Podcast: Bain, sustainability in the shopping basket. How are retailers responding?

After a period of stagnation, concern about sustainability is growing again among Italian consumers. The report Visionary Ceo Guide to Sustainability 2026 by Bain & Company captures this picture, based on a global sample of over 7.000 consumers. In Italy, 85% of respondents say they are concerned about the environment, peaking at 92% among Gen Z young people, but with very high levels of attention among Boomers too.

What makes the difference, however, is the ever-closer link between health and the shopping basket: 76% of Italians have already changed their purchases to avoid harmful substances such as PFAS, BPA and microplastics. But how is this focus reflected in the strategies of companies in the fast-moving consumer goods and large-scale retail sectors? And what is the real scope for highlighting sustainable products in a price-conscious market?

We discuss this with Matteo Capellini, partner and global head of Bain's Sustainability Value Creation Solution & Company.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.