From the second industrial revolution, until the globalization and the consumerism era, we have been witnesses of a growing production capability, at the expense of ethical and sustainable production processes.
In recent years, however, we figured out that something is changing along with the raise of a new class of consumers, much more demanding and informed. In fact, thanks to a wider and intense circulation of data and information, consumers have reached a high degree of awareness and expect a certain sensibility from companies.
This means that they prefer being informed instead of being told that something is simply "good". In addition, it is hard to hide something or lie whereas, in the social network era, companies are continuously exposed to criticism, clarifications and keen observations by the users.
In this regard, we consider very interesting the position of the Labour Knight and businessman Brunello Cucinelli who, on the occasion of the event "Made in Italy without Italy" on 13th November, 2013 claimed:
"If I figure out that you have produced a jacket causing harm to humanity, perhaps I will not buy it anymore. That's why I truly believe that the idea of the healthy profit is very strong".
That's why many of them - willy-nilly - have started changing their policy by focusing on the idea of social responsibility, namely the ability to do something right regardless of the law requirements for working conditions, environment and access to data and information (transparency).
Our daily work continually leads us to the discovery of a huge number of companies that are experiencing this way of business, right because digital communication is particularly suitable to underline these features.
Try to imagine how powerful can be in marketing the video of a tailored jacket in a proper working environment or the possibility to verify the origin and sources of a certain product directly from your own devices.
In addition, we have noticed that, quite often, those companies that pursue social responsibility have better results in the quality of their goods and viceversa.
The realization of high quality products respectful of the environment and working conditions might be the cornerstone of a new development model for our economy and society in the years to come.