At the “Road to ECHI 2026” event held in Milan, organised in partnership with the ESG Community of Cassa Depositi e Prestiti, YouTrend presented its research on strategies and language for communicating sustainability, with a discussion involving businesses, institutions and stakeholders.
Understanding companies’ sustainability initiatives, developing a solutions-oriented narrative and recognising the strategic role of communication in the ecological transition. These were the main themes of “Road to ECHI 2026. Communicating sustainability”, organised on 4 December in Milan by YouTrend in collaboration with Cassa Depositi e Prestiti, as part of the final meeting of CDP’s ESG Community in 2025.
Central to the discussion were the findings presented by YouTrend: 63% of Italians want more communication about companies’ sustainability initiatives, with clear, concrete messages illustrating the benefits for daily life and the economy. A sign of growing interest that opens new opportunities for businesses and institutions. The study also confirms that Italians continue to view sustainability as a priority, and shows how it can be communicated effectively: 77% prefer a solutions-oriented narrative, 61% reject fear-based storytelling and call for more positive and inclusive language, while 56% favour a pragmatic approach free from ideological or catastrophist tones.
The discussion, hosted at CDP’s Milan office, featured contributions from heads of communications and sustainability at major companies and institutions, including Paola Angeletti, Chief Sustainability Officer of Intesa Sanpaolo, Fiorella Corrado, Head of the Press Office and Communications at MASE, Simona Panseri, Head of Communications, External Relations, Art and Culture at CDP, Barbara Terenghi, EVP of Sustainability and CEO’s Office Director at Edison, Lorenzo Pregliasco, Director of YouTrend, and Fabio Stevanato, Director of the European Climate Foundation Italy.
The debate focused on the strategic role of communications in rebuilding trust and consensus around the transition. This topic is central in the current geopolitical context, where 31% of those who feel less motivated to act on sustainability say it is because they see the transition as too great a challenge to influence, and 30% fear negative impacts on growth and competitiveness.
The event also examined the public’s understanding of sustainability terminology: knowledge is high for terms such as “sustainable supply chain”, “ecological transition” and “decarbonisation”, which are generally viewed positively. Conversely, concepts such as ESG, CSR and the Green Deal still require some explanation, as they remain less familiar to the general public.
The day also marked the close of the year for the ESG Community, the network promoted by CDP that brings together some of Italy’s leading economic actors to foster dialogue, synergies and the sharing of environmental, social and governance best practices. Since 2024, the community has also been on the road, with meetings hosted by companies in the network to showcase sustainability projects up close.
Members of the community include Ansaldo Energia, Autostrade per l’Italia, CDP Equity, CDP Real Asset SGR, CDP Reti, CDP Venture Capital, ENI, Euronext, Fincantieri, Fintecna, Fondo Italiano di Investimento SGR, Greenit, Italgas, Maticmind, NEXI, Open Fiber, Polo Strategico Nazionale, Poste Italiane, Renovit, Saipem, Simest, Snam, Terna, Hotelturist (TH Resorts), Gruppo Trevi, Valvitalia and Webuild.