62% of Italians have a heightened awareness of sustainability following EXPO MILAN2015
Sustainability was the central pillar to Milan’s six month EXPO in 2015, but what has happened post EXPO in Italy? Have consumer perceptions changed in light of the six month initiative to put sustainability on the map in Italy?
According to a Lifegate study recently published by Distribuzione Moderna trade publication, there has been a significant increase in sensibility to sustainability issues over the past year in Italy. 29% of Italians would classify themselves as “green enthusiasts” while 33% of the population would be considered as having an interest in the topic. When speaking of sustainability development in Italy, it covers a range of topics such as renewable energy, low-energy consuming household products, sustainable food production and waste management.
The study revealed that 52% of Italians have changed their food consumption and purchasing behaviours and give more attention to initiatives such as, “Zero KM”. It also revealed that 47% of Italians prefer to buy organic products. The sustainability trend doesn’t stop at consumer level but is increasing significantly among trade and businesses – 96% of companies analysed are reducing energy consumption; 57% use renewable energy; 89% are adopting measures to reduce waste; and 82% have programmes to reduce packaging impacts.
For the duration of EXPO Milan2015, Origin Green was central to the overall theme of the Irish Pavilion. Bord Bia’s sustainability programme experienced wide exposure in Italy over the course of the six month EXPO period. 2.5m visitors of a total 20m experienced the Origin Green filmic exhibition and engaged with Ireland’s sustainable agricultural, drinks and seafood sectors. The organisation of up to 50 B2B and B2C events further reinforced the Origin Green sustainability message among key Italian trade and consumers alike.
For more information please contact Claire.Farrell@BordBia.ie
