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.
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.