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Culture 'accelerates' sustainability for businesses

2022-07-04T15:22:53.700Z

If to be competitive on the market it is necessary to seek a balance between economic profit and the generation of a shared value such as sustainability, investment in culture can represent an ace in the hole for Italian companies: this is what emerges from the XIII Report of the Civita Association, presented this morning in Rome, in an event which was also attended by the Minister of Culture Dari



If to be competitive on the market it is necessary to seek a balance between economic profit and the generation of a shared value such as sustainability, investment in culture can represent an ace in the hole for Italian companies: this is what emerges from the XIII Report of the Civita Association, presented this morning in Rome, in an event which was also attended by the Minister of Culture Dario Franceschini.

Entitled "When culture meets sustainability" (edited by Marsilio, produced with the support of IGT), the Report presents the result of a survey, structured on a double survey (the first conducted in 2021 on the companies belonging to the association ; the second in the first months of 2022 on a sample of B-Corp and Benefit Companies),

aimed at clarifying the role of culture in corporate sustainability strategies and analyzing 'green' projects in the context of museum policies.

The data show that the initiatives carried out by companies for "extra environmental" sustainability have been concentrated in recent years in the social area (93%), followed by training (84%) and culture (79%): among the main results achieved by these strategies are the improvement of the image in terms of reputation (67%), and then to follow a greater strength in relations on the territories (52%) and the increase in the visibility of the brand (28%).

Added to this is the ability to target as many as 6 of the 17 SDGs of the United Nations 2030 Agenda (decent work and economic growth; fight against climate change;

responsible consumption and production;

businesses, innovation and infrastructures;

quality education;

sustainable cities and communities), drivers capable of guiding company behavior.

On the implementation of projects in the social, cultural and training fields, the analyzed companies prefer the mix between economic and technical contribution (66%), followed by that of skills (56%): a new approach therefore, oriented not only to material support but also to the co-planning.

Suffice it to say that 80% of the projects carried out in this area are initiatives carried out in partnership with cultural organizations, local communities and third sector entities, effectively merging the cultural element with the social one.

"In recent years, I hope by now an irreversible transition has been made,

that is, that investments in culture are among the main growth factors of the country.

We have invested a lot in the NRP, we are the country that has invested the most.

Those who will come after us will not be able to ignore this ", said Minister Dario Franceschini. It is therefore clear that talking about sustainability today does not only mean acting and thinking" green ", but embracing a set of shared values, for the benefit of all the community, recognizing the interdependence between the economic, social, environmental and cultural dimensions. And precisely by thinking of culture as an "accelerator" of sustainability, museums cannot fail to be protagonists of this "revolution". Report, the Association has decided to administer to a sample of "museum public"

an online questionnaire to ask which measures Italian museums should adopt to be more sustainable from an environmental point of view.

The premise is already indicative: 68% of the sample interviewed believe that a more incisive message in favor of sustainability can be transmitted through art and culture.

Regarding the possible role that museums should play, 62% are convinced that they should communicate their initiatives related to environmental sustainability more to the outside world.

Regarding the cost of ecological solutions, however, 77% believe that it is still too expensive, while on the priority of the concrete measures to be adopted, in the first place for the interviewees there is energy efficiency - 69% - (among the others listed, also the use of recyclable materials,

separate waste collection, the use of LED lighting systems).

"The relationship does not bloom suddenly or respond to trends, but responds to the reasons that led to the foundation of Civita 35 years ago, that is to combine protection and enhancement thinking of a new economic model, between public and private", said Gianni Letta, president of the Civita Association.

In collaboration with:


Civita

Source: ansa

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