that reflects how sustainability can make a real difference in business.
“Initiatives like this show the environment is now truly embedded within the entire company - and the efficiencies, engagement and success it has brought to the business overall shows a green approach makes sound business sense.

“Ours is a business about colour – and we are proud that a green approach is at its core.”

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