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April 29, 2021

Benetton sets out new sustainability strategy ‘Green B’

Fashion chain Benetton Group is launching ‘Green B’, a project bringing together all the sustainability initiatives of the company’s brands as part of its efforts to ramp up and report on its sustainability work.

Fashion chain Benetton Group is launching ‘Green B’, a project bringing together all the sustainability initiatives of the company’s brands as part of its efforts to ramp up and report on its sustainability work.

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What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
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From the idea and manufacture of a product to the supply chain, from energy efficiency to attention to the needs of communities, Benetton says its vision “formalises the commitment to the environment and people that constitutes one of the company’s constant values”.

“Social responsibility is intrinsic to Benetton Group and has always been expressed through a way of “doing business” that is based on principles of respect for the environment and people – at all levels – and on communication campaigns defending human rights,” it adds.   Over the coming years, Benetton says it will distribute more sustainable products, create a supply chain that is ever more respectful of the environment and workers’ rights, and increase the efficiency of its headquarters and stores in terms of energy use and waste management, following the example set by its new shop inaugurated in Florence at the beginning of March.   With immediate effect, all the initiatives will feature a flag and a symbol.

“Green is the colour of the logo that has made the brand famous all over the world,” says Massimo Renon, CEO of Benetton Group. “B is the initial of the last name of the brand’s founders and also refers to the verb ‘to be’ – because to be sustainable is part of our essence – as well as the bee, a small, industrious and collaborative insect, without which the entire ecosystem would be in crisis. From today, Green B is the ambassador of Benetton’s innately green soul, the symbol of everything that for us is sustainable.”   The Green B project will take on various interpretations as it is used for all Benetton Group touchpoints. Customers will find this symbol in stores, on the digital platforms and on the tags of the garments that reflect the values embodied by the project. It will also feature in the company’s Integrated Report, which will feature details on the company’s strategy, governance and performance in the short, medium and long term, and how it operates while respecting the environment and people.

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Free Report
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What are the key consumer trends driving FMCG in 2022?

The consumer landscape has permanently changed since the COVID-19 pandemic began, prompting trends to emerge or accelerate, causing subsequent macro-economic shifts. In order to stay relevant, Consumer Packaged Goods companies must stay abreast of these developments. It is here that GlobalData can offer valuable assistance. Download GlobalData’s Trendsights: Trends to Watch in 2022 report to:
  • Gain insight into the 12 most important trends across the FMCG value chain
  • See the consumer survey data that underpins these insights
  • Learn what early-movers are already doing in terms of NPD and product marketing
Take a look at this report to give yourself the best standing in this developing market.
by GlobalData
Enter your details here to receive your free Report.

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