Productive Ecosystem

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April 2024 • Carlo Papini

The issues related to ESG are more important than ever today. Environmental, Social, and Governance are the keywords of a strategy that Arrital is pursuing in step with its parent company We.Do.

In a world where products are increasingly personalized through the use of big data and now artificial intelligence, marketing is feeling a need to reconsider the P of “people” in Philip Kotler’s famous “five Ps” (the others are “product,” “price,” “placement,” and “promotion”). In truth, Kotler, an international marketing guru, has already introduced the concept of “human marketing” to renew and bolster the importance of people, expanding the concept to include a broader meaning of daily well-being, and giving due attention to new post-pandemic habits. In such a period of great technological customization of products and services, it would indeed be strange if we lost sight of the fact that the essence of every consumer is being human. An emerging trend in the market is delving deeper into the ESG (Environmental, Social, Governance) issues. Arrital has positioned itself as a “human brand” in this very direction. In practical terms, this translates for Arrital into a promise to its customers that “Life is what you make of it.” for the customers, this in turn means products and services (such as the Ak Project and Feeling Home 2024 collections) that suit their varying tastes, lifestyles, and spaces, precisely as each person, themselves in every sense, is fully immersed in their lives.

Group strategy between synergy and evolution

We.Do Holding Spa is one of the most important players in the world of furniture and design in Italy and worldwide. A strategic vision linked to development and internationalisation that integrates important companies and brands, such as Arrital, in the residential, office, healthcare and project sectors. Its assets are based on sustainability, innovation and synergies that increasingly integrate product and service logics to offer new supply models and investment opportunities to stakeholders and professionals. Today, “amplified design” is becoming a management challenge that combines efficiency and results with creativity and a wide range of skills.

This promise also means that the ESG themes are also part of Arrital’s three Ps: People, Places, and Plans. People are not just customers but those who work in the company and their families. This was the origin of an in-house training initiative where were talked about “character” both in technical design terms and, even more importantly, as a collection of values of the individual and the brand. Some projects involve going to schools with the goal of cultivating a new work culture to help young people approach the employment market and let companies introduce themselves to tomorrow’s employees, including through special training. Arrital’s earning its ISO 14001 and ISO 45001 certifications is in line with the driving themes of sustainability and innovation. The ISO 14001 certification is for environmental management, optimizing natural resource consumption, reducing toxic emissions, and managing product waste responsibly. The ISO 45001 certification focuses on protecting the health and safety of employees, ensuring a safe work environment,

and adopting measures to prevent accidents and injuries. Spotlighting the supply chain completes the ESG circle. This includes both another FSC certification to ensure that the wood used in the company is from sustainably managed forests and the continuous selection of suppliers from those who respect these quality parameters. This means change downstream for the consumers, upstream for the suppliers, and in-house with our employees as our operational approach. Lastly, Arrital’s positioning as a “human brand” is, of course, expressed in the communication and retail spheres too. Recent communication campaigns have put architecture and design at the forefront, designed by contemporary architects and designers. They create spaces made to fit those who will live in them, and on the sales level, the new flagship stores at Corso Europa 22 in Milan aim to convey and underscore the brand’s dynamic identity.

On the subject of brand identity, while it is true that the market is becoming increasingly technological. Yet, precisely because it appreciates the humanness of people, the market wants brands to be transparent and keep their promises. The motto “We Arrital” is intended to epitomize the brand’s personality and its principle “Human resources are our value. We create value because of our human resources.” This is a new approach to employees. An approach based on valuing human capital. It is a proclamation and a historic feature of Italian craftsmanship.