Nine years ago, we told our clients: There is no Plan C.

Today, even in Marketing universities, it’s taught that sustainability is no longer optional. Recycling is more like a cold remedy for the planet—not a cure.

Real prevention starts at the design stage of an industrial product. On this note, we’d like to speak up for our category—the designers—and also for the wide network of material suppliers who have not only embraced vast, truly sustainable catalogs, but have also transformed their production chains in favor of our struggling planet.

It’s worth adding that consumers are catching up too: in Italy, 53% now choose products based on their sustainability. The ones left behind? The industries that still manufacture under outdated marketing and production models.

The good news is: sustainability is not an unattainable goal—it’s a journey made of conscious choices, one step at a time. No one becomes fully sustainable overnight. But the path must be taken—and reinforced, year by year.

Every creative and production decision can reduce environmental impact and lead change. In fact, sustainability begins with the design of a product. Everything that follows is just correction, chasing what wasn’t done right in the first place.

And Our Approach? Concrete Steps Toward More Responsible Design

Because beyond material selection, we focus on visual design that plays a key role in communicating sustainability. Reducing the unnecessary, optimizing graphic elements to minimize ink usage, and choosing natural colors and lower-impact tones—these are design choices that matter.

Modular and adaptive design allows content to be updated without reprinting entire campaigns, extending the life cycle of materials.

And not everything needs to be printed. Digital solutions offer a real opportunity to cut waste: e-books, interactive packaging with QR codes, augmented reality, and NFTs applied to branding create innovative, low-impact experiences.

But let’s be clear—digital has its own environmental cost. Which is why eco-design strategies must be adopted: reducing file sizes, optimizing websites, and minimizing data usage are now fundamental.

The future of graphic design is green.

And sustainability starts today—with the first right step.