One of the most efficient ways to foster dialogue, and with the most modest environmental footprint, is digital communication. LifeGate interacts with
over four million contacts
annually through a variety of channels. The LifeGate community is prevalently composed of consumers residing in the central and northern Italy, principally between
35 and 55 years
(87%), for the most part
(66%), with a
high level of education
(51% are graduates). 27% come from
(over 350 thousand inhabitants), i.e. 3 times more that the Italian average. It is also interesting to note that 22% define themselves as vegetarian, 3 times more than the Italian average. It is a community that, despite its complexity and heterogeneity, demonstrates a common investment in similar values and interests, crossing the barriers of age, origin and gender. It is composed of
, who are knowledgeable and aware: their values and life choices are at the heart of their buying ethic, and they place a great deal of importance on businesses' behaviour in production and service provision. They are predisposed to changing their opinions on goods and services producers if these demonstrate a clear and strong intention towards operating in respect of society and the environment.
Sensitivity to companies' reputation
is strong, as is the inclination to actively research the origins of products with the objective of carrying out ethical purchases using digital tools especially.