The concrete industry is faced with many challenges: presenting a united industry despite diverse applications; managing resources and assets during an economic downturn; and establishing concrete as the sustainable building materials.

Recognizing the equal importance of these issues, the Portland Cement Association (PCA) will present its initiatives on these fronts at a press conference at World of Concrete 2010.

On Tuesday, February 2, at 11 am in room N251, PCA will introduce "Think Harder.Concrete"--a campaign that will address the three principle areas of durability, economy, and sustainability and enlist concrete-related contractors, material suppliers, trade groups, and other industry stakeholders.

During this press conference, PCA Chief Economist Ed Sullivan will present an economic forecast regarding concrete construction, highlighting where the industry is now and how it should plan for the immediate as well as far-reaching futures.

Immediately following these announcements, at noon in room N263C, press is invited to a luncheon that details the Concrete Sustainability Hub, a research center at MIT established by PCA and RMC Research & Education Foundation this fall. Research already underway and plans for the future
will be presented.