Tag #Brand Competitiveness

How is sustainability impacting the competitiveness of Made in Italy brands, and what specific actions are companies taking in response?

In the last decade, sustainability has shifted from benevolent action to a core business asset for companies, especially impacting consumer perception and brand competitiveness. A recent Ipsos survey of 300 Italian beer consumers (Feb 25-28, 2025) revealed 96% consider sustainability key to Made in Italy's competitiveness. This is driving companies like Birra Peroni to prioritize sustainability initiatives.