The roadshow 'Tradition and Innovation Made in Italy, the protagonists tell their story', arrives in Turin.
An event, conceived by Roberto Santori, founder of the Made in Italy community.
The fourth stage, after Bari, Salerno and Modena, was hosted at the Industrial Union conference centre.
Marco Boglione, founder and president of BasicNet, Antonio Casu, CEO of Italdesign, Gaetano Adolfo Maria di Tondo, president of the Olivetti Historical Archive Association, and Agostino Re Rebaudengo told their entrepreneurial story.
president of Asja Ambiente Italia and Luca Sburlati, CEO of Pattern Group.
Doing the honors was the director of the Industrial Union Angelo Capetti, who underlined how the Industrial Union is a "convinced supporter of Made in Italy. "In Turin we are less good at talking about the things we do well, but we are working,” said Capetti.
Debora Conforti, vertical leader engineering at Manpower, recalled how Made in Italy is "a very dear topic" for her group.
The work was opened by Santori, who has been involved in corporate training for 25 years.
“The Made in Italy community was born by pure chance about 4 years ago from an intuition I had returning from one of the trips I made abroad in that period - he said -. Outside Italy there is a perception of the country very different". From the negative storytelling about Italy, often done by Italians themselves, explained Santori, the idea was born of "trying to communicate, provide counter-information and create a positive virus on the excellence and talent of entrepreneurs in Italy and of those who are around the world.
We started telling the stories behind the businesses, the stories of the entrepreneurs."
“We started to tell the lived history, the past and tradition, the present and the future, in our opinion this is also a model that can also help young people a lot to understand what is behind a company and the success of a product or brand", added Santori. Gabriele Albani, CEO of Teleperformance Knowledge Services, presented the results of research on the perception of Made in Italy, which shows that 88% of Italians are willing to pay 20% in more to have authentic and quality products. Food (78%) and Fashion (69%) lead the ranking of the sectors most associated with Made in Italy in the country, followed by Tourism and Culture with 39%. Among the respondents to the Piedmont, compared to the total of Italy, increases the incidence of those who associate Made in Italy with the characteristics of cultural identity with our country (20% Piedmont versus 18% Italy) and a production process that always respects workers' rights ( 6% Piedmont versus 3% Italy).
The evening ended with a talk by Paolo Fino,