Regulations, greenwashing and the role of retail: at Marca 2025, a dialogue between companies and consumers promoted by CCM Coop Cartai Modenese and LifeGate.
In shaping a consumer's perception of a product as more or less sustainable, packaging matters enormously. This is confirmed by the latest data from the Osservatorio packaging del largo consumo 2025 by Nomisma, presented at Marca 2025, the international trade fair dedicated to private label brands. For seven out of ten Italians, packaging guides food purchasing decisions: for 46 per cent of Italians, sustainable packaging is the primary reason to consider the product itself sustainable — even more so than it being locally sourced or zero-kilometre (43 per cent) or manufactured with reduced carbon dioxide emissions (42 per cent).
Sustainable packaging is shaping new purchasing models, with consumers increasingly inclined to prefer it when all other characteristics are equal. These demands, however, do not come only from below: new European regulations are imposing ever more stringent standards throughout the entire supply chain, pushing companies to invest in innovation and transparency.
The new European rules represent a significant challenge for many companies. It is not merely a matter of complying with technical requirements, but also of guaranteeing transparency and quality while balancing costs for the end consumer. This point is crucial, since saving money remains one of the three main purchasing drivers, alongside health-consciousness and sustainability, according to Nomisma data. What strategies can companies adopt to meet consumer expectations and comply with the new regulations?
On 15 and 16 January, as part of Marca by BolognaFiere, CCM Coop Cartai Modenese, Cartex and Coptip, in collaboration with LifeGate, hosted two events to seek answers to these questions. Experts, professionals and industry representatives came together to discuss the challenges and opportunities that sustainability offers to the mass consumer goods world, with a focus on the evolution of packaging, the climate responsibility of retail and the importance of collective action.
The first talk on 15 January, entitled Sustainability without compromise: tackling greenwashing and the climate crisis, moderated by LifeGate journalist Roberto Sposini and introduced by Giuseppe Rovatti, president of Coptip Industrie Grafiche, focused on the evolution of packaging towards lower environmental impact models — a direction set out by the new European packaging regulation (Ppwr), which raises the bar on sustainability.
According to Cesare Vannini, procurement and R&D director at CCM, Italy is already at the forefront, particularly in the paper sector, having "anticipated sustainable solutions well before European regulations arrived. The recycling levels achieved are already extremely high and represent an excellence that allows us to approach the new rules not so much as an obstacle, but as a confirmation of the work already done".
Stefano Carraro, R&D Director at Burgo Group, highlights two crucial aspects: the regulations represent an opportunity to combat greenwashing and stimulate innovation. According to Carraro, "clear rules finally reward companies that operate with transparency and responsibility, eliminating unfair competition from those who improvise". This regulatory context therefore becomes a turning point, capable of fostering the growth of virtuous businesses and establishing common standards for a more sustainable and competitive market.
Federico Cavallo, Head of Public Affairs and Media Relations at Altroconsumo, confirms that consumers are increasingly aware, but still sceptical: more than 90 per cent seek information on product sustainability and 86 per cent base their purchasing decisions on this. However, 70 per cent believe that such information is scarce and almost one in two does not trust it. "Now more than ever, we find ourselves at a moment when moving in the direction of sustainability is not only necessary, but also a distinctive opportunity for the market and for innovation. The relationship with consumers is close and their ability to influence aggregate behaviour is extremely high, making dialogue essential. Building an alliance between businesses and consumers is key to promoting informed choices and building trust".
Together with the speakers and experts, we are trying to deliver a clear message: to propose concrete solutions and tangible responses to the sustainability challenges we face.
Giuseppe Rovatti, president of Coptip
A virtuous example of promoting good practices and actively engaging consumers comes from Penny which, in collaboration with Coripet, has installed a PET bottle collection system in its stores. As Paola Monica Dimaggio, sustainability manager at Penny Italia, explained, the project has collected over 12 million bottles since 2020, demonstrating how sustainability and social impact can go hand in hand. "In a challenging economic context, it is essential that consumers understand the value of these sustainable choices and support the necessary investments, even if eco-sustainable packaging entails higher costs compared to standard solutions".
The second talk on 16 January, moderated by Tommaso Perrone, editor-in-chief of LifeGate's publications, and introduced by Davide Faietti, president of CCM, opened with a key question: can we save the world through our everyday purchasing choices? Giovanni Mori, environmental engineer, Fridays for Future activist and curator of LifeGate's daily podcast News dal pianeta Terra, launched the debate by offering an overview of the global climate scenario.
Mori emphasised how the climate crisis is a concrete and immediate reality. "It is not a question of 'if', but of 'when'. The 'good news' is that it is scientifically proven that this crisis is caused by humans, and precisely for this reason it can be solved: we have all the knowledge and solutions to act, but we must do so now", he declared, appealing to our sense of responsibility. Collective and individual.
What, then, are the responsibilities and opportunities of the retail sector? Andrea Benini, delegated councillor for sustainability at GranTerre, offered an overview of the company's sustainability strategy, deeply rooted in cooperative values. Among the initiatives, the commitment to sustainable packaging stands out, with the use of recycled and recyclable materials and partnerships with specialised partners. However, Benini emphasised the importance of educating consumers, sharing a concrete example: "Even minor changes in a product's appearance can lead consumers to reject it, regardless of the packaging's value. We tested an innovative packaging for cured meats, using low-environmental-impact materials with a reduced thickness, but the result was a real flop: the gas inside these packs caused the slices to break slightly, and consumers rejected the product, despite the pack's value having been clearly communicated. It is essential to guide consumers towards more conscious choices, helping them understand the value of sustainable solutions."
We organised these days to touch on topics of interest and offer educational insights that are useful to everyone, speakers included. It is an opportunity to share ideas, reflect, and create value together.
Davide Faietti, president of CCM
To succeed, sustainable initiatives must balance innovation, education, market adaptation and social impact, as demonstrated by So.De., a young home-delivery company that uses cargo bikes to meet the need for sustainable urban transport, while also guaranteeing fair and solidarity-based contracts for its workers. "Every day we accompany our clients on a journey of change, combining efficiency with social commitment. This is how our environmental core is enriched by a strong social dimension, uniting the commitment to the environment with the commitment to people," said Fabrizio Mattioli, logistics and sustainable mobility engineer at So.De.
The two talks at Marca 2025 highlighted that sustainability is a shared responsibility: companies, institutions and consumers must join forces. The strategic decisions of businesses and the conscious purchasing choices of consumers are, in this sense, two sides of the same coin.
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