Today’s architects, engineers, and contractors have the tall task of designing structures that check all the boxes: safe, stylish, sustainable, and all within budget. Concrete block takes compromise out of the equation so there’s no need to choose between looks and longevity, or sacrifice strength for stewardship.
The Beauty of Block is the first-ever national marketing campaign from the Concrete Masonry Checkoff (CMC), an industry funded initiative to support education, research, and promotion of manufactured concrete masonry units in the United States. CMC is the only program of its kind to be approved by the U.S. Department of Commerce.
“At its core, this campaign is about shining a light on some of the lesser-known benefits of concrete block,” says Kim Spahn, CMC CEO. “Most people attribute our product with brute strength, but that’s just the beginning. It’s safe, stunning, and a model of efficiency.”
UNMATCHED PROTECTION
The campaign acknowledges the new world we now live in. “When you consider the realities of worsening climate extremes and the urgency to curb carbon emissions, the manner in which we build must evolve,” says Spahn, adding, “The need for safer, more resilient structures is now table stakes.”
Last year alone, the U.S. saw 28 weather-related disasters that each exceeded $1 billion in damages, according to the National Oceanic and Atmospheric Administration. In addition to the obvious human tragedies, the economic ripple effect for communities can be catastrophic. According to the U.S. Chamber of Commerce Foundation, each dollar invested in resilient construction saves communities an estimated $13 in future damages, cleanup costs, and economic output.
Property owners across the country have also seen insurance premiums rise significantly, their coverage narrowed and, in some instances, are unable to obtain policies due to providers withdrawing entirely from disaster-prone areas.
AESTHETICS
The benefits of block extend far beyond behind-the-scenes structural settings. Today’s concrete masonry units (CMUs) come in a variety of textures, tones, and finishes that create lasting curb appeal.
With concrete block, it’s not an all-or-nothing proposition because block integrates easily with other materials like glass, steel, and wood to create bold contrasts and combinations.
Concrete block is also its own aesthetic, boasting a natural patina that only improves its look over time. With their rugged texture, CMUs evoke a sense of timelessness and solidity that’s ideal for both classic and contemporary styles.
DESIGN SIMPLICITY
Structures designed to withstand nearly all natural and manmade threats don’t have to be an eye sore. Those curious to see how concrete masonry can enhance their next project will soon have access to complimentary CMU design services. Civil engineer Riley Dvorak was appointed National Design Technical Director in July and has begun bringing CMC’s visionary Design Assistance offering to life.
“This is an exciting opportunity to partner with project designers and help them take advantage of concrete masonry’s full range of capabilities,” says Dvorak. Whatever type of structure or style you’re seeking, it’s likely to benefit from the all-around appeal of concrete masonry. Dvorak notes, “Our goal is to open the door for wall systems that perform better, last longer, cost less, and look extraordinary.”
The Concrete Masonry Checkoff (CMC) is an industry funded initiative to support education, research and promotion of manufactured concrete masonry units in the United States. For more, visit www.beautyofblock.com.