A manifesto for sustainable digital communication was presented to the Chamber of Deputies

A guide for companies. A compass for those who communicate for them. The Foundation for Digital Sustainability, Italy's leading research center dedicated to analyzing the impact of digital transformation on sustainability, has presented a framework to guide communications professionals toward a more ethical, inclusive, and sustainable digital ecosystem.

The "Manifesto for the Digital Sustainability of Communication," presented today in the Press Room of the Chamber of Deputies at the initiative of MP Enzo Amich (FdI), seeks to define objectives for reducing the environmental, social, and ethical impact of digital communication. It seeks to put "the individual and collective well-being" at the center, and seeks to prevent companies from making mistakes in digital communication. "Many are made," Stefano Epifani, president of the foundation, tells Italian Tech. "One above all? What's called 'greenwashing,' or using sustainability as something to show off rather than as a core value of the company."

A systemic approach to sustainable communication

Developed by the "Sustainability in Digital Communication and Advertising" working group, the manifesto proposes a structural integration between online and offline media. This reflects the digital transformation that is redefining tools, languages, and relationships. Digital communication is seen as both a lever and an object of sustainability, in a two-way relationship: it must be designed consistently with the sustainable development goals, but can also actively contribute to their achievement.

The fundamental principles of the manifesto

The Manifesto is structured around 11 key principles. It addresses ethics and transparency, to counter misinformation; environmental sustainability, through reducing energy consumption and the ecological footprint of digital infrastructure; the centrality of the person, respecting dignity and fundamental rights; as well as cultural diversity and positive social impact, and digital well-being (see the full list here ).

The working group is also defining specific KPIs—metrics to measure the concrete results of communications sustainability. "The Manifesto is not an abstract declaration, but an operational tool for those working in communications," Epifani added. "It serves as a compass for navigating a digital transformation that, if left unguided, risks becoming exclusive, opaque, and unsustainable."

Who is the manifesto for? Procedures for companies in September.

The document is addressed to communications professionals, companies, media, institutions, and digital platforms, calling for a joint commitment to more equitable, transparent, and sustainable communication models. Choosing less impactful digital solutions, ensuring accessibility, promoting well-being in the workplace, and ensuring content transparency—including the use of artificial intelligence and sponsored content—are central elements of the Manifesto's vision.

"This work stems from the need to focus communication's role on digital sustainability. It's a topic that's widely discussed, but rarely done correctly," Epifani told our newspaper. "From this, we asked ourselves, 'Why not conduct a structured reflection on sustainability and communication?'" Sustainability, the reasoning goes, also involves communication. This includes the accuracy of information, its social and environmental impact (a PDF file shared with thousands of addresses has a different impact than a simple text email). The presentation of the manifesto is a first step. The process will conclude in September with the thoughtful sharing of practices for sustainable communication.