(Adnkronos) - “Il fatto che aumenti la sensibilità non significa che aumenti necessariamente la consapevolezza e la competenza per poter comprendere e trattare determinati temi. Di conseguenza la sfida in questo momento è quello di riuscire a semplificare dei concetti e a trasferirli ad un utente che non necessariamente ha gli strumenti per interpretarli in modo corretto”. Lo ha detto Simone Colombo, Head of Corporate Sustainability di Ovs, a margine del panel ‘L’impegno che fa la differenza: i diritti umani nella catena di fornitura’, nell’ambito della prima giornata della dodicesima edizione del Salone della Csr, all’università Bocconi di Milano.
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00:00Sustainability
00:06Talking about sustainability to a wide and varied audience is not trivial.
00:12The current trend is that of greater sensitivity from the consumer.
00:17We are a product company that speaks to the end consumer,
00:19so I am referring above all to that part of the audience,
00:22but obviously there is also a more institutional part of the audience.
00:25The fact that you increase sensitivity does not necessarily mean
00:27that you necessarily increase awareness and competence
00:30to be able to understand and deal with certain issues.
00:34Consequently, the challenge at this time is to be able to simplify concepts
00:39and transfer them to a user who does not necessarily have the tools
00:43to interpret them correctly.
00:46Consequently, some messages tend to be trivialized
00:51and this is the reason behind the greenwashing,
00:55because in the end it is an attempt to tell, in key, about sustainability
00:59something that perhaps was already done before,
01:01but simply for a logic of common sense
01:03and you do not take the opportunity to act in a transformative process
01:06in the business of the company.
01:08A company like OVS, which speaks to the consumer,
01:12we are fortunate to have millions of consumers in Italy,
01:15has almost a social role in trying to simplify certain concepts,
01:20but not trivialize them,
01:22being able to reach everyone,
01:24but contributing to create the conditions for one of the famous SDGs,
01:30which is the one related to responsible consumption.
01:32We often talk about responsible production
01:34and we talk little about responsible consumption.
01:36The role of a company like ours lies in this,
01:39in being able to promote more responsible consumption styles
01:42that go to choose a product made according to sustainability criteria,
01:47not because it is a particularly cool product necessarily,
01:51but only because that is the right way to buy a garment,
01:55because that must become the new normality.