The steely glare of the Tofane mountain range watches us from above, framing the horizon. It can be nothing but a steely glare, the focus of these two days with Confindustria is vital: (Un)sustainable Evolution.
The conference will take place in a beautiful see-through marquee, erected in the middle of the square, a transparent “bubble” at the foot of the Byzantine bell tower.
A “bubble” just like the one that we have been in all these years. First, we thought the green economy was something for weirdos, then in became a fashion and now, finally, we have realised that it is a necessity for all.
During her speech, Martina Rogato defines sustainability as a management practice: “an integrated approach to business that must consider 3 dimensions – the environmental, the social and the economic.”
Far-sighted entrepreneurs are already aware of this, others are still working on it and then there are those who are improvising and will submit to so-called “green washing”, in other words all those practices that make you appear “green”. However, today the consumer is well-informed and unforgiving.
Even those unmotivated by ethical reasons will be motivated by the market.
There is a long way to go yet but I believe that the fact we have reached this turning point is thanks to the myriads of young activists that over the last few years have worked hard for change (and partly due to the increased raw material and energy costs).
Now it’s our turn to get our hands dirty and get down to work as the direction we are heading in is certain.
There will be many more threats to come but the worst seems to be over:
“The greatest threat to our planet is the belief that someone else will save it” Robert Swan
Thanks for your blog, nice to read. Do not stop.