In an increasingly fragile environmental context, companies have the responsibility to adopt sustainable practices that promote the circularity of materials and products. When it comes to hollow glasshave sustainability is one of the fundamental parameters: terms such as recovery and recycling they become strategic for protecting the environment, as well as for the reliability and prestige of a company.
Use and end of life of hollow glass
The life cycle of hollow glass consists of several phases: design, production, distribution, use and end of life. Each of these steps presents opportunities and challenges for reduce the environmental impact, but in this content we will only focus on the last two.
The use phase is the result of information and awareness campaigns. The consumer must in fact be educated on the correct use of products and waste disposal. At the same time, companies are called upon to implement their own recovery and recycling systems, investing in accurate ones plans of reverse logistics. Only in this way can the 'end of life' give rise to new resources to be reintroduced into the production cycle.
Sardinia teaches
Companies taking responsibility is a crucial step towards a green future. And the new campaign by Ichnusa, a well-known Sardinian beer brand, testifies to this. “If it has to end like this, don't even buy it.” The slogan of the awareness project, launched by the company in collaboration with Legambiente Sardegna, stands out on black and white photographs of streets, parks and beaches where the bottles are abandoned (in colour), with the iconic four Moors.
A clear message to stop degradation and waste and outline a precise identity of values, based on respect and responsibility, which starts from a study conducted by Astra Ricerche, commissioned by Ichnusa herself. This study has in fact highlighted how approximately 1 in 4 Italians have thrown a bottle on the ground, without caring about the problematic nature of the gesture.
From words to gestures
Consumers must be invited to acquire greater awareness on the topic of recycling and to consider themselves an active part of the virtuous circle, through the correct disposal of each bottle. Meanwhile, the brewery doesn't just highlight its own green commitment through an acute Reverse Marketing strategy, but takes the field personally through the organization of cleaning days carried out in the main meeting places on the island. A slogan is in fact not enough to inspire consumers, but love for one's land and one's product, well expressed by concrete action, can certainly contribute to a progressive and fundamental change of mentality.
Sources: beerichnusa.it, adnkronos.com, agenfood.it
