The Benetton Group, headquartered in Italy, has unveiled a program called Green B that puts together all of the company's environmental programs, including those of United Colors of Benetton, Undercolors, and Sisley, under one roof.
The company announced that it would continue to improve energy efficiency in its supply chain and retail locations, as well as waste management, respect workers’ rights, and distribute more sustainable products.
CEO of Benetton Group, Massimo Renon said that Benetton's various souls are brought together by Green B. The logo's color is green, and it is this color that has made the company popular all over the world. The letter B stands for the initials of the brand's founders' last names, as well as the verb "to be" – because being sustainable, is part of their DNA – and the bee, a delicate, industrious, and collaborative insect without which the whole world will be in crisis.
He adds that Green B is now the emblem of all that is sustainable for them, as the messenger of Benetton's innately green soul.
As it is used by all Benetton Group touchpoints, the Green B project will carry on different meanings. Customers will be able to locate the symbol in stores, on digital platforms, and on the labels of garments that represent the project's values.
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