Pirelli Launches Innovative Sustainability Journey Program for Retailers

Milan, 19 June 2025 – Pirelli has officially launched its 'Sustainability Journey Program', an initiative designed to integrate points of sale into the company’s Environmental, Social, and Governance (ESG) strategy. This program aims to instill Pirelli’s sustainability values directly into the dealer network, enhancing consumer engagement and responsiveness to growing market expectations.

The initiative includes comprehensive support and training for retailers, allowing them to achieve certification validated by TÜV SÜD, an independent testing and certification organization. According to Matteo Battaini, Pirelli's Head of Sustainability and Future Mobility, "In a context in which sustainability, health, and safety issues are of increasingly strategic importance, Pirelli offers its partners a concrete and cutting-edge response. This initiative aims to build a more responsible way of working in alignment with evolving consumer demands."

The 'Sustainability Journey Program' encompasses a multi-step process beginning with an assessment phase. This phase evaluates the environmental and social impact of participating commercial partners, identifying opportunities for improvement within their operational practices. Notably, the program emphasizes key ESG issues, focusing on environmental protection, energy resource management, training, IT security, and corruption prevention. Participants will also receive guidance to prepare for ISO 14001 (Environmental Management System) and ISO 45001 (Occupational Health and Safety Management Systems) certifications.

Pirelli’s program stands out in the market as it does not require prerequisites for participation. Retailers will work closely with specialized consultants to complete a sustainability assessment questionnaire, categorized into environmental, social, and governance criteria. The responses will determine their current preparedness level and help outline actionable steps toward certification.

The program not only offers benefits in operational efficiency and risk management but also enhances the workplace quality and employee well-being, making points of sale more attractive to both consumers and potential employees. The certification will be accompanied by a plaque for display at the point of sale and an online recognition to showcase their commitment to sustainable practices.

The significance of this initiative extends beyond individual retailers. As consumers increasingly prioritize sustainability in their purchasing decisions, Pirelli’s program seeks to empower its partners to meet these expectations while reinforcing the company’s brand image as a leader in responsible business practices. Industry experts noted that such initiatives are crucial for companies aiming to align with global sustainability trends and enhance their competitive edge.

Dr. Patricia Green, an environmental policy expert at the University of Milan, states, "Pirelli’s proactive approach in engaging its retail partners through this program illustrates a commitment to sustainability that can positively influence consumer behavior and enhance brand loyalty."

Looking ahead, the 'Sustainability Journey Program' is expected to evolve annually, allowing points of sale to continuously improve their sustainability performance. By fostering a robust framework for responsible business operations, Pirelli not only enhances its brand reputation but also contributes to broader societal goals of environmental stewardship and social responsibility. This initiative underscores the growing importance of integrating sustainability into business strategies, particularly in the competitive landscape of the automotive industry.

In conclusion, Pirelli’s 'Sustainability Journey Program' represents a significant stride towards embedding sustainability within the retail sector, aligning corporate practices with consumer expectations and regulatory standards while fostering a culture of continuous improvement among its partners.