A demonstration for capitalism of an anti-capitalist initiative: Sounds absurd, but is a subversive action against Heidelberg Materials that is effective – and fun. A reflection by an active member of the "End Cement" campaign on this form of action.
by David
"Concrete! Concrete! Concrete!" and "Siamo tutti capitalisti!" April 2026, through the Heidelberg city centre. In grey suits and flyers, hundreds chanted in the afternoon for a deregulated cement industry without regard to hurdles such as human rights or environmental protection. The cement company Heidelberg Materials, Germany’s largest CO2 emitter and self-proclaimed pioneer in terms of sustainability.
The end cement campaign
Since 2020, criticism of the environmental and human rights-corrosive practices of the cement industry and the largest German cement manufacturer Heidelberg Materials (HDM, formerly Heidelberg Cement) has been concentrated in the End-Cement alliance in Heidelberg. Since 2024, this alliance has developed into a targeted pressure campaign that opposes the Group’s greenwashing through grassroots lobbying, public education and direct actions and wants to provide a positive impetus for an ecological and social change in construction. Already last year Ulrich Wohland reported in detail on the construction and strategic location of the campaign: Article
Here, therefore, only in brief, the most important points:
End Cement calls for an independent human rights report and the establishment of a compensation fund for victims of Heidelberg material destructive practices worldwide, as well as the end of greenwashing through cultural sponsorship in Heidelberg.For example, the classical concerts of the "Heidelberg Spring", d.].
Build pressure – with what?
Pressure on politics, companies or institutions can be built up in different ways. Specifically, disruptions to production processes can of course trigger very immediate economic pressure. A tool that is especially central to trade unions and strike movements.
Civil society groups have it more difficult here: A factory or road blockade can be organized and carried out quickly, but is usually also quickly cleared by the state authority. An economic damage that brings companies to the negotiating table can hardly be achieved. The cement plant blockade 2021 in Leimen, for example, was able to generate a medium four-digit loss on the part of HDM with its disruption of operations for several hours, which corresponds to about 0.001 % of the annual profit 2021 and 0.0001 % of sales. Compared with a German average annual salary of about 60,000 € That would be a loss of 6 cents.
The pressure must therefore arise elsewhere. In the case of Heidelberg Materials and the cement industry, pressure is needed via public discourse: the narratives of the cement industry must be broken. It still presents itself as without alternatives and sustainable. But as with the coal or oil industry, it must first become clear: This industry, in its present form, is not compatible with a future worth living in. Once this social discourse is opened, political pressure can also arise.
To create this discourse, you need voices that are loud enough to attack the stories of the cement industry, that is, to attract attention. Symbolic blockades and civil disobedience thus also serve to generate attention, discourse and public debate and to force political and economic opinions. Keeping this in mind is important in order not to fall into blind actionism or to think that a radical action picture or any disruption of operations would be a purpose in itself. Civil resistance in the form of deliberate violation of legal boundaries, i.e. civil disobedience, is a historically proven means, but not the only suitable one. Attention and public discourse can also very well be achieved by other means, such as humor and satire.Majken Jul Sørensen, Humorous Political Stunts – Nonviolent Public Challenges to Power, Diss. University of Wollongong, Australia 2014, d.].
Subversive action
In 2025, for example, the End Cement Alliance already held a spontaneous party in the middle of the Group’s headquarters. Instead of disrupting the course of the concert, as might have been expected, activists celebrated with Tröten and Konfetti that Heidelberg Materials became the German company with the highest CO2 emissions for the first time this year. Strangely enough, the company’s officials did not want to celebrate or join the songs. Is the highest CO2 emissions of all German companies no reason to celebrate?
Between 11 and 20 April there were a total of 12 articles about the actions, mostly in local media, but also in the taz and the ND; see more and more: https://end-cement.earth/Aktions/camp-2026/]
Achievements achieved
The second wave of protests was stronger than the first – and this is no coincidence.
- We have shown that resistance to Heidelberg Materials is growing and continues.
- With the double blockade in Leimen and Eppelheim and the crane action in Mannheim, we have significantly expanded the geographical scope of our actions.
- We have made the international dimension of resistance visible. The roof occupation on the first day of camp has set a strong opening signal.
- With the camp, we have once again created a place of community and learning.
- We have provided nationwide [taz and ND] and regional press attention.
- We have gained new people, built connection groups and strengthened the alliance
- And one year after the first talks, we have built up further pressure so that the demands for a compensation fund and an independent human rights report do not disappear into the drawer.
Bottom line
The possibilities for subversive actions are varied: satire, street theater or creative offers. In the end, these actions disrupt when they open cracks in the narrative of the opposite side. Why not bring your own waste to headquarters, where Heidelberg Materials likes to burn waste? Why not even start a campaign in the name of HDM to concrete the Neckarwiese? It will become clear what the next actions of the End-Cement Alliance will be. Subversive and creative they will definitely remain. And disobedience, of course.
The Author
David R. is an activist at End Cement in Heidelberg.
