Inside our Sustainability Report

Our analysis data on how Italians relate to environmental issues.

Sustainability matters, but not to everyone in the same way. Interest in environmental issues stands at 34%, nine points below 2019, and has fallen every year since 2021. The sharpest drop is among 16-29s, now the age group with the lowest interest.

Less interest doesn’t mean less awareness. Pollution remains an important issue for 71% of Italians, the climate emergency for 68%, and 51% don’t think the effects of climate change are too far off to worry about. Among 14-29s, views are less clear-cut: 39% have no opinion on how urgent climate change is, compared with 32% of the population.

But awareness doesn’t translate into action. The share of people who want to do something themselves has fallen from 61% to 53% in five years.

Income is a key factor. Willingness to change lifestyle stands at 45%, 13 points higher among high earners and 9 points lower among low earners. But that’s also where trust is most fragile: 40% of Italians think companies talk about the environment just for their image, rising to 51% among high earners.

There’s no single sustainable target. Green Italians number 5.8 million, 12% of the population aged 14 and over, and within this group the report singles out 18-34s, over-60s and parents, each with a different media diet and different persuasion levers. Alongside them are 1.7 million green primary shoppers.

The full report is available on request.

Featured image designed by Freepik – Magnific.com