Quality domestic product, or QDP. Unlike the GDP it is a gauge not so much of the wealth produced in whatever way by the country as a corporation but instead of the production of goods and services linked “to the quality of the environmental and social context, legality and the adding of value to territories and communities”. This good definition is by Ermete Realacci, leader of Symbola (Il Sole 24Ore, 18 December), who, with Unioncamere, analyses the green economy and the soft economy, i.e. the virtuous combination of, in fact, quality manufacture and hi-tech services, representing a real strength and competitive advantage in Italy and bringing together high technology, broadband and craft skills, as well as a historic sense of aesthetics and innovation. The resulting effect is a boost for exports and overall growth. Realacci maintains that overcoming the crisis requires a true turnaround in thinking, a new corporate culture and the processing of new production and consumption paradigms (as Einstein said, “we can’t solve problems by using the same kind of thinking we used when we created them”). Environmental and social sustainability and quality therefore and new indicators – the QDP in place of the GDP. By looking at the figures we discover that the quality domestic product has achieved a value of 460 billion, that is to say approximately 47.9% of the GDP and even 56.2% in the northwest areas, those more industrialised, internationalised and open to markets (quality as a strategic asset of competitiveness). Realacci maintains that “regions stronger in the industry of culture and in the creation of economy linked to culture generally have a greater vocation for the production of quality”. The areas are the agriculture and food industry, green chemicals, cutting-edge mechanical engineering with the added bonus of an excellent design of the machines and production processes with a strong saving in water and energy, etc. “Industry is culture”, as is often heard at Fondazione Pirelli. Our growth, quality growth, depends on this both ancient and modern awareness.