Gruppo Romani is launching the “Tiles for life” campaign with the aim of raising awareness regarding the actual consumption of raw materials and energy by the ceramic industry, as well as respect for the environment. The premise is simple: before defining ceramics as “energy-intensive”, let’s think about how many times we charge our mobile phones in a day. How much CO2 is emitted every day, taking into consideration an average of ten billion mobile phones and PCs being charged? Smoke stacks are not the only things that pollute! Furthermore, the level of pollution of an asset is not linked to the specific consumption needed for its production, but to its duration: a porcelain stoneware tile has an estimated average lifespan of 50 years and is completely recyclable. Moreover, it bears remembering that the Italian ceramic industry is extremely attentive to the environment. Many perhaps do not know that, from studies carried out by AUSL (Italian Local Health Authority) and ARPAE (Regional Environmental Protection Agency) of Emilia-Romagna, the air of the Sassuolo ceramic district is less polluted than that of neighbouring cities such as Reggio Emilia and Modena. Every kilo of dust, litre of water or calorie that comes out of the ceramic factories is recycled and harnessed to the maximum and production scrap, both fired and unfired, is entirely put back into the production cycle.