This National Interest event was convened in the spirit and intent of constructing a positive narrative for Italian industry around the concept of the “ultimate enterprise” (la bella impresa), in an effort to counter a widespread “anti-industrial” mindset, and replace it with a new narrative on what “being in business” – and especially on “being in manufacturing” – entails. The session afforded an opportunity to discuss industry, the Italian economy, young people, and what the future holds.
While recognizing that the “epic” stature of Italy’s captains of industry and business – the fulcrum and engine of the postwar reconstruction period – has over the years been lost, the role played by manufacturing in the country’s economy was acknowledged as still crucial today, accounting as it does for 17% of GDP, a figure which rises to 29% in Lombardy, placing the region in the same league as Germany. The sector’s vitality is also reflected in the overall growth figure for the last three years, amounting to 4.1% – more than double the average for the Italian economy, which stands at 1.6%. Over the same period, investment in machinery and means of transport increased significantly (up 14.9%), thanks also to incentives for the purchase of hi-tech digital producer durables (pursuant to the Sabatini law), the introduction of a super-depreciation mechanism, and an Industry 4.0 National Plan.
Italian entrepreneurship – it was stressed – remains a key element of competitiveness even in the age of digital evolution, with the German “Industry 4.0” paradigm molded and reshaped through Italian creativity to adapt to an industrial landscape made up of small businesses operating in national and international networks and supply chains.
Similarly, the ability to combine different proficiencies and draw resources from the realms of both scientific knowledge and humanistic values was held up as a distinctive characteristic of skilled Italian human capital. To be successful in a 4.0 world, it is not enough to be familiar with technologies: it is necessary to have clear objectives and an ability to choose the most appropriate technology from those available.
It was highlighted that, owing in part to technological progress, the “ultimate enterprise” can be fashioned into the “ultimate factory”, in the sense of being aesthetically pleasing, functional, and sustainable. Paraphrasing Carlo Maria Cipolla, it was deemed inconceivable for “beautiful things prized throughout the world” to be produced in a less than ideal environment. While conceding that the country’s competitive edge rests on quality, it was nevertheless seen as essential to build workplaces of commensurate aesthetic and safety standards, thereby simultaneously increasing productivity.
The participants noted, however, that the signs in this regard and other highly encouraging data on Italian industry are not part of the narrative that prevails in the country. Rewriting the said narrative in a more accurate positive key entails a major cultural shift, the very reason why it was decided to establish a dialogue with young people by holding a series of encounters between Aspen Members and students from the country’s senior high schools (licei) and technical and vocational secondary colleges (istituti tecnici e professionali). Entrepreneurs and executives are directly called upon to offer young people a more realistic and apt vision of the positive, dynamic, and game-changing force of business and its role in society. In the project’s first run, 43 such meet-ups were held in 14 regions, with 28 members and over 4000 students taking part. The second edition saw 48 gatherings held in 13 regions, with 28 members and around 5000 students participating. Altogether, 43 industry figures were involved in the project.
The firsthand accounts given addressed many topics, personalizing the message based on the individual’s professional and private experiences. Issues covered included: the role played by businesses in generating wealth; the importance of manufacturing for the Italian and European economies; Italy’s strong suits; the importance of developing an international mindset (through knowledge of languages, travel, exposure to cultures, and internships abroad); the challenge posed by technologies and the opportunities they offer in terms of new professions and new trades; the importance of identifying with and sharing the values of the firm one works for; and entrepreneurship.
In the course of these dialogues, which it is envisaged will be repeated and expanded, many Members noted that recounting the stories of businesses and tracing the origins of some of Italy’s most renowned companies – from initial inspiration to idea, and from the planning stage to their establishment and growth – has a great impact on young people.
Similar interest was discerned in respect of corporate archives, dusty collections of paper that chronicle the histories of companies and retrace the feats of great entrepreneurs, technical gurus, and executives, brought to life again through documents and evocative images, including industrial photographs – depicting buildings, machinery, men, and work – but also advertising images, posters, drawings, stories, and firsthand accounts. It is a realm that bestows culture, values, creativity, and a sense of what manufacturing has represented and continues to represent for the country, namely: an engine of social transformation and growth, an arena of conflict but also – and above all – of great passion in making things and shaping the future.
In concluding, attention was drawn to the website of the Una bella “impresa”! initiative – www.unabellaimpresa.it – which gathers together personal accounts, stories, and other materials that are helpful in showcasing Italy’s manufacturing tradition.
