Seven out of ten Italians see sustainability as playing a crucial role in their quality of life
In a recent report by Nespresso Italiana and research institute Swg, it has been revealed that more than 6 in 10 Italians want companies to take actions that generate concrete impacts to improve the quality of life in the territories where they operate. This shift in perspective emphasizes a strong connection between sustainability and quality of life, with growing public support for sustainable consumption and corporate responsibility.
According to the report, sustainability is no longer solely about the environment for most Italians. Instead, it is increasingly synonymous with quality, both in the agri-food and construction sectors. Italian food companies stand out for their attention to quality, while green building practices are valued not only for their environmental impact but also for worker safety and integration with the environment.
The report also indicates that sustainability as quality is at the core of Nespresso Italiana's choices, as stated by their General Director, Thomas Reuter. He aims to generate shared value and positive impacts for people and the territory. The report highlights a broadened understanding of sustainability among Italians, encompassing quality of life.
Commitment to education and awareness projects for the younger generation, research funding, and support for local associations working in the social and solidarity sector are also prioritized by Italians. Among the priorities for Italians, "active protection of the environment with activities that revitalize and preserve the territory" is emphasized.
However, the report suggests a shift in the perspective of sustainability among Italians, moving away from just environmental concerns. Despite the positive attitude towards sustainability, 61% of Italians lack trust in the possibility of reversing climate change. Within this group, some believe the fight against climate change is already lost.
Thomas Reuter announced a step change, with the aim of creating a shared path for Italy and with Italy. He aims to listen more to Italian voices, including those of younger generations, to understand how they can improve as a company and as a partner of the communities in which they operate.
The report underscores the importance of quality of life in the interpretation of sustainability, as perceived by 79% of Italians. The connection between sustainability and quality of life is emphasized by 79% of Italians. The concept of a circular economy is not seen as extremely effective or solution-oriented by many Italians.
Italy is actively involved in shaping EU sustainability regulation and appears to support pragmatic implementation, notably easing burdens on SMEs through the EU's Omnibus Simplification Package and simplifying reporting requirements to maintain strong but feasible standards. This reflects Italian policymakers’ concerns about balancing climate goals with economic realities.
Italian authorities are also cracking down on false sustainability claims, particularly in sectors such as fashion, demonstrating a commitment to genuine corporate responsibility and consumer protection. Notably, Italy fined Shein’s managing company €1 million for misleading "green" claims.
The Italian sustainability strategy extends internationally through initiatives like the Mattei Plan, which fosters equitable, sustainable partnerships with African countries focusing on energy transition, food security, education, healthcare, and water management, reinforcing a non-predatory, capacity-building approach.
Overall, Italian perspectives treat sustainability as integral to improving quality of life and expect companies to actively foster sustainable practices, supported by a blend of engaged public opinion, evolving regulation, and strict enforcement against misleading claims. The approach combines ambition with pragmatism, balancing regulatory rigor and economic feasibility within Italy and the broader EU context.
- Embracing sustainable living in various aspects of life, Italians consider quality as an essential component, especially in the food and construction sectors, expecting companies to prioritize it, creating shared value and positive impacts for people and territories.
- In the broader context of sustainability, Italians view a home-and-garden lifestyle with sustainable practices as integral to enhancing overall quality of life, expecting brands and organizations to adhere to genuine corporate responsibility and consumer protection, while fostering equitable, sustainable partnerships internationally.
