After a notable tenure of 38 years, the World Coal Association (WCA) is transitioning to a new era under the "transformative" branding: FutureCoal - The Global Alliance for Sustainable Coal.
This groundbreaking shift was officially announced during a press conference in Delhi, with FutureCoal chief executive Michelle Manook unveiling the new brand logo and identity.
Manook explained that the transformation responded to the coal sector's urgent need for modernisation and unification.
"For too long our global coal value chain has allowed anti-coal sentiment to dominate and fragment us, which has resulted in a lowering of the global coal IQ," stated Manook
"This has diminished the capacity and progress of many vulnerable developing and emerging nations, but also now we see, those of some developed nations."
Under the new identity, FutureCoal will represent a diverse array of major and strategic players across the entire coal value chain.
The organisation is set to advocate for an inclusive policy framework that integrates all fuels and technologies, supporting the sovereign rights of coal-producing and consuming nations along with stakeholders committed to their support.
"Critical resource"
Emphasising the critical role of coal in modern society and global population growth, Manook said: "The total contribution of coal to our modern society and the growing global population should neither be dismissed nor disregarded.
"Coal and more specifically, a wider definition of abated coal solutions exists and will be needed in any energy transition.
"This critical resource is a legitimate participant in both economic development and emissions abatement."
Sustianable coal stewardship
The FutureCoal Global Alliance plans to implement this transformation through Sustainable Coal Stewardship (SCS).
This initiative allows coal-based economies like India and China, alongside like-minded nations and corporations, to collaborate in advancing a progressive, technology-led international coal value chain industry.
Manook added, "The total contribution made by the coal value chain in sectors including power, steel, cement, aluminium, chemicals and renewables infrastructure is in the order of hundreds of billions and is an interconnected global supply chain.
This cannot be ignored but equally, it can only be secured by our value chain acknowledging that change must occur. If we are to be responsible, then we need to be inclusive, and unite under our common purpose."
"Pivotal moment"
FutureCoal chairman July Ndlovu also remarked, "You have asked, and we have responded.
The platform for collaboration, in the best interests of our global community, now exists - in FutureCoal.
The leaders of this new legacy understand that this is our responsibility to the future. That this future is before us. And that this future is now."
This rebranding signifies a pivotal moment in the coal industry, as it strives to align with modern demands while maintaining its significant role in the global economic landscape.