An invitation to choose Italian ceramic products is the central theme of the new Ceramics of Italy 2025 communication campaign entitled “I choose responsibility. You should too”. The initiative was unveiled on 9 January at Confindustria Ceramica’s headquarters by Filippo Manuzzi, Chairman of the Association’s Commercial Relations Commission, alongside MEP Elisabetta Gualmini, Chair of the European Ceramics Forum, the mayors of Sassuolo and Fiorano Modenese Matteo Mesini and Marco Biagini, and the mayor of Castellarano and president of the Province of Reggio Emilia Giorgio Zanni.

Developed in collaboration with the agency Exprimo, the entire campaign revolves around the concept of responsibility, understood as the pursuit of excellent environmental standards, respect for workers and a commitment to the communities in which the industry operates. The sector’s ecological footprint, monitored over time through 35 key variables outlined in the Integrated Report published by Confindustria Ceramica in collaboration with Centro Ceramico and the Emilia-Romagna Regional Government, is documented in 170 articles, infographics and videos, all accessible in the Responsibility section of ceramica.info.

The second part of the campaign slogan – “You Should Too!” – serves as a call to action for consumers and professionals, highlighting the fact that every purchasing decision affects the planet. Promoting responsibility as a key factor in decision-making requires the engagement of Italian ceramic manufacturers, distributors and design professionals, all of whom have been involved since the early stages of the initiative and will continue to play an active role throughout the campaign.

The campaign provides a comprehensive toolbox to support businesses, including five videos, a Responsibility Glossary, a multimedia presentation for in-person meetings and a set of digital tools for social media channels. In addition, a dedicated roll-up banner and brochure have been created for retail points of sale. The social media campaign, backed by the association’s investments, will launch first in Italy, France and Germany, followed by Scandinavia, Austria, Switzerland, Benelux and the English-speaking markets of the US, Canada and the UK.

Filippo Manuzzi noted that “this campaign highlights two core priorities for the Italian ceramic industry: creating a level playing field in international trade and a strong commitment to people and local communities. The Italian ceramic sector’s efforts and investments aimed at reducing its environmental footprint date back to the 1970s. The investments made by the industry over the past 50 years have brought major achievements in terms of lower atmospheric emissions, processing waste recycling and reduction in the energy required to produce each square metre of tiles and slabs, defining the Best Available Techniques (BAT) as global benchmarks. Our commitment to people and the communities in which we operate is an equally crucial factor. Workplace safety protocols, social discussion regarding crystalline silica, air quality agreements, training programmes for young professionals and existing workers, corporate welfare initiatives and industry-wide programmes such as Foncer are all initiatives pursued by our companies and our association in close collaboration with institutions and social partners with the aim of ensuring the highest level of protection for those who work in our industry.”

Matteo Mesini hailed the campaign as a bridge between industry and local communities, ensuring that economic development goes hand in hand with social progress. “Businesses are an integral part of our cities’ daily lives, not only economically but also in terms of environmental sustainability and social well-being,” he said. “The campaign uses powerful language, such as ‘responsibility’ and ‘You should too’, to underscore the fact that we all play a part in prioritising the planet and people.”

Marco Biagini expressed his support for the values championed by the campaign, particularly in terms of “promoting the social, industrial and territorial ecosystem we represent, one whose levels of development and innovation must not be taken for granted. Whatever our individual roles, we all have a duty to contribute while keeping future generations in mind. The campaign’s call to action speaks to everyone, but especially to young people.”

Giorgio Zanni stressed the importance of “working together” as a defining trait of the local area. “Even when starting out from different positions, it is essential that we work towards shared goals,” he said. He also noted how local businesses have long looked beyond their factory walls towards the broader community, working to foster both environmental sustainability and a workplace culture that prioritises quality of life and individual well-being.

Elisabetta Gualmini praised the Sassuolo ceramic cluster’s decision to focus on social and environmental responsibility, as well as the ongoing dialogue between institutions and businesses. “These passionate entrepreneurs continuously seek beauty not only in their products but also in their work environments and human relationships,” she observed. The MEP then referenced the recent appointment of a European Commissioner for Housing and another for Industry, who are working respectively on building redevelopment and the Clean Industrial Deal, a regulation that includes an investment plan for energy-intensive industries. She also stressed the need for a review of the ETS system and the implementation of measures to support the energy transition. “In the Ceramics of Italy campaign I see a bold approach to international trade, one that highlights the industrial, environmental and social strengths of Italian companies in contrast to their foreign competitors,” Gualmini continued. “Industrial policy must at the same time be environmental and social.”

Coinciding with the campaign’s presentation, communication activities were launched across the official Ceramics of Italy and ceramica.info social media channels, supported by content sharing on Italian ceramic companies’ websites and social media platforms.

The involvement of trade associations representing distributors and their member companies in the three initial target countries represents a further effort to promote awareness and appreciation of the values and content behind the “I choose responsibility” initiative.