(Adnkronos) - “La grande sfida è quella di rimboccarsi le maniche, tutti secondo quella che è la nostra possibilità, perché la sostenibilità non può venire se non si ha un approccio sistemico”. Lo afferma Laura Tondi, sustainability leader Ikea Italia Retail, a margine della dodicesima edizione del Salone della Csr e dell’Innovazione sociale, in svolgimento all’università Bocconi di Milano fino all’11 ottobre.
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00:00Contradictions, perhaps, is the most used word in these years, especially when it comes to sustainability,
00:14because we live in an era in which we have overused the planet,
00:19we have overused the resources of the planet and we sometimes find ourselves denying it,
00:24in a more hard or soft way.
00:27So the real challenge, I believe, compared to this contradiction,
00:31which is a bit of a self-destruction, if we want to challenge the planet in this sense,
00:35it does not mean that the planet will succumb,
00:37rather the population that inhabits it will succumb, animal, plant, human.
00:42So what is the big challenge, without going too far into philosophy,
00:47is to get our hands dirty and everyone, according to what is our possibility,
00:53so we are talking about companies, we are talking about governments,
00:56we are talking about individual people, because sustainability cannot happen
00:59if it does not have a systemic approach, it must be done by everyone
01:03and we all have to have a commitment, a concrete commitment.
01:06I work for IKEA Italy Retail.
01:08IKEA has a huge group that moves a lot of people,
01:11that hosts about a billion people in its store every year,
01:16about 4 million visits only online and offline.
01:18So we can say ours, we are in fact a very heavy actor
01:22and we have the ambition and the will to help people improve their lives
01:28and above all to do it by giving them the opportunity to live it in a healthier and more sustainable way.
01:35So our product and the solutions that we propose are fundamental to us.
01:39The big challenge of these years is circularity.
01:42So how do we modernize, how do we update our business,
01:49our business model so that there is a strong connotation of circularity?
01:54So it means rethinking our products,
01:56it means giving completely different characteristics to our products compared to the past.
02:00Products that will be revisited in an important and significant way,
02:04others will not be imperceptible to the revision we will do,
02:07but working in terms of repairability, customization and durability over time
02:13and in the meantime tell this journey,
02:16so make us accompany and accompany our consumers, our customers,
02:20so that these products are actually welcomed.
02:23Before I was talking about recycled cotton,
02:25the amount of renewable or recycled material that will be in the recipe of our products
02:31will obviously have to increase,
02:33but it will also have to increase the awareness compared to materials
02:36that today, for example, we use little and that are, for example,
02:40less affected by a product such as cotton, by a raw material such as cotton.
02:43This is a bit what we are doing.
02:46It is a revolution because in fact it affects all areas of the company,
02:50from product design to the use phase and then above all the end of life,
02:56so recycling.
02:57Here the effort is enormous.
02:59Thinking of a product that already has characteristics,
03:02so at its end of life, when at the level of repairability, of remanufacturing,
03:06so extracting those components that can then be restarted in a production process.
03:10When it comes to the last phase, that is, recycling,
03:13it is necessary to have the infrastructures and it is necessary to look beyond what exists at the moment,
03:20because what is at the moment is little.
03:22Here the regulations will give us a hand, of course,
03:25but we must start thinking in advance
03:27and therefore challenging the contradictions for us means thinking a little outside the box,
03:31being creative and being stubborn also in thinking that we can reach our goal,
03:41although not with the conventional way.