Until 20th November Assolombarda is the protagonist of the "Settimana della Cultura d'Impresa" (Business Culture Week) with various virtual initiatives designed to support business culture as a foundation and value for the rebirth of the country and to bring young people closer to and raise their awareness of the values and identity of the local production system.
The 19th edition of the "Settimana della Cultura d'Impresa", which opened on 5 November, is dedicated to the theme "Capitale Italia: la cultura imprenditoriale per la rinascita del Paese" and is promoted by Museimpresa (Associazione Italiana Archivi e Musei d'Impresa, founded in Milan in 2001 on the initiative of Assolombarda and Confindustria) in collaboration with Confindustria.
"Telling the story of corporate culture means enhancing the principles that have always inspired our industry. That doing business is resilience, innovation, creativity, social inclusion, and an aptitude for change and building," said Alessandro Spada, President of Assolombarda. "Values that have already been crucial in the past in overcoming the most difficult times and that, today, are essential elements to make companies that engine of positive change indispensable to face the challenges we are facing. Starting with the priorities set out by the European Union: social safety nets, green economy, digital and physical infrastructure, training, and healthcare to build sustainable development with an eye to the 'Next Generation'. And it is young people who are the enormous, positive and inextinguishable resource to whom we must turn our efforts. In this direction, we need a major 'confidence operation' that looks to the future, starting from the awareness that business is culture and that its values can still teach us how to face the present and plan for the future.
Assolombarda initiatives
In addition to virtual appointments focused on the theme of corporate culture, Assolombarda has promoted the project "Nel tempo di una storia" (In the time of a story), in which Simone Bramante, one of the most popular photographers on Instagram and known to the general public as Brahmino, will describe, in his blog "What Italy Is", corporate museums and archives with the aim of making them a cult destination and bringing the world of business closer to young people. Through his visits to these cultural realities, around Italy, he will produce a real guide, consisting of over 96 minutes of video clips and 192 artistic shots, to involve followers in a project of "participated culture" in favour of a visual experience on digital that goes beyond the concept of physical destination.
Assolombarda's publication, 'Genio & Impresa', also proposes a programme of contents dedicated to the values of enterprise - courage, know-how, community, human capital, memory, responsibility and resilience - told by the voices of people who live the enterprise on a daily basis in the area.
Closing the week will be the "SME Day" on 20 November, an event that will see Chemical Road Master of Milan, Carpanelli of Monza and Brianza, Polenghi Group of Lodi and ICS of Pavia tell their stories to high school students, offering them a virtual journey to discover the culture of enterprise.
