How industry must win back
the public’s faith in chemicals
Joint SCI/CEFIC Global Chemicals Industry Convention
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Palais de la Mediterranée:
venue for the convention |
Reputation is gained glacially and lost precipitously, according to Bob Worcester, the founder of research group MORI. And for the chemical industry this has been especially true over the past 25 years. Its reputation with the general public, once extremely high, has fallen to an all-time low as a result of accidents such as Bhopal and Seveso, and health scares fed by campaigns by environmental groups, and encouraged by a sometimes gullible media.
The European Commission recently conducted a survey of citizens in the 25 member states to assess their opinions and feelings towards the environment. The health impact of chemicals in everyday products was raised as a major concern, in particular those surveyed said they didn’t have sufficient information. As regards trustworthy sources of information, while environmental groups and other non-governmental organisations (NGOs), scientists, consumer organisations and television reporting were regarded highly, industry was only seen as a reliable source of information by 2% of respondents. And when asked how environmental issues should be resolved, most respondents felt that stricter regulation and better enforcement of existing regulations are necessary. Voluntary industry initiatives, such as Responsible Care, were highlighted by only 9% of respondents as possible solutions.
| Health scares are fed by campaigns by environmental groups, and encouraged by a sometimes gullible media |
So as Peter Elverding, chairman of DSM and president of the European Chemical Industry Council, concluded in Nice at the joint SCI/Cefic Global Chemicals Industry European Convention: ‘Despite all communication efforts, triple P (people, planet and profit) reporting, stakeholder and community programmes, the industry is not trusted as a reliable source of information. So you could argue, what is the use of dialogue anyway?' Joint SCI/Cefic Global Chemicals Industry European Convention 1–3 October 2005, Nice, France He also noted that while ‘we know that it is wrong to assume that 'more rules will bring more safety'… the general public takes a completely different stance. In their perception, tougher regulation and control implies more safety and better corporate citizenship.’
This regulatory view was voiced by Stefan Scheur, EU policy director, European Environmental Bureau, who believes that the proposed Registration, Evaluation & Assessment of CHemicals legislation (REACH) provides a ‘once in a lifetime opportunity for reform’, while recognising the contribution chemicals make to society. He believes the current regulatory framework is not right and results in a lack of responsibility and trust. ‘Massive future risks are the result,’ he added. ‘REACH is an essential reform that will increase trust between society and business better than any PR company.’
But where does this lack of trust originate? According to Bernadette Bensaude-Vincent, professor of history and philosophy at the University of Paris, the present situation originated in the 'fabulous fiction' of Rachel Carson’s book, Silent Spring, which portrayed chemistry as a blind and brutal enemy of birds and other living creatures. The book is generally said to be responsible for the banning of DDT in 1972. ‘This episode has generated a polarised controversy: on the one hand a chemophobia based on the view of chemistry as a war against nature; on the other hand a chemophilia, which turned into a kind of paranoia – a chemophobia-phobia,’ she told delegates. ‘Over the centuries, chemists oscillated between two paradigms: the Faustian paradigm – chemist creator improving on nature and blurring all boundaries between nature and artefact, between inert and living matter, between nature and society; and the modest paradigm – chemist imitating nature and trying to assist her by monitoring natural processes,’ she concluded.
So what does industry need to do to regain the trust of the general public? According to a panel of young chemical industry representatives from across Europe, a key factor will be encouraging employees to act as ambassadors for the industry. They also criticised earlier campaigns designed to improve perceptions of the industry as not having clear links to industry.They believe a marketing campaign may work but only as part of a general campaign to increase transparency with all stakeholders from governments to international agencies to demonstrate the industry’s innovative nature, and to show that it is responsible, economically, environmentally and socially. In presenting their often highly critical views, however, the panel members were also aware that their bosses were among the audience.
By Neil Eisberg,
Editor of Chemistry & Industry
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