{"id":92355,"date":"2022-10-04T08:53:25","date_gmt":"2022-10-04T07:53:25","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/un-capitalismo-gentile-per-fare-crescere-le-impresee-costruire-uneconomia-sostenibile-a-misura-duomo\/"},"modified":"2022-10-07T14:55:36","modified_gmt":"2022-10-07T13:55:36","slug":"a-gentle-capitalism-for-the-growth-of-enterprises-and-the-building-of-a-sustainable-economy-on-a-human-scale","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/blog\/a-gentle-capitalism-for-the-growth-of-enterprises-and-the-building-of-a-sustainable-economy-on-a-human-scale\/","title":{"rendered":"A \u201cgentle capitalism\u201d for the growth of enterprises and the building of a sustainable economy \u201con a human scale\u201d"},"content":{"rendered":"

Katia Da Ros, Venetian entrepreneur (her company, Irinox, manufactures high-tech cold-storage appliances for the food industry) and Vice President for Sustainability and Culture at territorial entrepreneurial institution Confindustria, believes that we should work towards \u201ca gentler capitalism<\/strong>\u201d. In other words, towards an economic system based on a set of values (environmental and social sustainability, caring for people, quality of life, occupational safety) that should inform products, services, markets, consumption. A system that, if respected, would allow us to build the kind of long-term economic values (profits, stock market returns, etc.) that drive companies to grow, invest, create employment and widespread prosperity.<\/p>\n

Using the term \u201cgentleness\u201d within an economic and corporate context is really not that unusual today (though inconceivable ten years ago) and it reveals an underlying trend that\u2019s increasingly spreading in innovative businesses<\/strong> mindful of sustainability issues as well as in trade associations and social and cultural environments busy working on the values and content of good corporate culture.<\/p>\n

On Monday morning, at LUISS University, Symbola and the Franciscan community of Assisi held an event to rediscuss and relaunch the \u201cManifesto of Assisi<\/strong>\u201d, the manifesto they drafted to advocate \u201can economy on a human scale\u201d, too \u2013 a document that in January 2020 was promptly countersigned by major associations (Unioncamere, Confindustria, Coldiretti) and, over time, several large companies (Enel, Novamont, Arvedi, Illy, etc.) alike.<\/p>\n

The underlying message is clear: sustainability, culture and a \u201cgentler capitalism\u201d are the choices that allow enterprises \u2013 Italian ones in particular \u2013 to take on the current crisis, to deal with emergencies but also, and above all, to look to the future and as such turn these choices into drives for competitiveness and success on markets that have become increasingly difficult, aggressive and demanding.<\/p>\n

We are indeed experiencing a dramatic period, one of crisis and uncertainties, amidst war, energy shocks, inflation and recession and the heavy impact they have on certainties, employment, income and development opportunities. Enterprises are under pressure and thus are rediscussing investment projects and trade relationships, as it\u2019s precisely in this difficult context that we must be able to establish ourselves, firmly and unequivocally, in those global niches that feature greater added value.<\/p>\n

The original \u201cpolytechnic culture<\/strong>\u201d is in fact constituted by our distinctive values, a blend of arts and humanities, science and technology \u2013 a story that looks to the future and a solid propensity for quality. Sustainable choices are of the essence, just like a good corporate culture, conveyed through historical museums and archives that can be used as strategic tools to guide us through this crisis and devise plans for growth \u2013 in fact, their promotion and appreciation positively affect the brand, reinforces a sense of loyalty and pride in employees, strengthens marketing and communication activities as well as market relations, and, more in general, consolidates the prestigious allure of goods \u201cmade in Italy\u201d worldwide.<\/p>\n

This is why investing in beauty and quality is important. In the widest and most complex sense of the concept, the best designs are linked to technological innovation, and as such enhance the mechatronics, robotics, automotive, chemical, aerospace and shipbuilding industries, as well as, of course, more traditional \u201cmade in Italy\u201d sectors such as furnishings, fashion and the agro-industry.<\/p>\n

This is know-how, the notion of \u201cknowing how to do<\/strong>\u201d but also of \u201cdoing it well, and doing good\u201d \u2013 an attitude that\u2019s deeply rooted in the expertise of the most productive regions and that is reflected in the scientific research carried out by polytechnic institutes and the best Italian universities. It\u2019s also an approach that has recently demonstrated great resourcefulness in taking on the twin green and digital transition, as well as economic and social shifts, and stimulated the competitive skills of businesses.<\/p>\n

This is where the thoughts that animate public debate in the corporate world and cultural, education and research hubs, precisely in these uncertain times of crisis, are leading us: to a \u201cgentle capitalism\u201d, indeed. \u201cReformist enterprises<\/strong>\u201d driving the critical rewriting of production and services maps in smart cities, which then turn into smart lands, or, productive territories where innovation and positive social capital predominate, as well as a proper economy, \u201con a human scale\u201d or \u2013 even better \u2013 \u201con an individual and communal scale\u201d, referring to the contemporariness of Adriano Olivetti\u2019s ideas (as also suggested by Paolo Bricco\u2019s inspiring book about \u201ca 20th<\/em>-century Italian man\u201d, published by Rizzoli).<\/p>\n

It’s mostly the new generations that are leading us in this direction \u2013 not just as consumers but also as entrepreneurs, producers, informed individuals who make responsible financial decisions through their choice of products and services, and who prefer to work in companies that tangibly share their sustainable value system (while punishing, with critical intelligence, companies called out for greenwashing).<\/p>\n

In this way, we’re also recovering our ancient knowledge, rooted in the medieval culture of Benedictine abbeys (the teachings of ora et labora<\/em>, pray and labour<\/em>), a taste for beauty in cities populated by merchants, bankers and manufacturers such as Siena and Florence, the relationship between Franciscan friars and bankers, brought together by their regard for both goods and \u201ccommon goods\u201d, as great Catholic economics such as Stefano Zamagni and Luigino Bruni have shown (Bruni’s latest book Capitalismo meridiano \u2013 Alle radici dello spirito mercantile tra religione e profitto <\/em>(Meridian capitalism \u2013 Getting to the roots of the trading spirit amidst religion and profit<\/em>), published by Il Mulino, provides some really good evidence of this). Adding one essential remark: \u201cThe European economy was conceived by a spirit larger than the trading spirit. And if it were to lose this larger spirit, it’d be in serious danger of extinguishing itself.\u201d\u00a0 Here it is then, a new possible dimension, which we can keep on \u201cgently\u201d discussing.<\/p>\n","protected":false},"excerpt":{"rendered":"

Katia Da Ros, Venetian entrepreneur (her company, Irinox, manufactures high-tech cold-storage appliances for the food industry) and Vice President for Sustainability and Culture at territorial entrepreneurial institution Confindustria, believes that we should work towards \u201ca gentler capitalism\u201d. In other words, towards an economic system based on a set of values (environmental and social sustainability, caring […]<\/p>\n","protected":false},"author":9,"featured_media":92320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55,56],"tags":[],"class_list":["post-92355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-corporate-culture"],"acf":[],"yoast_head":"\nA \u201cgentle capitalism\u201d for the growth of enterprises and the building of a sustainable economy \u201con a human scale\u201d - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/blog\/a-gentle-capitalism-for-the-growth-of-enterprises-and-the-building-of-a-sustainable-economy-on-a-human-scale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A \u201cgentle capitalism\u201d for the growth of enterprises and the building of a sustainable economy \u201con a human scale\u201d - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"Katia Da Ros, Venetian entrepreneur (her company, Irinox, manufactures high-tech cold-storage appliances for the food industry) and Vice President for Sustainability and Culture at territorial entrepreneurial institution Confindustria, believes that we should work towards \u201ca gentler capitalism\u201d. 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