by Renato Castagnetti

Also the promotional activity rediscovers sustainability, made in Italy and solidarity What objects are expected to set the trends in the promotional activities? How could they be classified? Two questions to identify an evolving world.

Anti-bacterial items strongly reducing the contagion risk

Fabio Malfatto, EQSG CEO, guided us to the discovery of the antibacterial world. In time of pandemic this aspect makes the different not only now but also in the future. Then, thanks to its experience on the Italian market and in the world of loyalties, EQSG supports and opens a window on the world to the Ceramiche NOI, reality, an Italian excellence that remained on the territory thanks to a group of workers that decided to snatch the delocalisation of ovens in Armenia in 2019. Malfatto tells about the support thanks to his quality manager and to the professional firms he collaborates with, also adding that he is proud of the fact that, just this year, they filed a patent application for antibacterial ceramic manufactured in Italy «We manufacture pottery with an antibacterial treatment applied before baking so as to prolong its efficiency over time», he reveals. Antibacterial products stimulate the trends in the promotional activity as they must be analysed based on the period we are living in. «My group is applying the antibacterial also on other goods, like fabrics (made in Italy sponge cloths, materials for bags, rugsacks) and fluffy toys that, in the world, are still performing really well», he explains.

Green and Made in Italy

The trends of the promotional activity look favourably to the return of Made in Italy «A strong interest for the green world exists in the loyalty field, working with the biggest agencies managing the brands. My company is monitoring the realities dealing with, for example, the reuse and recycle of plastics. My daughter, who graduated in eco-sustainable architecture, introduced such aspects to the company that were translated into the new EQSocialGreen department». But this is not all. Made in Italy is not only synonym of pottery. In the world of objects that will find their way to success among the promotional activities, according to Malfatto’s philosophy, we also find such projects accomplished through the Italian paper and cardboard industry, the reactivation of the leather and leather item world and the 360-degree cooking: pans, cutlery, glass.

Solidarity meets promotions

Malfatto had already announced it with Ceramiche Noi: solidarity as bond with the promotional world. «This is the case of the collaboration with the company No War Factory in Laos that, through associations on site, deals with finding the unexploded mines still present on the territory, disarms them and uses their inner components to make small jewels that have become part of promotional activities, he explains, for an internal department of Alpitour». Another case of promotional solidarity involves Village Industry, an Ethiopian company represented in Italy by EQSG that deals with creating natural fabrics employing local workers. «We have manufactured a line of products for Costa Crociere using Ethiopian cotton also attending to the merchandising distributed on their ships», Malfatto concludes.