Cement Europe Through My Eyes: Innovation, Unity, and Optimism

Yosra Briki, Public Affairs Officer, Groupe Vicat

When I first heard about Cement Europe’s new identity, my immediate reaction was one of curiosity, what does this change really mean for us as a sector? After reflecting, I realised it’s much more than a new logo or a refreshed brand. It’s a statement of intent. It signals that we are ready to embrace transformation, lead with purpose, and shape a future where cement is not just a building material, but a cornerstone of sustainable progress.

A shared purpose

For me, Cement Europe represents unity and ambition. Our industry has always been essential, quietly enabling cities to rise, infrastructure to connect communities, and homes to provide

shelter. But today, the world expects more from us. We are called to innovate, to decarbonise, and to prove that heavy industry can be part of the climate solution. This new identity reflects that commitment. It tells the world that we are not standing still; we are moving forward with clarity and confidence.

Innovation without borders

This resonates deeply with my own journey. I have worked in cement across Germany, Switzerland, Japan, and now France, always in research and development. In each country, I discovered the same truth: cement is not static, it evolves. From exploring alternative binders in Germany to advancing low-carbon technologies in Switzerland, and studying innovative processes in Japan, I’ve seen firsthand how science and collaboration can transform our sector. Today in France, that spirit of innovation continues to drive my work. For me, Cement Europe embodies this shared ambition: to push boundaries, exchange knowledge, and accelerate solutions that make a real difference.

What excites me most is the opportunity this creates for collaboration. Cement Europe is not just a name, it’s a platform where diverse voices come together to tackle shared challenges. Whether it’s advancing carbon capture, advocating for fair and effective policies, or engaging with stakeholders on circularity, this identity gives us a stronger voice. It reminds us that we are part of something bigger than individual companies or national markets. We are shaping the future of construction in Europe and beyond.

Changing perceptions

I also see this as a chance to redefine perceptions. Cement has often been associated with emissions and environmental impact, but that’s only part of the story. Our sector is investing in innovation at an unprecedented pace: alternative fuels, clinker substitution, and digitalization are no longer distant concepts. They are happening now. Cement Europe’s new identity can help us communicate this progress, inspire trust, and attract the talent we need to accelerate change.

Looking ahead, I believe this identity will serve as a rallying point. It will help us speak with one voice on the issues that matter most: climate neutrality, competitiveness, and resilience. It will encourage transparency and dialogue, both within our sector and with policymakers, partners, and society at large. And it will remind us that while the challenges are complex, our collective expertise and determination are even stronger.

In short, Cement Europe’s new identity is more than a visual refresh. It’s a vision for the future. It represents leadership, responsibility, and optimism. And for me personally, it reinforces why I’m proud to be part of this journey: because together, we can build not just structures, but a sustainable legacy for generations to come.