The World Cement Association (WCA) announces that WCA Founder & Director, Emir Adiguzel, will deliver a critical address at EnviroTech Athens 2025 on 11 March, calling for urgent action to ensure the fair distribution of the EU’s Euro 100 billion industrial decarbonisation fund, as outlined in the European Commission's Green Deal in February. With global cement demand projected to decline by 1 billion tonnes by 2050 and carbon costs rising, the industry faces a pivotal moment. Will the EU’s Clean Industrial Deal drive real innovation, or will independent producers be left behind? At EnviroTech Athens 2025, Mr. Adiguzel will challenge policymakers and industry leaders with a critical call to action: • A shrinking industry, rising costs – Cement production is expected to contract sharply, reshaping supply chains, investment priorities, and emissions reduction strategies. • Carbon Capture: A necessity or a barrier? – Multi-billion euro CAPEX demands put independent producers at a disadvantage, raising concerns over financial accessibility. • Fair transition or market consolidation? – With CBAM (Carbon Border Adjustment Mechanism) reshaping global trade, only those with access to funding will remain competitive. As the cement sector navigates its path to net zero, the question remains: Will this transition be fair for all—or will small and independent producers be left behind? Join Emir Adiguzel at EnviroTech Athens 2025 as he challenges policymakers, industry leaders, and financial institutions to rethink industrial decarbonisation. The World Cement Association is the original international cement association and represents the cement industry and its stakeholders. Corporate Members are cement producers and have equal rights regardless of size or nationality. WCA connects members across the world and provides practical help to improve competitiveness.