Ceramics of Italy has launched a marketing campaign focused around the concept of responsibility. The campaign aims to highlight Italian manufacturers’ responsible practices, including sustainable production methods and good working conditions, and challenges the global tile market to consider its own responsibility to source products ethically.
At the beginning of 2025, the Italian ceramic manufacturers’ association launched a communication campaign with a new message and approach to engaging stakeholders. The campaign’s aim is to establish the Italian ceramic industry’s leadership in increasingly important areas for buyers, such as stewardship of the environment and care for people.
Confindustria Ceramica says the Italian ceramic industry has been committed to this cause since the 1970s, consistently improving its environmental performance through regular annual investments and establishing itself as the global benchmark for best available techniques (BATs). According to the industry body, progress has been meticulously measured and documented through initiatives such as the nine editions of the Integrated Environmental Report published since 2010, which monitor achievements and highlight specific areas of improvement.
Through the campaign slogan: “I choose responsibility. You should too!”, architects, distributors, real estate developers, installers and end consumers worldwide are encouraged to play an active role in shaping the planet’s future by choosing manufacturers who prioritise environmental protection and respect for people in every product they create. The act of purchase becomes crucial, allowing consumers and construction companies to directly influence the future of the planet.
www.confindustriaceramica.it
