N. 22 | SUSTAINABILITY AS REAL COMPETITIVE ADVANTAGE

“SUSTAINABLE DEVELOPMENT IS DEVELOPMENT THAT MEETS THE NEEDS OF THE PRESENT WITHOUT COMPROMISING THE ABILITY OF FUTURE GENERATIONS TO MEET THEIR OWN NEEDS."
World Commission on Environment and Development Our Common Future (1987)

In the last few years the global market has witnessed a deep change. An increasingly green social coscience and the growing awareness of the impact of human activities of the environment are making a natural inversion with regard to consumers’ purchasing choices, in every sector.
If ultil few time ago the main goal of companies was to cut the costs pursuing the goal of the minimum price, today the trend is completely opposite. The new generation, growed in the climate change era, with an increasing attention to the sustainable exploitation of resources, is showing a very different behavior from that of the previous generation.

SUSTAINABILITY AND COMPETITIVE ADVANTAGE 

Market research are now focused on the sustainability theme as a lead concept for italian consumption, a concept that today more than ever proves to be a strategic element capable of triggering new competitive dynamics and playing a pivotal role in the competition.

According to the last Findomestic report, seven out of ten consumers are ready to reward the products of sustainable companies even at a higher cost, while a large slice of market (64% according to the survey) is able to boycott companies insensitive to these issues.
In general, for almost nine out of ten respondents, the decision to buy a green product is a contemporary and increasingly widespread lifestyle.
Over that, the survey shows that for 87% of respondents choose trusted brands, possibly Italian and with a good reputation.

 THE LINK BETWEEN 'GREEN' AND ECONOMIC SUCCESS

Therefore, it is evident that green practice and the sustainability theme cease to be merely environmental practices, extending the boundaries to the company’s sustainable business model and becoming closely linked to performance and success.

An example of success is the case of Unilever company. Founded in 1930, it launched in 2010 a plan about Sustainable Living that includes a series of medium and long-term green aims. In fact, the brand is extremely convinced that its business can’t make the lives of people and of planet worse, so, in 2010 it decided to develop a profitable, competitive and responsible growth model.
Today, the growth of the company takes place through 3 main factors: the most sustainable brands (in 2016 the “sustainable living brands” accounted for 60% of the company growth), lower costs and risks (reducing waste and increasing efficiency) and greater trust (placing sustainability at teh center of the business model). Unilever believes that a brighter future for everyone has just started. The brand knows to be on the right way, the only way possible, towards constant, profitable, competitive and responsible growth.

Today, in Regenesi we feel satisfied and proud to carry forward, for over ten years, the concept for us that is always contemporary of sustainability as a lifestyle, from ethical fashion to home and office accessories built to 100% of regenerated material.
A world that today reveals itself like a business as well as philosophy, satisfying and going beyond the needs of the present.