Milan's citizens are on the front line when it comes to sustainability — in words and in deeds. That is what emerges from the third edition of the LifeGate Osservatorio. #MiSoste19
Attentive, curious, informed. And a little courageous, too, because changing habits is not always easy, but it is worth it when the underlying drive is a desire to respect the Planet's resources. This is the portrait of Milan's residents painted by the Osservatorio Milano sostenibile, produced by LifeGate with Eumetra MR, now in its third edition.
Following on from the Osservatorio nazionale sullo stile di vita sostenibile, since 2017 LifeGate has dedicated a focused vertical study to the city of Milan. A questionnaire exploring interest, knowledge, attitudes and behaviours relating to sustainability — with an in-depth look at initiatives adopted by the city council — was submitted to eight hundred residents, representative of Milan's population.
The research is sponsored by the European Commission, the Ministry of the Environment, Regione Lombardia, the Comune di Milano, Assolombarda and Confcommercio, and was made possible by the support of Aimo Room, Collistar, Geomagworld, Gruppo Helsinn, Just Eat, Opel, Ricola, Visitas and Lavazza.
Read the results of the 2017 and 2018 editions of the Osservatorio Milano sostenibile
The results were presented on Wednesday 16 October at the Triennale. After an opening address by Mayor Beppe Sala, LifeGate group chief executive Enea Roveda and Corriere della Sera deputy editor Daniele Manca, pollster Renato Mannheimer (Eumetra MR) presented the data in conversation with Simona Roveda, editorial and communications director of the LifeGate group.
Whether thanks to the young people who took to the streets for the climate, or to the newspaper and television headlines in which the word "environment" is appearing ever more frequently, the fact remains that 84 per cent of respondents say they are familiar with the broad topic of sustainability — a percentage that exceeds the figure recorded at national level by almost twenty points. Among the best-known subjects, renewable energy comes first (48 per cent know what it means), followed by sustainable food (43 per cent), sustainable development (42 per cent) and sustainable mobility (41 per cent).
More than one in two Milanese residents say they are informed about the initiatives adopted by the city administration to give the city a greener, cleaner future. While it is impossible to miss the increase in public transport fares (86 per cent of the sample had heard about it), attention is also drawn to projects to reduce single-use plastic (79 per cent) and the electrification of public transport, which is due to be completed by 2030 (74 per cent).
Knowledge can be thought of as the first step on a staircase that leads first to attitudes and then to behaviours. Here too, Milan's residents do not disappoint. Only three respondents in ten believe that sustainability is merely a trend; for all the others it is a topic they feel strongly about. When asked whether it is appropriate to limit plastic consumption, create new green spaces, choose renewable energy and take responsibility for the problems of peripheral neighbourhoods, the mood of the population takes on the character of a plebiscite.
Looking to the near future, 87 per cent of respondents are calling loudly for the collection of special waste at recycling centres, and 75 per cent for the energy refurbishment of buildings with a switch to renewables. The Milan-Cortina 2026 Olympics also receive the approval of 69 per cent of respondents.
When the time comes to lead by example, Milan's residents live up to the common image of them as hardworking and pragmatic. 92 per cent sort their waste for recycling at home, 88 per cent travel by public transport and 47 per cent try to avoid plastic bottles, perhaps making use of water dispensing points (41 per cent). Still somewhat niche are the purchase of ethical and green clothing, electric or hybrid cars and sustainable holidays.
Overall, the absolute majority — corresponding to one million residents — feels interested in or passionate about sustainability. In a word, engaged.
Following the new format inaugurated in March with the national observatory on sustainable lifestyles, the second part of the morning was devoted to testimonials. Lisa Casali, manager at Pool Ambiente; Luca Morari, vice president Southern Europe at Ricola and chief executive of Divita; Andrea Farinet, president of the Socialing Institute; Stefano Virgilio, communications manager at Opel Italia; Ambrogio Beccaria, ocean sailor; Filippo Gallizia, general manager of Geomagworld; gallerist Rossana Orlandi; and finally the two artists Helidon Xhixha and Giacomo "Jack" Braglia, creators of the work "The twin bottles: message in a bottle", exhibited for the occasion at Triennale Milano.
This multi-voice account saw experiences drawn from apparently very different fields take turns in the spotlight — from business to sport, from automotive to art — with one shared aim: to channel ideas and energy towards a cleaner, lighter, more circular future.
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