The question is answered by Alessandra Taccon, Ecotan Project Director at Silvateam, who first of all explains if and to what extent fashion brands actually focus on sustainable products: “They firmly believe in it because consumers only gain loyalty with environmentally friendly solutions. A recent research conducted on 8,500 people held by Accenture shows that “brands take a back seat” when the demand for sustainability is not taken seriously so they have to keep up. It is clear that they are called upon to commit themselves to defining their own sustainable development strategy in order to achieve the objectives set. In general, however, awareness of the need to go in that direction is widespread and well developed, in the world of luxury as well as in the mid-range.

Let’s, for example, take the automotive world, in which Ecotan has remarkably invested and which is having very interesting developments: sales of electric vehicles (EVs) or hybrids equipped with eco-friendly materials on board are expected to reach 47 millions by 2030. Car components, in fact, must be green and recyclable for at least 85%, according to the directives drawn up by the European Union. An epochal and paradigm shift already underway, an unstoppable transition”.