Sergio Vazzoler

The end of the year is the time to take stock and make resolutions for the coming twelve months.
Agencies like ours whose business is “talking sustainability” are keenly aware that a “check-up” is needed.
On one hand, we have seen the attention of large corporations to social and environmental issues increase exponentially (in ten years, “sustainable” investments in Italy have doubled according to the latest Socialis observatory, and now exceed one billion euro), in parallel with the difficulty of distinguishing between real action and simple storytelling. On the other hand, the gap between the big players and SMEs is growing: the vast majority of small businesses continue to focus on keeping their economic fundamentals healthy, and consider sustainability a secondary or superfluous question.
In the middle are consumers, whose sensitivity to the concepts of ethics, well-being and transparency is rising rapidly, but is often used and (poorly) directed by a media system that feeds on buzzwords and ideological battles.
So perhaps the time has come to embrace a more challenging approach to communicating sustainability. The three traditional dimensions (economic, social and environmental) need to be joined by a fourth, cultural, dimension. In addition to the numerical indicators, if we want to bridge the gap between supply and demand, between large corporations and SMEs, and, above all, to attain a full understanding of measuring true business social responsibility, let’s spread the sustainability culture.