Walking or Talking, That Is the Question in the Italian Fashion Industry

The chapter aims to evaluate how Italian fashion companies communicate and/or implement sustainability practices based on the concepts introduced by the "walking the talk" theory. Data of companies (mostly listed on the Milan Stock Exchange) were collected through their websites, annual reports, and other relevant documents in 2019 and 2022. Their performance is evaluated on their talk score (promises) and walk score (actions) identifying four categories: talkers, walkers, talking walkers, and silent low-performers. Overall, the research suggests that Italian fashion companies have made progress but still have a long way to go in terms of sustainability as the majority of companies are categorised as talkers. They need to improve their internal structures, increase social engagement, and align their actions with their promises to achieve a more sustainable approach. The study finds that geographical area, stock exchange listing, turnover, and export percentage influence companies' sustainability performance.