Purpose-driven brands for a better future
For years, sustainability has been in the hands of technical departments deputed to check the environmental and social externalities of a company business. In recent years, sustainability has become strategic for the development of current businesses and to gain trust among consumers. More than ever, people expect that brands take the stand on a specific cause and behave as good citizens, having a clear purpose and putting in place great actions for the wellbeing of people and the Planet. During the conversation, we will have the opportunity to explore what Barilla Group is doing through its key brands to tackle global food challenges and to better respond to its consumers in terms of sustainable choices: we will analyze Barilla key supply chains and educational program for young generations and we will deep dive into brands identity to understand how business can be a force for good.