The Romans, if they were eloquent people (eu loquere, with the eu meaning well and therefore distinguishing the eloquentes from the simple loquentes, chatterboxes who often speak nonsense), loved to express themselves like Cicero, Tacitus or Seneca, with propriety of language and precision. To name what we now call a ‘city’, they used two different words.  They used urbs to refer to the physical structures: the streets and squares, the palaces and baths, the temples and theatres, the markets and houses. They referred to people gathered in communities as civitas, a community of cives, or citizens, who were linked by common values and interests (often not without conflict), as well as by language, habits, myths, customs  and rules.

This is a subtle, elegant distinction between ‘urban’ and ‘citizenship’.  But it also indicates all the points in common through the differences.  The urbs is inhabited by the cives, and the two interact for better or worse. Centuries of urban civilisation and ‘civil’ questions tell us that beautiful cities can improve the human, professional and cultural qualities of their inhabitants. To quote just one example from the many pages of great literature on the subject, here is Elio Vittorini‘s poetic summary from Le Città del Mondo (The Cities of the World):  ‘It is the most beautiful city we have ever seen.  More beautiful than Piazza Armerina.  More than Caltagirone.  More than Ragusa, Nicosia and Enna… Perhaps it is the most beautiful city in the world.  People are happy in beautiful cities, and the more beautiful the city, the more beautiful its people, as if the air were better there.’

Like that of Sciascia and Pirandello, Vittorini’s Sicily is a metaphor for other conditions, places and tensions. However, Vittorini, who left Sicily and then lived happily in Milan after a period in Florence, grasped an essential point in the relationship between the beauty of the urbs and quality of life, and between urban functions and the complex of rules (not only legal ones, but also civil and community ones) that inspire, organise and guide communal life.

This highlights some of the characteristics that we call ‘attractiveness’ today  and emphasises the tensions, conflicts and harshness of transformations. It also offers hope and shows the constraints,  as described by Pier Paolo Pasolini in his depiction of the discomfort of the suburbs,  Luciano Bianciardi‘s ‘bitter life’,  and Italo Calvino‘s recollection of a city’s failed responses to many expectations.  Not to mention the criminal gloom of the ‘metropolis of a thousand lights’, as depicted in the noir novels of Alessandro Robecchi, Gianni Biondillo, Francesco Recami and Piero Colaprico, good successors to Giorgio Scerbanenco, who wrote that ‘the Milanese kill on Saturdays’.  These are just a few metaphors of an urban condition whose underlying characteristic is a controversial and harsh relationship with complexity, imbalances and a painful perception of human existence. aggravated by particular urban conditions.

The ‘rising city’, so beloved of certain rhetoric (of which Boccioni‘s genius was completely innocent), is also the city that, at certain junctures, reeks of hell.

It is worth bearing in mind this conceptual and poetic backdrop, particularly as the debate on cities is gaining traction in the media and political circles. The focus is on the most striking phenomena, such as security, the cost of living, widening social disparities and the difficult integration of immigrants.  These are all serious and real issues that profoundly affect the sensibilities, fears and judgements of cives and voters, yet the underlying reasons between innovation and conservation that have always characterised the ‘city phenomenon’ are avoided.

Cities, particularly metropolitan areas, the ‘large cities’, are living, complex organisms that are subject to market pressures, as well as the challenges of urban planning and political leadership. They are the epitome of modernity: impetuous and innovative, and therefore in many ways anarchic and intolerant of plans and rules. Yet they are also sensitive archives of history, with ageing social classes who prefer the elegant, memory-filled form of the traditional urbs. 

Milan, Greater Milan, the metropolitan city, the ‘infinite city’, is an excellent example of this. It is more attractive than other Italian cities because it is the only truly European city. It attracts people, intelligence, productive ideas, the cultural avant-garde, capital, businesses and innovations. The rest of Italy is, after all, a large province which often views Milan with suspicion and hostility, even if it is fascinated by it. Its population is growing, thanks in part to over 230,000 university students (making it the largest university city in Italy) and it is a favourite destination for the nouveau riche, who can enjoy favourable tax rates (200,000 euros a year and more) as well as an excellent quality of life with luxury shopping and exclusive clubs. Multinationals are flocking here (34% of all foreign companies in Italy are based in Milan) and real estate investors are pouring in, with billions of euros worth of investment.

But is this enough? Of course not. The fabric of a city isn’t made up of the highest-ranking figures, billionaires and the most creative ‘talent’ and ‘excellences’ (even the rhetoric of ‘talent’ and ‘excellences’ has done its damage, as has the obsession with locations and ‘exclusive’ events). However, it is sustained by a sizeable middle class comprising working individuals and families, growing couples, professors, artists, journalists, managers, labourers, tram drivers, shopkeepers and office workers.  The middle classes.  People.

All these social groups need homes and services.  The urbs‘ structures and the civitas‘ civic values of integration are needed  as cement,  as well as good reformist politics.

In the 1950s, Italy experienced a significant social exodus, with millions of people moving from the impoverished south and the impoverished north-east towards cities undergoing major industrial development, beginning with the Milan-Turin-Genoa ‘triangle’.  People also moved from impoverished, laborious rural areas to the cities in other parts of the country.  This was an extraordinary and impetuous transformation for cities, communities and social contexts, and attempts were made to manage the phenomenon with ambitious projects. One example was the ‘Piano Casa’ (Housing Plan), launched in 1949 by Amintore Fanfani, who was then Minister of Labour. This plan aimed to build 350,000 new housing units by 1963, and was accompanied by the strengthening of the INA Casa (National Housing Institute) and a vigorous cooperative movement. The underlying idea was to build new social and middle-class housing estates.  However, these projects were far from flawless and had their limitations and errors (there was also massive speculation in the building industry by ‘hands on the city’, which was often criminal and involved the mafia). Then there was the profoundly reformist land law, designed to promote orderly development free from speculators, which was signed by Christian Democrat minister Fiorentino Sullo in 1963. This law was at the root of the first major crisis of the centre-left government led by Aldo Moro, which had just been formed in October 1963. But cities continued to grow, and Italians became a nation of homeowners, seeking security.

However, this was not without its shadows and mistakes: Baggio and Quarto Oggiaro in Milan, Falchera in Turin, Corviale in Rome, CEP and Zen in Palermo, Librino in Catania and Le Vele in Scampia are names that have come to symbolise poor, sloppy and mediocre social urban planning. Roberto Guiducci has written lucid and insightful pages on this subject in several books and in the introductory pages of the Pirelli magazine.

Today, this issue is back in the news,  and it is a European issue.  All large cities are suffering greatly when it comes to affordable housing, especially for the younger generations, for young couples in London or Madrid, Paris, Frankfurt, Barcelona, Amsterdam or Milan who want to build a future where knowledge, innovation and relationships are concentrated, and where quality of life is high. ‘The European plan for 650,000 homes a year is starting’, writes Il Sole 24 Ore on 16 December, describing an EU Commission programme that aims to mobilise €153 billion every twelve months.

If Europe’s future in terms of security, technology, real sustainability and innovation is to be based on the ‘knowledge economy’, it is precisely the younger generations that we must look to,  starting with providing them with affordable housing and services, integration  and the development of job and career opportunities.

The same reasoning applies to Italy  and Milan. Following a decision by Mayor Beppe Sala‘s council, the city is discussing a new housing plan to build 10,000 new homes per year for ten years, using public and private resources. The plan also encourages companies to consider housing as a welfare option for their employees. Assolombarda has made this a priority, and ATM is already well ahead in this regard in order to retain bus, tram and underground drivers in the city. In addition, 28,000 Aler homes (managed by the municipality and the region) need to be restored and renovated to make them available to low-income citizens.

It is worth repeating:  Milan is not a ‘model’, but it is undergoing profound social change.  While it is a market city, it cannot be left solely to the market.  It needs effective urban and housing policies, and it must revive its traditions of productivity and social inclusion, both economic and social. Everything is connected: young people’s employment prospects, wages, opportunities for women to advance in their careers and decent pensions (Il Giorno, 21 December). The key issues are balanced development, social equity, and rebuilding confidence in a better future.

Ultimately, it is a question of democracy. Once again, we see the relationship between urbs and civitas.  It is about housing policy, with quality construction and affordable purchase prices.  It is an idea of Milan where citizens work, but also go to the theatre, listen to music, play sports, visit bookshops and consume and learn.  Thanks to social policies, they can also think about having children, safe in the knowledge that they can rely on schools, hospitals and nurseries.

Vittorini was absolutely right when he wrote about the connection between beautiful cities and beautiful people.  His son, full of enthusiasm, asks his father, who is lost in thought as he looks at a woman preparing the oven, ‘Was my mother beautiful?’  She certainly made good bread.

(Photo Getty Images)

The path to becoming a Benefit Corporation is analysed in terms of the obstacles and opportunities faced

Changing your production culture is a significant process affecting many companies. It is not an easy path and must be undertaken with awareness. This is what is happening increasingly more often to companies that become Benefit Corporations. The research conducted by Laura Rocca, Monica Veneziani, Andrea Caccialanza and Claudio Teodori, titled ‘Benefit Corporations: The Moral Legitimacy That Requires More Rules’, tries to address and explain this.

This recently published study examines and explains why Italian for-profit companies convert to Benefit Corporation status, and how they deal with the consequent hybridisation that leads to a new business approach.

The survey is based on data from 118 companies and uses a pragmatic and moral legitimacy lens to measure the value of companies from several points of view, not just the practical productive aspect. The results show that the main trigger is pragmatic legitimacy:  managers seek to build trust with internal and external stakeholders who can influence business activity.  It is this need for ‘collective legitimacy’ that drives companies to change their identity and their practices. This is because, as the research explains, companies identify as members of a business community that promotes the ‘common good’.

While this is the ultimate goal, the survey’s authors identify the main obstacles that must be overcome. Firstly, amending the company’s articles of association represents the greatest cost. The research therefore addresses other concerns and uncertainties that arise within companies embarking on the journey towards becoming a Benefit Corporation, and highlights the need for stricter control parameters and penalties to reach the end goal.

Laura Rocca’s research certainly addresses a complex and delicate issue, contributing to a better understanding of it.

Benefit Corporations: The Moral Legitimacy That Requires More Rules

Laura Rocca, Monica Veneziani, Andrea Caccialanza, Claudio Teodori

Business Strategy and the Environment, 2025; 0:1–17

A ‘toolbox’ has been published to help us better understand the everyday (not just business-related) choices made

This means choices made by humans and artificial intelligence, and the comparisons and contrasts between them.  These contrasts are increasingly common and touch on multiple aspects of human and business action, and must be properly understood. Jacopo Paoletti, a manager and entrepreneur specialising in the digital economy and computer engineering at the crossroads of marketing, communication and technology, wrote the recently published book ‘AI Economy. Economia, impresa e umano nell’era dell’Intelligenza Artificiale’ (AI Economy: Business and Humans in the Age of Artificial Intelligence) in an attempt to understand the subject.

The questions the author answers are of this nature:  what does the economy become when decisions are made by humans assisted by agents operating on data? And how does consumption change when products are offered based on statistical desire?  In short, one must always question who really chooses and who really decides.
One possible answer begins with an observation:  artificial intelligence is becoming what electricity was for industrial capitalism:  an invisible infrastructure that reorganises everything it touches.  It is not just a powerful technology, but a new condition of reality that affects the foundations of the economy, business, consumption and humanity.
The book therefore seeks to be a kind of toolbox, a guide to help readers better understand AI and its consequences,  based on some firm principles: breadth of view, balance of treatment and absence of fear of tomorrow. Readers are guided through an interdisciplinary reflection on how AI is not only transforming the role of humans, but also macro- and microeconomic processes and the internal functions of various industries. Power, value, work, freedom, justice, the perception of time, desire, possibility and the categories that have informed our civilisation for centuries are reconsidered in light of new algorithmic logics. Numerous original contributions from entrepreneurs, managers, experts, professors and university researchers are also included in the book.

One of the introductory passages, written with economics in mind, is particularly notable:  ‘True intelligence is not in domination, but in the fine tuning.  And if we can tune into the rhythm of this new economy, perhaps we can not only understand it, but also steer it’.

AI Economy. Economia, impresa e umano nell’era dell’Intelligenza Artificiale

Jacopo Paoletti

Franco Angeli, 2025

‘Watchman, what is left of the night?’ The question posed in the Book of Isaiah (21:11-12) resurfaces whenever we need to find answers to fear and uncertainty, and to the dramatic turning points of life that accompany extremely difficult human and social conditions. It is a desperate appeal against anguish, loneliness and the unknown.

Yes, ‘what is left of the night?’  The watchman’s answer is ambiguous:  ‘Morning has come, but also the night.  If you would inquire, then inquire. Come back yet again’.

In short, our journey to the end of the night will eventually come to an end, but how? It is by no means certain that dawn will bring better times, but there is hope, and there is defeat. One thing remains certain:  we must ‘ask’, that is, get busy, choose, understand the meaning of what has been done and try to change the course of time. The words of Shakespeare, spoken by Ophelia in Hamlet, come to mind: ‘I leave you rosemary for remembrance, violets for thoughts…’

How much night remains for Europe, caught between the abandonment theorised in the White House National Security Document of the Trump administration and Putin’s aggression, heavy strategic competition with Beijing’s economy, and internal tensions between nationalistic selfishness, bureaucratic stupidity, and a lack of political culture regarding the future?

The rosemary for remembrance speaks of a time when Europe was proud of its economic power. Sheltered by the security guaranteed at low cost by NATO, and therefore above all by the US, Europe was able to strengthen its democratic systems and expand investment in well-being, quality of life, and welfare systems. Europe, on the whole, was a happy part of the world: a cultured and civilised space in the West where democracy, free enterprise, sophisticated culture and social solidarity flourished. There was also manufacturing Europe: the success of technè and know-how; the wonder of technology; the beauty of Bauhaus-inspired design; and a soft power presumed to be envied around the world. Good culture often stimulates arrogance, and there was also the sophisticated critical thinking of the Frankfurt School. What more could you ask for?  Almost no one thought about the night watchman anymore.

Then everything changed, and not for the better. The violets now speak of profound anguish because ‘positive’ and ‘integrated’ globalisation has collapsed and been replaced by unruly and overbearing free trade (trade agreements that are well-written and observed, the pursuit of mutual benefit, sustainability agreements and ‘gentlemen’s agreements’ that are attentive to the common interest and values in order to build economic value). Today, Joseph Nye‘s concept of soft power (cultural diplomacy, building positive relationships, multilateral appeal, empathy based on shared interests and values, and the authoritative role of international organisations) is studied, remembered, praised and mourned, especially a few months after his death in May this year. However, it is also sidelined in the libraries of the new powerful lovers of hard power, especially high-tech hard power.

Here we are again at the darkest point of the night. Russia’s invasion of Ukraine three years ago shattered the positive relations between the EU and Moscow, putting an end to the convenience of low-cost energy, a favourable condition, especially for German industry, which is a major consumer of Russian natural gas. Tensions in the Middle East, such as Hamas’ deadly aggression and Israel’s harsh military response resulting in tens of thousands of civilian casualties in Gaza, including thousands of children, have exacerbated the climate of hostility. After eighty years of peace, Europe has found itself at the centre of a series of conflicts. Moreover, we have done everything we could to avoid fully understanding the deadly lessons that came to us from the wars and massacres in the Balkans in the nineties.

The situation is becoming increasingly bleak for us Europeans.  The West seems to no longer exist, with the USA on one side and Europe on the other.  ‘Is the West still a community of destiny?’ asks Andrea Malaguti with concern (La Stampa, 14 December). More precisely, the White House seems ready to talk about Europe, but only in terms of individual states with which to cherry-pick agreements and deals. The EU is never taken into account in the strategic document we mentioned at the beginning.

This anti-United Europe stance has old, authoritative roots: ‘ What is Europe’s telephone number?’ Henry Kissinger, the US Secretary of State in the 1970s, used to joke.

‘The EU is going the wrong way’ is one of Trump’s most recent and harshest criticisms of Europe’s stance on Ukraine. Authoritative commentators recall that Trump considers ‘Europe an enemy’ (Nathalie Tocci in La Stampa on 12 December) and ‘some European parties true enemies of civilisation’ (Yascha Mounk, also in La Stampa). Giuliano da Empoli writes in the same publication,  ‘We are at the end of the West, and Europe is just whistling.  Thus, the imperial logic is reborn.’  Germano Dottori, an analyst at Limes, claims,  ‘Donald wants to weaken Europe. He could reach an agreement with Moscow and move towards a new Yalta’ (Quotidiano Nazionale/Il Resto del Carlino, 12 December).

Tensions, dialogue, changes of pace, certainly, uncertainties, which Putin is leveraging to strengthen his position in complex diplomacy.

Giovanni Orsina, a historian at Luiss University, is confident overall:  ‘The US and the EU have a deep bond;  breaking up is not possible’ (National Daily/Il Resto del Carlino, 12 December).  And the Italian government is certainly convinced too, as evidenced by a statement from Prime Minister Giorgia Meloni that ‘unity between the EU and Washington is crucial for a just peace in Ukraine’ (Corriere della Sera, 9 December).

So, how is Europe responding? What is the EU doing? Is it really aware of the very serious crisis we are going through, which requires strong, strategic and politically challenging choices?

From this point of view, too, careful reading of the newspapers helps us to understand.  We are living in dramatic times; democracy is at stake.  Europe must wake up and react,’ claims Michael Ignatieff, Professor of History at Harvard (La Repubblica, 9 December). And Giampiero Massolo, former Secretary General of the Farnesina, is convinced that ‘the EU is not on the margins, there are countries capable of cooperating’ (Quotidiano Nazionale/Il Resto del Carlino, 9 December). And Mounk adds, ‘The EU must restart from the Draghi plan’, i.e. from the ambitious project of building the single market, and from a trillion-euro annual investment over ten years to strengthen Europe’s strategic autonomy, security (including energy), innovation and industry. Bernard Guetta clarifies, ‘Europe is a strong and advanced economic power.  That’s why it’s Trump’s target.  But it must bridge an enormous gap and attract democracies that no longer wish to submit to the USA and China’ (La Stampa, 14 December).

The EU is not, in other words, on the margins, even if it is in considerable difficulty: it is weak and internally divided, and still reeling from the controversial positions of its main historical ally, the USA.

Ferruccio de Bortoli is right when he writes, ‘We Europeans are educated but weak’ (Corriere della Sera, 9 December),  and he is right to recall our strengths:  the rule of law, the achievements of the market economy and civil values.  He insists that those who govern in Brussels and the capitals of major European countries must not abdicate their responsibilities, and must defend democracy, autonomy and strategic security, starting with freedom and security in Ukraine. However, Massolo argues that ‘in the security sector, Europe’s defence depends more on collaboration between willing governments (including British and Asian partners) than on EU institutions’. And the US cannot be done without for the foreseeable future’ (Corriere della Sera, 14 December).

In recent debates, figures such as Mario Monti and Romano Prodi have reiterated the urgency of Europe making its own security choices in dialogue with the US, while being fully aware of its own strengths, including ethical, cultural and economic ones. Renowned economist Marcello Messori hopes for ‘more EU cooperation to counter Trump’s anti-integration plan’ (Il Sole 24 Ore, 12 December). A number of prominent European figures, including Jacques Attali, Pascal Lamy, Enrico Letta, Paolo Gentiloni, Josep Borrell and Javier Cercas, have signed a manifesto reiterating the urgent need for action on ‘European independence’.

It’s a tough challenge, but it’s important to be clear (as the saying goes, a pessimist is an optimist with experience). Yet historical experience teaches us that it is precisely in difficult times that unexpected leaders emerge from the ruling class, capable of taking responsibility and defending their rights.

It is often said that cinema is a factory of illusions, but it can also offer glimpses of truth and possibility. The future will reflect on it.  ‘Darkest Hour’ is an excellent 2017 film directed by Joe Wright and starring Gary Oldman in a masterful performance.  And it tells the story of how, during the tragic hours following the defeat at Dunkirk, Winston Churchill was faced with a dramatic decision:  whether to yield to pressure from large sections of his party and negotiate a peace with Hitler, or to resist. He is confronted with a frightened, confused and distrustful Parliament, and in the end they are dragged along the line of continuing the war against the Nazis.  Parliament approves with deep conviction, and his main opponent, Lord Halifax, is forced to admit, ‘Churchill mobilised the English language and sent it into battle’.

It was not a victory of clever rhetoric, but of democratic, political and civil values. This is a true ‘warning to Europe’, to use Thomas Mann‘s words,

and we are in times of this magnitude.  The night of Isaiah’s vigilant watchman certainly cannot lead to European defeat.

(photo Getty Images)

Pirelli and winter are two worlds that come together under the banner of innovation. Through documents preserved in our Historical Archive, we explore the product inventions, communication campaigns, partnerships and projects that – in cities and in the mountains, on the roads, on the slopes and even at home – have helped transform the cold months into a new season to enjoy, safely and with pleasure.

The hot-water bottle was Pirelli’s very first product for the winter. It appeared in the catalogue as early as 1880 as one of the brand’s first “diversified” (i.e. non-industrial) items, offering comfort and protection from the cold. It proved to be remarkably enduring and increasingly common in homes, and in the 1950s it featured in sketches and advertising campaigns by famous names such as Lora Lamm, Raymond Savignac and the Pagot brothers, as well as in articles praising its invaluable benefits. In Pirelli magazine no. 5 of 1949, the writer and journalist Marise Ferro penned a piece entitled “Quando l’anima è intirizzita” (When the Soul is Numb), a veritable “ode to the hot-water bottle – the rubber one, soft, elastic, long-lasting, and generous” because “a hot-water bottle soothes moral suffering just as it does physical pain”.

The first Pirelli soles came out in 1890: “elastic rubber specialities for footwear”, along with galoshes designed to protect ladies’ shoes from the rain. These soles enjoyed considerable commercial success and earned a notable place in our story devoted to Pirelli and winter. After the Second World War, and particularly in the 1950s, they were among the rubber items that improved the skiing experience. Together with jackets, mitts, ski pole baskets, straps and buckles for bindings, ankle guards, mats and full camping sets, boots with rubber soles were praised in Pirelli magazine no. 1 of 1949, in an article entitled “Gli accessori che fanno felici” (Accessories that Bring Happiness), which explained how “rubber has made its entrance on the snowfields to make skiing more enjoyable”. It continues: “A skier’s accessories need to have various different qualities: they need to be practical, long-lasting, and compact, making them ideal for use. There are lots of accessories that can improve a skier’s life. And they are all made of Pirelli rubber.”

The tradition of rubber boots held sway through much of the second half of the twentieth century, with generations of soles for the mountains made in varied designs. In the 1960s it culminated in the highly specialised Superga G3 boots, which were used in major expeditions in Afghanistan in 1965 and in the Caucasus in 1966. These adventures were documented in the house organ Fatti e Notizie, no. 12 of 1965 and no. 5 of 1966.

In 1950, two innovations made car journeys to ski resorts easier and more relaxed – a habit that became increasingly common during the decade in Italy and beyond. These were the “Pirelli patented luggage rack” and the “Pirelli patented ski rack”, designed by a Pirelli engineer, Carlo Barassi, and an architect, Roberto Menghi. Pirelli later ceded them to Kartell, which brought them to market.

“You will travel without unpleasant surprises” promised the advertisement on the inside back cover of Pirelli magazine no. 1 of 1948. It introduced rubber crosspieces, a Pirelli product designed to make car journeys to the mountains safer by ensuring that the “chains do not slip.”

Pirelli’s first winter tyre with a herringbone tread was the Inverno, which came out in 1951, based on the 1930s Artiglio tyre. In the years that followed, leading figures in advertising and design – Bob Noorda, Ezio Bonini and Franco Grignani – were called in to promote it. “Senza catene per l’inverno” (“Winter without Chains”) is the tagline in Noorda’s advertisement published in Pirelli magazine no. 6 of 1952, summing up the benefit offered by the Inverno. Bonini took up the theme in his 1952/3 campaign “Per l’inverno il pneumatico Inverno” “For winter, the winter tyre”, declaring: “Safe on slippery, wet roads, on smooth, compacted snow, without the loss of power caused by chains.” In 1955, Grignani added: “Have a good winter journey with Pirelli Inverno”, explaining that it came “… without the bother of chains.”

In 1957, the moment came for a new Inverno. It appeared on the cover and in a double-page spread in Fatti e Notizie no. 1 of 1958. The article opened: “Today the idea of winter as a season spent stuck indoors, where life stagnates, belongs to the past. As an active season, full of life and work, winter is a season of our age: a fifth season.” This idea of a “fifth season” accompanied the launch of the new winter tyre and reflected Pirelli’s broader view of winter: a season of opportunity, movement and innovation, calling for products that could improve everyday life and sporting activity, easing difficulties and offering comfort, safety and top performance.

The story continues with the Pirelli BS3, the “Battistrada Separato 3” (Separate Tread 3) – made of a casing and a tread not vulcanised together, making it easy to replace. Such an advanced design, which remained in production for some years, effectively pioneered the concept of seasonal tyre changes, making it possible to transition seamlessly between summer and winter performance. Fatti e Notizie 1959, no. 10 contained an extensive feature on this ingenious Pirelli creation. In the 1961 Monte Carlo Rally, 28 competing cars were fitted with the BS3, with 23 successfully reaching the finish line. The BS3 paved the way for Pirelli’s first true winter tyre, the Cinturato MS35 Rally. In television commercials of the time, it appeared alongside Sandro Munari at the wheel of his Lancia Fulvia, in which he won several races, including the 1972 Monte Carlo Rally. In its road version, it gave rise to what would become today’s extensive, highly specialised Pirelli Winter range. Launched in 1979, these tyres were designed for snow and ice but equally reliable on dry roads. A few years later, the range expanded with low-profile and extra-low-profile tyres, thus broadening its applications, as described in the article titled “Una sicurezza che si chiama Winter” (Safety Called Winter) in Fatti e Notizie no. 9 of 1985. In the 1990s, winter tyres took a decisive step forward: larger sizes, better performance on dry and wet roads, and greater noise reduction. In 2004, the new Winter Sottozero ensured top performance even in normal road conditions, from October to April. It was the first dual-season winter tyre, as we read in Fatti e Notizie no. 365 of 2004.

Pirelli Winter continues to this day, with eight tyres for cars, seven for SUVs and one for vans. The latest, launched this year, is the Cinturato WINTER 3, whose promise remains faithful to Pirelli’s original vision for winter products: “Enjoy the pleasures of winter…!”

What is quality of life? Widespread prosperity, skilled and well-paid work, comfortable housing, effective services for health, schooling, culture and sport. And then a condition that stimulates enterprise and innovation, a civilised and safe environment, the possibility to plan a better future for oneself and one’s children. In short, a life that is pleasant, free and worth living. Come to think of it, much of what Italy generally offers, despite its shadows and disparities. Even if we do like to attribute to this country of ours the definition that Benedetto Croce gave to Naples, in the wake of European travellers on the Grand Tour: ‘A paradise inhabited by devils’.

However, quality of life cannot be assessed only in the microcosm of the local community, in the ‘overland’ Italy, or in the dimension of the ‘particular’ at a time of dramatic crises in geopolitical relations, fractures in international trade, and resounding productive and social upheavals caused by digital technologies. It is linked to major themes such as freedom, social inclusion, and strengthening democracy, which is being undermined by authoritarian forces.  Thus, it is also linked to the revival of Europe, an area that, during the second half of the 20th century, developed, experimented with and grew the model of an original synthesis between liberal democracy, the market economy and welfare; between freedom, innovation and solidarity.

Quality of life indeed. So it is worth thinking not only about ‘what we are not, what we do not want’, but also about political and social projects worth considering and realising, in the name of a better human and civilised condition.

Let us look at Italy, then, putting aside stereotypes, prejudices and clichés.  Recent surveys provide us with data and analyses to help, including the annual quality of life ranking from Il Sole 24 Ore (1 December), the Censis report on the social state of the country (5 December), and ISTAT data on the economy, employment and wages.

Let us take a closer look, starting with the ‘well-being maps’ of Il Sole 24 Ore (the first edition of the census dates back to 1990).  Trento, Bolzano and Udine lead the way, with the business newspaper proclaiming the ‘triumph of the Alpine arc’.  Then come Bologna, Bergamo, Treviso and Verona. Milan is eighth, having recovered four positions since last year, although it drops to second-to-last place for ‘safety’. It is followed by Padua, Parma, and so on for all 107 Italian provinces.

One noteworthy fact is that Siena, ranked 21st overall, has the highest quality of life for women.  This is a situation that political, economic and social forces would do well to carefully reflect on, given that the gender gap is closing too slowly and is one of the most negative aspects of the situation in Italy.

Reggio Calabria is at the bottom of the list again this year, preceded by Syracuse, Crotone and Naples.  As always, the south is performing poorly:  to find the best-placed southern city in the ranking, one has to go to 39th place with Cagliari, while Bari is 67th and Palermo 97th.  Rome, the capital, is in 46th place, having gained 13 places over last year.

The 90 indicators used take into account wealth and consumption, business and work, demographics, society and health, the environment and services, justice and security, and culture and leisure. In-depth analysis is provided by gender, age and social conditions. This year’s analyses show a country that is still divided, but is slowly improving, despite the ongoing issues of stark inequalities, ageing populations, demographic stagnation, young people leaving the country, low wages and hardship.  And in the most dynamic and attractive metropolitan areas, social problems are growing, starting with housing.

In the opinion of many Europeans, Italy is a country where people live well, thanks to a comprehensive welfare system (especially with regard to social security) and a national health system that works better than elsewhere, partly due to the public-private partnership.

And yet, widespread discontent is growing. ‘The winter of our discontent’, to quote the opening lines of Shakespeare’s Richard III, is gaining more and more supporters. Social unrest is becoming increasingly acute, especially among the middle classes, who feel they have lost purchasing power and are experiencing a deterioration in living conditions. ‘Wages in a nosedive:  -8.8% compared to 2021,’ writes La Stampa on 6 December, citing Istat data. Wages will grow slightly this year, thanks in part to labour contracts being renewed, but not enough to close the gap that separates us from the rest of productive Europe.

These issues are reflected in the findings of the 59th annual Censis Report, which portrays a disheartened Italy that is struggling to make ends meet, is disillusioned with current politics and is increasingly abstaining from elections (at the last regional elections, for example, less than half of the electorate voted). Most worryingly of all, 30% of respondents expressed their support for autocrats such as Putin, Orbán, Erdoğan, Xi Jinping and Trump. In short, democracy is in a bad way. The perceived poor quality of life and loss of hope are undermining its foundations.

The preferred international leader is Pope Leo XIV, with 66.7% support.

In their free time, Italians have a lot of sex (62.5% declare having very frequent relationships, even ‘virtual’ ones).  They spend a lot of money on smartphones, but not on books.  They complain about low incomes, and they age badly.

What’s going on?  ‘Politics no longer knows how to listen; it only looks at the polls, and it neglects the middle class. And yet, it is precisely these people who have resisted fears and decline and worked to save Italy’, comments Giuseppe De Rita, president of Censis, who has always been a keen critic and observer of the changes in our social situation (La Stampa, 7 December). Politicians and trade unions would do well to listen to him.  It is the salaried middle class, especially the industrial middle class, that acts as the connective tissue of our industries, providing ideas and manpower to companies striving to grow and emerge from the crisis.

Chiara Saraceno, a sophisticated sociologist, offers an insightful summary, emphasising ‘the mistrust in Europe and welfare, with 78.5% having no confidence in essential health services in a country that lives from day to day. Deindustrialisation is taking its toll, and a growing segment of society is becoming impoverished.’

What would it take to change things? Rebuilding trust in  employment, especially  among young people,  in politics,  in good administration,  in enterprise and business,  and in opportunities to build a better future,  also to better cope with demographic decline and the ‘brain drain abroad’,  and to attract capital and investment, and promote creative intelligence.

Therefore, the Treccani Institute is right to choose ‘trust’ as its word of the year, based on the number of clicks from young people on its website.

Trust is a personal horizon, and above all it is political and professional.

Trust that Italy will succeed. Above all, it is a matter of trust in Europe, precisely at a time when the EU is experiencing deep difficulties and crisis.

Here is another point to consider:  Europe’s future and responsibilities, starting with the US National Security Strategy document that has been causing a stir in international, and especially European, public opinion for a few days now. It affirms ‘the economic decline of Europe and the real and even darker prospect of the erasure of civilisation’, which is being undermined ‘by unstable minority governments trampling on the principles of democracy to suppress opposition’, while the EU ‘undermines political freedom and sovereignty’.  Sovereignty that must be returned to nation states, with the end of the EU.

It is the formalised (but far from unexpected) fracture of the West as we knew it in 20th-century liberal democracies, and the realisation of Europe’s isolation with regard to its own security. It is also the crisis of the union between freedom and welfare that we discussed at the beginning, when we were under the protective military umbrella of the US and NATO.

Now, in order to defend and revive those European values, the EU ‘dances alone’ and must learn to survive. In the face of what Corriere della Sera (8 December) calls the ‘Putin-Trump Axis on Europe’, the Kremlin having declared its full agreement with the US document’s positions, La Stampa (8 December) speaks of ‘Atlantic Divorce’, while Quotidiano Nazionale (Il Resto del Carlino, La Nazione and Il Giorno) headlines ‘Europe under siege’.  Moscow declares, ‘We are with Trump’, and La Repubblica also headlines ‘Europe under siege’.

What should be done?  The comments in major Italian newspapers between Saturday and Monday were already indicative of both the unease and the need for a clear reaction. Antonio Polito, writing in Corriere della Sera, quotes Mark Twain as saying that ‘the news about the death of Europe seems grossly exaggerated’, even though the crisis must be tackled with foresight and responsibility. This requires opposition to the pro-Putin and pro-MAGA populist movement within Europe. This is a difficult political and cultural battle, but Europe is not without resources to fight it.

Andrea Malaguti, writing in La Stampa, calls for ‘a return to the solidarity of the countries that created the European Union’, without ambiguity, in order to carry more weight within NATO and relaunch Europe as an economic power and a major international player. He suggests starting with the implementation of the Draghi Plan. Agnese Pini, writing in Quotidiano Nazionale, notes that ‘we must make transparency and the rule of law our identity because the strength of Europe is not a mythical past or ethnic homogeneity, but the promise of equal rights for all, including minorities’. In short, to build an ‘alternative narrative of European civilisation’ and to ‘stop seeing ourselves as an appendage of someone else’s world’.

Europe must be reformed, strengthened, freed from bureaucracy and relaunched, without breaking ties with the US or considering running NATO alone (we cannot afford it and don’t have the technological or militarily capability). However, we must insist on our autonomy, and the relationship between the EU and Britain is essential in this respect. In Il Sole24Ore, Sergio Fabbrini discusses ‘European defence in the post-American era’, exploring ways to maintain security and democracy while engaging in dialogue with other international players interested in achieving global balance, as an alternative to the current rough confrontation between the US, China and Russia.

In short, it is a question of values and freedom. This is certainly a new course for the EU. We should remember Jean Monnet‘s lesson that Europe has always found a way to relaunch itself in the face of difficulties.

Thus, it is worth listening to Jürgen Habermas, one of the most influential German political philosophers and one of the fathers of 20th-century democratic thought.  Europe is alone, caught between Chinese expansion and Trump’s hollowed-out democracy. Therefore, ‘further political integration, at least at the heart of the European Union, has never been so vital to our survival as it is today, yet has never seemed so unlikely’ (from a lecture delivered on 19 November at the Siemens Foundation in Munich). Habermas is right, as is another great European thinker, Michel Foucault, who said, ‘Freedom is not something you possess; it is something you practise’.   What we need now is a liberal and democratic vision and a reconstruction of trust.

(photo Getty images)

Research discussed at the University of Padua focuses on rules, tools and pathways for integrating immigrants into businesses

Diversity management is based on growth through capitalising on different cultures, and becoming richer by sharing rather than separating.  This concept applies to both society and the economy. In theory, this approach is straightforward and effective, but in practice, it is often more challenging. In her thesis, discussed at the University of Padua, Victoria Chitoroaga explores one of the most controversial aspects of the issue and summarises her findings.

The title of the study is ‘Gestione interculturale delle risorse umane: inserimento e sviluppo del personale straniero in Italia’ (Intercultural human resource management: integration and development of foreign personnel in Italy), and, as explained above, it addresses ‘the issue of intercultural human resource management in Italy, focusing in particular on strategies for the integration and development of immigrant personnel’. This topic is highly important because it forms part of a current debate involving the business world, institutions, civil society, and the education system, and it offers food for thought on the relationships created within social and productive systems dealing with immigrants.

However, Chitoroaga adds another element to her reasoning: the ‘strategic relevance of diversity in an increasingly interconnected society’, and therefore the importance of multicultural resources in addressing current problems and opportunities.

The work’s main objective is to identify and analyse the most effective strategies for integrating and enhancing immigrant personnel within Italian organisations, and Chitoroaga seeks to achieve this by identifying long-term inclusive and developmental practices.

The work begins with an overview of immigration rules in Italy, before moving on to the central theme of intercultural human resource management, and therefore methods for integrating immigrants into the workforce, and levers for promoting their professional development. The author specifically analyses existing barriers, from cultural prejudices and language difficulties to limitations in the recognition of skills, and proposes solutions to overcome them.

Gestione interculturale delle risorse umane: inserimento e sviluppo del personale straniero in Italia

Victoria Chitoroaga

Thesis, University of Padua Department of Political Science, Law and International Studies Master’s Degree Course in Government Sciences and Public Policies, 2025

A newly published book helps us to understand the tools of innovation

Many manufacturing organisations (and, ultimately, most modern companies) seem to be experiencing innovation that outpaces innovation. It is not just a question of the pace at which research progresses, but also of the timetable for accepting and applying its results. As always, careful consideration is required to understand this phenomenon, which is also evident in the rapidly evolving field of Artificial Intelligence.
In his recently published book ‘La macchina che si autoprogramma. In quali mani finirà l’innovazione?’ (The self-programming machine: in whose hands will innovation end?), Francesco Maria De Collibus begins his reasoning from these considerations. Within the confines of a limited space, he attempts to clarify the relationship between two pivotal components of innovation: Artificial Intelligence and information technology.
According to De Collibus, it is Artificial Intelligence that is devouring software today. In just a few months, we have gone from a time when programming required years of study to a new reality where we only have to describe what we want in everyday language to see the code write itself. What might the outcome be? The reader is taken on a two-stage journey to learn about this technological transition. First, the focus is on what computers and programming are. Then, there is an in-depth look at the characteristics of Artificial Intelligence. De Collibus, a philosopher and computer scientist with extensive experience in information technology, touches on events in Silicon Valley and the activities of major companies such as GitHub Copilot, as well as emerging companies such as Cursor and Replit. The aim is to show not only how the role of programmers is changing, but also what it means to create technology today.
While the book does not provide solutions for every situation, it does provide tools to help readers better understand and respond to a series of questions whose answers must become part of our collective awareness. Questions on how to think about our time, how to think with totally new tools and how to make sense of the vast amount of information and suggestions offered every day.

La macchina che si autoprogramma. In quali mani finirà l’innovazione?
Francesco De Collibus
EGEA, 2025

On 4 December 2025, at the Pirelli Headquarters in Milano Bicocca, the two finalist shortlists of the fifth edition of the Campiello Junior award were selected. The literary prize, created through a collaboration between Fondazione Il Campiello, the Pirelli Foundation and Pirelli, celebrates works of Italian fiction and poetry written for children aged 7 to 10 and young readers aged 11 to 14.

The selection of the finalist works was entrusted to the expert jury, chaired by Pino Boero, a distinguished former professor of Children’s Literature and the Pedagogy of Reading. The members were Chiara Lagani, an actress and playwright; Michela Possamai, a lecturer at IUSVE University in Venice and former member of the Campiello Giovani Technical Committee; Emma Beseghi, former professor of Children’s Literature at the University of Bologna; and Lea Martina Forti Grazzini, an author and screenwriter for Rai radio and television.

After carefully reviewing nearly a hundred submissions, the three finalists for the 7–10 age group are: Album per pensare e non pensare by Mariangela Gualtieri (published by Bompiani), Il seminatore di storie e altri strani mestieri by Michela Guidi (published by Giangiacomo Feltrinelli editore) e Un fratellino. Storia di Nanni e Mario di Rosella Postorino (published by Adriano Salani editore).

For the 11–14 category, the three contenders for the prize will be: Il talento della rondine by Matteo Bussola (published by Adriano Salani editore), Segui la tigre by Luisa Mattia (published by Piemme) e Adelmo che voleva diventare Settimo by Daniele Mencarelli (published by Mondadori).

The event, hosted by Giancarlo Leone, also featured contributions from Antonio Calabrò, Director of the Pirelli Foundation, and Stefania Zuccolotto, member of the Premio Campiello management committee.

The baton now passes to the 240 young readers of the Popular Jury. They will be able to read the shortlisted books and vote for their favourite, helping to determine the winners. The final announcement will be made at the Teatro Comunale in Vicenza on Thursday 16 April 2026. The event will be presented by Armando Traverso from Rai Radio Kids, and directed by Davide Stefanato, to attend click here.

Thanks to the partnership between Campiello Junior and the Turin International Book Fair, young visitors to the 2026 edition will also have the opportunity to meet both winners.

For all the latest on all Campiello Junior activities, visit www.fondazionepirelli.org or follow the social media channels of the Pirelli Foundation and Premio Campiello.

Recently presented research study looks at the application of new marketing tools in the context of business narratives

 Telling your story with your brand is a  corporate marketing strategy and a tool for sharing your history, often in a genuine way.  This has become increasingly important in an age where brands play an increasingly central role in cultural and media narratives, and are no longer confined to promoting products through traditional advertising. Understanding how a brand is used in this context can therefore be important for understanding a company’s production culture,  which is what Carmine Palumbo attempts to achieve in his research project, ‘La narrazione del brand nel contesto audiovisivo.  Il caso E. Marinella’ (Brand Narration in the Audiovisual Context: The Case of E. Marinella), which was later developed into a thesis for the Master’s Degree Course in Economics and Management, Digital Marketing and Sustainability at Vanvitelli University.

Palumbo argues that modern marketing techniques, particularly product placement and brand storytelling, are strategic tools that can build meaning, convey values, and establish long-lasting symbolic connections with the public. This research aims to analyse these tools in their theoretical and practical dimensions, focusing specifically on the role of Mediterranean heritage and identity in the communication campaigns of a particular company (E. Marinella), as depicted in audiovisual narratives. First, the research defines the vocabulary and concepts, then delves into the tools of brand storytelling and product placement, before presenting a business case study.

Although limited to a single case study, Carmine Palumbo’s work contributes to a deeper understanding of an important and widespread topic in today’s business management.

La narrazione del brand nel contesto audiovisivo. Il caso E. Marinella

Carmine Palumbo

Thesis, University of Campania, Department of Economics, Master’s Degree Course in Economics and Management Digital Marketing and Sustainability, 2025