A country’s future is marked by the strength and credibility of its reputation. Building this reputation requires a clear, unique Competitive Identity.
Italy’s defining characteristic is Beauty.
For Italians, beauty has a value that goes far beyond the mere aesthetic sense and is indeed an unalterable part of their identity-defining heritage. It is history, culture and territory, but also scientific research and cutting-edge technology, product quality and design creativity, a rich agricultural and food heritage, manufacturing excellence and a talent for building empathetic relationships. A unique plurality that forms the base of the “lifestyle” envied all the world over.
The Foundation sees this way of understanding beauty as the ideal natural differentiating characteristic for relaunching Italy. Harnessing this characteristic, Italy can return to a position of growth, provided that it transforms its potential into a strategic resource for creating jobs, fostering development and achieving prosperity.
