We already talked to you about Elena Piludu's dissertation on Green Marketing in relation to the arts, taking F/ART as her case study.
Now we will propose you one of her interviews with Marisa Graziati (CEO) instead.
How come did you decide to transition to a sustainable business strategy?
We didn't change strategy as we have always been sustainable where it was possible, but rather we have always given a name and a face to the vision and aim of my father, starting by telling people what we do instead of limiting us to just do it: manufacture indestructible products that are resistant to whatever condition of employment, whether it is internal or external.
What critiques have you faced throughout this stage?
As we haven't changed our strategy we can't really talk about issues, if not a few irrelevant misunderstandings due to the new communicative language employed by the company which, after working in the B2B for over 70 years, found itself in the position of combining a pure B2B communication with a B2C one. However, the historical clients were very happy to welcome and engage with the new vision the company set for itself.
How would you define your marketing strategy from the perspective of the company's sustainable vision?
We would have to talk about "product-leader" strategy, as it actually is the leader of the neon transformers market globally. However, we would rather define as a transparent and honest strategy, where the company's actual capabilities and potential can emerge, both in the realisation of the best neon transformers (here's why it is "the market's leader") and in the sustenance and maintenance of the global interest towards neon as an artistic and luminous source.
What does the implementation of eco-sustainable policies concretely consist in?
The attention payed to sustainability derives, as we said above, from the vision of the company's founder: to manufacture products with the best duration and performance in their sector. The industrial field's best option for sustainability is not obtained by recycling the products, but rather by producing products that do not need interventions of maintenance or substitution for the longest possible period. Most of our transformers last for 30 years (if employed 24/7) with some peaks till 50-60 years and this is the clearest fulfilment of our eco-sustainable policy.
While talking about environmental sustainability, it is to consider that neon (absolutely not to be confused with fluorescent lamps) is "green". In 2010 the UL American authority recognised cold cathode lamps as the most sustainable light source in the world: they have a high duration, they can be recharged by gas, they have a high efficiency and a non-elevated consumption. Furthermore, as it is a one-century-old gradually-implemented technology, it utilises a developed disposal system that more recent light sources don't have.
Additionally we devised sustainable packaging for transformers: composed by cardboard with assembly instructions on its surface, without wasting further paper and packaging material.
We've never neglected the "human sustainability": we produce our products in Italy since 1945, as we want to confer an additional value to the area of Treviso, where we have always been present. We've never given in to the delocalisation of our production in countries where life expenses and exploitation triumph over ethics.
To which target is your green marketing policy directed?
When we talk about environmental sustainability, the target can be anything but small; in our case we start from the glassbenders (craftsmen who manufacture neon lamps) to the electicians, from the artists to the interior architects, who want for their installations green materials that don't require frequent maintainance.