SOFT&GREEN 

sustainable development

The politician: Bob Kennedy, GDP is not enough to measure quality of life
It was 1968 and the speech given by Bob Kennedy (1925 – 1968) is probably one of the most frequently referenced political addresses of all time. When we talk about the forerunners and trying to identify some of the passages through which the proto-concept of sustainability has expanded from the scientific field (in p...

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The entrepreneur: Adriano Olivetti and his humanistic approach to responsible business
1950s, Northern Italy, Canavese region. Extraordinary things happened here thanks to an equally extraordinary person: Adriano Olivetti (1901 – 1960). Entrepreneur, man of culture, politician, intellectual, publisher and urban planner. The company that bears his name was for many years one of the world's leading indus...

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The scientist: Barry Commoner, combining ecologism with the social and policy dimensions
In his book, "The Closing Circle" (1971), he was perhaps the first to imagine a model of a circular economy and was certainly among the first to combine science and political activism, linking the issues of ecology to those of public participation and social justice: environmental crisis and political decision-making. ...

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