In telecommunications industry, environmental sustainability and sustainable growth are a highly emotive topic for companies. According to The Easy Way and EG Media’s marketing research, made in the first half of 2019, the marketing campaigns on environmental sustainability increased by 51% over the first half of 2018.
National and international politics are working on creating a new regulatory framework in order to favor those companies which struggle for the reduction of the environmental impact. The Italian Ministry of the Environment launched a public consultation on “Development strategy with low greenhouse gas” that Italy will send to the European Committee within the 1st of January 2020. The public consultation ended on the 4th of November and all Italian citizens participated by filling an online questionnaire.
For their part, several companies of different sectors have already started playing a crucial role in supporting the sustainable growth, because they find in their commitment an opportunity to boost sales and to increase brand reputation.
In doing so, Vodafone is one of those telecommunications companies that better transmits messages of sustainability to its sector.
In different European countries, starting from 2020, Vodafone will provide its customers with eco-friendly accessories, which will have “Red Loves Green” labels, since the red color is the corporate one. Among the accessories, biodegradable mobile covers or those made of 100% recyclable materials (plastic recovered from the ocean). Moreover, Vodafone’s stores will permanently ban all plastic bags.
Vodafone’s sim cards will be eco-friendly: 50% smaller, so as to reduce the use of plastic to the necessary minimum.
Source: Vodafone “green”, stop alla plastica dal 2020 e riduzione sim del 50%
The effectiveness of environmental communication depends on the concreteness of companies’ initiatives, the transparency of the results and the consistency between projects and companies’ scope of business.
If companies want to communicate their commitment to the environment, they must be able to demonstrate that their actions are effective and real, and that they can generate value and avoid environmental impact.
It is crucial that, if it’s true that the purpose of the communication is promoting products or services, companies remember to play an active role in public information.
Maria Vittoria Seu – MCO
