'StratEthical' communication and marketing: more and more companies and institutions are choosing this path to enter the market and communicate to users and citizens. Giuseppe Lanzi, managing director of Sisifo Italia, tells how he founded an agency specializing in the use of low environmental impact materials, which deals with sustainable events of great social value, social media planning, corporate social responsibility, ecological promotional, social media marketing. Everything in a way "green”.
1) When were you born, mission and who do you turn to?
After living for many years between Europe, Africa and Latin America dealing with international development cooperation and the organization of major events, in 2005 I founded Sisifo Italy with the idea of promoting a communication and marketing model that we define 'stratEthical', which gives particular importance to the messages and materials used for minimize the environmental impact.
Since 2008 Sisifo is the first Italian company to have obtained the Social Value certification and the SA8000 certification. In 2012 it obtained the UGO certification on Responsible Innovation. We turn to companies, institutions and associations that are attentive to social responsibility, attention to the environment and the development of well-being.
2) What does it mean to do with sustainable communication from an environmental point of view?
It means directing one's actions following criteria that minimize theenvironmental impact. As for the medium, for example, our choice falls on ecological materials, supports and printing processes, natural, recycled and recyclable raw materials, FSC certified woods, bioplastics such as Mater-Bi®. Communication channels also have their importance: today the web and social media represent the greatest allies of those who place sustainability at the center of their action. All the stands we design are designed to be 100% removable and reusable for future events.
3) The costs of a communication with low environmental impact are greater thanaverage?
We need to clarify what is meant by cost: are we sure that immediate savings will not turn out to be a higher price to pay in terms of consequences and damage to the environment in the medium and long term? The economic aspects of a communication campaign today cannot fail to take into account the environmental, ethical and social ones and a company that concretely demonstrates its commitment and responsibility also draws a return for its business.
4) What type of companies require it from you? Has interest increased in recent years?
Certainly in recent years the awareness of companies on these aspects and the sustainability it is no longer the interest of a niche of companies in the sector, thanks also to the evolution of information and the increasing attention of citizens towards production, technologies and consumption styles that respect the environment and health.
5) What perplexities do you encounter in proposing low environmental impact solutions? Other reactions or commonplaces to dispel?
Cost is a common concern, but what is most important to us is to make it clear that we need to start from a "global" approach: in addition toadoption of ecological materials, the entire chain of production and supply of products and services used and also proposed must be taken into consideration: origin, quality, production processes, use of energy, transport, logistics, compliance with working conditions, end of life, etc. Communication must not be just a "talk of commitments" but a concrete demonstration of an ethic of responsibility: eco-values that are transformed into eco-actions.
6) What is Mater-bi and what do you use it for?
Mater-Bi® it's a family of bioplastics that uses plant components, such as corn starch, and is completely biodegradable and compostable, that is, it can be transferred to the organic fraction of waste. Shopper, disposable tableware for catering, Mater-Bi® gadgets allow you to communicate your sustainable action in a concrete and immediate way.
It is an example of this SacchETICO®: a communication campaign carried out through the use of a Mater-Bi® shopper which therefore helps to raise consumer awareness, convey a message of high social value, reduce pollution and contain CO² emissions.
7) Does attention to the environment also include among the ethically oriented events? How?
Every single event has effects on the environment and it is the organizers' responsibility to plan the activities in a manner consistent with their own sustainability policy. There are several choices related to organization and logistics that allow you to organize a sustainable event: materials used during the event, differentiated collection and delivery, financial transactions and insurance, CO2 emissions, type of message and promotional tools used, selection of ethically responsible sponsors. There are several realities with which we have collaborated in recent years by coordinating and implementing projects to reduce the environmental impact: from the RiminiFiera body to Trentino Sviluppo for the summer retreat of Inter, from Ecomondo to Fa 'the right thing! and Terra Futura.