On May 25th in Riva del Garda, during ORBDAYS 2025, the first-ever survey on ESG maturity within the Italian outdoor industry was presented. A sector divided between excellence and delays, but ready to embrace the challenge of sustainability. A more in-depth report on the research will be published in the next issue of Outdoor Magazine.
Survey on ESG maturity in the industry
The Italian outdoor industry is undergoing a necessary transition. During the eleventh edition of Outdoor & Running Business Days—Italy’s leading trade event for the outdoor and running market organized by the MagNet Group (publisher of Outdoor Magazine, among others)—the first national study on the ESG maturity of the sector was officially presented. The research was promoted by Green Media Lab with support from the Italian Outdoor Group, and it systematically measures for the first time how environmental, social, and governance issues are being integrated into the strategies and communications of companies in the industry.
The study analyzed 20 Italian companies (including Tecnica, Vibram, La Sportiva, Grisport, Scarpa, Montura, Oberalp, F.lli Campagnolo, Ferrino, Aku, Garmont, Manifattura Valcismon/Karpos Outdoor, Asolo, Garsport, C.A.M.P., Kong, Mondeox, Zamberlan, Crazy, and MGM) with annual revenues exceeding € 10 million. They were assessed using 10 key indicators, including the presence of an ESG strategic plan, adoption of eco-innovation practices, supply chain management, climate strategy, and Diversity & Inclusion policies.
In addition to the main survey, a qualitative phase was conducted with companies showing lower ESG performance. Through a targeted questionnaire, the goal was to investigate the reasons behind limited or absent communication of environmental and social commitments. The most common barriers identified were lack of financial resources, absence of structured data, and inadequate impact measurement tools. These factors point to a cautious approach often driven by concerns over reputational risk and the phenomenon of greenhushing.
Key findings
The results paint a highly polarized picture: some companies have already implemented structured ESG pathways with measurable goals aligned with international standards, while many others lack even the most basic elements of sustainable governance or effective transparency and reporting practices.
Several recurring issues emerged:
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About 60% of the companies do not have a dedicated sustainability role or team.
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45% do not produce any public ESG reporting in line with international standards.
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40% of the analyzed companies have no ESG section on their website, missing a key opportunity to communicate commitments and progress.
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Even more concerning is the state of Diversity & Inclusion: only 1 in 20 companies has a clear strategy with concrete objectives, while half completely ignore the topic.
Despite these weaknesses, there are encouraging signs. 80% of surveyed companies reported receiving ESG-related requests or pressure from clients, distributors, or suppliers—clear evidence that the market is pushing for greater responsibility. Among less structured companies, all expressed the intention to initiate an ESG journey within the next three years, indicating growing awareness of the necessary transformation. However, this intention often clashes with tangible barriers: lack of funding, absence of impact measurement tools, and most importantly, an organizational culture not yet ready to integrate sustainability as a strategic driver.
An interesting insight concerns the greenhushing phenomenon: three out of five companies claim to have initiated sustainable practices but do not communicate them due to the lack of structured data or solid results. This cautious stance highlights a broader tension between the will and the ability to act, between intention and credible execution.
This research not only provides a snapshot of the current state of the sector, but also serves as a guiding tool for the future. Strengthening governance, improving transparency, and fostering synergies along the supply chain are now top priorities for an industry striving to grow in line with today’s environmental and social challenges. The journey has just begun—but the direction is clear.
For more information about the research, please contact: info@mag-net.it
