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and community cohesion, etc. AkzoNobel's mark can be inspiration to explore new limits are the springboards that
found in projects deep underground, in homes, cities, elevate human imagination and skill to new heights. I believe
transportation means and even spacecraft. Each layer of this connection, not just between businesses but also at
paint tells a story, just as each person is a marvel of creation. local, national and regional levels, is essential. Only then can
AkzoNobel believes that opening up a world full of potential we collectively achieve climate goals and meet basic human
is built on the most basic foundation everyone has access needs – all for the benefit of tomorrow's world.
to: the colours of life. As Zen masters often advise us living
mindfully, recognizing, capturing and cherishing the most "Paint the Future" will be the foundation and motivation for
beautiful moments around us in the present is the key to AkzoNobel to surpass all limits. AkzoNobel's innovative
opening up a bright future. AkzoNobel's future path will be activities will be built on three main pillars, also the identity
guided by the purpose “Paint the Future”. it has established over time: Innovation, Sustainability and
People. Imagine a day where you greet the morning not
"Paint the Future" is not only the purpose for AkzoNobel but with plans to complete routine tasks, but with dreams of
also a call to action. The world is striving to accelerate the a better world where each of us is a colourful piece in the
transition to a better economy. In a constantly moving world, mosaic of that bright future. Your day would be much more
sustainable development requires building an innovation wonderful, wouldn't it?
ecosystem. Collaboration, connection and positive

Pamela Phua is currently the Global She is the President and Technical Chairperson for the
Product Management Director, Singapore Paint Industry Association. Pamela is also a
Innovation & Sustainability. With committee member in the Chemical Standards Council of
more than 25 years of experience Singapore and the Chairperson for the Technical Committee for
in the Paints and Coatings industry, Surface Coating. Pamela is an industry consultant to regulatory
she has driven the business with bodies such as Enterprise Singapore, Singapore Green Label,
new technology development and The Housing and Development Board of Singapore, Singapore
product implementation across Green Building Council, National Environment Agency of
the globe, especially in Singapore, Singapore and the Singapore Institute of Architects. She
Vietnam markets and the South East contributed to the development of various Singapore Standards
and South Asia regions. such as SS 345 (Specification for emulsion paints for decorative
In her global capacity, Pamela implements the functional paints), SS678 (Specification for Solar Reflective Waterbased
and production innovation strategy for exterior wall paint. Coating), SS500 (Specification for elastomeric wall coatings),
She spearheads the RD&I functional excellence, standards SS150 (Specification for Emulsion Paints for Decorative
and capability, and the efficient delivery of processes as the purposes), SS 579 (Specification for water-based sealer for
approved standards and processes across the globe. interior and exterior uses) and many others.
Together with a special passion for sustainable development, Pamela currently leads Working Group for Fine Ceramics (for
she has led her teams to innovate paintings products and photocatalysis) and Waterbased Standards and participates in
solutions through increasingly sustainable benefits for the Working Group for Energy Efficient Coatings. She is also an
AkzoNobel customers and the environment. She also actively A* Star certified auditor for accredited laboratories in Singapore.
gets involved in sustainable activities in projects to create Pamela is also the vice-chairman for ACIF, Asia Coating and
inspiring living spaces for local communities and to promote Ink Council Federation incorporated in Hong Kong, 2022.
green architecture trends.
Email: pamela.phua@akzonobel.com

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