Factories And Plants

JUNE 2021

Green technologies: not a trend, but a responsibility

Eyekraft is the Russian optics market leader and the only owner of robotic glasses production in the country. Eyekraft Marketing Head Ekaterina Medveditsyna is talking about the ways environmental responsibility helps to improve production and becomes an important reputation component.
Ekaterina Medveditsyna
The green technologies issue is constantly expanding. Today, many experts are talking about conscious production and the cyclical nature of the economy caused by excessive consumption. As it turned out during the consumer behavior analysis in 2013–2018 (a study carried out by the New York University Center for Sustainable Business), the "eco", "bio", "made from recyclable material" labels significantly increase the product cost and added value, and also get more buyers' attention.

It is no wonder that many companies are willing to exploit this trend to increase profitability. Today, the environmental agenda complements traditional business strategies and becomes a competitive advantage. Lack of commitment to green technologies can reduce sales and cause significant damage to reputation.

The popularity of eco-trends is growing not only in B2C, but also in B2B segment. More and more often, a counterparty or an investment object are chosen by assessing such environmental characteristics as the application of green technologies, lean manufacturing or smart waste management. At the same time, not every company calls for action to reduce real damage to nature (decrease in consumption and production), because this contradicts the economic model adopted in the modern world, which is higher profits at any cost.
LACK OF COMMITMENT TO GREEN TECHNOLOGIES CAN REDUCE SALES AND CAUSE SIGNIFICANT DAMAGE TO REPUTATION.
Like any other trend, the eco-theme creates a lot of noise. Beautiful campaigns with green logos and high-profile eco-promotion statements often hide a lack of real action. This phenomenon is called greenwashing by ecologists. However, it cannot be denied that the fashionable topic of environment protection is turning to a business agenda. The pursuit of environmental friendliness, brought to the level of key business processes, should help to strengthen business in the long term. Moving to safer energy schemes, be it manufacturing or recycling, helps to reduce costs, release capital for improvement, and successfully adapt to changing conditions.

Eyekraft's business scale does not allow ignoring the environmental agenda: we are the market leaders, others look up to us and copy us. We carefully analyze the economic potential of new technologies that can be used in production. First of all, we introduce the most profitable ones.

THE COMPANY APPLIES THE LEAN MANUFACTURE CONCEPT AND SUPPORTS THE LEGISLATIVE INITIATIVES ON ENERGY SAVING AND ENERGY EFFICIENCY.
First, for several years now, all Eyekraft trading, office and production facilities have been equipped with LED lighting devices. Energy-saving lighting technologies have helped us to reduce resource consumption tenfold. In the coming years, we will switch to electronic document management and minimize the use of paper.

Second, we have robotized the production and significantly reduced the order processing time. As a result, we managed to reduce not only energy consumption, but also production cost.

Third, the company stopped processing glass lenses for environmental reasons. Glass processing creates a lot of difficult-to-recycle waste. Recycling glass scrap is a labor-intensive and expensive procedure, because it is technically difficult to separate it from waste. At the same time, huge masses of buried glass release alkali and negatively affect the environment. Plastic waste is easier to transport and recycle, since it weighs less and can be pressed. With the transition to plastic lenses, the product processing time and prime cost have decreased.

More and more buyers are wondering where and how goods are made, and the supply of new products created in balance with the environment will meet this demand. And although a critical number of such consumers and truly responsible producers required for serious changes has not been reached yet, it is steadily growing and gives the entire system a chance to change before it is too late.
E-mail: pressprom@mos.ru
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