(May 2025) | Why choose Italian ceramics? The answer to this seemingly complex question can be summed up in a single word: responsibility. Over time, technological innovation, environmental sustainability and respect for people have come together with Italy’s long-standing ceramic tradition to offer a product that is both safe and environmentally sound, making it an informed choice for today’s living spaces.

The training sessions held as part of the “I choose responsibility” campaign aim to communicate the value of Italian manufacturing. Confindustria Ceramica has met on several occasions with key stakeholders from across the ceramic supply chain to present the campaign’s core messages and the communication tools developed to support it.

Created in collaboration with Exprimo, the campaign aims to build a communication strategy that begins on social media and continues all the way to the point of sale. A variety of tools have been developed to communicate the value of Italian ceramics, placing the end consumer at the heart of the process as an informed and active decision-maker. Knowledge is the first step towards awareness: with this in mind, a range of digital resources have been developed to communicate the content of the campaign across websites and social media platforms. These include five topic-specific videos available in five different languages, along with customisable templates that companies can adapt to their social media and editorial plans. A dedicated media kit ensures effective use of campaign materials, featuring a user manual and a full suite of ready-to-use digital tools, including website slides, pop-ups, banners and landing pages focused on the sustainability of Italian ceramics.

The journey continues at stores with brochures and customisable roll-ups designed for use at events, accompanied by the Responsibility Glossary, a practical tool for conveying key sustainability messages in direct, accessible language.

UK delegation

This is an ambitious goal that aims to engage both industry professionals and end consumers with an interest in architecture and interior design. In March, Confindustria Ceramica presented the campaign and its tools to a visiting delegation of British distributors from The Tile Association.

The quality of Italian ceramics and the importance of choosing sustainable products were also key topics of discussion at the EUF meeting held in May in Sassuolo with representatives from European tile installers’ associations.