UNIC teamed up with an agency to build up a number of worldwide communication activities. The aim is “to convey, in a contemporary and effective way, three key words, which are the cornerstones of Italian leather industry: sustainability, circularity and exclusivity”. These are seen as “rather obvious concepts to the ones who know, produce and use leather (...) but such notions require a renovated strategy to propagate, promote and share them. Consumers, all over the world, must have a sound knowledge about a few essential properties of leather. Someone too often distorts and exploits them misleadingly”.

The starting point was a series of interviews (1 200) in four countries (Italy, Germany, France and the United States) focusing on leather. The first results are already known and translate the fact that many people consider leather as an exclusive, luxurious and durable product, and with a strong heritage. However, there seems to be a lack of knowledge around the tanning process and leather manufacturing. And to act on this should come the next phase of the campaign, paying particular attention to digital communication, the internet and social media.