Altroconsumo and Committed to Change at Do the Right Thing

This year Altroconsumo will be present with a new format and a larger space , where the protagonist will be "Impegnati a Cambiare" , the platform created to build a new culture of responsible consumption, where every individual choice can contribute to collective well-being.

Promoted by the Altroconsumo Foundation , the broad program of initiatives will be dedicated to the theme "Challenging Taboos in the Age of Perfection." The Altroconsumo stand will be a space within the fair to break the silence on uncomfortable topics and foster inclusive discussion, in the belief that social change and innovation can arise from encounters. The program is being developed in collaboration with the Master's in Corporate Communication at the University of Siena and, specifically, features the contribution of a team of Communications students—Arianna Baglieri, Vittoria Calabrese, Francesca Frasca, Gaia Mostardi, and Elisa Papotto —who proposed and developed the selected concept and will also support the organization with social media communications activities during the three-day event.

"In an age dominated by the idea of perfection, taboos represent invisible barriers that limit people's freedom and profoundly affect both relationships and choices, including those regarding sustainable and responsible consumption. With our presence at Do the Right Thing!, we want to create a space for inclusive discussion, capable of addressing issues that are often less discussed but are increasingly relevant to people's lives, to foster new awareness," says Federico Cavallo, Head of Corporate Affairs & Public Relations at Altroconsumo . "Developing the concept and program with the support of a team of young communicators in training represents a clear choice in this regard: opening up to new languages, enhancing the perspectives of the new generations, transforming them into real opportunities for growth, and strengthening a concept of participation that doesn't just talk about change, but builds it together. This, ultimately, is the spirit of Impegnati a Cambiare."

Altroconsumo's program and exhibition space will be divided into three main areas : the stand , dedicated to breaking down barriers and taboos, with interactive activities for the public; a talk area featuring in-depth discussions and debates with experts; and the Arena space , which will host the three main events scheduled for the different days of the fair. The stand will be conceived as an intimate space where questions arise that, if left unanswered, can become taboo. The installation respects the principles of ecodesign, with recyclable materials and interactive games, thanks to the contribution of il Vespaio .

ARENA EVENTS DEDICATED TO AFFECTIVE EDUCATION, DIGITAL AWARENESS, AND BURNOUT

The program includes three main events in the Arena space , dedicated to the themes of affective education, digital awareness and burnout.

On Friday, March 13th , at 11:00 a.m., a meeting for schools will be held , "It's cringe, my love: when flowers are suspicious and jealousy is a compliment. A journey towards emotional education and self-awareness." Livio Ricciardi , psychologist, sexologist, and educator, will guide students through the analysis of contemporary relationships, with a particular focus on the new codes redefining intimacy, love, and consent in Gen Z. The discussion will be accompanied by the symbolic use of green and red flags to recognize positive signals and problematic behaviors.

Saturday, March 14th at 2:00 PM The event will feature the discussion "If it's not controlled, it's not protected: the deception of digital technology. What lies behind a screen?" This discussion focuses on digital education and the risks of the web. Alessio Rubino , content creator and digital communications expert, and Valentina Canu , social media expert at the University of Siena, will guide the audience in the conscious use of platforms and the critical interpretation of online information, offering practical tools for safe internet browsing. There will also be an opportunity for audience interaction using emoji palettes, to encourage discussion and active participation.

The program will conclude on Sunday, March 15th at 11:00 a.m. with the talk "I Can't Take It Anymore (And It's OK). Beyond Performance: Exposing Stress and Turning Off Burnout," dedicated to burnout and mental and physical well-being. Giorgia Fumo , an engineer, theatrical improviser, and stand-up comedian, will lead the audience in a humorous analysis of the challenges and contradictions of office life, reflecting on the changes in the world of work over the last fifteen years. This will be followed by a conversation between Giorgia Fumo and a psychotherapist from UnoBravo. Audience participation will also be encouraged with the use of a white flag, to recognize one's limits, ask for help, and learn to take care of oneself.

SIX ACTIVITIES TO OVERCOME PREJUDICES

Inside the Altroconsumo stand, a series of six interactive activities will be developed, linked to an area of daily life and a prejudice to be overcome, according to the thematic areas of “Committed to Change” – Altrovestire, Altroviaggiare, Altromangiare, Altrocurare and Altroabitare – to share stories and experiences capable of promoting a new culture of production, the market and consumption.

The Altrovestire event will address the misconception that a sustainable wardrobe must necessarily be expensive or abundant. Responsible fashion isn't taboo , and you don't need a lot of clothes to be fashionable. The audience will explore a table filled with garments, with labels to be read using special sliders designed to facilitate informed choices, demonstrating that a functional and sustainable wardrobe can be achieved with just six pieces.

With Altroviaggiare, the focus shifts to travel as an experience of encounter and personal growth, addressing the taboo of friendship in adulthood and the difficulty of traveling alone or with strangers . Participants will be invited to experiment with more sustainable and mindful travel methods through activities in pairs or small groups, enhancing discussion and sharing.

The Altromangiare meeting focuses on food waste and the misconception that a product approaching its expiration date is no longer good or safe. Through an activity of consciously reading labels, you'll learn to correctly interpret information about expiration, storage, and quality.

The program continues with Altrocurare , dedicated to psychophysical well-being and the pressure of performance . In a social context that values hyper-performance, aesthetics, and conformity, the activity invites reflection on the right to pause and take care of oneself, through a memory game that combines fun and awareness.

Finally, Altroabitare explores shared housing as a concrete response to economic insecurity and the housing crisis , addressing the embarrassment of not being able to live alone despite having a job and an income, and promoting cohabitation as a conscious choice. Through a game set in a miniature city , visitors guide a cork along an obstacle course to reach a sustainable and inclusive home, experiencing firsthand the challenges and opportunities of shared living.

And finally there will be the Central Totem , a large participatory work at the heart of the Altroconsumo stand, where all visitors are invited to take a minute to leave a phrase, a thought, a drawing to share with others.