Activities Activities Communicating the uniqueness of Italian ceramics To make known to the entire Italian and international supply chain — including the end consumer — some of the factors that best distinguish the Italian ceramic industry from international competitors and from alternative materials. This is the guiding principle of the “I choose responsibility. You should too” communication campaign, launched in 2025 across the ten most important destination markets worldwide. It is a journey into the industry and its products, rooted in the past and progressing through unconventional methods of promotion and information. The choice of the concept of responsibility — understood as the combination of manufacturing sustainability, responsible sourcing of raw materials, and respect for product users and workers throughout the entire supply chain — is supported by solid informational foundations in more than 160 articles, tutorial videos and infographics on www.ceramica.info, built around objective numerical parameters and structured according to the taxonomy of the ‘5Ps’: process, people, product, projects and the planet. This precise description also measures the improvements achieved by the Italian ceramic industry in reducing the environmental and social impact of its activities. A quantitative — rather than creative — approach underpins communication that, by its nature, aims to inform more than to dazzle, and to explain rather than simply persuade all stakeholders within the supply chain. In this regard, five key touchpoints have been identified that link manufacturing with the supply chain and the market: websites, social media channels, points of sale, catalogues, marketing events. For each of these, a dedicated “toolkit” has been created, comprising short video clips, the Responsibility Alphabet, brochures and roll-ups for showrooms, and content for social channels. Significant work has been carried out with colleagues in promotion to involve trade associations, both Italian and foreign, active in distribution and, through them, individual companies operating in the sector. Finally, two ambassadors for Ceramics of Italy for Responsibility have been appointed to provide training for sales staff and interior designers working in Italian showrooms — key interlocutors in communicating accurate messages and information to the end consumer. The journey that characterises Italian ceramics in comparison with international competitors has only just begun and much remains to be written.
