20
A. Cappellieri et al.
to take steps to improve responsibility and ethics in the creation of jewellery, no matter
where they fall in the supply chain or what stage their business is at.
Vicenzaoro also dedicates lots of seminars to the topic of sustainability. At Vicenzaoro September 2019, the topic of the seminar organized by CIBJO, The World
Jewellery Confederation, is sustainability and responsible sourcing in the Jewellery
industry.
4.3 Understanding and Acceptance
Once the message has been generated, listened to and has aroused interest in the
receiver from the next phase is that of the acquisition.
Specifically, awareness is generated in the buyer who becomes able to make a
critical and ethical assessment. The consumer begins a ‘sustainable thinking’ having
understood the importance of the traceability of the supply chain, the transparency of
processes and materials, optimization of water, energy and chemical consumption.
4.4 Changing an Attitude
Lastly, the information is understood and acquired to such an extent that it had a real
effect on the consumer and consequently on the purchase.
At the time of purchase, therefore, the consumer wonders about the life cycle of
the product and must be able to receive all the information he or she needs to make
a responsible choice. In this, many brands are acting in an exemplary way to make
each product transparent and traceable. If the communication strategy in the past
was aimed at transmitting information about the physical features of the jewellery
piece, today it is storytelling-in-action focused, conferring more importance to the
immaterial and experiential values and also to the ‘life’ of the product itself.
The product itself, through digital labels, QR codes, for example, can tell their
story, and this clearly represents a competitive advantage for the company.
Being transparent means acting in the sign of sustainability and not being afraid
to tell how to act, but, on the contrary, trying to communicate it as much as possible.
Companies striving towards sustainability are not afraid to report the targets they
have set and transparently show how far they have come and how much further they
need to go. At a minimum, material issues to report include supply chain, traceability,
fair trade, waste management and environmental pollution. Large companies such
as Pandora and Tiffany & Co have started such reporting.
Tiffany & Co. has a reputable mine-to-market programme that provides consumers
with the transparency and traceability through its Social Accountability Programme,
which traces the company’s products as they evolve throughout the supply chain.
Also, the Diamond Source Initiative is the most recent launched by Tiffany & Co.,
and led by Anisa Kamadoli Costa, chief sustainability officer of Tiffany and senior
A. Cappellieri et al.
to take steps to improve responsibility and ethics in the creation of jewellery, no matter
where they fall in the supply chain or what stage their business is at.
Vicenzaoro also dedicates lots of seminars to the topic of sustainability. At Vicenzaoro September 2019, the topic of the seminar organized by CIBJO, The World
Jewellery Confederation, is sustainability and responsible sourcing in the Jewellery
industry.
4.3 Understanding and Acceptance
Once the message has been generated, listened to and has aroused interest in the
receiver from the next phase is that of the acquisition.
Specifically, awareness is generated in the buyer who becomes able to make a
critical and ethical assessment. The consumer begins a ‘sustainable thinking’ having
understood the importance of the traceability of the supply chain, the transparency of
processes and materials, optimization of water, energy and chemical consumption.
4.4 Changing an Attitude
Lastly, the information is understood and acquired to such an extent that it had a real
effect on the consumer and consequently on the purchase.
At the time of purchase, therefore, the consumer wonders about the life cycle of
the product and must be able to receive all the information he or she needs to make
a responsible choice. In this, many brands are acting in an exemplary way to make
each product transparent and traceable. If the communication strategy in the past
was aimed at transmitting information about the physical features of the jewellery
piece, today it is storytelling-in-action focused, conferring more importance to the
immaterial and experiential values and also to the ‘life’ of the product itself.
The product itself, through digital labels, QR codes, for example, can tell their
story, and this clearly represents a competitive advantage for the company.
Being transparent means acting in the sign of sustainability and not being afraid
to tell how to act, but, on the contrary, trying to communicate it as much as possible.
Companies striving towards sustainability are not afraid to report the targets they
have set and transparently show how far they have come and how much further they
need to go. At a minimum, material issues to report include supply chain, traceability,
fair trade, waste management and environmental pollution. Large companies such
as Pandora and Tiffany & Co have started such reporting.
Tiffany & Co. has a reputable mine-to-market programme that provides consumers
with the transparency and traceability through its Social Accountability Programme,
which traces the company’s products as they evolve throughout the supply chain.
Also, the Diamond Source Initiative is the most recent launched by Tiffany & Co.,
and led by Anisa Kamadoli Costa, chief sustainability officer of Tiffany and senior