The ROCKWOOL Strategy

At the pinnacle of ROCKWOOL’s strategy is our corporate Purpose: to release the natural power of stone to enrich modern living. This reflects our Purpose’s unifying nature, conveying that stone is our core raw material and the bedrock on which our business is based. 

And while the stone we use may be millions of years old, what we do with it is cutting-edge. Every day, ROCKWOOL’s creative and entrepreneurial colleagues are developing and applying new technologies and innovations to release yet more potential of stone to enrich modern living.

As we look to the future, stone wool and the products we make with it will play an increasingly significant role in addressing two of the most far-reaching megatrends influencing virtually every aspect of modern society – urbanisation and climate change. 

Every week, for example, about 1.5 million people move to urban environments. By 2030, there will be 41 megacities around the globe, defined as cities with more than 10 million inhabitants. And by 2050, the earth’s population will be around nine billion, 70% of whom will live in cities.

RockWorld imagery, The big picture, view, rock, trees
Release the natural power of stone to enrich modern living

The combination of more people living in more densely populated urban areas and the worsening consequences of climate change will increase the demand for modern housing and energy. At the same time, the world will have to feed its growing population using fewer resources, while also managing the effects of more frequent extreme weather events, particularly in urban environments. 

The ROCKWOOL business strategy is driven by a passion for sustainably converting these global trends into profitable business opportunities by creating superior solutions to protect life, assets, and the environment, and to create comfortable, healthy, and attractive spaces. In other words, by enriching modern living.

Our aspiration is to grow faster than the market overall by strengthening our brand; building long-term customer relations; and driving an operationally effective business across all segments and geographies where we are active.

As our business is inherently capital intensive, we focus on exploiting our natural strengths to balance risks, which includes a differentiated approach across selected geographies. In North America, for example, we are expanding our production capacity to capture significant growth opportunities within all major business areas.

By 2030, there will be 41 megacities around the globe

In Europe, we will grow faster than the market by launching new products and services, while improving our customer-facing activities and the productivity of our production platform. We will expand capacity where needed to meet steadily growing demand in and near core markets and enhance our geographic coverage and customer service level. In Russia and Asia, the approach is different, in that we will develop and grow our business selectively where there is a clear demand for our premium quality offerings.

At ROCKWOOL, everything we do is based on releasing the natural power of stone to enrich modern living. Profitably offering solutions to address the challenges created by enduring global megatrends will help ensure our successful future growth.


Customer value

The customer is central to everything that we do. Our ambition is to always deliver high quality products, systems and services when and where needed by the customer.

By utilising Net Promotor Score (NPS) as a common tool, we are able to continuously respond to customer feedback and establish a continuous dialogue with our stakeholders. Through formal and informal channels, we welcome feedback and ensure that we have a shared understanding of what is most valuable to their business so that both parties obtain the desired benefits. Thus we increased our NPS by 4 to 32 in 2016. A seamless access to both our products and our technical services is essential and we will invest time and effort in improving our global digital platforms and presence.


Profitable growth

Our main goal is to be the leading supplier of stone wool solutions in all our key markets.

In order to maintain and develop this leadership position and pursue profitable growth we have established the organisational structure that can support our vision. We will continue to grow our core insulation business while we explore opportunities for expansion in our systems segments. In order to ensure sustainable profitability we are optimising our portfolio and the related pricing structure.



We see improved brand awareness as a crucial driver towards increased market penetration and long term positioning.

We have embraced the fact that new communication channels give more and diverse people access to fast and immediate information. We know that to compete in this space we need to speak to a broader audience and this requires new messaging so that our brand can stand as unique and support our differentiation strategy.



The construction industry is changing and as a leading player we understand the need for a digital playbook to support automated and integrated functions across the organisation.

Starting with the customer relationship touch points as a first priority, we will continue to digitise our sales force, supply chain, production and other Group Functions. Our digital strategy is essential to the success of our new business approach.



All product development in the Group is based on in-depth customer insight and a tight connection with our global business goals.

In addition, our innovation strategy is defined by our corporate purpose to provide products that can make a substantial difference to modern living. The hero of our product is the fire resilient property of stone. From this solid foundation we deliver a wide spectrum of product offerings ranging from energy efficiency, acoustics, comfort and precision growing among others. We are sure that there are new possibilities and therefore, a fixed percentage of our R&D time is dedicated to finding new ways to release the natural power of stone.


Operational excellence

We are the largest stone wool manufacturer in the world.

We have a strong heritage within stone wool production and technology and we constantly enhance productivity and improve our operational capabilities to remain a global leader within stone wool. As an integral element in this leadership we drive continuous improvement with LEAN and keep safety and quality as top priorities in all of our operations.


People and planet

In a fast moving global environment it is fundamental to have the right people in the right place, by selectively bringing in and developing competences in line with current and future requirements.

People are our most valued asset and we care about the world they will live in today and for the future generations. Sustainability leadership is crucial to realising our strategy. We believe that we can grow profitably while contributing to society by making smarter and more resource-efficient solutions available to an increasing number of people around the world.




Our thinking