In the past three years the knowledge of Green Economy has risen by 6 points, from 41.9% to 47.3%, and with it the trust and the desire to experience it: it tells Antonio Valente, managing director of Lorien Consulting who carried out an investigation in this regard. Numbers aside, the result seems to be that: "Italians will be able to live far-sighted only if in the present they are able to live giving importance to what they manage to preserve, how much wealth they manage to redistribute, to what they manage to report, but above all that all this is up to the single individual ".
1) What is meant by the green economy?
There Green Economy is a development model that takes into consideration not only the economic benefits, but also the environmental damage produced by the extraction of raw materials, their transport, their transformation into energy or finished products, their disposal / recycling or their definitive disappearance. These damages also affect the GDP, since they reduce the yields of fishing, agriculture and the quality of the environment, a factor that damages, for example, tourism.
2) How many Italians consider a green economy project feasible in our country?
The concept of Green Economy, which includes the possibility of creating new “green” jobs as one of the ways out of the crisis, is currently known by 47.3% of Italians, or just under half. But, once informed, the favorable Italians would increase: the numbers say so. For this reason, communication plays a role of primary importance.
3) How many today are willing to change their purchasing and consumption habits? What are the most difficult sacrifices for Italians?
Italians are definitely willing to change their buying and consumption habits in favor of a retailer who promotes sustainability issues, so at least 71% of the sample we interviewed. However, they struggle to give up, for example, the use of air conditioning, bottled water and, in particular, the daily use of cars and scooters. These vehicles, in addition to creating unsustainable traffic problems, especially in large cities, create the enormous pollution problems that we all know by now and that most mayors are trying to stem with more or less drastic measures.
4) How many Italians are there today who are attentive and willing to "invest time" to buy sustainable products?
Today, more than half of Italians are willing to invest a little more time to achieve sustainable goods or services: 42% say they are willing to give up up to half an hour of their time for this, 27% even more. Italians refer above all to food goods (which are now also found in common supermarkets), but also to goods related to personal and home hygiene which, being only in specific "green" shops or supermarket chains, could actually involve the need for more time to spend on purchasing. Lastly, furniture items and, once again, cars and mopeds, which, to be honest, often have a much less "sustainable" cost than normal and more polluting ones.
5) How many are also willing to spend more?
Italians are more reluctant on spending, probably due to the crisis or the high cost of some of these sustainable goods which from an economic point of view are anything but sustainable. 43% would spend up to 25% of what they already do, only 10% even more. Strong, but in this period hardly entirely blameworthy, that 46% who would not spend anything more.
6) It is said that women are more sensitive on these issues, confirm? Why do you think?
Women are actually more sensitive to the “green” issue and are also those who are more willing to pay something more to promote sustainability.
Probably women by nature have a more comprehensive, more forward-looking and also more protective vision. This is reflected not only in their familiar and home environment, but also in the planet they inhabit. And then women are usually more combative than men and more willing to sacrifice themselves to achieve their goals and carry on the values they believe in.
7) Data in hand, has anything changed compared to a few years ago? Has the crisis made us more or less green?
Sensitivity to the topic has certainly grown in recent times, just think that in the last three years knowledge of the Green Economy has risen by 6 points (from 41.9% to 47.3%). In general, the crisis has undoubtedly questioned the old paradigms, making it necessary to reconstruct one's habits and daily life on new foundations: civil life, corporate social responsibility and, last but not least, Green Economy.
Italians will be able to live in a far-sighted way only if in the present they are able to live in this perspective, giving importance to what they are able to preserve, to how much wealth they are able to redistribute, to what they are able to report, but above all if they are able to realize that it is every individual who has to activate, not just the "community".
Interview byMarta Abbà