Milan Design Week: Pinocchio and the lies about greenwashing

Certainly the character of was not chosen by chance Pinocchio for the installation which, on the occasion of the Design Week, has stood out in cubic dimensions in the Piazza degli Eventi of SuperstudioPiù in Milan since last June 6.

The famous puppet, known for his lies, has turned into a true symbol against the phenomenon of greenwashing and the network of deceptions that this entails with consequent damage to the consumer, to which is added the flourishing of cases of unfair competition.

In early 2021, the European Commission and national consumer authorities released, for the first time ever, the results of a website screening focused on greenwashing. They analyzed online green claims from various business sectors and highlighted that in the 42% of the cases such claims were exaggerated, false or misleading and which could potentially qualify as UTPs under EU rules (Unfair Commercial Practices Directive – January 2021).

Data in front of which it is not possible to remain helpless. This is why, in an ironic but pungent way, the maxi installation Someone is lying …promoted by Alcantara SpA. and sponsored by the National Chamber of Italian Fashion, wants to bring the public’s attention back to the issue. «After 13 years, we continue to progressively improve our commitment in this area, always operating with the utmost transparency and adopting an approach based on facts, or rather on scientific evidence and certifications. Alcantara has made transparency in terms of sustainability one of its most important assets, aware of how difficult it is to convey its complexity. Thus was born the idea of ​​being clear, as one is clear and light when explaining important things to children: so we chose to do it through the characters of a fable »he says Andrea Boragno Chairman and Chief Executive Officer of Alcantara SpA..

The project is carried out in collaboration with Connect4Climate, a coalition of the World Bank that brings together institutions, private sector actors, non-governmental organizations, universities, research centers and trade associations. An alliance that is concrete proof of how excellent Italian experiences can be an inspiration for the whole world.

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