Sustainability is an inescapable change. Businesses need to start thinking differently. Not just how to use resources better, but how to do it sustainably and intelligently.
An enterprise that works on efficiency and differentiation can achieve extraordinary results.
And it is not only a question of cost, but also of value. The one on sustainability must be understood as a journey that starts with awareness. The company must ask itself, "How many resources do I really have at my disposal?", "How can I use them more intelligently?", and perhaps invest in certifications to open up new market opportunities.
It is often thought that managing-and especially reporting on-sustainability is a business for large companies. Many believe that becoming sustainable requires skills beyond the reach of small businesses. In reality, many small businesses already produce thriftily, recover materials, reduce waste and reuse resources. They do this naturally, though without sometimes being fully aware of it and without valuing this commitment in the eyes of the market, missing an undoubted opportunity to stand out and exploit a competitive advantage of their own. How to bridge the gap between action and communication?
The course promoted by Upskill 4.0 and Ca' Foscari University Venice as part of the #HomoFaberEconomy project "Environmental Sustainability and Social Responsibility for Small Business. Innovating sustainably with design thinking" was created to do just that: to help companies become aware of their sustainable commitment and provide tools to communicate it effectively and economically.
Sustainability is not a matter of company size, but of awareness and ability to turn good practices into value.
Many professionals spoke during the first part of the course. Eleonora di Maria, professor Department of Sc. Economica e Aziendali, University of Padua, illustrated how it is crucial today to move from a linear economy to a circular economy: the real focus is no longer just businesses and consumers, but resources and their intelligent use.
Giulia Pordd, ESG & Impact Manager, emphasized that for a company, being sustainable means first of all being able to generate value over time, ensuring balance between growth, resources and impact. The new rationale must look to the future: it is no longer enough to report, one must strategically structure oneself to access capital, manage reputation, strengthen positioning, and increase attractiveness.
This new approach is exemplified by the Butterfly model, a diagram that represents the continuous flow of materials in a circular economy system. It was developed by Ellen MacArthur, and highlights the importance of designing products and systems that facilitate the circular reuse of materials while minimizing waste and environmental impact.
For Franco Broccardi, co-founder and partner of Lombard DCA's Milan office and founder and editor of ÆS Arts+Economics magazine, sustainability is a complex value; it is something not just economic, but hybrid, including social, environmental and cultural aspects. Benefit corporations are an example of how profit and common benefit can go hand in hand. Every company must ask itself: what is my purpose? And how can I contribute to a more sustainable world?
Federico Rossi, a marketing consultant, sustainability expert and founding partner of Sintesi Factory, delved into the concept of brand purpose, or the raison d'être of a company beyond profit. Today consumers do not choose a product only for its features, but for how it is made and the values it represents. They expect brands to take a stand on relevant issues and for there to be a value alignment. When this connection is authentic, the bond between brand and customer becomes deep and lasting.
Also during the lecture on communication and marketing for sustainability of small artisan businesses, Sara Pallavicini presented E20 #BeRight by Esther Burton, a benefit company specializing in sustainable events. The company integrates aesthetics, ethics and experience to create a circular business model based on resource reuse and responsible event management. Through strategic partnerships, Be Right interprets the sustainable transition as an opportunity for competitive value. It was among the first companies to achieve ISO 20121 certification, innovating the sustainable events industry.
This latest example once again highlights how companies can integrate sustainable practices into their business models, turning them into strategic levers for competitiveness and shared value creation.