Uniting for PVC-U: Speaker's Corner Article for GGP
When I read at the end of 2010 that the British Plastics Federation (BPF) was winding up its Windows Marketing Group (WMG) and that its role was being combined with the Group Management and Implementation Committee, I had mixed feelings.
I joined the BPF because there was common ground between what I was trying to achieve with the Fighting Back With Facts (FBWF) campaign, and what the BPFWMG had set out to do. The BPF has done and continues to do good work in defending PVC at a high level in averting harmful legislation. However, it became clear that it wasn't a campaigning organisation and with its systems company focus, it had too narrow a base to whip up enthusiasm in the industry as a whole. It didn¡¦t have the finances for a real fighting campaign either. We had different goals and timescales in which we wanted to achieve them, and I took the decision to leave to promote the benefits of PVC-U on a broader front working alongside the BPF for the good of the industry.
Mud sticks
The PVC-U window industry may be going through a tough time but it is a billion pound market and is still a dynamic industry. But for too long we have been complacent, believing that PVC-U will sell itself. It won't, and window companies still need to promote its benefits to homeowners, local authorities, specifiers and developers to convince or reassure them and win sales.
Because many have forgotten they have to market PVC-U, the anti-PVC-U lobby has had a clear run at smearing PVC-U and they¡¦ve presented other materials, such as timber and aluminium, as the better option.
But much of what is written about PVC-U in the consumer media is wildly inaccurate and off-target. And some is completely untrue. For example, a report by English Heritage claimed that plastic windows were the biggest threat to England's conservation areas. Even more alarming was an architect blaming melting PVC-U windows in the Lakanal House fire in Camberwell, London, in 2009, thus contributing to the loss of six lives. But, when the BPF investigated it turned out the windows were metal not PVC-U and windows of any material were not to blame!
For the past 10 to 15 years the industry has reacted passively or not at all to attacks in the media. Because no one has stood up for PVC-U, anti-PVC-U lobbyists have continued their smear campaign. Homeowners, specifiers and commercial property owners have had their ears bent with propaganda, and they have been swayed by it. And over time it has affected what people buy, so little surprise more consumers are choosing timber windows. The proof is in timber's increasing share of a shrinking market and a falling share (but still dominant) for PVC-U.
We have much to be proud of. As Jeremy Clarkson said in the Sunday Times before Christmas: "give me one good reason why [I shouldn¡¦t] replace them [wooden windows] with something cheap in long-lasting plastic. Fitting any other sort of window to your house is madness really."
United front for PVC-U
The PVC-U industry needs to tell consumers why they should choose PVC-U, to keep a close eye on what is said and to fight back actively against misinformation. We need to be alert and catch misinformed journalism before it goes too far.
In order to succeed, as the Wood Window Alliance (WWA) has done in promoting timber, we need a united voice. It is especially important now Wood For Good has unveiled a new marketing campaign aimed at architects, contractors, designers, engineers and builders merchants to promote the aesthetic and practical benefits of using wood.
That's why I am organising an industry wide campaign to promote PVC-U directly to the general public so we can actively promote PVC-U and fight back with facts. But unlike previous campaigns, I want to engage everyone in the supply chain - from fabricators and installers to systems companies, hardware companies and the media.
I've already had a positive response from many leading industry players and would like to invite interested parties to join me. If you'd like to lend your support or take an active role in the new campaign telephone 01462 489900 or email . Our message will be more powerful and effective if it is delivered by one voice. Join me in fighting back with facts. Your industry needs you!
I joined the BPF because there was common ground between what I was trying to achieve with the Fighting Back With Facts (FBWF) campaign, and what the BPFWMG had set out to do. The BPF has done and continues to do good work in defending PVC at a high level in averting harmful legislation. However, it became clear that it wasn't a campaigning organisation and with its systems company focus, it had too narrow a base to whip up enthusiasm in the industry as a whole. It didn¡¦t have the finances for a real fighting campaign either. We had different goals and timescales in which we wanted to achieve them, and I took the decision to leave to promote the benefits of PVC-U on a broader front working alongside the BPF for the good of the industry.
Mud sticks
The PVC-U window industry may be going through a tough time but it is a billion pound market and is still a dynamic industry. But for too long we have been complacent, believing that PVC-U will sell itself. It won't, and window companies still need to promote its benefits to homeowners, local authorities, specifiers and developers to convince or reassure them and win sales.
Because many have forgotten they have to market PVC-U, the anti-PVC-U lobby has had a clear run at smearing PVC-U and they¡¦ve presented other materials, such as timber and aluminium, as the better option.
But much of what is written about PVC-U in the consumer media is wildly inaccurate and off-target. And some is completely untrue. For example, a report by English Heritage claimed that plastic windows were the biggest threat to England's conservation areas. Even more alarming was an architect blaming melting PVC-U windows in the Lakanal House fire in Camberwell, London, in 2009, thus contributing to the loss of six lives. But, when the BPF investigated it turned out the windows were metal not PVC-U and windows of any material were not to blame!
For the past 10 to 15 years the industry has reacted passively or not at all to attacks in the media. Because no one has stood up for PVC-U, anti-PVC-U lobbyists have continued their smear campaign. Homeowners, specifiers and commercial property owners have had their ears bent with propaganda, and they have been swayed by it. And over time it has affected what people buy, so little surprise more consumers are choosing timber windows. The proof is in timber's increasing share of a shrinking market and a falling share (but still dominant) for PVC-U.
We have much to be proud of. As Jeremy Clarkson said in the Sunday Times before Christmas: "give me one good reason why [I shouldn¡¦t] replace them [wooden windows] with something cheap in long-lasting plastic. Fitting any other sort of window to your house is madness really."
United front for PVC-U
The PVC-U industry needs to tell consumers why they should choose PVC-U, to keep a close eye on what is said and to fight back actively against misinformation. We need to be alert and catch misinformed journalism before it goes too far.
In order to succeed, as the Wood Window Alliance (WWA) has done in promoting timber, we need a united voice. It is especially important now Wood For Good has unveiled a new marketing campaign aimed at architects, contractors, designers, engineers and builders merchants to promote the aesthetic and practical benefits of using wood.
That's why I am organising an industry wide campaign to promote PVC-U directly to the general public so we can actively promote PVC-U and fight back with facts. But unlike previous campaigns, I want to engage everyone in the supply chain - from fabricators and installers to systems companies, hardware companies and the media.
I've already had a positive response from many leading industry players and would like to invite interested parties to join me. If you'd like to lend your support or take an active role in the new campaign telephone 01462 489900 or email . Our message will be more powerful and effective if it is delivered by one voice. Join me in fighting back with facts. Your industry needs you!
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