Today, a sustainable approach is a very powerful marketing tool.

The world community is pushing for a zero-emission future: more and more governments and companies are shaping their policies around the 17 Sustainable Development Goals set by the United Nations. Change is necessary.

One of the key points in the next evolution of companies, in order to embark on a path of environmental sustainability, will therefore be the adoption of new technologies aimed at dematerialisation and decarbonisation, to reduce their impact on the environment.

62% of Italian consumers say that they have changed their purchasing habits towards ‘responsible’ brands and are even willing to pay more for them.

So what should you do?

The concept of sustainability is now considered an essential starting point for a new approach to business.

A development model capable of maintaining a balance between respect for the environment and socio-economic progress can no longer be postponed, through strategies such as:

• promoting the energy transition by using renewable energy sources;
• protecting the biodiversity of species and the ecological dimension;
• developing projects with eco-design.

Having done so, it is important to communicate the green turn to the outside world, and the goal in managing the relationship with stakeholders is clarity and transparency.

The consumer has changed, is an informed customer and in the coming months will be increasingly mature and aware, demanding clarity and commitment to the environment from brands. Building a new normality while respecting these principles is essential to make a difference in a new market.