The health of the Marsican bear today also passes through a box of typical Abruzzo products. So an entrepreneur decided to bet on subscription boxes, that is, on recurring subscriptions, aggregating small businesses in the area. She’s born Broozy, a company that involves a supply chain of about fifteen local realities. The clientele is mainly European. The box is made of 85% recyclable material and by buying it you support the territory. «With a part of the sale we help the association of volunteers who work every day to safeguard the habitat of the Marsican bear. These are targeted projects and immediate impact», Says Luca Perilli, founder of Broozy.
From Italy to the rest of the world, in the name of ethical fashion. This is the story of Go ahead, divided between Milan and Dar es Salaam, the capital of Tanzania. Hence the challenge of this promising b-corp that creates clothes and accessories in African fabrics with an Italian design, with a part of the proceeds reinvested in educational programs for design students. «We opened our headquarters with our ten African seamstresses. We have chosen a convenient area for everyone. The open space has a kitchen with a fridge and we are improving the space because it has to be welcoming and inclusive. There are huge logistical and organizational challenges, but this is the value proposition because we focus on people more than products. Today, small companies like ours play a leading role compared to large players. Our adaptation dynamics are more agile, even if we don’t have significant budgets. But sustainability is also vision », says Francesca De Gottardo, co-founder and CEO of Endelea.
The choice on minor and green brands
Here is the social imprint of the little ones who grow up thinking about the community. These are SMEs and cooperatives of excellence: they are what the English advertiser Hugh MacLeod has defined “global microbrand“: Feet anchored to the territory with the ability to climb the markets, betting on social responsibility. That the road is the right one also emerges from the report “Consumer products and retail” by Capgemini Research Institute. The survey involved 7,500 consumers and 750 business executives around the world and highlights a strong correlation between sustainability and business.
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The relevant data
Today 79% of customers have changed their purchasing preferences based on social responsibility, inclusiveness and environmental impact criteria. 53% of consumers – but the figure reaches 57% for generation Z – have started buying products from lesser-known, but more sustainable brands. Nearly 7 in 10 consumers said they will pay more attention to scarcity of natural resources, while 6 out of 10 said this vision will be permanent.
Trust shifts to the local: in the leadership crisis that emerges from the Edelman Trust Barometer 2021 – now in its twenty-first edition and presented at the World Economic Forum in Davos – 76% of the time we rely oncompany under the house, from which 8 out of 10 respondents expect interventions on social and environmental issues. A path that grows with involvement from below: BCorp certification started as a movement in Maryland and is now widespread in 74 countries with four thousand certified companies worldwide.
The Italian cases
Successful projects are also multiplying in Italy. One of these leaves from Bologna and today involves the entire Emilia-Romagna region in the collection of breast milk for premature babies. “Allattami” is the non-profit public-private project promoted since 2012 by Granarolo, the largest Italian milk supply chain participated in a cooperative by over 600 members-farmers, together with the Policlinico S. Orsola in Bologna: over the years 31,100 baby bottles have been collected, involving 305 donors. Today the neonatal intensive therapies supplied by Granarolo are in Bologna, Ferrara and Parma.