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The report “The Conscious Citizen: The Value of Trust in Sustainable Consumption Choices” by Deloitte’s Observatory explores the relationship between sustainability and trust in the purchasing decisions of Italian consumers. The report emphasizes how sustainability has become a central element in building trust between consumers and brands. Italians are increasingly attentive to sustainability, adopting more ethical lifestyles and making consumption choices that reflect this awareness. Therefore, companies must integrate sustainable and transparent practices into their strategies to maintain and strengthen consumer trust. The report highlights the importance of avoiding greenwashing, a practice that can severely damage a company’s reputation and undermine customer trust.

Source: Deloitte

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