At Green Future Project (GFP), we believe that sharing experiences is a powerful source of inspiration. That’s why we chose to interview Michele Braglia, Kerakoll’s ESG Manager, a leading figure in the corporate sustainability landscape.
In a world shaped by the climate crisis and by uncertainty that often discourages investment, concrete examples of companies with a robust strategy can make all the difference. This interview with Michele Braglia shows that sustainability is not only an ethical commitment but also a pathway to growth and competitiveness.
Who is Michele Braglia and what is Kerakoll’s journey?
Could you tell us about your role at Kerakoll and how it fits into the company’s sustainability journey?
“At Kerakoll, I serve as ESG Manager within the System Improvement team. My work centres on overseeing all activities related to measuring, reporting and communicating the company’s environmental, social and governance impact, as well as the initiatives and innovations we implement to move towards a regenerative business model, in line with our status as a certified B Corp” Michele explains.
For some time now, Kerakoll has integrated sustainability into its business model as a strategic pillar. “A significant first step in this direction was taken in 2010, when we became The GreenBuilding Company: the start of a transformation focused on developing building products with a reduced environmental footprint”.
Since 2021, having adopted Benefit Company (Società Benefit) status and subsequently achieved B Corp certification in 2023, Kerakoll has adopted a systemic, integrated approach to sustainability, marking a new phase of evolution.
Objectives and transition plan
What are the main priorities and sustainability objectives you’ve set at Kerakoll for the coming years?
“We’re in the thick of developing our reporting system, in line with the latest EU directives, and we’re preparing for B Corp re-certification. In short, we certainly won’t be bored” Michele smiles.
“I see this as part of a growth journey that has accelerated significantly in recent years and now makes us feel the need to keep evolving coherently, aware of the maturity our sustainability strategy has reached and how it can be further developed”.
“Moreover, we have to mention our major sustainability goal for the coming years: the Transition Plan. As a B Corp, a member of CO2alizione, and part of the construction sector, we cannot step back from tackling climate change. For this reason, thanks to our centre of research excellence, the Kerakoll GreenLab, we’re investing heavily in innovation to develop high-quality, reliable building products with reduced CO₂e emissions, supporting an ever more decarbonised built environment,” Michele emphasises.
The partnership with Green Future Project
What led you to choose Green Future Project as a partner in your sustainability journey?
“From the outset, we found a strong cultural alignment with Green Future Project. Beyond the fact that we are both B Corps, we share a real drive for innovation and the ability to turn ideas into concrete actions, rooted in careful observation of the market and active listening to customers,” Michele comments.
“With Green Future Project, we’ve found a reliable partner, always ready to gather ideas to improve and grow together. I believe this synergy is one of the most important strengths of our partnership,” Michele affirms.
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Challenges along the way
What challenges do you most often encounter in achieving your sustainability objectives, particularly at an internal level?
“One of the most significant challenges we face today, and will continue to face in the coming months, concerns the usability of data for ESG measurement and reporting. It’s not just about obtaining the information, but about building a reprocessing model capable of cross-referencing a large volume of data and ensuring calculations that are effective, accurate and replicable over time,” Michele emphasises.
“The complexity of our formulations and the breadth of our product portfolio make this challenge even more substantial. We use numerous raw materials, rely on multiple suppliers, and must manage material characteristics that need to be mapped, traced and reprocessed, often to derive a single percentage figure. This simple example shows how, behind a single KPI, there are often complex linkages, analyses and calculations”.
“For this reason, we are developing a custom-built digital infrastructure for the Group, designed specifically to meet our ESG measurement and reporting needs, so that the process becomes more robust, automated and effective”.
And what are the biggest external challenges you face?
“We’re living through a period of great regulatory uncertainty. The rapid changes taking place within European decision-making bodies, and beyond, pose an additional challenge for those of us working every day in sustainability. On the one hand, this volatility risks undermining the credibility of the sustainability agenda, which for years did not receive the attention it deserves; on the other, it makes it harder to plan long-term investments and lay solid foundations,” Braglia explains.
“However, this climate of instability does not discourage us. On the contrary, it confirms the need to keep our strategy steady and continue along the course we’ve set. When I speak of a period of maturity in our ESG approach, I mean precisely this: the ability to steer complexity, even under difficult conditions, thanks to consolidated experience and a clear, shared vision”.
Future trends and the role of technology
How does GFP’s technology support you in achieving your sustainability objectives?
“Thanks to GFP’s contribution, we calculate the Group’s emissions inventory, a fundamental step in our decarbonisation journey. In fact, only through accurate measurement is it possible to define a trajectory for emissions reduction that is genuinely reliable and sustainable over time”.
“The solution proposed by Green Future Project stands out for being user-friendly, comprehensive and perfectly suited to our needs. Added to this is the value of the dedicated team, always ready to listen and attentive to our requirements. This support further enhances the overall value of the partnership and reinforces the trust built over time.”
What do you think will be the most significant trends shaping corporate sustainability in the coming years?
“In the coming years, two key trends will emerge: increasingly rigorous reporting and the centrality of people. Diversity, inclusion, well-being and social impact will be central themes. In this context, technology will play a crucial role: robust digital infrastructures and artificial intelligence will enable us to analyse ESG data, simulate scenarios and anticipate risks.Turning data into strategic insights will be a decisive competitive advantage,” Michele affirms.
What advice would you give to companies just starting out on their journey?
“Curiosity is essential. Sustainability is a complex and fascinating field that demands a willingness to explore, study and understand. Only with an open mindset can you appreciate how closely it is linked to the way business is done today and will be done tomorrow. Grasping these dynamics helps you recognise the strong connection between ESG choices and a company’s strategic vision, turning sustainability into a driver of growth and innovation,” Michele concludes.
The interview with Michele Braglia paints the picture of a company that has woven sustainability into its DNA, turning complex challenges into opportunities for growth and innovation.
Kerakoll’s journey shows that a clear strategic vision, sustained investment in research and the ability to build strong partnerships are essential. It is precisely examples like this that inspire Green Future Project to continue supporting businesses on a shared path towards a regenerative future.