Culture ‘accelerates’ sustainability for business – Art

If, in order to be competitive in the market, it is necessary to strike a balance between economic profit and the creation of a common value such as sustainability, investing in culture can represent an ace in the hole for Italian companies: this is what XIII states. the report of the Civita Association, presented this morning in Rome, at an event also attended by Minister of Culture Dario Franceschini. Entitled “When Culture Meets Sustainability” (edited by Marsilio, produced with the support of IGT), the report presents the results of a study, structured on a double survey (the first was conducted in 2021 by the companies belonging to the association; the second in the first months of 2022 on a sample of B-Corp and Benefit Companies), with the aim of clarifying the role of culture in corporate sustainability strategies and analyzing ‘green’ projects in museum policies. The data show that companies’ initiatives for “extra environmental” sustainability have been concentrated in recent years in the social field (93%), followed by education (84%) and culture (79%): among the most important results achieved by these strategies is the improvement of the image in terms of reputation (67%), and then to follow a greater strength in the relations on territories (52%) and the increase in the visibility of the brand (28%). In addition, the ability to target as many as 6 of the 17 SDGs in the UN 2030 Agenda (Decent Work and Economic Growth; Combating Climate Change; Responsible Consumption and Production; Business, Innovation and Infrastructure; Quality Education; Cities and Sustainable Communities) , drivers that are capable of guiding company behavior. With regard to the implementation of projects in the social, cultural and educational fields, the companies analyzed prefer the mix between financial and technical contribution (66%), followed by skills (56%): a new approach that is therefore not only oriented against material support but also for joint planning.
Suffice it to say that 80% of the projects carried out in this area are initiatives carried out in partnership with cultural organizations, communities and third sector entities that effectively merge the cultural element with the social. “In recent years, I now hope that there has been an irreversible transition, namely that investment in culture is among the country’s most important growth factors. We have invested heavily in the Pnrr, we are the country that has invested the most.” “Those who will come after us will not want him to be able to do without this”, said Minister Dario Franceschini. It is therefore clear that talking about sustainability today does not just mean acting and thinking “green”, but embracing a set of common values, for the benefit of society as a whole, recognizing the interdependence between the economic, social, environmental and cultural dimensions, and precisely by thinking of culture as an “accelerator” of sustainability, museums cannot avoid for this reason, as part of the report, the association has decided to administer an online questionnaire to a sample of “museum audiences” to ask what measures should be taken by Italian museums to be more sustainable from The premise is already indicative: 68% of the interviewed respondents believe that a sharper message in favor of sustainability can be conveyed through art and culture. 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 prioritization of the concrete measures to be adopted, in the first instance for the interviewees is energy efficiency – 69% – (among the others listed, also use of recyclable materials, separate waste collection, use of LED lighting systems). “The relationship does not flourish suddenly or react to trends, but responds to the reasons that led to the founding of Civita 35 years ago, namely to combine protection and improvement thinking of a new economic model, between public and private,” said Gianni Letta , President of the Civita Association.