Art and business together create ideas that last.

Why companies invest in culture today

Art and culture are not only a heritage to protect. They are strategic resources for the future of companies.

Investing in culture means creating lasting value, strengthening corporate reputation, and driving innovation and well-being.

Key figures:

• Over 825,000 people work in the cultural sector in Italy.
• Every euro invested in cultural events generates up to €2.65 in economic value for the local area.
• Companies that invest in culture have seen exports and revenue grow by an average of 4% and 3.2% respectively.

Culture as a lever for sustainability

Culture supports the actions reported in a sustainability report: it improves the workplace climate, encourages creativity and strengthens the sense of belonging.

Investment in culture fits fully into the Social pillar of an ESG strategy:

• It promotes well-being and inclusion at work.
• It strengthens ties with the local area and its communities.
• It contributes to several SDGs (quality education, decent work, urban regeneration).

Impact and visibility: when culture builds the brand

Cultural partnerships generate media attention and lasting engagement.

Not just advertising, but stories that enhance the brand and strengthen its values.

Real examples:

• Louis Vuitton & Musée d’Orsay: €20M and international prestige.
• Guerlain & UNESCO: +$1.6M in Media Impact Value.
• Tod’s & the Colosseum: a global economic and reputational return.